Embracing Ethical Email Practices with Yuval Ackerman, founder of Ethical Emails

Kim Allchurch Flick: Welcome everyone. I’m Kim Allchurch Flick, and I am so happy to have Yuval Ackerman here from Portugal who is with us for the podcast today. Is the founder of Ethical Emails, a boutique consultancy for mission-driven brands. She helps B two Bs and e-commerce companies find the six and seven figure revenue hidden in their email lists.

She guides businesses away from generic best practices toward better practices that align with their values and actually deliver results. Her clients have seen outcomes like a 40% increase in event ticket sales with a simple three-part email strategy and over 200,000 generated in just eight weeks. The topic today is better email practices that align with your values and bring in results.

Yuval Ackerman: Welcome is so good to have you here. Hey Kim. Thank you so much for having me. I’m very excited for this conversation. 

Kim Allchurch Flick: I am as well, and you are very prominent in my email and also on LinkedIn and it, what really attracted me to invite you to this podcast is your heart, your vision, your values that really show through, but also an international perspective.

And. Y you and I have been in social enterprise for a while, but there are different definitions for those words, just this, there are different definitions for things like sustainability and purpose and, but one of the things that is interesting in statistics is the Nielsen study that says that. Two thirds of consumers are willing to pay more for products and services when they know a company has good values.

And with millennials that they tested, it was 73%. And I’ve always thought, okay, how do they find your company? My company, other companies? That doesn’t seem to be a straight, clear line often. How are they gonna find you? And I’m talking to all you mission driven, purpose driven business owners out there, or people who are working or in nonprofits.

How are people gonna find you? So that’s one of the topics of this discussion. So I welcome you here and what do you, what has been your journey even before ethical emails, but. Where is your heart and your vision and your mission and what led you to this point? 

Yuval Ackerman: So I come from a very long, extensive experience in writing.

Writer at heart. I started, I’m a millennial by the way. We’ll get back to, how millennials find good products. I’m among those 73 percents for sure. I, I always wrote, I think I, I wrote before I, I could even read. And I wrote all sorts of different things, which then led me to.

My first real grownup job as a journalist, right after high school. Oh wow. In a national radio station. I grew up in Israel. That was my army service. It was a civilian job that was very fulfillment fulfilling, but also scarred me for life. It was very, very tough dealing with a lot of.

Big topics that people who were twice my age had difficulty dealing with and coming to terms with. And I think that’s also the time where I developed my sense of justice and doing what’s right and seeing how different people live, really different realities. And that. Sense of justice and that broader experience only got broader when I started traveling the world.

And, I met with different kinds of lifestyles and cultures and languages that didn’t know even existed. And writing helped me process everything right. In between the journalism job and me opening my business, ethical emails, I had a seven year hiatus where I tried different things and nothing really stuck, but all equipped me really well to do what I do today.

So sales, jobs customer facing jobs things that are super, super important, especially when we’re trying translate the real world to the digital world and then vice versa. And I think, my, my upbringing and my experiences in the world are very different from a lot of different people.

I think in multiple languages as well. I think I can read from left to right and from right to left. So my brain functions in different ways. Right. And when it comes to my journey.

It’s an ever evolving thing, right? I feel like I’m, we’re talking today. I just started a new chapter in my life just today by moving to Portugal officially today as the day of recording this. That’s remarkable. And yeah. And so yeah, the journey is long. The journey is unexpected. I’m very, very grateful though for every step I took along the way though.

That 

Kim Allchurch Flick: is so remarkable. And writing before you were reading, I, my brain paused at that for a moment. That, wow, that’s profound. So you have a journalist, heart and expressiveness and observation. As part of that journey, although, 

Yuval Ackerman: yeah, in writing that, that feels more safe. I told you before we started recording that I always feel like talking about myself and my journey, it feels way more challenging than to write about it.

And it doesn’t necessarily gets easier, but it, at the same time, I am talking to people and sharing my story and my observations because I think it’s important for. All of us to, especially these days, to hear from different people with different experiences, even if it’s not in the most perfect English or in the most coherent way.

Kim Allchurch Flick: Oh, indeed. And what is your view of possibilities and potential across the US and abroad in terms of social enterprise, which is a broad concept, sustainability. Things of that nature. Because reflecting back on what you said about observing what people older than you were seeing and seeing positives and traumatic things.

