The ethical blog | Ethical Emails

Savory spinach & yogurt pancakes with jammy eggs and chilli crisp presented on a deep blue plate. The photo is taken from a balcony and you can see the Atlantic Ocean in the background.

“What you do, and how you work with brands?”

I'm pulling the curtain and show you what a typical day in my life looks like - including the ins and outs of how I collaborate with my clients.

Jul 314 min read

A photo of a laptop and Gmail inbox loading

Email open rates are not a reliable stat to look at anymore. So which one do you need to pay attention to?

In an ever-changing world of email rules, stats, and falsely-tracked attribution - ths is how you can really measure your email marketing's success and impact.

Jul 312 min read

A laptop with a dashboard showing results of marketing campaigns

If your email didn't generate a sale, did it fail? The answer might surprise you.

The consensus online is that every email you send out is supposed to generate sales. If it didn't, your email failed. If a few emails didn't sell - your emails need fixing. But this can't be farther from the truth. Here's what you need to know about your email results and how to read them (hint: surprise, the bro marketers have been lying all along!).

Jul 293 min read

A picture of people hanging out on the beach while a purple-tinted sunset is in the background

Stop missing opportunities with your Out Of Office auto-reply messages

While you're taking time off and going on a vacation, your OOO messages can support your brand and mission. This is how you can make the most out of your auto-replies.

Jul 184 min read

A person is spending a relaxing time on the beach while checking their laptop and emails

What you'll do with your emails in August will determine how successful this channel is in the second half of the year

If the summer is typically slower for your business, this is the perfect time and opportunity to tend to your email ecosystem and give it the TLC it doesn't usually get. Here is what smart brands check and analyze during the summer slump, and how they use this time to plan for the future and increase their email revenue (and impact!).

Jul 92 min read

A woman looks at her computer in frustration with her hands on her temples

If your emails aren't converting, this may be the reason why

Too many businesses for good are making this mistake and not seeing results with their email marketing

Jun 273 min read

Publishing as a business for good on substack?

Why I would never choose Substack as an email platform for an impact brand

Substack is having a moment, but should your impact brand start publishing there? Here are 3 reasons why I would advise against it.

Jun 203 min read

A group of people walking on a grassy patch and there is a snowy mountain in the background

The part of sustainable ethical email marketing that you're not thinking about enough

Sustainable ethical email marketing doesn't look the same for every brand. This is what you need to take into consideration if you want your email game to deliver results, but also keep your team happy.

May 93 min read

A woman is reading emails at a cozy cafe. She's looking at the screen and smiles at what she reads.

The one thing that most marketing emails fail to get right

Is your email marketing burning bridges or building them?

May 23 min read

Email marketing news popping up from different window in white and purple

3 important email marketing news that your brand for good must know about

In 2025, you can't just send more marketing emails. Here are 3 fresh off the presh email news that you must know about and adjust to, if you want your marketing emails to reach their goals (and your subscribers' inboxes!).

Apr 113 min read

The best April Fools' pranks in 2025 from B Corps and good-doing brands, including Olipop!

This is the ingredient many brands for good forget about in their ethical email marketing - but is crucial to their success

These eCommerce brand got it right - and won the inbox thanks to it.

Apr 43 min read

A depiction of the Yuval Dictionary (although mine is a lot more fun. I trust your imagination).

5 terms my clients know that can improve your email marketing conversions

Even if you use only 2 of them, your emails will drive better results.

Apr 13 min read

[Case study] How my client added $60k in email marketing revenue in one month - with less than 1k subscribers

The 5 tactics we used to turn their stagnant list into a channel that works for them

Mar 296 min read

What staying at a women-only hostelle in London taught me about making a difference to your email marketing revenue

The difference between a "good enough" email strategy and a "We never thought this email marketing revenue is possible" one

A couple of weeks ago, I traveled to London for a couple of meetings and an IRL, special B Corp Month version of my monthly ethical email...

Mar 143 min read

The low-hanging fruit approach my clients use to get higher email conversions

Why you need to start designing your email marketing strategy around annual trigger events.

Mar 112 min read

Pasta la vista, 2024 - Reflections on the past(a) year in my business, the ethical email marketing world, and predictions for the year(s) ahead.

My 2024 business highlights and lowlights, and also - where is ethical email marketing headed in 2025?

Dec 20, 20249 min read

6 B Corps that did better with their email marketing in Black Friday/Cyber Monday 2024

And what they could've done even better to improve their email revenue and overall impact.

Dec 6, 20245 min read

3 ways to stay strategically consistent with your email marketing without burning out after running a big promotion (like Black Friday/Cyber Monday)

How you (and your team) can get a well-deserved rest while also nurturing your relationships with your subscribers after big promotions.

Dec 3, 20244 min read

Chin hairs and ethical email marketing

Email marketing doesn’t need to feel like that chin hair stuck in your business for good.

Nov 27, 20243 min read

The U.S. elections are over. Now we grieve. Tomorrow we get loud. Because your impact is too important to give up on.

Impact brands need to wake up. NOW. Because things won't get easier now, but "louder" apparently means "better.

Nov 8, 20244 min read