{"id":2999,"date":"2021-08-11T13:49:03","date_gmt":"2021-08-11T11:49:03","guid":{"rendered":"https:\/\/www.lepatron.email\/?p=2999"},"modified":"2021-08-12T12:20:32","modified_gmt":"2021-08-12T10:20:32","slug":"giec-email-marketing-conscience-environnementale","status":"publish","type":"post","link":"https:\/\/www.lepatron.email\/en\/ipcc-email-marketing-environmental-awareness\/","title":{"rendered":"IPCC report: are email marketing and environmental awareness compatible?"},"content":{"rendered":"

While the IPCC report<\/a> (Intergovernmental Panel on Climate Change<\/em>) - released this Monday 09\/08\/2021 - is making the media rounds as a reminder of the climate emergency (well...not enough for our taste, Messi and the health pass having largely dethroned him \ud83d\ude21), so it's up to everyone to know where they stand and take action on their own activity, at their own scale.<\/strong><\/p>\n\n\n\n

We could simply resort to cognitive biases (confirmation, freeze effect...) to comfort ourselves in our practice without questioning it. Or better still: blame it on a completely different industry that would have a greater share of responsibility.<\/p>\n\n\n\n

This would of course be too simple and above all counterproductive. So it's up to each of us to be aware of our impact and to know what we can and want to do to act in our daily lives and, in our case, in our jobs.<\/p>\n\n\n\n

\ud83d\udce2 First of all, Let's not forget that the best way to achieve zero carbon in emailing is not to send any email.<\/strong> It is clear that today emailing is a significant source of revenue (as a communication channel and awareness) for most companies and associations. However, billions of commercial emails and newsletters are sent every day and stored for an indefinite period of time in data centers around the world. What if we change the paradigm and think of our business as reasonable and sustainable rather than as an infinite growth vector?<\/p>\n\n\n\n

Can you do e-mail marketing and have considerations for the climate and the environment?<\/h2>\n\n\n\n

Yes, and it's not just a belief or conviction, fortunately.<\/strong> Given that the issue is indeed to assess the impact of human activity on climate change, who else but sapiens could try to correct the situation, learn from his mistakes and try to adapt in order to preserve his environment?<\/p>\n\n\n\n

We know that the industry linked to the Internet (network infrastructure: cable, fiber...) and the activity generated by the Web and Email (services and applications using the Internet network: agency, designers, users, data centers...), as well as the manufacturing of terminals allowing us to access them (smartphones, tablets, computers, watches, televisions, fridges...) is not without impact on our environment and climate<\/a> With the consequences that we know well today: production of greenhouse gases, soil and water pollution...<\/p>\n\n\n\n

It is possible to make e-mail marketing a little more ecologically and socially responsible, also during the design and integration phases.<\/p>\n\n\n\n

At Badsender, we have been involved in these issues for a long time and we want them to be more than just \"talking points\".<\/strong><\/p>\n\n\n\n

Optimize your e-mail creations and integrations<\/h2>\n\n\n\n

Already in 2019 Thomas Defosez wondered and bring us his enlightened point of view on the design and HTML integration phases of emails<\/a> by having an eco-responsible approach.<\/p>\n\n\n\n

By default, we apply a certain number of good practices that we feel are essential today:<\/p>\n\n\n\n

Accessible design<\/h3>\n\n\n\n

Limitation of small font sizes, consideration of contrast requirements, design of logical reading structures (left to right and top to bottom), left-hand alignments of texts, large click zones, dissociation of design \/ textual elements as far as possible...<\/p>\n\n\n\n

Accessible integration<\/h3>\n\n\n\n

Use of semantic tags (p<\/code> for paragraphs, hn<\/code> for titles...), implementation of alt tags (alternative texts in case the images would not appear or could not be seen), limitation of animations, integration of textual elements in HTML rather than in images, use of roles (HTML attribute role=\"presentation\"<\/code> informed for nested tables), code conformity for an ideal display on 120DPI supports...<\/p>\n\n\n\n

Limit the weight of the e-mail<\/h3>\n\n\n\n

Removal of superfluous tags, limitation of the level of nesting of tables, optimization of the weight of images, realization of minimalist design, advanced use of typography in order to reduce the use of images, additional research of optimization of the weight of code...<\/p>\n\n\n\n

Dark mode<\/h3>\n\n\n\n

Implementation of basic good practices (transparent png for elements on a flat color, addition of borders on dark images,...), tests and systematic optimization of the Dark Mode on the main e-mail clients of the market, use of specific color themes,...<\/p>\n\n\n\n

Work on your database and target your satisfied contacts<\/h2>\n\n\n\n

This is a lever that can be VERY sensitive for marketers or campaign managers. The reflex is still to systematically go for volume to guarantee a good number of conversions.<\/p>\n\n\n\n

How to reconcile data volume and conversion rate?<\/h3>\n\n\n\n

Sort out and clean up<\/strong> in the data that you keep so preciously and yet which sometimes take up unnecessary space on your servers.<\/p>\n\n\n\n

Segment and keep the Active - 6 months (=Openers - 6 months) and the Inactive between 6 and 18 months. Beyond that, it's almost useless to keep contacts who haven't opened a single one of your emails for 18 months or more (even if we won't be able to trust the openings anymore with Apple's announcement that it wants to end tracking in iOS15, but let's keep this metric for now).<\/p>\n\n\n\n

Target the most engaged of your contacts.<\/strong> You will gain and the planet will also thank you.<\/p>\n\n\n\n

How to \"target the most committed\"?<\/h3>\n\n\n\n
  1. First of all, send only to Active - 6 months <\/strong>your newsletters and commercial e-mails.<\/li>
  2. Next, segment them<\/strong> ! Classify them, for example, as \"New\" (= Buyers - 30 days), \"Buyers\", \"Ex-buyers\"...<\/li><\/ol>\n\n\n\n

    If we take the example of the Back-to-School period:<\/p>\n\n\n\n