"You Pay for the Washer. It Pays for the Dryer." That's how Kenmore has been promoting its Elite HE5t Steam front-loading washing machine, $1,360, in a recent newspaper ad. And on its Web site, Kenmore claims that the washer "saves 77% water & 81% energy—enough to pay for the matching dryer" and says that "Going Green Can Save You Green."

It's not unusual for an appliance company to tout the greenness of its products, but the Kenmore ad signals a subtle marketing shift. In the last year or two, some appliance manufacturers promoted their energy-efficient products by telling you how purchasing their equipment would save the earth. One company used to declare that if everyone who bought a new dishwasher in a given year had bought its efficient models, hundreds of thousands of acres of forest would have been saved.

These days, it seems, appliance makers are pulling more on your purse strings more than on your heartstrings. (Read "By the Numbers: Today's Washing Machines Gain in Energy Efficiency" to see how efficient appliances have become since 2000.)

The fine print on the Kenmore Web site states, "*Kenmore Elite HE5t Steam washer compared to a conventional washer manufactured before 2004, using the normal cycle, based on $175 per year total savings, over 11 year life expectancy." If the Kenmore claim is accurate, you'd save $1,925 by buying the 4.4-cubic-foot washer, which is enough to pay for every dryer that will appear in our July 2009 report on washers and dryers (online and on newsstands at the end of this month). Note that data about washer energy consumption are based on factors like the size and frequency of loads and the cost of electricity.

Using our own test results, the Kenmore HE5t Steam would cost on average $115 to operate annually, while a comparable new top-loader would cost $169 a year to operate. But several front-loaders we recently tested are more efficient than the Kenmore. The GE WCVH6800J[WW], for example, would cost $88 per year to operate and has earned an excellent overall for energy efficiency. What's more, it's about half as expensive as the Kenmore, plus it's gentler on clothes and has a shorter cycle time—saving you time and preserving your wardrobe.

Energy consumption should play a big part in your decision-making process when buying laundry equipment, but also look at efficient appliances that deliver value and performance—they'll be good for the planet and for your finances.—Daniel DiClerico | e-mail | Twitter

Essential information: Use our buyer's guide to washing machines and visit our appliances hub for buying advice on a wide range of laundry and kitchen gear.