Can You Make Your Email Marketing Greener?

By Reueben Cole, Product Expert at Force24

When you think of industries with environmental impact, your mind likely goes to sectors like fuels, fast-fashion or agriculture. But what about the digital world? I think most assume that digital sectors are exempt because a lot of their assets and production live in the clouds. 

A single plain text email can produce around 4 grams of CO₂, and while this might seem small, when multiplied by the billions of emails sent daily worldwide, the impact adds up quickly. As marketing managers, we have an opportunity to not only enhance the efficiency of our campaigns but also take steps to reduce their environmental impact.

As someone with a passion for sustainability, cultivated through my Master’s degree in Sustainability and Business from the University of Leeds, I believe that every business, regardless of industry, should consider how even the smallest processes can be made more eco-friendly. Here are a few ways to make your email marketing strategy greener without compromising results.

1. Ditch the Batch and Blast Mentality

Sending emails to massive, unsegmented lists may seem efficient, but it’s actually counterproductive. Many of these emails go unread or land in spam folders, driving down engagement rates while increasing unnecessary CO₂ emissions.

Instead, focus on targeted segmentation. By sending emails only to contacts who are actively engaged or interested in specific topics, you increase the likelihood that your message will be read while reducing the overall number of emails sent. This approach prioritises quality over quantity, saving your campaign metrics and the planet at the same time.

Pro tip: Regularly review your recipient lists. Remove contacts who haven’t engaged with your emails in months. Less clutter means a lower carbon footprint.

 

2. Keep It Short and Sweet

How often do you receive long, text-heavy emails that you never fully read? It’s time to rethink email length, for both performance and environmental reasons.

Long emails with excessive images, links, and content not only underperform but also generate more data, which increases CO₂ emissions. Instead, simplify your emails. Focus on clear, concise messaging.

The ideal formula:

  • 10 words or fewer in your key message
  • One button for a call to action
  • One carefully optimised image

This minimalist approach not only reduces emissions but also aligns with best practices for user engagement.

 

3. Test Before You Send

Sending out the wrong email, followed by a correction email, can be embarrassing, but worse, it also doubles your carbon footprint.

Before hitting “send,” always test your emails to make sure they are error-free. This includes checking that:

  • Links are correct
  • Images load properly
  • Content is relevant and clear

Testing prevents unnecessary mistakes that require follow-ups, helping reduce email traffic and waste.

 

4. Keep Your Data Clean

Old, inaccurate, or duplicated contact data can significantly impact your campaign’s efficiency, and its environmental impact. Bounced emails still generate CO₂ emissions, despite never reaching a recipient. This is why data hygiene is essential.

Make it a habit to cleanse your email lists regularly. Remove inactive contacts and update outdated information. Not only does this improve deliverability, but it also ensures your emails reach those who are genuinely interested in your content.

5. Encourage Unsubscriptions

An overflowing inbox isn’t just frustrating for your recipients, it’s also harmful to the environment. If someone doesn’t want to hear from you, it’s in both your and their best interest that they unsubscribe.

Encourage contacts who are no longer interested to opt out of your list. Similarly, take time to unsubscribe from emails you don’t engage with in your personal inbox. This reduces unnecessary emails being sent and conserves digital energy.

 

Why It Matters

With sustainability becoming a priority for businesses across industries, marketing managers have a unique opportunity to lead by example. Optimising your email marketing strategy is not only good for the environment but also improves campaign performance. By sending fewer, more targeted emails, you create stronger connections with your audience while reducing your brand’s carbon footprint.

In a world that’s increasingly aware of the importance of eco-friendly practices, even small changes can make a difference. So, the next time you plan an email campaign, take a moment to consider its environmental impact. Together, we can create greener marketing practices, one email at a time.

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