The Email Marketer’s Hippocratic Oath: First, Do No Harm

If email marketing had a code of ethics—and frankly, it should—it would start here: first, do no harm. Because nothing kills deliverability (and goodwill) faster than reckless sending.

We’ve all seen the brands that treat email like a slot machine. Pull the lever enough times, and maybe someone will convert. But that’s a surefire way to burn your list and your reputation. The inbox has a long memory, and the spam folder is a dark, lonely place.

Responsible email starts with consent. Not just the legal kind, but the respectful kind. Let people opt in on their terms. Set clear expectations. And then actually live up to them. Send emails that matter. Not because you have a revenue target to hit, but because you have something worth saying.

And when it comes to frequency - listen, you don’t need to whisper, but you don’t need to shout either. Be smart. Segment. Pay attention to behavior. If someone’s not engaging, maybe don’t send them five emails in a week. Just a thought.

In the end, the brands that win in the inbox aren’t the loudest, they’re the most thoughtful. And isn’t that a nice change of pace?