Bonus material: The future of email [PDF]

by Isadora Welby

Marketing Executive, Phrasee

A funny thing has started happening in the marketing industry over the past year: brands’ values and ethics have started to matter again. Nike stock prices soared to an all-time high when they announced (loudly) that controversial NFL quarterback and political activist Colin Kaepernick would be the face of their biggest marketing campaign of the year. Many other brands faced unprecedented pressure on social media to pull advertising and sponsorships away from any show, film, or media personality who stepped over an accepted ethical line. The days of brands being able to steer clear of choosing sides in the face of political or ethical controversy, it seems, are over.

For those in the marketing game, treading lightly when addressing sensitive issues has become the order of the day. Here in the email marketing space, things are much the same. Joining in a popular social or political cause, engaging in charitable acts, advocating for vulnerable/underserved populations, and maintaining a high level of ethical standards simply makes good marketing sense. Whether it’s Women of Email advocating for gender parity at email marketing conventions, Email on Acid paving the way for more universally accessible emails on behalf of those with sight impairments, or Phrasee launching the AI marketing space’s first comprehensive AI ethics policy to safeguard the mental health of audiences in the face of the awesome power of marketing AI… doing good was good for business in 2018.

The good news is that this trend toward brands and email marketers acting ethically and doing their part to make the world a better place shows no signs of slowing down in the year to come. Brands that step up, take a stand, and advocate for others will continue to gain traction, while those who refuse to do so will need to get out of the way. That’s a good thing, both for the health of the mighty email marketing industry and for the world as a whole.

This article is from our white paper ‘The Future of Email’. To download your free copy, head to