What, as you’ve moved forward in life, where do you, what do you find the good 

Yuval Ackerman: everywhere really? If anything, I think that I. Traveling the world, seeing and living in different cultures showed me that we’re more alike than we are different. And we’re more together than we are apart. And people are really looking for community.

People are really looking for good solutions. So if anything, and I know it’s a weird thing to say in this point in time I’m really optimistic about the future of social enterprise, both in the US and globally. ’cause I think we as people, regardless of our nationalities, where we’re located where we choose or not choose to live, we all want to earn money live well.

Enjoy life, enjoy the people around us get older with dignity. And yeah, that, that’s a global, shared wish, I suppose. And I’m very positive about, even if it looks like we’re going through a very, very rough patch globally and perhaps even locally. Yes. We have so many opportunities to come together and change things for the better for ourselves now and for future generations.

So I’m actually cautiously optimistic. 

Kim Allchurch Flick: How about you? I am as well, and I, as we say this, we’re recording in January 20, 26, is I feel the same. And in this seat I feel like. It’s one of the luckiest times of my life because I am meeting so many people or inviting people in that I’ve known for a long time, but learning more, and this podcast is just opening doors of new mindset, our new ways of thinking about things, optimism and realities as well.

I think that’s a big part of the story is what is harsh? What is. How do we work together to get around it and where are the bright spots? Yeah, that’s amazing. So I really appreciate That’s, and do you see, what do you see in, in, I’m gonna use the term social enterprise again because it, it gives us a framework, but yet still is, it means different things to different people, but across countries and a across where you’ve been, what do you see as similar and what do you see as different?

Yuval Ackerman: So I think aside from. All of us wanting to live a good life and be healthy and be happy. I do see how nature is becoming a really, really good thing. And a really prominent thing for a lot of people. And the combination of finding community and going out to nature together that’s something that I’ve experienced myself in the past couple of years.

But it is something that I see more and more people being, really magnetized toward. I think there’s a lot that we can learn not only from our communities, but from nature. I specifically work with companies that balance people, planet and profit. And so the role of nature not only in business, but I think in our day-to-day lives is becoming more and more important.

What are other kinds of observations? Again, I think that we are more, we have more in common than what the internet says that is or trying to tear us apart and that people are way more understanding and perhaps even curious about one another. Then it may seem online and that brings me a lot of hope.

Kim Allchurch Flick: Oh, I’m so glad to hear that. I’ve observed more recently in terms of nature films, documentaries, books coming out that are really talking to us, and kiss The Ground is One Common Ground is a sequel to that, and the Serengeti rules about when we let go and let Nature heal itself, mostly by us as humans.

Backing off that. The potential is so profound and nature’s wisdom is so profound, and there’s a common thread through a lot of this. And I just finished a book that’s fairly new called Land Healer by Jake Fines, written in the uk and it’s on The Heels of Wilding, which is a book that I read a few years ago.

And Jake finds used to work on the Net Farm, which Wilding is about, and some of the commonality is that. We in this art generations like post World War II, have become so used to looking at a manhandled destroyed world, that it starts to look normal and beautiful. And examples are the pastures and walls of Great Britain.

And I grew up in the uk and I then, when I was a kid, I thought, this is really beautiful. It turns out that the UK was mostly Forest and the Nip Farm, which is about 3,500 acres. Don’t quote me on that. They decided about 20 years ago to start actively Rewilding. And what that has done as a case study of what it means to bring nature back is profound.

And Jake Fines talks about that in terms of agriculture. That we need to really think in terms of shifts, but people are pushing back in a way because their mindset is the pastures are beautiful, but the pastures aren’t trees. They aren’t biodiverse, they aren’t attracting the animals, the pollinators.

And so seeing these shifts and reading these books and seeing these documentaries. It gives me optimism that there are people that are seeing it and sharing it in a way that’s awe inspiring and positive. And if we really think about that, we can get a lot of sea change. And there’s a ranch in Oregon.

