For some publishers, the license price depends on the number of contacts in the database. This economic model encourages users to regularly clean their databases by setting up automated processes to remove duplicates, unusable data or even delete inactive contacts. This model indirectly contributes to reducing digital pollution since the storage of this data in data centers is reduced.
But for many publishers, the price depends on the number of communications. Customers of these solutions are not incentivized to adopt data cleaning processes, or only for GDPR purposes.
Reduce the number of communications sent
The carbon impact of an email varies greatly depending on the uses and the configuration in which the email is written by the sender and read by the recipients. From what type of device is the email sent? To how many people? With or without attachments?
Note that in the weight of digital pollution, that of emails is china phone number library minimal compared to that of equipment , but when we know that companies send several billion emails per year to their hundreds of thousands of customers in their database, some actions can be put in place to limit what is in our hands:
Rethink the editorial schedule and send emails when it’s relevant. Rethink useless content. Does thanking your prospects for attending your webinar have real added value? Can it be couple with another message?
Avoid mass emails, target intelligently using the 1st party data at your disposal and think about personalizing your content.
Lighten the weight of your images and avoid videos.
Consider equipping your marketing automation solution with an SMS router. Messages would emit 200 times less greenhouse gases .
Remove attachments, prefer links to a downloadable file
We have observed multiple initiatives emerging on this subject. This is the case of the “ Email Expiration Date” project ! The goal is, I quote: “ to provide senders of commercial emails with the means to specify an in this interview veldhuijzen van zanten expiration date for their messages. This is to allow webmails and ISPs to more easily design (semi)automatic deletion tools for these emails.”
In reality, the idea is to not place the responsibility for deleting uab directory commercial. Emails on the recipients, but on the senders. If marketing automation solutions allowed advertisers. To specify an “expiration date” when the message becomes obsolete. This would then reduce the carbon footprint of billions of emails stored for an indefinite period.
