Considering how much energy computers can use up, it’s surprising to see how using the Internet can have an environmental benefit to it. Yet, there is a great deal of evidence to support that it does.
The most obvious upside is that the Internet saves paper. Much has already been commented on the extreme waste of junk mail. According to Forest Ethics, the amount of junk mail produced per year uses up 96.7 billion gallons of water and is equivalent to the carbon emissions of 3.5 million cars. Forest Ethics also notes that the recent years only saw an increase in junk mail, from 90.5 billion pieces in 2003 to 103.5 billion pieces in 2007. (It should be noted that catalogs are a problem as well, as many of them are ignored and tossed away.)
And what can be said of the notoriously low ROI of junk mail? About 3% or fewer recipients respond to these mailed solicitations. Sorting through junk mail and tossing it into the recycling bin or wastebasket is a common chore upon arriving home at the end of the day. Marketers might see an even lower ROI in the future: more and more businesses and organizations are offering services to end junk mail. GreenDimes.com and 41Pounds.org are just a couple of websites that make provisions to reduce the amount of junk mail for an individual or household.
Also, think of the efficiency of targeting the proper demographics online. With junk mail, you are pulling off a crap shoot, sending out mass pieces with little information about your recipients. On the other hand, with a campaign like Google AdWords, you can control to some extent how you target potential customers and you can track and analyze responses and conversions. Emails are also eco-friendly, while being easy to manage in comparison to paper newsletters.
Sometimes, doing good for the environment coincides with avoiding waste in effort, time, and money. Especially with the contracting economy at the moment, businesses are focusing on cost-efficient methods of marketing. Look to the Internet for more strategic and eco-friendly advertising.
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