I’m currently in the state of Oregon and a ranch that earned the first regenerative certificate as a ranch for. Literally trying to preserve and rejuvenate tall grass, prairie with a hundred percent grass fed beef and wow. Understanding why animals need to roam. The other thing that they’ve pointed out that we see is because we are in an era where we don’t see roaming wildlife, like back in the days of the Plains Indians, when Buffalo bison were everywhere, that there are places in.

Like Colorado and other places where there’s sanctuaries for bison, but that’s a tiny number compared to what the planes would look like if bison and antelope were roaming free and all the biological dynamics that occur because of grazing animals. So it’s good to see that. It seems like we’re at a point of.

Aha moments where people are starting to understand that. And I wonder what you see in you’ve been to Germany and you’re in Portugal and other places. What do you observe about these kind of nature changes that also crossover with business? 

Yuval Ackerman: I think that similarly to what you mentioned before.

I think there’s a lot of learning from nature and there’s a lot of respect for nature. I’m seeing a lot of businesses and some, some are doing this better than others. I’m not gonna criticize anyone for trying. Some businesses are actually appointing nature as a chair.

Or, oh. Yeah. Have you heard about this at all? No. Tell us more. Yeah, this is fantastic. So I, I don’t know as much about this for me to elaborate greatly about this, but some companies globally are pointing nature and then a human to represent nature and nature’s. What’s the word that I’m looking for here?

My goodness. I forgot the word, but representing nature, in a among the chair people. And so it’s a really interesting initiative because you have to think, okay, so nature has a seat at the table, but it is being represented by a human that, has, their own upbringing and thoughts and education, et cetera.

But I think it’s a really, really interesting experiment and only time will tell whether this experiment has impacted those companies and the impact, impact that they’re trying to create in the world in a positive way or in a net positive way. I would say. Interesting concept. What else do I see?

I see that a lot of businesses, especially products are getting a lot of wisdom from nature. And you see that from in the way that products are being built. You see a lot more companies thinking about their whole supply chain from the packaging to how they mobilize products to different locations.

How do they do that in a more earth conscious way? So I see a lot of good movement in that aspect, of course, you know? I see a lot of same old, same old happening that is not so great. Yes. But I do see the appetite for doing things differently, doing things better, being more aligned with nature.

And keeping our planet, our earth in mind, because this is the only place that we know that we can call home at the moment. And we need to take care of it for ourselves, for our future generations. Yeah. ’cause that’s, we only have one of those. 

Kim Allchurch Flick: So true. And I’m encouraged by what you’re saying and I am seeing as people make change.

Agriculture is one where the farmers themselves are saying we can’t do it the old ways, and try regenerative practices and see that they’re spending less and doing better than they used to, and it starts to catch on in their local community. And then as they’re supplying others further afield. It does start to ripple and sometimes I hope the ripples get a little faster and bigger but we are where we are and, but spreading the word is a part of it.

I’m very encouraged by that. And I think one of the next steps when it comes to nature and things of that nature is also who are the heavy hitters that are speaking to policy makers. And that’s where I find that I feel small. There’s. I’m a solopreneur, but who can I give to or support that can really deliver information to larger crowds, bigger voices, and start to change policy.

And I think that’s where potential is as well. 

Yuval Ackerman: Yeah, definitely. It. I don’t know if you share the sentiments but what you just said kind of throws me into my, state of mind of I’m always entering rooms either virtually or in person where I am so glad to be the most stupid person in the room because there are people who are doing things that are so much more important than what I do which humbles me in the best way.

But I think, what we can do from where we sit and with our skillset and our knowledge and our experiences and expertise is we can only support those people to have broader audience greater impact. So that more people can actually be exposed and benefit from what those people with much more knowledge can actually change in the world.

So 

Kim Allchurch Flick: fantastic. And what does purpose and ethical mean for you? Because ethical is also in your company name and Sure. What is, what has that been like? 

Yuval Ackerman: Don’t get me wrong, I think that ethical, like a lot of those other words are becoming or has already had already become buzzwords. And they do mean different thing to different people.

I think, especially with regards to my line of work and how I’m consulting other companies to create and send better emails or have better email ecosystems what ethical means to me is not necessarily what’s in line with what’s ethical for my client’s audiences. I’ve been frequently accused, so to speak, of being too ethical and at least in my business I’m crossing I’m not crossing the certain lines that other companies that I’m supporting might choose to use.

