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E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
E-mail and Direct Mailing CO2 Impact
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E-mail and Direct Mailing CO2 Impact

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ENVIRONNEMENTAL IMPACT OF E MAILING COMPARE TO PAPER MAILING. WHO TO MEASURE THE C02 OF BOTH RESULTS OF SIMULATIONS

ENVIRONNEMENTAL IMPACT OF E MAILING COMPARE TO PAPER MAILING. WHO TO MEASURE THE C02 OF BOTH RESULTS OF SIMULATIONS

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  • 1.  
  • 2. What’s behind my m@ail? Comparative Analysis of Sustainability and effectiveness of e-mail vs paper mail Gaëtan Dartevelle , Managing Partner , Greenloop Jacques Bruyneel , DM Consultant , bpost business 22/03/11
  • 3.  
  • 4. Common assumptions <ul><li>Direct Mail generates more carbon footprint than digital </li></ul><ul><li>It’s better for environment to move to CRM paperless </li></ul><ul><li>Direct mailing is a waste of trees </li></ul>
  • 5. What we believe by bpost
  • 6. bpost approach with Greenloop <ul><li>STEP 1 : a DM carbon meter = how to measure and reduce “your” direct mailing C02 impact; bpost is the first post &amp; media to calculate LCA </li></ul><ul><li>STEP 2 : To compare the C02 for delivery of a mailing and an e mail </li></ul><ul><li>Purpose : Advices to go for better green Direct Marketing </li></ul>
  • 7. E-billing to save the trees and the earth? http://www.digi.com http://www.greencitizens.net http://www.timewarnercable.com
  • 8. E-billing to save the trees and the earth?
  • 9. E-folders to save the trees and the earth? “ In 2 weken, 600.000 folders, of 5.000 ton papier en 41.600 bomen bespaart”
  • 10. E-catalogues to save the trees and the earth? Source: www.e-leclerc.com
  • 11. And the consumer? 38.000 bomen en 1512 ton C02 bespaar
  • 12. And the consumer?
  • 13. And the consumer? Heel wat klanten (...) vinden het niet kunnen dat het bedrijf beslist heeft om hun rekeningen voortaan via e-mail te versturen. “ ONGEVRAAGD EN ONGEWILD ” luidt het. Source: Het Laatste Nieuws 02/12/2010
  • 14. Dematerialization «From atoms to bits»? 1995 - MIT professor Nicolas Negroponte Sources: Radicati Group, 2010; Mcafee, 2009; UPU, 2009 Number of emails/day has increased dramatically over the last 10 years, but the number of post letters has only slightly decreased
  • 15. ICT and PAPER usage Sources: 1 CEPI, 2010; 2 Arnfalk, 2010 Production of paper &amp; board in CEPI countries, quarterly trend 2000 - 2010 1 <ul><li>Conclusion 2 : </li></ul><ul><li>Relatively small substitute effect </li></ul><ul><li>Large complementary and generational effect </li></ul>
  • 16. Environmental impacts of the ICT and paper industry Beyond CO2... Resource extraction Production Usage Waste energy usage &amp; GHG emissions Effect on: biodiversity toxicity energy usage &amp; GHG emissions biodiversity toxicity energy usage &amp; GHG emissions biodiversity energy usage &amp; GHG emissions biodiversity TOX GHG BIO
  • 17. Sources: 1 UNEP, 2010; 2 Umicore, 2007; 3 CSIRO, 2007 <ul><li>Rare materials </li></ul><ul><ul><li>Modern electronics contain up to 60 different elements 1 </li></ul></ul><ul><li>800 laptops contain up to 1 kg of gold 2 </li></ul>Intensive chemical refinement of materials Water usage 250.000 M 3 water is used for 1 tonne of gold 3 Impact on resource extraction TOX GHG BIO TOX
