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It’s no secret that some holidays are more sensitive than others. Mother’s Day and Father’s Day are two examples of holidays that can be difficult for certain people. That’s why we’re seeing a new marketing trend where businesses allow their subscribers to opt-out of these types of holidays. This allows people who might be uncomfortable with the holiday to avoid it without missing out on all the great deals and discounts!
Where Did This Trend Start?
According to Business Insider, the British florist Bloom and Wild are credited with being the first to offer customers the ability to opt-out of mother’s day marketing. Many customers responded positively to this new functionality citing the dread that some of them feel as some holidays approach. The Washington Post interviewed many consumers including “Dead Moms Club” author Kate Spencer who said the “constant barrage of emails” were a constant reminder of the “empty space in her heart.”
Others, however, point out that being bombarded by brands asking you to opt out of a holiday can be just as overwhelming and intrusive as the emails and ads themselves.
How ‘Opting Out’ Benefits Both Businesses and Consumers
There are benefits to this new marketing trend for both businesses and consumers. For businesses, it allows you to show that they are sensitive to the needs of their customers. It also helps you avoid any negative PR that might come from sending insensitive emails or ads. By showing empathy as a core part of your brand experience, customers are more likely to remain loyal and engaged with your company.
For consumers, it gives them the ability to avoid holidays that might be difficult for them. This can build trust and loyalty in a brand as more and more consumers search for a more personalized experience. According to a recent Epsilon study, 80% of consumers are more likely to make a purchase when brands offer personalized experiences.
Should Your Business Adopt This Option?
If you think your business could benefit from offering customers the ability to opt out of sensitive holidays, there are a few things to keep in mind. First, make sure that you’re doing it for the right reasons. Don’t offer this option just to be trendy or because you think it will save you money. Second, be prepared for some negative feedback. Not everyone will be happy with this new option, but as long as you’re doing it for the right reasons, you can weather any storm. Finally, make sure that you’re promoting this new option to your customers. They won’t take advantage of it if they don’t know it exists!
Some holidays to keep in mind that may be sensitive for some people include:
- Mother’s Day
- Father’s Day
- Valentine’s Day
- Christmas
- Holidays that commemorate loss (i.e. Memorial Day, Veterans Day)
What do you think of this new marketing trend? Would you try it? Let us know in the comments below! Or reach out about getting started on email campaigns with holiday opt-outs with EYStudios email marketing services.