And I’ll give you an example. An example that I would not use for my own business, but given the right company and the right audience that might work. So you must have seen in your inbox all the time, things like, hurry up, the sale is being over in or the sale is wrapping up in 12 hours.

Right. And then after 12 hours, you’re getting another emails, email saying, you know what? We’ve extended the sale just for you. Which is, I mean, who are we kidding? We are not extending any sales just for you, we’re extending the sale because we want to get more sales. And some people are, that’s how they operate best, with this urgency.

Now, is that something that I think is ethical myself? Absolutely not. Is this something that. Some audiences might find, okay, and it will work for them without eroding ongoing and long-term trust perhaps. So it’s something that we need to test. It’s something that we need to hypothesize with something that we need to strategically decide on and implement and learn from.

But yeah. What is ethical? What is sustainable? It is something that I still think is very the answer will vary depending on the person audience. Indeed even people who are listening to us 

Kim Allchurch Flick: indeed, and people who are reading those emails and choose to respond or unsubscribe right at some point.

There’s an annoyance factor that’s very individual for sure. And at some point there’s also, I really wanna stay in touch with this company, organization, whatever it might be. And even if their emails are annoying the connection is more important. And then they’re the ones, as you’re describing that do it really well.

And then the question is, what does well look like? 

Yuval Ackerman: Exactly, and I find that a lot of companies don’t even know what well looks like for their audience. And that’s the bridge that I’m helping companies gap. 

Kim Allchurch Flick: And I got a certificate in digital strategies from Portland State University with a marketing major.

And I found that when it came to things like emails, the instructors well in social, inter social, social media in general, they would say, don’t memorize anything because everything’s gonna change. Just know where to look it up. But when it came to emails, they would say, these are some hard and fast rules to think about.

And always remember that even though people dismiss email, they really don’t because it has the biggest open rate of all the other platforms. But the, some of those rules were very conscribed in. And what you’re saying is. Are ethical and different ways to do it than the usual machinations of how to get more clicks and more open rates.

And I was wondering if you could describe some of those differences and how ethical emails in your business can stand out as different and yet the results can be better Sure. Than the usual prescribed way of doing it. And still this is social enterprise ethical. Yeah. Ways of thinking and it’s very psychological as well 

Yuval Ackerman: for sure.

I can tell you that the writers in my clients’ teams that are getting my briefs for the emails that they need to write the briefs are so rich with. Psychological data and levers and it’s a lot of fun. But you need to know and going back to your question, you need to know which lever to pull, right?

Because it something that I don’t do w with my emails or with my client’s emails which is a one of, lines that I’m not crossing at all is shaming people or making people feel bad about either decisions they’ve made in the past or indecision. Or inaction. W something that I remind all of my clients, not that I they need the reminder but I think to put things in better perspective is that we’re all going through things in life and we don’t know, especially clients with lists of 20,000 people, a hundred million, a hundred thousand people, a million people it’s. Hard or borderline impossible to know what our subscribers are going through, feeling, experiencing at any given moment.

And in the end of the day, we’re sending them emails. We’re just sending them emails. There are bigger fish to fry in life then all of this, right? So all we can do is, especially if I’m tapping into my work with B two Bs is be there, be valuable, nurture relationships, be human.

Really be human and not just blast people and remind people why they joined your list in the first place. Indeed. When they’re ready they’ll come to you. That’s it. It’s that simple. I’m saying simple. It’s not easy. It is simple. But it’s not easy. And the how is a lot of the times, especially for good doing businesses is very hard to figure out, especially when we’ve been indoctrinated and trained to believe that the best practices.

That were not developed for were actually developed just for profit, not for people, not for our planet. We’ve been hearing about those best practices, so to speak for decades. So it’s very hard for us to imagine what better practices could look like and how they could work for us. But if we’re going back to people seeking community, people seeking connection, people seeking.

Good solutions, good companies good products companies and leaders who are not only talking the talk but walking the walk. That’s where better practices play a much, much bigger role than we could even talk about. 

Kim Allchurch Flick: I love that. And I hadn’t planned on asking this question, but it popped into mind now that, AI is evolving at a rate that is, is.

