What is responsible marketing for email marketers?

Responsible marketing can mean different things to different people.

A simple Google search will show up a variety of topics covered, from data through to supporting ethical causes.

At Pure360, we view responsible marketing as taking a customer-centric view in everything that we do. This means focusing on the customers’ wants and needs before our own. And avoiding any activity or behaviour that would be an abuse of their trust and expectations of us as a brand. 

The theory is that by doing this, the benefits will come to us as a business in the form of long term customers, positive brand sentiment, increased brand awareness, and dedicated brand ambassadors. 

And of course, it means that we become better marketers along the way.

We view responsible marketing for email marketing as falling into three main categories, which are:

1.

Data privacy

Data privacy has been a contentious subject for many years, particularly since the launch of GDPR. Meaning that consumers have a heightened awareness of how brands handle their data. And the privacy which many wish to retain. 

As an increasing amount of consumers turn to online shopping, the importance of handling data in a responsible manner has never been so essential for brands. Many of which are having to work harder to gain consumers’ trust. 

And any breach of their data security, unsolicited emails, or bad personalisation immediately triggers consumers to ask a brand how they are managing their data. 

And rightly so. Consumers have been bombarded with stories of scams, data loss, and identity theft. 

They are conscious, worried, and in some cases scared of the power that brands can hold with their data. So it’s up to the brand to offer reassurance and act responsibly. 

2.

Empathy

By communicating empathy, a band is showing they are all about the customer.

In terms of marketing, empathy means understanding your audiences values, emotions, challenges, and needs. And tailoring your business to meet them. Instead of simply focusing on what will sell.

The past few years have raised everyone’s awareness of empathy within marketing.

We have all been through a pandemic. Protested that Black Lives Matter. And followed the Me Too Movement. Amongst many other causes.

And these historic events all showed us that brands that don’t get empathy right receive significant backlash. 

Because today, empathy needs to be at the heart and soul of all marketing activity, communications, branding, and strategy. A lack of empathy shows a lack of understanding and respect for an audience. Something that consumers simply won’t, and don’t, have to put up with anymore. 

3.

Ethical marketing  

Modern-day consumers are increasingly aware of the impact they, and businesses, have on wider society.

They no longer just demand lower prices and better customer service. They also want brands to show commitment to improving social, economic, and environmental causes. 

Sustainability, for instance, is a key concern for consumers and brands alike. As well as governments around the world.

For instance, as well as considering their physical products and packaging, brands need to consider how sustainable their tools, platforms, partners, and third parties are. 

If brands are not making efforts to run a sustainable, ethically minded business, they will soon be called out by consumers

For the full guide on how to practically apply these values to your email marketing click here.