Ethical Email Marketing: Choosing the Right Language
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Use Ethical Language in Email Marketing
The goal of any email marketing campaign is to achieve your business objectives and marketing goals. To do that, you need to create emails customers want to open, read, and engage with. One important way to run a successful campaign is to ensure that you’re conducting ethical email marketing. Ethical email marketing means creating strategies that bring true value to your audience while maintaining the moral principles your business subscribes to. Choosing your language carefully is a key aspect of ethical email marketing. Here's how to do it:
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Use Ethical Language
The language you use in email marketing affects how your communications are received. Avoid using language that could be perceived as manipulative or spammy. Emails that don’t adhere to ethical marketing standards may be caught by spam filters, meaning they might never reach customer mailboxes. Even if they do, they could create negative feelings in readers, causing them to distrust your company. If your words come off as manipulative, exaggerated, unethical, or desperate, your brand’s voice and integrity are at risk.
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Use Trustworthy and Honest Language
Building trust with your audience is crucial. Use genuine language that aligns with your brand’s voice. Select phrasing that’s conversational and makes your customers feel comfortable. Avoid using time-sensitive words and phrases that create unnecessary urgency. For example, “10% off inside” is more enticing than “URGENT: Act Now.”
Words to avoid that may trigger spam filters:
- Act now
- Apply now
- Urgent
- Exclusive deal
- Important information regarding
- This won’t last
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Be Truthful About What You’re Offering
Be clear and straightforward about what your email offers. If it’s an extra 50% off sale items, state that directly. Your audience doesn’t want to feel misled. Avoid exaggerated or hyperbolic phrases that could be seen as deceptive.
Hyperbolic phrases to avoid:
- Best offer ever
- Fantastic deal
- Free money
- No catch
- No fees
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Use Language That Adds Value
Ensure your language adds value to your audience. This gives them a reason to open and engage with your email. Avoid desperate language that makes it seem like you are begging for their attention. Instead, use phrases that show you have the audience's interests in mind, such as “we think you’ll like this” or “we made this with you in mind.”
Desperate phrases to avoid:
- Please read
- We need your help
- You need to see this
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Key Takeaways
Most people don’t intend to send spam emails, so it can be frustrating when emails end up in spam folders. Save yourself that frustration by using trustworthy and honest language, being truthful about what you offer, and using language that adds value. If you’re unsure whether your language is ethical, test different approaches and analyze the results to see what your audience responds to best.
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IDEAS CURATED BY
CURATOR'S NOTE
In the competitive world of digital marketing, email remains a powerful tool for engaging customers. However, the success of email campaigns depends heavily on the language used. Ethical email marketing is about using honest and trustworthy language that adds value to your audience, helping to build trust and avoid spam filters. This ensures that your communications are well-received and effective, maintaining your brand's integrity and fostering long-term customer relationships.
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