Of all your B2B marketing efforts, e-mail seemingly has the least environmental impact.
But sending all those messages electronically hasn't led to a paperless office. The more we use computers and printers, the more paper and energy we consume. How many times each day do you print an e-mail to read later offline or to keep a paper copy "just in case?"
Most people assume global warming is caused by burning oil and gas. In fact, between 25 and 30 percent of the greenhouse gases released into the atmosphere each year -- 1.6 billion tons -- are caused by deforestation.
When you add the gas and oil we use by running computers to read e-mail -- and to check it constantly on our BlackBerry devices -- you can see that e-mail isn't all that environmentally benign.
With Earth Day coming up on Sunday, here are some ways to make your e-mail a little greener.
Know of other ways to make B2B e-mail practices greener? Send them to Karen.
Karen is off this week. Today's column ran earlier on ClickZ.
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Karen Gedney, an award-winning creative director and copywriter, shared her insights as a ClickZ Experts contributor from 2000 through 2009. She was known for her successful track record of achieving high e-mail response rates for Fortune 1000 companies and leading organizations. She died Nov. 16, 2010.
December 12, 2013
1:00pm ET / 10:00am PT