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

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

5. What we believe by bpost

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

16. Environmental impacts of the ICT and paper industry Beyond CO2... Resource extraction Production Usage Waste energy usage & GHG emissions Effect on: biodiversity toxicity energy usage & GHG emissions biodiversity toxicity energy usage & GHG emissions biodiversity energy usage & GHG emissions biodiversity TOX GHG BIO

21. Impact on production Production of pulp & 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

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

27. Comparing life cycle ICT and paper: linear versus circular system 15% 72%

28. Comparing apples and pears? ICT and paper: difference in functionality & usage Compare the function: ‘send a message’

29. The life Cycle analysis of a DM campaign

32. The Direct Mailing carbon meter

33. Number of Addresses & diffusion

34. The MAILING

35. Results

38. DM and E mail Carbon Meter 5,6 grams/email DM 5,0 grams/email DM 4,8 grams/email DM Carbon emissions from email (1,52 Min): (30 sec): (15 sec): 9 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 times email

40. Some testimonies 80% ongelezen 1 Post=7@

41. Simulating the effect of sending a typical DM and a typical email message C02 EMISSION including efficiency: 1 e mail= 3,7 to 4,3 times more C02 than 1 DM

43. SPAM effect Global CO2 email traffic up to 20 times post letter traffic 1 Source: 1 Arnfalk, 2010

47. 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 & Post survey)

48. But only one personal postal adres

49. Value of beta DM is the second best after cinema Campaign recall % per category Avg= 67,4%

50. 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

51. 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

53. The power of Email (benchmark) Source: IAB 2009 Belgian Benchmarks

55. Consumers: Media preferences 2010 Scores 6 & 7 on a scale of 7 Étude Market Probe – 2010 – bpost – 1000 interviews

56. Consumers: Media preferences 2010 Scores 6 & 7 on a scale of 7 Étude Market Probe – 2010 – bpost – 1000 interviews

59. “ please consider the environment before printing this message” “ please consider the environment when forwarding, responding to, or printing this message” ?

60. 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 ”