The paper-less email may seem like an environmentally sustainable marketing channel, but the pesky "print" button can quickly transform a once green channel into a deforestation machine.
In commemoration of Earth Day, email marketing service Campaigner revealed several tips for creating an environmentally sustainable marketing strategy and helping readers avoid clicking the print button.
Held annually on April 22, Earth Day is a day of action that celebrates the birth of the modern environmental movement and supports ongoing environmental protection. Originally founded in 1970 by Gaylord Nelson (no relation), a United States Senator from Wisconsin, the green-friendly holiday has now reached global proportions with the scheduled signing of the Paris Agreement today.
More than 150 countries are expected to sign the international law, an accord that derived from the COP21 climate summit last December.
Although the Paris Agreement is a landmark event in global cooperation against climate change, it’s still incredibly important for every person to play a role in reducing their own carbon footprint and promoting sustainability.
Email is one of the most commonly printed content channels online, and email marketers can create more environmentally friendly campaigns by purposefully designing sustainable newsletters that do not need to be printed.
Internal data from Campaigner reveals that restaurants send the largest amount of printable emails as part of their email marketing, often including printable coupons or discounts for in-store redemption. This same theme is likely seen in the retail and event industries as well.
“To stay eco-friendly we suggest using responsive design in your email marketing so your emails render properly on a mobile device and can be scanned in-store as opposed to printed and carried in,” says Seamas Egan, Associate Director of Revenue Operations at Campaigner.
Egan recommends that marketers develop their email marketing campaigns with mobile users in mind.
“Avoid using shrunken fonts, too much text, small buttons and links that are difficult to click,” says Egan. “Keep content brief and engaging, and make sure your website is also mobile-friendly so customers want to stay there once they've arrived.”