Depending on the marketing message and target group, many advertising companies opt for one or the other means of communication. From classic or digital advertising banners to TV spots or YouTube advertising to e-mail newsletters and social media ads – companies today have a very wide range of marketing options at their disposal. Marketers should be aware that there are big differences between the options to choose in terms of climate compatibility.
The CO2 footprint in online marketing is particularly related to the data volume used for this purpose and therefore offers the best basis for an evaluation of emissions. The most environmentally friendly means of communication is email, as a Sendinblue study from 2021 shows. The average CO2 emissions per e-mail were compared with those of other means of communication, including 30-second TV or YouTube spots, mobile websites or live streams on Facebook. A direct comparison shows, for example, that the emission effort to reach one million people is twice as high for a 30-second commercial in the USA as for an e-mail campaign. In order to reach the same number of people by post, you would even release 143 times more CO2 – no company should really be able to afford that anymore.
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How e-mail communication becomes low-CO2
Communication always causes CO2 – no matter which channel you use. Therefore, companies are well advised to specify their target groups precisely or to activate them passively online using marketing automation in order to only display advertising if consumers are interested in it. In addition, e-mails and newsletters themselves can be made more climate-friendly, for example by dispensing with large images and attachments. This is because larger content requires more computing power to load and display on a device. Deleting old e-mails can also reduce the CO2 footprint, because storing them costs energy and thus valuable resources.
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One thing is clear: all of us – business, politics and society – must work together and act responsibly to reduce emissions. With regard to marketing and communication activities, the figures described give a clear recommendation: those who prefer to use e-mails as a means of communication should choose the option with the lowest emissions and thus protect the climate.
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