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Charleston, SC April 30, 2024
Every year two weeks before Mother’s Day, many businesses allow their customers to opt out of Mother’s Day emails, which can be emotionally triggering if they’ve lost a mother, a child, or for other reasons.
Email marketing firm Omnisend studied nearly one million opt-out emails sent this year and found that around 5% of recipients took this opportunity to unsubscribe.
“Even though 5% may seem like a small amount, I would still encourage businesses to send holiday opt-out emails. Certain holidays, such as Mother’s Day or Father’s Day, can be difficult for some customers who have experienced loss. Allowing customers to opt out of holiday-themed marketing emails can prevent unintentional distress and strengthen the business-customer relationship,” says Greg Zakowicz, email marketing expert at Omnisend.
“Research shows that 91% of consumers react positively to holiday email opt-outs, and 81% of customers are more likely to purchase after receiving the option to opt-out. So, not only is it the ethical thing to do, but it’s also a smart business strategy.”
There are a few holidays throughout the year that can be a joyous occasion for some, but also be a sensitive topic for others. Mother’s and Father’s Day are two of the most obvious since they are the most intimate relationships for most people.
However, negative reactions to certain holidays aren’t only related to grief. This is true for other days that the customers feel are irrelevant, like Valentine’s Day or Christmas. In fact, according to research, the top event that causes unsubscribers is back to school.
“Businesses can show their empathy by letting consumers opt-out from emails that trigger them or are not relevant. To implement these strategies, businesses should use automation tools, offer clear and concise options, and regularly update and review their customer preferences,” says Greg Zakowicz, email marketing expert at Omnisend. “We recommend sending out holiday opt-out emails before starting your holiday campaigns and be sure to avoid sending opt-out campaigns to those who opted out in the past. Segment your audiences to ensure only those who should get holiday emails do.”
Omnisend studied one million emails sent by their clients. All studied emails included a phrase: “Mother’s Day opt-out”.
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