Which aspect makes email marketing ethical?

The aspect that makes email marketing ethical is requiring users to specifically consent to receiving communications. This practice, often referred to as "opt-in" marketing, ensures that individuals have a clear choice about whether they wish to receive emails from a particular sender. This respect for the recipient’s preferences fosters trust and maintains the integrity of the communication. By obtaining permission before sending marketing messages, companies adhere to best practices and regulations such as the General Data Protection Regulation (GDPR) and the CAN-SPAM Act, which promote transparency and respect for consumers' privacy choices.

In contrast, the other options do not align with ethical email marketing practices. Offering discounts to all potential customers may seem appealing but does not inherently relate to the ethical considerations of consent. Using a purchased list of email addresses raises privacy concerns and often results in sending emails to individuals who did not request them, violating ethical standards. Relying on aggressive follow-ups can be perceived as harassment, potentially annoying recipients and damaging the brand's reputation. Ethical email marketing prioritizes permission, respect, and positive engagement with the audience.