Why Digital Marketing Isn’t Always the Greener Choice
When evaluating the environmental impact of marketing, it’s fairly straightforward to measure the carbon footprint of traditional formats like newspaper ads or printed catalogues. Marketers are familiar with the full lifecycle – from paper production, to printing and delivery – and often strive to minimise waste and recycle materials.
However, when it comes to digital channels, things get murkier. At UniFida, we’ve found that many marketers aren’t sure how to assess the carbon footprint of digital media. There’s a widespread assumption that because email and online marketing are virtual, they must be more eco-friendly and efficient than their offline counterparts.
At first glance, sending a single email may indeed seem to have a smaller carbon footprint than mailing a physical letter. But email’s low cost and perceived efficiency have led to an explosion in volume, while direct mail – being more expensive – is used more selectively.
The Hidden Cost of Digital Growth
As marketing budgets increasingly shift from offline channels (like TV and radio) toward digital formats such as email, PPC and social media, we’re starting to hit a tipping point: the overall carbon footprint of digital marketing is overtaking that of traditional media.
A recent case study illustrates this clearly below. In the example, digital channels now represent 52% of the total marketing budget, while offline activity accounts for 45%. Only 3% goes to direct mail and email combined. In terms of cost per sale, email appears to be the most efficient, followed by digital channels, print, and finally traditional media.
However, when carbon emissions are factored in, a different story emerges. Due to the sheer number of emails sent, the carbon footprint per sale from email marketing now surpasses that of printed direct mail. And the footprint from broader digital activity – driven by ad impressions, PPC bidding and social media content – is even higher.
Where Do the Emissions Come From?
While some of the digital carbon footprint comes from users’ devices and networks, the bulk is generated by the data centres and servers that power online content. So, although a single email may be “cleaner” than a printed piece of mail, the cumulative environmental cost of mass email campaigns can be surprisingly high.
This raises a key point: if we can target email campaigns with precision and even predict customer response, why are we still sending so many emails that don’t lead to conversions? The data suggests there’s considerable inefficiency – and unnecessary emissions – in digital marketing efforts.
In our case study, the carbon footprint per digital sale was higher than for any other channel. This is a strong signal that marketing resources – and carbon – are being wasted. Deeper analysis of the customer journey can reveal where these inefficiencies lie, helping businesses cut both emissions and costs.
Why Carbon Tracking Matters
While lowering the cost of sale remains a priority, tracking carbon emissions offers an added layer of insight. Identifying wasteful practices through a carbon lens can reveal opportunities to optimise both budget and environmental impact.
In other words, carbon accounting isn’t just good for the planet – it’s good for your bottom line. Smarter targeting and better analysis can reduce waste across the board.
Measuring Marketing Emissions
To measure the carbon footprint of Digital Marketing, UniFida launched its CO2 Counter in January. This tool allows businesses to quantify the carbon footprint of their marketing activities and take meaningful steps to reduce emissions. With better data, companies can make smarter decisions – for the environment and for their marketing ROI.
Written by Julian Berry, Executive Chairman of Unifida
If you want to learn more about how to measure your carbon footprint in Digital Marketing, contact us here.
This is just one area of expertise we have in our Full Service Marketing Agency offering, see more of our services here.
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