  • 18. <ul><li>Logging of mature virgin forests </li></ul><ul><ul><li>56% of all woodsources in EU are PEFC and FSC certified 1 </li></ul></ul>Homogeneous replanting for logging Source: 1 CEPI, 2009 Impact on resource extraction BIO BIO GHG BIO
  • 19. In Europe, only 15% of paper “raw material” comes from specific “thinning” (cutting of trees) 25% Waste of forest industry 50% Sanitary “thining” 25% Specific “thinning” <ul><ul><li>15% (= 25% of 60%) of paper “raw material” comes from specific “thinning” </li></ul></ul>25% of these virgin fibers comes from specific “thinning” 60% of paper production is made of “virgin” fiber <ul><ul><li> “ Use of paper” DOES NOT mean “forest destruction” </li></ul></ul>Even environmentalist say that there is nothing wrong in using timber (large or small trees) for paper production, provided the forest is managed in a sustainable way
  • 20. Source: 1 Williams, 2004 <ul><li>Energy intense complex production </li></ul><ul><ul><li>81% of life cycle energy use during production phase 1 </li></ul></ul>Chemical treatment Impact on production GHG TOX
  • 21. Impact on production Production of pulp &amp; paper CO2 emissions have decreased by 42% per tonne of paper pulp since 1990 1 Bleaching COD used has decreased by 76.3% since 1990 1 Water usage Source: 1 CEPI, 2009 GHG TOX GHG TOX TOX TOX
  • 22. <ul><li>Continuous energy use </li></ul><ul><ul><li>ICT GHG emissions are 2% of global total 1 </li></ul></ul><ul><ul><li>Global data centres GHG emissions comparable with those of The Netherlands 2 </li></ul></ul>Sources: 1 Gartner, 2007; 2 McKinsey &amp; Co, 2008 Impact on usage GHG
  • 23. A non polluting ICT? <ul><li>ICT sector’s current share of world greenhouse gas is 2% and it is expexted to more than double by 2020 </li></ul>Source: Gartner – IT Vendors, Service Providers and Users Can Lighten IT’s Environmental Footprint, December 2007 IT carbon emission breakdown
  • 24. Transport 430 billion mail items send in 2009 1 Source: 1 Arnfalk, 2010 Impact on usage GHG
  • 25. Impact on waste Landfill Only 15% of global E-waste is recycled 1 Yearly E-waste increase: 40 million tonner/year 2 Quickly obsolete Increasing life span of phone from 1 to 4 years decreases environmental impact with 40% 3 Sources: 1 Pike Research, 2010; 2 UNEP, 2010; 3 Umicure, 2007 BIO TOX BIO TOX GHG
  • 26. Source: 1 CEPI, 2009 <ul><li>Landfill </li></ul><ul><ul><li>Paper recycling rate in EU 2009: 72,2% 1 </li></ul></ul>Impact on waste GHG GHG
  • 27. Comparing life cycle ICT and paper: linear versus circular system 15% 72%
  • 28. Comparing apples and pears? ICT and paper: difference in functionality &amp; usage Compare the function: ‘send a message’
  • 29. The life Cycle analysis of a DM campaign
  • 30. ICT life cycle <ul><li>Use of rare materials 1 billion de GSM’s contains: </li></ul><ul><ul><li>9 T palladium </li></ul></ul><ul><ul><li>24 T gold </li></ul></ul><ul><ul><li>250 T silver </li></ul></ul><ul><ul><li>4000 T cobalt </li></ul></ul><ul><ul><li>9000 T copper </li></ul></ul>Source: L’Echo, 2010 Use of rare materials Production of a 2 gram micro-chip requires 1,6 kg fossil fuel Source: McKinsey &amp; Co. <ul><li>Energy consumption </li></ul><ul><ul><li>Data centers CO2 emissions expected to grow from 80 megatons in 2007 to 340 megatons in 2020 </li></ul></ul><ul><ul><li>Data centers worldwide generate roughly half of that of the airline industry </li></ul></ul><ul><ul><li>Rapid obsolesce </li></ul></ul><ul><ul><li>Limited recycling </li></ul></ul><ul><ul><li>Toxicity </li></ul></ul>Source: Williams et al, 2002 Resource extraction Production Usage Waste
