Stop sending sensitive occasion opt-out emails immediately! (+ what to do instead, so people to hate you.)

In 2019, Bloom & wild introduced their ‘Thoughtful marketing movement’

Whereby they pledged to help sensitive occasions such as Mother’s Day be less dreadful by allowing their email subscribers to opt-out of their marketing comms.

You know the ones, they tend to look a little like this...

*This is not Bloom & Wild.

Whilst it was well received, PUBLICLY & in the press - ever since, many brands have started to mirror this strategy. And as an email marketing strategist I need you to hear me when I say, Please STOP.

I get it. You want to do the right thing & be seen as a brand with good, caring values.

However, by asking them if they want to opt-out, you’re reminding them that the day is coming anyway!

Not only that, but you’re likely sending that on a day that isn’t mother’s day and therefore catches them off guard.

Which, as someone whose best friend just lost their Mum, I couldn’t think of much worse right now.

So, what can you do instead?

→ ask them when they sign up if they want to opt-out / opt-in to hear about special occasions

→ remind them once, maybe twice per year via email that they can change their preferences to what you email them about.

→ have a bit of bloody empathy. If you happen to continue marketing days like Mother’s Day and that subscriber is triggered - apologise and move on.

Listen, it’s likely going to happen...

As a business owner, you know that you cannot please everyone, all of the time.

But you are also a business, with a promotional calendar. Selling things to make a profit.

Your email subscribers are also human beings with feelings & understanding.

The big 4 supermarkets don’t stop selling roses on valentine’s day even though I’m single AF.

Or Mother’s day cards because it may hurt me.

need all the ideas given to you so you can use email in your business?

This was originally posted on Instagram - you can read it in a more visual manner if you’d prefer.