With Mother’s Day just round the corner, you might have noticed an influx of emails from brands asking if you’re happy to receive content around the important day, or if you’d like to opt-out of such emails.

Bloom & Wild caused a media storm back in 2019 when they led the trend of sensitive opt-out emails due to customer feedback from the previous year, with customers raving about receiving the email.

It led to the idea being raised in Parliament, as Mark Warman MP said: “if other companies were to follow suit, the dread — and I do mean dread — around this day might be mitigated for many people.” And, according to our recent data survey with KAM Media, a fifth of people would appreciate receiving such an email.

So, what does an opt-out email say to your customers? Even for customers who don’t find days like Mother’s Day difficult, it shows them that your business is thoughtful and empathetic. It shows your customers that you see them as people and not data, beyond statistics like engagement and newsletter open rates. And following the flurry of appreciative Tweets for Bloom & Wild, we know it resonates with a lot of people. It’s one small step you can make to help build a great brand reputation.

"Brands need to be sensitive towards their customers across all marketing-heavy annual occasions if they really want to show personalisation and connection.” -  Dan Brookman, CEO of Airship and Toggle

Katy Moses, MD at KAM Media, said: “Mother’s Day can be a very emotional time for many for a multitude of reasons and this will be especially true this year. We have seen an increase in retailers and operators sending emails to offer their customers the options to ‘opt-out’ of Mother’s Day specific comms. This really raises the bar on providing a thoughtful, empathetic and truly personalised communication strategy.”

And Mother’s Day isn’t the only occasion to consider an opt-out email for. There’s Father’s Day and Valentine’s Day, and many more occasions, depending on your customer base, that might be worthwhile considering doing this for.

Airship CRM and Toggle are both free for new customers until June as part of the #ComeBackStrong campaign. Find out more here: usetoggle.com/come-back-strong