Author: Amy Ashley, Email Marketing Executive at Visualsoft

For marketing, significant calendar dates like Father’s Day are essential for engaging with subscribers. In 2022, Father’s Day spending was estimated to reach £986 million in the UK (Statista, 2023). However, it’s easy to forget that for some people, these upcoming dates can be difficult. As Father’s Day approaches, we understand this time of year isn’t always gifts and cards for everyone. For many people, receiving daily emails during this period can cause triggering emotions.

While 43% of Britons claim to celebrate key dates such as Father’s Day and Mother’s Day because they view it as a “proper” holiday, 52% believe that they celebrate it because of pressure exerted by commercial entities. 

Brands such as Bloom & Wild, Very and Etsy are opening their eyes to the importance of balance with their subscribers, which is why prioritising their subscribers’ personal well-being over promotions is the way forward. Due to this, we are seeing more brands letting their email list ‘opt-out’ of content which could be difficult or sensitive for readers during times such as Father’s Day, Mother’s Day, Christmas and Valentine’s Day.

What is email ‘opt-out’?

Opt-out is the process of a current user taking action to unsubscribe due to no longer wanting to receive emails or newsletters. Using opt-out in these circumstances removes current users from specific content rather than completely removing them from the mailing list. 

Why use ‘opt-out’ for sensitive occasion campaigns?

AVOID THE LOSS OF SUBSCRIBERS

This new method of segmentation has been a huge step in the right direction for offering the best brand experience possible for customers. Without the option, brands risk losing those subscribers completely from provoking sensitive topics. 

Away, an online luxury luggage business, have sent their customer's emails offering to opt out of their Father’s Day and Mother’s Day campaigns. More than 4,000 of their subscribers chose to opt out of Mothers' Day and/or Father's Day emails, and the company received more than 250 messages of "customer love", according to Selena Kalvaria, Away's Chief Marketing Officer. Those 4,000 people who unsubscribed for a short period of time could have alternatively left the mailing list completely if they weren’t given this opportunity. 

GROW BRAND LOYALTY

This method of marketing pushes past ordinary marketing, however, for many brands, it feels like the right thing to do for growing customer relationships. Allowing for the subscriber to be vulnerable with a brand by letting them know they do not want to receive content relating to a specific subject can be the start of forming a relationship between you and them. By taking action to their needs, shows the consumer that brands are here for more than pushing products and are supporting and understanding their personal well-being. 

Opt-out best practices and tips

• Keep your database up to date to remain a good sender reputation - people are able to opt-out at any time so ensuring that this is kept track of is important for ensuring people do not receive emails they no longer want to be receiving. 
  
  
• Give subscribers enough time before the key date to opt-out - ideally, from when your subscriber first signs up to your newsletter, giving the customer to opt-out as early as possible through the preference centre is the best way to tailor their experience. However, not all customers will complete the preference form, meaning it is best to start the process of asking your subscriber directly if they would like to opt out of a specific email occasion a couple of months before the date.
  
  
• Keep engaging with your opt-out subscribers - just because they have opted out of the current hot topic, does not mean you should forget about them. Modifying your marketing calendar for those who have opted out is essential for keeping them engaged and not feeling left behind.