Reducing environmental impact is a central issue for all companies, including in marketing and advertising services. Today, solutions exist to improve campaign performance while optimizing resource use.
Here are three concrete levers to combine relevance and efficiency in your marketing strategies:
1. Measure the carbon footprint of your programmatic campaigns
Programmatic advertising has become a cornerstone of marketing strategies, and it is possible to optimize its impact while maintaining performance. This involves strategic choices such as selecting sites with low energy consumption and using highly visible placements to maximize ad effectiveness.
By measuring the carbon footprint of campaigns and adjusting their delivery accordingly, advertising waste is limited while improving profitability.
Discover our client case with Jacadi and our partner Greenmetrics.
2. Remove images from emails to reduce storage impact
In email campaigns, hosting images represents a significant share of resource use.
A simple solution is to automatically delete images after a certain period, for example, 30 days after sending, or after an offer expires.
This approach can reduce storage-related carbon impact by up to 92%, while maintaining message effectiveness and quality.
3. Ensure good deliverability of email campaigns
Good deliverability ensures emails reach recipients’ inboxes, avoiding useless sends.
To achieve this, it is essential to:
- Maintain a qualified database by removing inactive addresses.
- Comply with regulations such as GDPR and apply good sending practices.
- Work with expert partners for acquisition and CRM base enrichment campaigns.
Better deliverability means more effective campaigns and optimized resource consumption.
Optimizing marketing campaigns also means finding the right balance between performance and resource management.
By integrating more strategic practices, it is possible to improve effectiveness while adopting a more responsible approach.