Originally showcased on Only Influencers on 11 October 2021, I’ve chosen to bring this piece back. In an era where marketing strategies are ever-evolving, the pitfalls of relying on quick marketing hacks need to be highlighted more than ever.

Every marketer is looking for the next big marketing hack to boost their results overnight. Since this article’s original publication, we’ve witnessed the explosive rise of AI in marketing, automation, and content creation—the newest bright, shiny object that businesses are chasing as the ultimate marketing hack.

But here’s the truth: lazy marketing hacks are destroying the industry’s reputation and your brand’s credibility, whether we’re talking about cold email shortcuts or AI implementation without strategy.

Gary Vaynerchuk was quoted as saying “marketers ruin everything,” however, I don’t agree with that broad definition. I’m a glass-half-full guy. Let’s add one important word: “Lazy.”

Lazy marketers ruin everything.

The Problem with Quick Marketing Hacks

Integrity, truth in advertising, authentic brands, and great products are everywhere. However, so are the lazy marketers who cut corners, use blackhat tactics, skirt the law, and outright break the law in pursuit of that elusive marketing hacks.

The AI Marketing Rush: History Repeating Itself

Since this article’s original publication, AI has exploded as the latest marketing automation miracle cure. Tools for content generation, marketing automation, and AI agents have flooded the market. Yet most marketers are approaching AI with the same lazy mindset that ruins cold email campaigns.

Instead of learning AI best practices, understanding proper prompt engineering, or implementing systematic AI workflows, they’re treating it as another quick marketing hack. They’re not investing time to understand gold standard AI systems, processes, or how to properly integrate AI agents into their marketing strategy.

The result? Generic, obvious AI-generated content that lacks authenticity, poorly configured automation that annoys prospects, and AI implementations that deliver mediocre results at best.

This past week I saw a request from a fellow email marketer about a client wanting to deploy cold email as a tactic. The response from the email marketing community was interesting and inspired this post.

So, does this mean that cold email tactics are unethical, illegal, or a breach of privacy? NO.

Cold Email Isn’t Illegal – It’s About Execution

The real question isn’t whether cold email is a legitimate marketing strategy (it is), but whether you’re executing it properly or falling into the lazy marketing hacksmentality.

Let’s address the common concerns:

• Is using cold email unethical?
• Does cold email lack integrity?
• Does cold email breach privacy rights?
• Does sending cold email make your brand less authentic?

The answer depends entirely on your approach.

Why Quality Beats Any Marketing Hacks

For me, the immediate giveaway when talking to someone uneducated on cold email or seeking a quick marketing hack is always their focus on list size and daily sending volume. The same pattern emerges with AI adoption—marketers obsess over the number of AI tools they’re using rather than the quality of implementation.

AI Isn’t a Magic Marketing Hack

Just as cold email success requires research and strategy, effective AI implementation demands respect for the technology. The lazy approach treats AI as a content mill: pump in a basic prompt, get instant results, publish without review.

The strategic approach treats AI as a powerful tool that amplifies human expertise: developing sophisticated prompt frameworks, creating systematic AI workflows, training custom models for specific use cases, and maintaining quality control processes.

The truth: Size does not matter in this equation. More is not better. Better is better.

To succeed with cold outreach marketing, researching your intended recipient is the key difference between success and wasting money. In terms of cold email sending volume, I recommend 2x cold calling volume (150-200 per day maximum).

Quality data, quality research to determine if your offer is right for the recipient, truthful subject lines, and honest offers – these aren’t marketing hacks, they’re marketing fundamentals.

Six Essential Cold Email Best Practices

Instead of looking for shortcuts or marketing hacks, focus on these proven practices:

1. State the intent and purpose of your cold email clearly
2. Easy opt-out – make this easy to find, read, and use
3. Valid reason for contacting your intended recipient
4. Clear sender identification – make it easy for recipients to identify you
5. Complete contact credentials including a physical mailing address
6. Honest subject lines that match the intent and content of your email

These aren’t revolutionary marketing hacks – they’re simply the right way to do business.

The Easiest Opt-Out: Email vs. Social Media Marketing Hacks

Here’s something most marketers overlook: email is actually the easiest form of advertising to opt out of.

Try opting out of advertising on Facebook, Instagram, Twitter, Pinterest, or LinkedIn. While it’s possible to opt out on a brand-by-brand basis, it’s nowhere near as straightforward as email.

Yet many marketers abandon email for flashier marketing hacks on social platforms that offer less control and transparency.

Building Ethical Marketing Strategies That Last

Do lazy marketers color outside the lines? Absolutely.

They break rules and terms of service across all advertising channels, including SEO blackhat tactics, buying followers, scraping data, using automated posting tools inappropriately, and now, deploying AI without proper oversight or quality control.

The AI Implementation Problem

Today’s lazy marketers are making the same mistakes with AI that they made with cold email:

• Using AI tools without understanding best practices
• Implementing automation without proper testing or monitoring
• Generating content without human review or brand alignment
• Treating AI as a replacement for strategy rather than a strategic amplifier
• Focusing on quantity of AI-generated content over quality and relevance

But rather than seeking the next marketing hack, we have an opportunity to set the gold standard for ethical AI implementation alongside traditional marketing practices.

The real marketing hack? There isn’t one. Success comes from:

• Respecting your audience
• Following legal requirements
• Providing genuine value
• Building authentic relationships

Conclusion: Strategy Over Marketing Hacks

I owe it to my clients to be tactic-agnostic, setting marketing strategy based on solid principles rather than chasing the latest marketing hacks—whether it’s cold email shortcuts or AI automation promises.

Even though I’m a huge fan of email marketing and excited about AI’s potential, that doesn’t mean I recommend every tool to every client. The best approach depends on your audience, goals, resources, and ability to implement quality systems.

Some marketers need to stop chasing every bright, shiny object and start building sustainable practices. Instead of seeking quick marketing hacks with AI or any other tool, let’s lead the way with strategic, quality-focused implementations.

The Reality Check: Whether we’re talking about cold email, AI automation, or any marketing tactic, success requires the same fundamentals—research, strategy, quality execution, and respect for your audience.

The most effective marketing hack? There isn’t one. Just consistent, strategic work that leverages tools properly and delivers real value.

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Ready to build a sustainable marketing strategy?

Focus on fundamentals over hacks, and watch your results improve long-term.

This post is not offering legal advice. See the laws in your country and consult a relevant attorney prior to launching your marketing campaigns.

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