Have you noticed how many people are adding a “green reminder” to their e-mails? Here’s an example of one I receive regularly: Before printing, think ENVIRONMENTAL responsibility. While I don’t print many e-mails, it always gets my attention when I see the reminder in their signature block.

I see plenty of companies that are “green aware” in their marketing efforts. The question is whether it resonates with their target.

This post, We’re in the midst of green revolution, right? Actually no. appeared in the Canadian Marketing Association’s blog. I agree completely with the comment posted by Merril Mascarenhas of Arcus, a leading research and consulting firm. Mascarenhas wrote, “To select and shape the right strategy, companies first assess how substantial is the green consumer segment in their business, and whether the brand or the company can be differentiated on the green dimension.”

That illustrates why it so important for marketers take the time and devote the resources to analytics. Understanding your target and what’s important to them will result in a better return on marketing investment.

Going green may increase marketing ROI. But, if the green consumer segment is underrepresented in your business, you may want to reassess your strategy.