How to Show Your “Sustainability” Mission in Email

I subscribed to a lot of sustainable ecommerce brands’ newsletters. And a common pattern I’ve learned is whenever talking about sustainability, Earth Day, or World Environmental Day, many brands always start with:

• “plastic is everywhere,”

• or “millions of marine animals die because of pollution,”

• or “it takes 2,700 liters of water to produce a cotton shirt; hence, cotton isn’t sustainable.”

Or just saying “we’re a sustainable brand” without any proof.

I don’t know about you, but I feel bored whenever I read an email like this. Why? Because the Internet is full of information about the consequences of using plastic and fast fashion—already. And almost everyone knows that fact.

When people sign up to your mailing list, they want to hear something different, a.k.a. how your brand is doing to make this planet better, not repeating things said.

So here today, I’ll share with you six (more) compelling and authentic ways to communicate your sustainability mission in email. You can apply them when writing website copy and ad copy as well.

#1. Reveal how your products are made—be as transparent as possible

• Patagonia: Durable gear that diverts waste​

• Outdoor Voices: Get it while it’s hot​

#2. Display relevant trust badges and/or third-party certifications

• Coyuchi: Your journey begins here​

• Ethique: How we reduced our emissions by 60%​

#3. Showcase your impact (a.k.a. your actual contribution to community)

• Coconut Bowls: March-ing into making an Impact​

• Who Gives A Crap: Big news and amazing milestones...​

#4. Share practical tips that help people live a more sustainable life

• Blueland: Composting 101​

#5. Share founder’s story and how they found their mission

• Nui Organics: I love the sea, and trees. And my son​

#6. Let customers speak for your brand impact, a.k.a. customer reviews

• Coconut Bowls: Curious what the coco community has to say​

That’s it. Let me know if you find these tips useful.

If you have any questions or need help with "email marketing" your sustainable business, feel free to reply to this email. I’m happy to help.