  • 31. Reading a magazine with a clean conscience? Life Cycle Assessment comparison between an online magazine and its paper version <ul><li>Two-way comparison: </li></ul><ul><li>A 120 page magazine (Finnish) </li></ul><ul><li>11 editions per year </li></ul><ul><li>40 minutes average reading time per month </li></ul>Online or paper: NO DIFFERENCE in terms of CO2 emissions
  • 32. The Direct Mailing carbon meter
  • 33. Number of Addresses &amp; diffusion
  • 34. The MAILING
  • 35. Results
  • 36. E mail carbon Meter <ul><li>Purpose: </li></ul><ul><li>Calculating the CO 2 emissions of sending </li></ul><ul><li>a typical DM by post and sending an comparable alternative </li></ul><ul><li>campaign via email </li></ul>
  • 37. E mail Carbon Meter <ul><li>Email DM campaign: </li></ul><ul><ul><li>30.000 recipients </li></ul></ul><ul><ul><li>200 kb message </li></ul></ul><ul><ul><li>10 mandays of database &amp; campaign design </li></ul></ul><ul><ul><li>Reading time recipient: 1,52minutes </li></ul></ul><ul><ul><li>&amp; 30 sec. </li></ul></ul><ul><li>DM campaign: </li></ul><ul><ul><li>30.000 recipients </li></ul></ul><ul><ul><li>C5 size letter (3 pages) </li></ul></ul><ul><ul><li>10 mandays of database &amp; campaign design </li></ul></ul><ul><ul><li>(Reading time recipient: 1,52 minutes) </li></ul></ul><ul><ul><li>From Antwerp to whole of Belgium </li></ul></ul>
  • 38. DM and E mail Carbon Meter 5,6 grams/email DM 5,0 grams/email DM Carbon emissions from email campaign (1,52 Min): (30 sec): 14 grams/paper DM Carbon emissions from paper DM: Results from DM Carbon Meter
  • 39. Simulating the effect of sending a typical DM and a typical email message C02 EMISSION: 1 DM = 2,0 to 3,5 times email
  • 40. Some testimonies 80% ongelezen 1 Post=7@
  • 41. But…volumes are not the same ! <ul><li>Worldwide 1 : </li></ul><ul><li>430 billions direct mailing </li></ul><ul><li>60.000 billions e mails (SPAM included) </li></ul>Source: 1 Arnfalk, 2010 X 140
  • 42. SPAM effect Global CO2 email traffic up to 20 times post letter traffic 1 Source: 1 Arnfalk, 2010
  • 43. &nbsp;
  • 44. How to reduce your CO 2 impact? <ul><ul><li>For a DM campaign by email </li></ul></ul><ul><ul><li>Minimize the recipient reading time per email </li></ul></ul><ul><ul><li>Use url short cuts (1 click = 0,9grs C02) </li></ul></ul><ul><ul><li>Be attentive to the size of the email </li></ul></ul><ul><ul><li>Use modern servers (virtualized) </li></ul></ul><ul><ul><li>Urge consumers not to print the email </li></ul></ul><ul><ul><li>Did you know: + 60% of sending an e mail is paid by the recipient ! </li></ul></ul>
  • 45. How to reduce your CO 2 impact? <ul><ul><li>For a paper DM campaign </li></ul></ul><ul><ul><li>Use recycled paper and/or sustainable managed forest </li></ul></ul><ul><ul><li>Use non colour intensive graphics </li></ul></ul><ul><ul><li>Avoid binding in the DM </li></ul></ul><ul><ul><li>Compensate your CO 2 emissions (transport with bpost) </li></ul></ul><ul><ul><li>Ask bpost DM consultant team for advices </li></ul></ul>
