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Climate Change Brand Purpose Martech

Carbon-neutral email marketing is now a reality, according to this agency


By Audrey Kemp, LA Reporter

June 30, 2022 | 3 min read

Response Media has launched what it claims to be a first-of-its kind product designed to make email marketing carbon neutral.

Email cutout on green background

Response Media says its newest product can greenify emails / Adobe Stock

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.

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.

An 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.

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