I don’t even know what, how to describe big fast in terms of that. And sometimes I think I can spot an AI generated content email. And the word content is so ubiquitous it’s also one of those that is starting to become meaningless. And content for content sake is pretty worthless, but content that is focused in and niche.

But in terms of ai. The other thing that is in the back of my mind is when I’m receiving something like that, is also what is the environmental cost? 

That goes 

into, because we know the servers are being built, being planned to be built, the energy and water consumption is going to go up exponentially.

And what is our responsibility to consider? That and use of, and yet companies, many companies also know that there are positives to using ai. It can be a time saver. It can, you can do a lot of good, and I say that cautiously and how to be judicious about everything that’s around that. And I was wondering what you think about that.

And you’re a writer. Which is. A unique perspective as well. I write, but I’m not good at it. And some people are using ai almost a hundred percent. They’ll plant an idea and then take what it gives them. And in that, how do you see AI and ethical emails? How does there any possibility of partnership there?

Yuval Ackerman: Oh, absolutely. Good. I have so many different answers to this because AI is obviously is becoming a bigger part of our digital lives. And maybe not only our digital lives but in, in digital businesses. So let me try to come up with a clear answer that tackles a DA different, several different aspects.

I am not anti ai. I think it is a tool. And like any tool, like a sword it’s a matter of what you do with it, right? Yes. How do you use it? How much do you use? I can tell you that I do have a conversation as a part of the onboarding of each one of my new clients or projects where we do dedicate some time to, are we using AI in your upcoming strategy?

How are we using ai? What are the pros? What are the cons? What is the cost, the environmental cost? What is the cost in terms of, building trust versus eroding trust with your subscribers. So that’s a thing. You did mention AI and it being it’s having a cost, environmental cost. And that’s also a thing now.

It’s as to us recording this. Yes. It is very difficult to measure the impact of AI and email marketing as in, let’s say that your email service provider, the tool you’re sending your emails through easy using AI to generate a subject line, so to speak. Okay. And this is a very, very small.

Insignificant example, what’s the environmental cost of that? We, we don’t have transparent reporting about this, right? We also need to keep in mind that each email that you sent out has a carbon footprint. 

Kim Allchurch Flick: Yes, 

Yuval Ackerman: and if 300 and can’t remember the exact number at the moment, but it’s something ridiculous, like 356 billion emails are being sent out every single day, and each of those emails has a footprint of a minimum of.

I think like anything between eight to 14 grams of carbon, depending on how heavy the email is, that’s a lot of carbon emitted. Just with emails. Just with emails that we’re sending out. And more than half of those emails are spam, by the way. So these are the conversations that I’m having with my clients so we can consciously decide what are we using AI for?

Where do we draw the line? Where do we stay human and stick to human creativity and where do we allow, or where do we want AI to step in and help us with analyzing data, for example? That’s something that, that I think every company needs to talk about with regards to emails, but definitely beyond emails as well.

Kim Allchurch Flick: I concur. And the more I learn, the more I know there’s more to learn and to balance it. And I love your analogy of the sword. A tool that can do good things, it can do damage. 

And being judicious about that and trying to stay on the cutting edge. So it’s it’s so interesting. And thank you for giving us an, a reminder of something that’s so ubiquitous.

Part of life that every email has a cost. And yes, they have benefit, but every, actually every digital interface we have has an environmental cost to it. And what do you see as some of, in your work and beyond with the clients, what kind of obstacles are they facing? Are you facing.

Yuval Ackerman: Are we talking about clients who’ve been working with me for a while or new clients? ’cause there’s a big difference between the two po 

Kim Allchurch Flick: Possibly both. Maybe I itemized that, but I’m interested in what the landscape looks like from your viewpoint in terms of what are the hardships that some companies are coming up against.

Yuval Ackerman: So we’re talking in a very interesting point in time. Yes. Email marketing had quite a few changes in the past five years alone, right? Changes that made open rates not reliable as a statistic whatsoever. Click through rates not becoming less and less stable. Conversions going down, clicks going down.

Email still being a very, very strong channel for companies who know how to do it right. But email becoming more technical gatekeepers becoming more strict to protect their to protect recipients and email clients. As a marketer my job is becoming increasingly more difficult, however.

