Growing businesses that want to improve their environmental credentials should use email marketing to reach consumers, according to an expert.

Email marketing is greener than any other form of direct marketing as it automatically eliminates paper waste.

The Direct Marketing Association (DMA) is launching an environmental standard, PAS 2020, that will ensure direct marketers take responsibility for the sustainable development of the industry.

The PAS 2020 has been commissioned by the DMA in partnership with Acxiom, ISBA (the Incorporated Society of British Advertisers), Royal Mail and the Telephone preference service.

More and more companies are becoming environmentally aware, cutting back on unnecessary mail and print advertising in favour of more green policies, focusing on online solutions.

This is not only good for the environment but good for business, reducing postage costs, eliminating waste and saving on print.  

As Susan Menke, Mintel expert, comments on euroinvestor, introducing ‘eco-business tactics’ and focusing on green issues is a wise strategy. It can be used to set products and services apart from the competition, reducing costs and attracting new customers. 

In a blog by the Canadian Marketing Association, the poster considers the impact that direct marketing has on the environment. By focusing on customer data, he says that companies can dramatically change the environmental impact of their direct mail initiatives.