  • 46. FACT: consumers receive 1.000 mass messages every week 200 TV ads 150 radio ads 1000’s of ambient ads ... 20 e-mail ads 3 cinema ads 400 press ads/inserts 350+ outdoor ads 2+ DM pieces Over 3.000 messages / day 52 get your attention 4 are kept in mind positively ROI of ads is part of the calculation Source: Mindshare - Henley Centre (and TNS Media &amp; Post survey)
  • 47. But only one personal postal adres
  • 48. Value of beta DM is the second best after cinema Campaign recall % per category Avg= 67,4%
  • 49. FACT: Paper Mailing generates a better content recall than e-mail Paper mail has by far more effect on the long run Direct mail is more effective throughout the media funnel leading to an 83% higher content recall rate compared to email Received DM/Email Recall DM/Email Read DM/Email Correct recall content Paper mail E-mail 100% 100% 49 28 27 16 22% 12% Source: Market research on 1800 customers, utility sector case 49 28 55 57 81 75
  • 50. E-mail has a much stronger impact when combined with a physical mail Received Opened Clicked Intentions DM + E-mail E-mail only 100% 100% 34 30 21 13 23 9 Source: DMix survey Mail order (2007) 113% 161% +255% 34 30 60 42 93 70
  • 51. The future is about the integration of E&amp;P <ul><li>70% of belgian companies integrate e-mail marketing in their mediamix </li></ul><ul><li>66% of them declare to be satisfied of the objectives reached </li></ul>+ 414% 1 IAB - E-mail Marketing Cookbook; 2 Study E loves P – Pilot Research In one of the pilots we ran with our customers, adding DM to email multiplied by 4 the number of final orders 1
  • 52. The power of Email (benchmark) Source: IAB 2009 Belgian Benchmarks
  • 53. Benchmark paper &amp; e mail Sources: IAB <ul><li>Direct mailing Béta: 67,4 </li></ul><ul><li>e-mail open rate: 24,35% </li></ul><ul><li>Click: 6,76% </li></ul>-5,25% Effectiveness of e mail is decreasing -20,47% -15,85%
  • 54. Consumers: Media preferences 2010 Scores 6 &amp; 7 on a scale of 7 Étude Market Probe – 2010 – bpost – 1000 interviews
  • 55. Consumers: Media preferences 2010 Scores 6 &amp; 7 on a scale of 7 Étude Market Probe – 2010 – bpost – 1000 interviews
  • 56. Advices for “green” Direct marketing <ul><li>We recommend: (shortlist) </li></ul><ul><ul><li>First of all: the commercial impact &amp; ROI ! </li></ul></ul><ul><ul><li>Use and test the best media-mix P + @ alternatives </li></ul></ul><ul><ul><li>Inform the recipients of your aim and actions </li></ul></ul><ul><ul><li>Be careful with green washing argument </li></ul></ul><ul><ul><li>Use valid arguments </li></ul></ul>
  • 57. Advices for “green” Direct marketing <ul><li>With the DM Consultant of bpost </li></ul><ul><ul><li>Calculate your carbon footprint for both types of media, paper &amp; @ </li></ul></ul><ul><ul><li>Advice to reduce your C02 impact  </li></ul></ul><ul><ul><li>Use carbon offsetting whenever possible </li></ul></ul><ul><ul><li>Run a pilot calculation with bpost </li></ul></ul>
  • 58. “ please consider the environment before printing this message” “ please consider the environment when forwarding, responding to, or printing this message” ?
  • 59. BIOMIM GREENLOOP NV/SA rue d’Alost, 7-11, 1000 Bruxelles Gaëtan Dartevelle, 0475/48.16.94 [email_address] bpost , Jacques BRUYNEEL 0476/42.05.39 [email_address] Presentation available on “ www.DMplaza.be ”

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