Understanding the Carbon Cost of Customer Correspondence

While other marketing channels command more attention, the day-to-day touch points with existing customers are an important focus for B2C organisations around the world. Although this focus has traditionally been on measurable areas such as customer satisfaction, retention, internal and regulatory compliance, until now there has been little understanding of the carbon impact of these communications.

The Gaia Partnership has been working closely with Net Zero Media for over 12 months to understand and measure the carbon emissions from all types of ‘traditional’ media channels. We are now pleased to announce a working relationship with customer correspondence specialists Friendly Persuasion.

For over 15 years, Friendly Persuasion has led the way in helping Australian brands improve the effectiveness of their customer correspondence. And now, with Net Zero Emission targets at the top of most brand’s priorities, working with Gaia they can also identify the carbon cost of such messages.

​The addition of the world-leading CO2counter technology to Friendly Persuasion’s audit process now gives clients a dual measure – the effect of correspondence on customer experience as well as its impact on the environment.

Backed by independent, research-based science, Friendly Persuasion’s correspondence auditing service will help organisations create clear and effective communications with the minimum environmental impact.

The CO2counter continues to be developed by The Gaia Partnership, which has provided carbon emissions measurement for the marketing industry for over 14 years.

About Christopher Sewell

Christopher Sewell is the CEO of The Gaia Partnership who has an on-line application ‘CO2counter’ to measure carbon emissions in all forms of marketing communications plus the technology to measure carbon emission within on-line shopping carts. Also, a joint founder of Net Zero Media and he is also the TrinityP3 Business Director specialising in helping companies understand the environmental impacts of their marketing spend. More information is available on www.gaiapartnership.com Net Zero Media and www.trinityp3.com