20 Apr How to combine environmental protection and email communication?
How to combine respect for the environment
and email communication?
In many debates concerning the ecological dimension of emailing, the question of storage comes up. Some ISPs and webmails are working on reducing the volume of emails stored. A minority of brands have also realised that there is no point in continuing to reach out to their inactive contacts. Even if they often think more about the deliverability of their messages and their performance than about the planet. Most debates are focusing on the number of tons of CO2 that could be saved if we did better, we simply want to propose you to DO better!
Set a deletion date for commercial emails
This is the idea of a citizen's proposal put forward by Badsender. When an advertiser launches an emailing campaign, he can generally consider that after 48 to 72 hours, he will have reached more than 99% of openings and clicks on his message. Let's add that most of the time, the promotion, the message and the products presented will be obsolete after a few days. The recommendation is therefore simple. When sending an email, you should define an expiration date.
After this date, the webmail service will have the right to delete the email completely in order to clean up its servers and the email boxes of its users. If the recipient of the message does not want his emails to disappear by themselves, the webmail will be able to offer him to activate or not this functionality, offering the possibility to keep a specific email even after the date.
Let's get united
We can suspect that initially this option will be used by a limited number of players. We can also think that at the beginning this option will not be taken into account by any webmail. Nevertheless, it is a new possibility to manage emails without additional costs. It allows to mark your commitment regarding climate change. So, with your participation, and if you share this proposal to your peers, suppliers, customers, and contacts, it could quickly be adopted.
Besides validating the technical principle (which shouldn't be too complicated), the most important thing is to gather support! So don't hesitate to share the information as widely as possible. The success of this type of initiative depends on our ability to mobilize the public, and the snowball effect that follows.
While waiting for mass adoption
While waiting for the self-deletion tool to be democratised, you can ensure that you respect the best practices available. Following the example of Culturespacesthe Krakatoa and Marsatac whom we have accompanied on their communication campaigns, you can also work on your automatic re-permission scenarios. These encourage your inactive contacts to unsubscribe from your contact databases, or to renew their consent to receive your communications.
To train you, we have set up a workshop with our manager to accompany you. Do not hesitate to contact her 
This article is adapted from Badsender : #zerocarbonemail: "Auto-magically" deleting outdated emails from your recipients' email boxes? by Jonathan Loriaux
Ludovic Bordes
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