The unintended pain of the opt-out: A Mother’s Day reminder
Are opt-out messages for sensitive email topics thoughtful, or inconsiderate of the pain certain subjects can elicit?
As Mother’s Day approaches, Emma Bridgeman, co-founder of comms agency Allegory, explores the complicated minefield of the seemingly thoughtful opt-out option.
With Mother’s Day this weekend, as expected, my inbox has been flooded with the familiar subject line: “Want to opt out of Mother’s Day emails?”
From flower delivery services, fashion retailers and even theatre ticket providers, brands are increasingly offering subscribers the chance to silence the seasonal marketing noise. An attempt at compassion, a nod to those who don’t see this as a day of happy celebration. On the surface, it’s thoughtful. In practice, it’s complicated.
Don’t get me wrong. I know the intention is good. Somewhere in a marketing meeting, someone said, “Let’s give people a way to opt out. Just in case.” And for some people, it might help. For those facing a recent loss, complicated family dynamics, or even fertility challenges, Mother’s Day messaging can sting.
I lost my only child when she was 4. I dread the constant reminders leading up to Mothers Day. Looking at it now, it all feels commercial and lacking any authenticity.
or
they could just stop sending that spam