Carbon-neutral email marketing is now a reality, according to this agency
Response Media has launched what it claims to be a first-of-its kind product designed to make email marketing carbon neutral.
Sending 65 emails is equivalent to driving one mile in an average combustion engine car, according to Response Media’s studies.
This is because text-based emails emit about four grams of carbon dioxide equivalent, while emails including attachments can emit up to 19 grams, per the Atlanta-based agency.
Response Media says its newest product can greenify emails / Adobe Stock
At the same time, the number of emails sent and received globally is expected to reach about 376bn every day by 2025, which translates to driving approximately 6bn miles every day.
No matter what the stats, it’s clear that e-mail marketing leaves a significant carbon footprint. To attack this, Response Media has debuted a new product that analyzes and offsets the carbon produced by email production, deployment, and storage.
“When we thought about how marketers can be more responsible and support environmental sustainability, we thought about the things we do each day. Although email is markedly more environmentally friendly than postal mail, it still uses energy,” Response Media's chief executive officer Josh Perlstein said in a statement.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.
Sign upAn email's carbon emissions are calculated using algorithms, and before certified carbon offsets are purchased to neutralize the carbon estimation from the campaign. This allows the agency to help clients extend their sustainability impact all the way down to its digital communications.
A carbon neutral seal is then added to each communication, highlight the marketer's carbon neutral efforts.
Founded in 1980, Response has previously worked with clients such as Disney, Danone, Procter & Gamble, and Coca-Cola. The agency developed the new product in partnership with an undisclosed environmental technology company.
For more, sign up for The Drum's daily US newsletter.