The campaign caused surprise and criticism in the industry when it launched in January, urging people to "Save money. Save time. Save trees".

Two Sides reacted with an open letter to Google’s chairman Eric Schmidt, which spoke of "some incredulity" at the ‘Go Paperless in 2013’ drive, while pointing out Google’s own environmental impact.

But now the Paperless 2013 website has been revised, leading Two Sides to claim victory. Images of trees and claims about paper’s negative impact on the environment have been removed, while the tag line has been changed to "Take the paper out of paperwork".

Two Sides’ director, Martyn Eustace said: "We’re very pleased. I never did expect an answer. But they have changed their website. It shows the industry if it does act when it sees things being said about it, it can make an impact."

Google, which was unavailable for comment, is only one member of the Paperless Coalition, which is made up of companies such as Xero, Manilla, Expensify and Fujitsu's ScanSnap line, and sponsors such as email marketing software provider Constant Contact.

The news comes as Royal Mail agreed to throw its weight behind Two Sides.

One of Britain’s most recognised brands and a key employer, Royal Mail delivers 59m items each working day and launched planning, creative and design solution service MarketReach in July 2012.

Head of public affairs for Royal Mail, David Gold, said: "It is important that we recognise and focus upon the importance of mail," adding that mail was important to our daily lives but could also "deliver corporate marketing messages that really stand out an increasingly digital and media cluttered world."

Eustace said Royal Mail was at the forefront of print and mailing technology and was supporting Two Sides, and the related £2.5m ‘No Wonder You Love Paper’ campaign.

"Royal Mail’s support for these campaigns and our ability to collaborate with them will be invaluable," he said.

The two organisations have not revealed details of the collaboration. Eustace said it was early days but Royal Mail was "being very supportive" and the new partners were meeting to make future plans.

He said Two Sides was conducting surveys with Royal Mail and other companies involved in the mail business and that it would have access to MarketReach.