Sustainable Emailing

Some examples to make it more tangible:

*results are dependent on factors like email size, attachments, images, …
These numbers give you a general indication.

Think about this and how many customers you have in your database and what that might mean on a daily, weekly, monthly, … basis and beyond.

How you (yes you) can make a difference

5 tips to get you started:

1. Quality versus quantity

   First of all, focus on delivering content that is highly relevant and personalized to each recipient. This means understanding your audience's preferences, behaviors, and needs to tailor your messages accordingly.
   Delete what is not relevant from the schedule and put your customer at the center of every decision. It's better to send one relevant mail than 10 irrelevant mails.

   This will not only help you reduce the number of emails sent but it will also make a positive impact on your email metrics: higher open and click-through rates, overall better engagement.
   Secondly, think about the bigger picture. What is the role of email within your digital channel strategy?
   Your strategy might be different if email is your only communication channel vs when combining it with other channels.What's the cost of the email you are making and what will be your return on investment when you send them?

2. Segmentation and targetings

   This topic is of course tied to the previous point, perhaps after reading that, you've already deleted some emails from your schedule.
   But wait, before clearing the sending schedule, maybe that one email you would delete is relevant for person A & B and only irrelevant to person C.
   That's why we need to deepdive in our audience and try to find some similarities to make smaller groups or segmentations. This way we can send the right message to the right people.

3. Up-to-date database

   How many emails are you sending to customers who haven't read or shown any interaction for the past few months or even years?
   Right, that's a lot of emails that get lost and lead to nothing. Maintaining an up-to-date database is essential for effective, compliant, and sustainable email marketing.
   It helps improve deliverability, engagement, and personalization while reducing costs and the risk of reputation damage. Regularly updating and cleaning your database ensures that your email marketing campaigns remain efficient and productive.

   Try to reactivate some valuable customers and dump the ones that add nothing to your business.

4. Size matters

   This is a very broad topic. Think about the length of your email, all the pictures you've put in it, the part you can't even see like the code, the attachments you've added,… all this can make an impact on the planet but also on your performance.

   Let me help you tackling this point:

   • Optimize images and attachments to reduce their size without compromising quality.
   • Use links to hosted files or web pages for large resources instead of attaching them directly to emails.
   • Follow best practices for email design and coding to keep email sizes manageable.

5. Email expiration date (EED)

   By setting expiration dates, you can automatically delete or restrict access to emails and attachments.

   Additionally, email expiration supports regulatory compliance, such as data protection laws, by ensuring that personal data is not retained beyond necessary periods.
   It aids inbox management and ensures that users maintain cleaner email environments.

   Expiration dates create a sense of urgency for time-sensitive promotions, driving higher conversion rates.
   Email expiration can also improve communication efficiency by auto-deleting disposable information.

   However, availability and features may vary depending on the email service or software used, and clear communication of expiration policies are essential for recipients' understanding.