Direct marketers looking to cut down on both their campaign costs and environmental impact have been pointed to email marketing.

Paper waste that is often caused by techniques such as direct mail is not an issue with email drives, Steve Adams, vice-president of marketing at globally-focused software provider Protus, has stressed.

Writing in a column on TMCnet, the industry figure suggested that email marketing provides more choice for recipients while being budget-friendly.

“Any recipients who aren’t interested in this particular offer (but want to remain on the list) can just hit the ‘delete’ key without adding to the waste stream,” he explained.

“It’s the ideal solution for small businesses that want to market greener – and more effectively – while keeping their budgets under control.”

The Email Marketing Journal from Brick Marketing recently suggested that delivery of newsletters via email as a great way to stay connected with customers.

Related Topics: Email Marketing