I’ve been reflecting lately on a conversation I had with a community member who felt uncomfortable about the marketing emails they were receiving. “It feels like they know too much about me,” they said. “But I also want relevant content. How do I find that balance?”
This conversation stayed with me because it highlights one of the most important challenges we face in marketing today: how do we create personalized experiences that genuinely serve people without crossing the line into creepy surveillance?
The trust equation in personalization
In my experience leading the Mautic community, I’ve learned that ethical marketing comes down to a simple equation: transparency + genuine value + respect for boundaries = trust. When we get this right, personalization becomes a tool for building relationships rather than exploiting data.
The reality is that people want relevant content. They want to feel understood and valued. But they also want to maintain their dignity and privacy. These aren’t competing interests – they’re complementary when we approach them thoughtfully.
Building consent that actually means something
Our open source approach to marketing automation gives us a unique opportunity here. Unlike closed systems where consent often feels like a legal checkbox, we can build genuine preference management into our strategies.
Start with clear conversations
Instead of burying data collection in terms and conditions, have honest conversations with people about what you’d like to know and why. When someone subscribes to your newsletter, explain: “We’d love to send you content about topics that interest you most. Would you like to tell us which areas you’re curious about?”
Make preferences easy to manage
In Mautic, you can create preference centers that put people in control. Let them choose not just what they want to hear about, but how often they want to hear from you and in what formats or through what channels. Some people love daily tips, others prefer monthly roundups. Some like to get email updates, others prefer SMS or WhatsApp. Honoring these choices builds the foundation for long-term relationships.
Be specific about data use
When someone shares information with you, be clear about how you’ll use it. “We’ll use your job title to send you resources relevant to your role” is much more trustworthy than vague promises about “improving your experience.”
Moving beyond demographic assumptions
One pattern I’ve noticed in our community discussions is how often demographic targeting reinforces harmful stereotypes. Instead of assuming that age, gender, or location determine someone’s interests, we can use behavioral data more thoughtfully.
Focus on demonstrated interest
If someone downloads three whitepapers about email marketing, that tells you more about their current needs than their age or industry. Use Mautic’s progressive profiling to gradually understand what people actually care about based on their actions.
Let people self-identify
Rather than making assumptions, create opportunities for people to tell you about themselves. Progressive forms, survey campaigns, and preference updates allow people to share what’s relevant to their current situation.
Question your own biases
Before creating any campaign, ask yourself: “What assumptions am I making about who needs this content?” Challenge those assumptions by testing different approaches and measuring results.
Quality over quantity in messaging
This principle connects deeply to what’s becoming ever more important in today’s world of messaging overwhelm – the concept of mindful communication. Every message we send should have a clear purpose and genuine value for the recipient.
The four-question test
Before sending any marketing message, I encourage our community to ask:
- Would a reasonable person expect to receive this communication based on the consent they have provided?
- Does this genuinely help the person receiving it?
- Is this the right time and the right channel for this message?
- Would I appreciate receiving this if I were in their situation?
If you can’t answer yes to all four, consider waiting or reframing the message.
Ask these questions again any time there is a major incident happening in the world or in a specific country or community that you work with when you have campaigns in-flight – perhaps it’s appropriate for you to pause all outbound communication if there’s a particularly upsetting situation whereby your marketing messages could cause upset to the communities involved.
Respect natural rhythms
Use Mautic’s send time optimization and frequency capping features to respect when and how often people want to hear from you. Business to business communications might be more appropriate to only be sent during weekdays. It’s unlikely that someone is going to want to receive multiple marketing messages from you within the same day, so put in place caps to prevent that from happening.
The real cost of getting this wrong
I’ve seen organizations struggle with the aftermath of creepy marketing practices. Beyond the immediate damage of lost trust and unsubscribes, there’s a deeper cost to your team’s morale and your organization’s reputation in your community.
When we treat people as data points rather than humans, we lose sight of our purpose as marketers: to create valuable connections that serve real needs.
Building for the long term
Our commitment to open source principles gives us an advantage here. We’re not beholden to advertising revenue models that prioritize data extraction over user welfare. We can build marketing strategies that align with our values and serve our communities authentically.
Create value first
Every interaction should leave the person better off than before. Whether it’s a helpful tip, relevant resource, or simply respect for their time, lead with generosity.
Build systems for accountability
Use Mautic’s reporting capabilities to track not just opens and clicks, but also unsubscribe patterns and feedback. Create regular reviews of your marketing practices with your team.
Stay connected to your purpose
Remember why you’re doing this work. If your goal is to genuinely help people solve problems and achieve their goals, that intention will guide you toward ethical practices naturally.
Moving forward together
The conversation about ethical personalization is ongoing, and it’s one where our community’s voice matters. As users of open source marketing automation, we have the opportunity to model a different approach – one that prioritizes human dignity alongside business goals.
I’m curious about your experiences with this balance. What strategies have you found effective for personalizing without being invasive? Where do you draw the line between helpful and creepy?
The future of marketing depends on how thoughtfully we navigate these questions together. Let’s continue this conversation in ways that honor both our business objectives and our shared humanity.
What ethical challenges have you encountered in your marketing personalization efforts? I’d love to hear your thoughts and experiences in building trust-based relationships with your audiences.
