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What’s your carbon footprint?

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Letter vs Mail

Around 62 trillion spam messages are sent every year – let that sink in

I get a lot of people telling me that e-marketing is cleaner and better for the environment; but is it? As with everything, the answer is “depends”.

I must confess to not having spent hours analysing the science but one US study I saw noted the following:

  • I must confess to not having spent hours analysing the science but one US study I saw noted the following:
  • Average carbon cost of sending a letter by mail: 29 grams
  • Average cost of a single email to a single recipient with no attachment: 4 grams
  • Cost of the SAME email with a 1MB attachment: 19 grams
  • If the email is replied to, forwarded, downloaded etc, this carbon cost goes UP
  • If you are looking at Video online it costs 0.2 grams of carbon per second.

SO my message is this:
Nothing is totally free from carbon usage and no single marketing strategy is 100% effective. Look at all your options and consider the ROI. If you are focussed on your carbon footprint, consider the cost of electronic media alongside the paper-based alternative to get a “return on carbon”.

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