It means that for interesting, for recipients. So people who are receiving our our emails, they have more control and they have more say than ever before to not only be protected from malicious links and malware and whatever, but they have more choice than ever before to curate their inbox the way that they want to do it.

And I think for. Companies, that’s a great gift if you know how to play your cards. Right, because right now visiting someone in their inbox is a privilege and you cannot take that for granted. And companies. Really need to think of how they communicate with email and through email, and how do they create a brand experience that is not a blast.

It is a one-to-one to many, so it feels personal and it feels like it’s just for me. But it is being sent to 50,000 or 500,000 other people at the same time. And that’s the challenge. I also think it’s a big opportunity. And it, it really depends on the kind of company. ’cause e-commerce challenges and B2B challenges are pretty much on the same spectrum, but on different ends of the spectrum.

But yeah, there are lots of challenges. Lots of them have to do with connection, real human connection. 

And nurturing trust. And how that does that look like in 2026 and beyond? 

Kim Allchurch Flick: I love how you framed the personalization of an email that could go to 5,000 people, but to the recipient, it feels like they’re the only one.

And that’s something to think about. I’m also noticing more and more, particularly with something like DuckDuckGo, that there are tracker blockers and ways for people to be the recipient. In control as well. And are you seeing that on the rise, and how does that affect the sender? 

Yuval Ackerman: Yeah. We’ve seen that for a very long time.

Okay. And again, in terms of giving more power to the recipient and our audiences, I’m all for it. As marketers who need to report on results and statistics, very difficult. But it only means that we need to find better tools and more accurate ways to. Report on human relationships really.

And luckily we’re in 2026 right now omnichannel marketing and connecting the dots, let’s say between marketing and sales and customer experience and operations is easier than ever. It is it requires a lot of intentionality and strategic thinking because otherwise just relying on open rates or click-through rates right now, we’re almost flying blind in that sense.

So how do we report on email assisted revenue and impact rather than email attribution. Like pure email attribution, like we’ve seen maybe 10 and 15 and 20 years ago. 

Kim Allchurch Flick: Okay. That’s a good way to frame it as well. And it also speaks to the evolution of everything. Digital strategy might be the same, but the use of the platforms is changing and and has been and the rate is quite rapid. So what makes you optimistic? 

Yuval Ackerman: It is going to sound very weird, but people again we’re very much alike. Even if we speak different languages, even if we are located somewhere, across the world from one another we are simple creatures.

We all want the same things. And, and another thing with regards to people is how a lot more people are questioning whether what they’ve been taught or raised by, and I’m talking about, mindsets. Concepts are the right concepts for them moving forward individually and collectively.

So rejecting all kinds of concepts is this are my values aligned with this kind of growth? Is this sustainable both in life and in business? Is this what I really want or was that taught, was I fed by the internet that this is what I want? So I see a lot of people actually questioning 

What is right for them and what is a good way to live.

And I think we’re in a very pivotal transitional point in time. That’s how it feels to me. But I feel like we’re going to get out of the other side stronger, smarter and hopefully happier. 

Kim Allchurch Flick: I love that. And I do hope also that we’re getting away from some of the things I do see, and I’m glad I went through a certificate course about digital marketing strategy and deep into analytics and things of that nature.

Knowing how things work and knowing from that that there’s some things in marketing I just would never wanna do, like AdWords. And, but what also strikes me is there are people making money telling us that you need to have content, you need to have it frequently, you need to do this, you need to have video embedded, you need to just flood the zone almost.

And I don’t like that term in the current. Time context, but in terms of just talking about blasting people with constant content and wanting to, to bring on clients. So they’ll pay a lot to have somebody else just blasting things out there and, but how that is a strategy, but it lacks humanity and that sometimes the best marketing can be also what you’re talking about is ethical, but.

What is the niche? Who are the people we don’t have, can’t be all things to all people, but really reach those humans in a human fashion that will connect, that have the potential to, and content doesn’t have to be a fire hose. 

That 

it can be very strategic and I hope a lot more people get to that because I think we’re all recipients of spam.

That we never asked for, that doesn’t match us at all. And because somebody thought it was a good idea to just have a fire host of words out there. And there’s a cost to that environmentally as well in terms of energy. But there’s also cost to our time. And I find that, I call it swatting digital flies.

