More E-mail Marketers Hugging Trees

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Retailers promoting Earth Day in their e-mail messages this year increased to 16 percent, up from a measly 4 percent in 2007.

That trend was noted by RetailEmail.Blogspot, which tracks the e-mail marketing campaigns of more than 100 large online retailers.

Tactics varied among retailers. Some such as Banana Republic donated a slice of sales to green charities; others such as OfficeMax promoted energy-efficient products, said Chad White, editor-at-large of the Email Experience Council and founder of RetailEmail.Blogspot.

Other retailers promoted green products in recent weeks, but didn't specifically mention Earth Day. Among them: REI, whose e-mail discussed recycling's merits.