Ethical marketing may seem like an oxymoron, but it doesn’t have to be! It’s 2025. Consumers are smarter than ever. They’re not just buying your product - they’re buying into your values. And the data backs it up: brands perceived as purposeful, or as having positive impact, have grown more than 2 times the rate of other brands. Why? Because people want connection, honesty and brands that walk the talk. Say goodbye to the days of flashy ads without substance. What is ethical marketing? Ethical marketing is all about prioritising honesty, transparency, responsibility and respect, and communicating this with your target audience or customers. Today’s consumers want to know where products have come from, how they’re made and what impact they have on people and the planet. They crave authenticity, and they’re willing to spend their money on brands that share their values. From commitment to sustainability to product transparency, ethical practices have a major mpact on purchase decisions. Enter transparency as a strategy With access to a world of information at their fingertips, transparency hasn’t just become a nice-to-have; it’s a must-have. Transparency in your marketing strategy builds trust, and trust builds loyalty. Transparency can look like sharing behind-the-scenes content, telling your brand’s story, creating spaces for two-way dialogue, or being honest about your company’s environmental or social efforts. Our top tips We know that building transparency into your marketing strategy can feel overwhelming, but it doesn’t have to be! Here’s our three tip tops for small and medium-sized enterprises on where to start: Start with a brand audit This can be a helpful exercise to identify your values and explore what you are already doing well and where you can improve. Be true to your values and commit to your purpose Every single thing piece of external communication should reflect your purpose and values. From social media posts to email campaigns, make sure all the information you share is grounded in truth. Be open about your process People love seeing the how. Whether it’s how your product is made or the people behind your business, humanise your brand and share insights into your journey. Want to bring more authenticity into your marketing? We help bold brands tell their stories with honesty, integrity and heart. Let’s chat.

You’ve crafted the perfect email. The subject line is witty, the design is sleek, and your CTA is chef’s kiss. You hit send, sit back, and… then what? Do you cross your fingers and hope for the best? Light a candle for good luck? Or maybe you forget you sent it at all? Stop doing all of that and start thinking about email campaign analytics and actually review them, it’ll change your whole email marketing strategy (I pinkie promise)! In this blog I want to break down the key metrics you should be tracking—without the tech jargon, just a good ol’ friendly chat. 1. Open Rate: Did They Even Show Up? Think of your email like a party invite. You send it out, but how many people actually open it? That’s your open rate—the percentage of recipients who clicked on your email. How to boost it? • A killer subject line (curiosity and personalisation go a long way) • Proper sender name (people open emails from humans, not robots) • Avoiding the spam folder (because what good is an invite if it lands in the trash?) 2. Click-Through Rate (CTR): Did They Take the Bait? Great! They opened your email. Now what? CTR measures how many people clicked on your links. It’s like checking how many party guests actually made it to the dance floor instead of just lurking by the snack table. How to boost it? • Engaging content (keep it clear, concise, and valuable) • A standout CTA (bold, obvious, and irresistible) • Mobile-friendly design (no one likes squinting at tiny buttons) 3. Conversion Rate: Did They Do the Thing? Clicks are great, but did they actually sign up, purchase, download, or click? That’s your conversion rate—the ultimate proof that your email is doing its job. How to boost it? • A seamless user journey (from email to landing page, make it smooth) • Persuasive copy (why should they act NOW?) • Social proof (testimonials, reviews, and success stories) 4. Bounce Rate: Oops, That Didn’t Work… If an email bounces, it means it never reached the recipient’s inbox. It’s like sending an invite to an address that doesn’t exist. There are two types of bounces: • Soft bounce: Temporary issues (like a full inbox) • Hard bounce: Permanent issues (like an invalid email) How to fix it? • Keep your email list clean and updated • Use double opt-in to ensure valid emails • Remove inactive subscribers 5. Unsubscribe Rate: The Party Poopers Nobody likes to see unsubscribes, but they’re part of the game. It’s like when guests leave early—it happens, but you want to make sure it’s not because of a bad DJ (or, in this case, annoying emails). How to reduce it? • Don’t spam people (send relevant, valuable content) • Let them control frequency (weekly vs. monthly options) • Personalise your emails (so they feel special, not spammed) 6. ROI: Is It All Worth It? At the end of the day, you want to know if your email efforts are paying off. Return on Investment (ROI) tells you if your campaigns are bringing in more money than they cost. How to improve it? • Test different strategies (A/B testing is your BFF) • Segment your audience (the right message for the right people) • Automate and personalise (efficiency + relevance = $$$) My final thoughts: Keep an Eye on the Numbers! I’m not great with numbers but analytics are critical, so pay attention! They tell a story. Analytics aren’t just fancy charts and percentages—they tell you exactly what’s working (and what’s flopping) - they don’t lie. Track these key metrics, tweak your strategy, and watch your email campaigns go from meh to magic (that was cringey but I had to, sorry!). Now, go forth and send emails that people actually want to open! P.S. If you need help crafting emails that get results, let’s chat. Your client's inbox deserves better.