How many can I just click and delete or click and unsubscribe or click and, but that takes my time and I prefer not to have my time. Even if it’s seconds, but if it’s seconds, a few times a week, it adds up. And you’re providing people with a thoughtful approach. And not about fire hoses, but about targeted, ethical and how are people responding?

How are your clients responding and how are they saying their people are responding? 

Yuval Ackerman: Yeah. It’s just great to see, especially because I’m helping a lot of clients that I’ve never met in person and are located across the world from me, yes. But I can give you an example of a client that, I have maybe like 10 hour, 10 hour difference time zone wise between us.

And they’re a B2B and they’re meeting people all the time, and it’s just so great to see how, or to hear from them on our weekly calls that they meet people, they meet clients, they meet prospects all the time who are on their email list and them saying, I remember this email from.

However long ago, and it was so much fun. And I knew that once I have this contract in my hand and I’ll need your assistance or I’ll need an assistance in what you’re specializing in, I’m going to give you a call because we created a brand experience that is so out there and not in line with what their industry.

Expectations, so to speak are like that people remember them. And that’s a brand that specifically is very brave in terms of taking risks and standing out and using fun as a part of their marketing strategy. And when I started working with them, they gave me full reign in terms of, this is our list. Do whatever you think is best. And that’s why they have conversations with people in real life that recite back emails to them months after the fact. And that’s why they’re getting more business coming in because people remember them and people re remember them fondly because of an email with a meme of a cat.

Kim Allchurch Flick: That speaks volumes, doesn’t it? Absolutely. Is there anything else you’d like to add before we share how people can get ahold of you? 

Yuval Ackerman: Anything else I would like to share? You know what I feel like we’re starting a new year. One thing that I have been very cautious and thoughtful about is.

Slowing down and easing into this year both personally and professionally. I think one thing that I’m very, very cautious of and aware of these days is how I conduct myself online. Which phrases do I use? Which phrases do I not use? Which kind of psychological levers do I pull with my own audience.

So the whole new year, new me kind of bs. That’s not my spiel whatsoever. I want to wrap up by saying whatever you hear online, especially online. 

It’s not necessarily what’s right for you or your business or your audience. Question that challenge that, and I’m sure you’ll get to a much clearer answer.

That feels right to you, that feels right to your business and your audience. And people can feel that, sticking to someone else’s playbook is not necessarily the answer every time. 

Kim Allchurch Flick: Oh, beautifully said. And what’s your website? How can people get ahold of you? And this is also in show notes.

Yuval Ackerman: My website is ethicalemails.co I’m also on LinkedIn with my full name, Yuval Ackerman. I’m sometimes on blue sky when I feel whimsical and that’s where I share a bit more behind the scenes of life and business. And my email list. Of course, just. Go onto my website, you’ll have a non-intrusive popup, very important.

And you’ll be able to join my email list and come hang out in my monthly round tables where we talk about emails and how to move the needle with things that matter through email. 

Kim Allchurch Flick: Thank you for that. That is actually one of my goals for this year is to do more of that community. Introspection and sharing.

So I have one last question and it’s a surprise question that I ask everyone. 

If you could have dinner with anyone living or deceased, or you could have up to a table of four, including you, who do you think that person or those people would be?

Yuval Ackerman: That’s a good question. So we obviously want this dinner to be fun. So I’m thinking perhaps someone like Robin Williams would be a really good addition. I would love to have someone to cook with to cook this dinner with, ’cause I love cooking. So perhaps. Some kind of a chef. So I’ve been watching last year, I’ve been watching chef’s Table and there’s this chef, I can’t remember her name at the moment, but she’s incredible.

She’s the owner of ESE in, in California and she’s incredible. Alice Waters. Yes. Thank, I think yes. Yes. So she’s incredible. I would love to cook with her and learn from her. And maybe someone who would make us cry, but I, in a good way. In a good way. I don’t know. Maybe Maya Angelou or someone like that.

Yeah. So someone who would make us laugh, laugh would be someone who would feel our bellies and someone who would make us cry. 

Kim Allchurch Flick: Oh, that is just deliciously delightful and so poignant. Oh, thank you so much. Thank you for gracing this podcast with your presence. We’re signing off.

Thank you everyone. We’ll see you out there. 

Bye-bye.