Email Campaign Reports
Work in progress. This page will be updated regularly as the progress of the "campaign report" working group progresses.
Four priority themes were identified for the #ZeroCarbonEmail initiative, one of which was entitled "Designing specifications to add CO2 expenditure information to campaign reports".
Reminder of our objectives
Creating these reports or dashboards aims to highlight the carbon impact of marketing campaigns, and in this case, email marketing. The idea is to make campaign managers and users of these solutions aware that they have an impact on the CO2 emissions of their campaigns.
The different types of reports
Impact of the campaign
At the campaign level, it is about measuring the carbon impact of the campaign. Interesting point that was raised is to propose these indicators not only in the reports, but also at the time of the message design to influence the campaign manager during the creative process, when counting data, ... for to make virtuous choices.
- Score on the message: Clearly, this is the score on which there is the most enthusiasm! The idea is to design a tool similar to the principle of SpamAssassin, with a notation on various criteria whether or not points. These criteria (not exhaustive) would be based on the code, the design of the message, the weight of the images, ...
- Carbon balance post campaign sending: This score aims to indicate, after sending, what will be the environmental weight of the email received by ISPs and webmails. Here, it is the targeting that is possibly the adjustment variable. The question of targeting inactive people or not and better segmenting is therefore essential.
- Carbon balance generated by the shipment itself: To send a campaign, the servers in the marketing solution must run, assemble code, generate DKIM signatures, draw in the database, open connections with destination SMTP servers , collect behavioral information (openings, clicks, ...), ... This part of the report is intimately related to the practices of the solution ... and again largely to the targeting.
- Potential savings: This is not really a score, but we could imagine a mechanism to automatically advise the campaign manager so that it is as respectful as possible. Specify.
Impact of the operation of the marketing platform
More in a dashboard mode, it is the overall impact of the solution, whether in the hosting of data or the operation of the marketing platform.
- Data Hosting: Here, we are dealing with an indicator that is not linked directly to a campaign, but rather with the hosting of the data in the broad sense: contact points, personalization data, purchase history, product catalog , data necessary for the operation of the marketing platform, ...
- Operation of the platform: Here, we are in the presence of an indicator related to the power of computation out of campaign: synchros, API, ... (it is not too my expertise and we did not dig too much, we will see later). But we could also have a vision on the overall carbon footprint of the company that manages the marketing solution.
The idea is to have an overview on the evolution of the environmental impact of the campaigns, to show trends, ...
- Positioning compared to other users of the platform: Are my carbon expenses average / median? Am I in the best or the worst? The idea is to help the marketer to position his practices in relation to other users of his marketing platform.
- Monthly carbon expenses (+ variations): Is there a monthly change? Do I improve over time or does my situation deteriorate?
- Carbon saved according to the marketing solution initiatives: If the marketer has a role to play, if the environmental effectiveness of the Orange or Google data centers are not in our hands, marketing solutions practices can also play a role. large role (data center running on green energy, insulation of buildings, telecommuting policy, ...). Everyone has its share of responsibility, it is good to play on all fronts also in terms of numbers.
Dependencies with other working groups
As said above, we lack reliable figures on the number of grams of carbon that are spent by our small emails, in the mess, to get to have our dashboards, we might need:
- Carbon balance of an email hosted by ISPs / Webmails after sending
- Carbon balance of an email sent by a marketing solution (power required for sending)
- Carbon balance of data hosting in the marketing platform (customer / prospect profiles, behavioral data, etc.)
- Carbon balance of ... I do not know what else we might need!
Another point to elucidate is whether we play the carbon gram map in the different indicators or if we find a quantified indicator that is not directly related to carbon or if we take a "thing" of life everyday like hours of light bulbs, kilometers traveled by car, ...