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Can crafting caring email narratives increase your conversions while respecting subscriber privacy? Ethical email marketing strategy builds loyalty by valuing people while still driving profits.
I’m delighted to welcome Yuval Ackerman, an ethical email strategist and copywriter, on episode 653 of “The Business Storytelling Show.” Yuval is a top email marketing voice on LinkedIn for her insights into balancing business goals with building subscriber trust.
We will discuss:
- What originally attracted you to specialize in ethical email marketing?
- What is ethical email marketing?
- What are some ethical ways to leverage personalization and automation?
- Can the overuse of salesy language actually decrease conversion rates?
- Where do you see the most frequent ethical email marketing issues arising?
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At a high level, ethical email marketing to me comes back to at least these areas:
1. Obtain consent and provide an easy opt-out option: Subscriber consent matters, and providing easy unsubscribe options is critical. This respects individual privacy choices.
2. Send valuable, relevant content: Effective emails should provide value to subscribers by having content that is relevant, truthful, well-timed and not exploitative. This builds trust and engagement.
3. Use technology and data responsibly: The proper use of personalization, automation, and new technologies is important. Being transparent on data use and storage while allowing user control can help avoid concerns over privacy.
4. Ensure appropriate tone and context: Email tone should be consistent, avoid false familiarity with subscribers, and match the wider real-life context. Ensure campaign timing and messaging fit the current environment.
5. Build reputation and trust: Ethical practices like respecting privacy, sending valuable content and using technology responsibly helps build brand reputation and subscriber trust in the long run.