Companies that develop new and improved products and services with environmental impacts in mind give themselves access to new markets, substantially increase profits and enjoy competitive advantages over those marketing non-environmentally responsible alternatives.

Digital marketing campaigns are getting ever greener now. Computer servers that store database marketing information such as email addresses, phone numbers and demographics, are becoming energy-efficient. With these energy-saving technologies less power will be needed to launch and sustain digital campaigns.

• “Green” technology is surging in popularity. Digital marketers utilize green campaigns, ads placed on digital media, of course, use no paper. By conserving energy and trees, SMS and email campaigns are just as “green” as they are “digital.”

Promoting products and services to target markets includes paid advertising, public relations, sales promotions, direct marketing and on-site promotions. Smart green mail marketers will be able to reinforce environmental credibility by using sustainable marketing and communications tools and practices. For example, many companies in the financial industry are providing electronic statements by email, e-marketing is rapidly replacing more traditional marketing methods, and printed materials can be produced using recycled materials and efficient processes, such as waterless printing.

Retailers, for example, are recognizing the value of alliances with other companies, environmental groups and research organizations when promoting their environmental commitment. To reduce the use of plastic bags and promote their green commitment, some retailers sell shopping bags under the banner of the Go Green Environment Fund.

• The key to successful green mail marketing is credibility. Never overstate environmental claims or establish unrealistic expectations, and communicate simply and through sources that people trust. Promote your green credentials and achievements. Publicize stories of the company’s and employees’ green initiatives. Enter environmental awards programs to profile environmental credentials to customers and stakeholders. Go Green!

More obviously, digital campaigns save paper. Financial institutions as billing companies and banks are getting their customers to go paperless (paving the way for targeted marketing messages), while businesses can now send sales promotions directly to mobile phones. Print media ads costs advertisers $65 billion annually. Saving paper results in monetary savings thanks to green mail marketing.

Even the least environmentally-conscious company should keep these concerns in mind, especially when it comes to its own reputation. Consumers and governments alike are concerned about conservation issues. Digital marketing technology helps save energy and resources. Marketers who engage in digital “green” campaigns can easily appeal to conservationist sensibilities—an added branding benefit of online, email, and SMS promotions.

Billing statements have already largely been transitioned online, giving consumers the ability to view their current status as well as pay any outstanding invoices. Increasingly, such statements are being sent via email and, in some instances, SMS to remind consumers of payments as well as notify them to an overdue balance. If all paper statements in the United States were eliminated: Some 16.5 billion trees which equals in 2.3 million tons of wood, would be spared, and fuel consumption would be reduced by 26 million BTUs—the same amount of energy it takes to provide a year of electricity to the city of San Francisco. U.S. consumers start having the option to pay bills via SMS, while such mobile payments which is already done in Africa and Asia.

Green mail marketing is the future of marketing, no doubts about that.