Mother’s Day Email Opt-Out: Why You Need It & How to Write It
Mother's Day can be a challenging time for some.
That's why more and more eCommerce brands are sending a Mother’s Day opt-out email before launching their Mother's Day email marketing campaign.
If you want to show your customers (and potential customers) that you care, don’t miss this opportunity to communicate with empathy and build stronger connections with actual customers and contacts on your email list.
Why send a Mother's Day email opt-out before your Mother's Day email marketing campaign?
The purpose of the Mother's Day email opt-out is to give those that don't want to receive your Mother's Day marketing the option of not receiving it.
Now some brands might argue:
Our marketing will change their mind!
What if they want to buy for themselves?
What about stepmom? Sister? Grandma? Best friend? …
All valid points. But these arguments still don’t put the needs of the customer first.
Because there are people that find Mother’s Day difficult.
And Mother's Day marketing can be a series of painful reminders...which is why you send an opt-out email. For this target audience.
By sending a Mother's Day opt-out email, you show this target audience that your brand cares about their feelings.
Sending a Mother's Day opt-out email acknowledges that not everyone celebrates Mother's Day.
You're putting the customers' feelings and experiences before sales.
I've worked with several eCommerce brands that implemented the Mother's Day opt-out option.
This opt-out option led to multiple responses from the audience thanking the brands for their considerate emails. The brands have also implemented the same opt-out option for Father's Day.
Here are a few examples of responses from appreciative customers and contacts that received a Mother’s Day Email Opt-Out
“That's very sensitive. I've never heard of a company doing this. Mother's Day emails don't bother me now, but they used to for a couple of reasons. Thanks for the sensitivity!”
“Wow, you are the first company who recognized that Mother's Day can be difficult for some people. I applaud you for your consideration.”
“This email made my day. I love that you are sensitive to the fact that Mother's Day can be hard for some. Thank you.”
How to write a Mother's Day
opt-out email
Schedule this email at least three days before your Mother's Day marketing email sequence.
I wouldn't do more than a week before because that's pretty far from being relevant to your Mother's Day promotion launch.
But definitely give customers at least three days to opt-out of the upcoming Mother's Day promotion.
Then check out this Wednesday Workshop (coming soon) to write your Mother's Day opt-out email.
Here’s what I will cover in the upcoming Wednesday Workshop:
What to do with the often overlooked from email address
The secret to a Mother’s Day opt-out email subject line
The must-have email content that your email subscribers need to see
COMING SOON: Wednesday Workshop Video
Don't make these mistakes with your Mother's Day opt-out email
The Mother’s Day email opt-out is an excellent example of putting the customer first.
But avoid making these mistakes as you set up your Mother's Day email campaign and when you’re interpreting the results.
Sending a Mother’s Day email but not a Father’s Day email
If your brand also has a Father's Day marketing campaign, you should give your customers and contacts the option of opting out of Father's Day marketing.
Common sense, right?
You want to show empathy for your audience, and there will be customers and contacts on your email list that find Father’s Day painful.
So give those people the option of opting out.
Lumping Mother’s Day and Father’s Day opt-outs together
Never lump Mother's Day opt-outs with Father's Day opt-outs.
This may seem obvious, but you’d be surprised by the number of brands I’ve seen do this.
I'm guessing they were attempting to save time and streamline the process: however, it comes across as disingenuous.
Some email recipients will opt out of your Mother's Day marketing. But will want to receive your Father's Day marketing.
And the reverse is true as well. Because if you think about it, some people may have a mom to buy for but not a dad.
Some people may have a dad to buy for, but they don't have a mom in their life to buy for.
If you lump these two together, you ignore these situations.
And the customer is left scratching their head. Wondering, “Should I opt out? Or not?
Plus, a confused customer is not someone who tends to buy… or have positive feelings about a brand that didn’t think this through.
Assuming every opt-out means the contact doesn’t have a mother
Just because someone opts out of your Mother's Day marketing does not mean they don't have a mother (or mother figure) to buy for.
Now the purpose of this email is definitely to give those that find Mother's Day to be painful the option of not seeing marketing from your company.
Which is a good thing.
But some people will still opt out of your Mother's Day marketing for other reasons.
Maybe they aren’t interested in your offer.
Maybe they're not buying Mother's Day gifts this year.
eCommerce brands know that their Mother's Day promotions may be a gift for moms.
But there are also plenty of people who buy the gift for themselves.
So don't make too many assumptions with this opt-out option.
Again, focus on its main purpose: you're sending it so that those that do find Mother's Day painful have the option of opting out.
Opting out of email marketing but not the option of opting out of SMS marketing
It doesn't make any sense to give email contacts the option to opt out of your Mother's Day email marketing if you're just going to text them a Mother's Day message.
Again, that is not putting the customer first.
When you give a customer the option to opt out of Mother's Day marketing emails, you also need to allow them to opt out of the SMS marketing for Mother's Day.
Not sending a Mother’s Day opt-out email every year
Just because someone opts out of this year’s Mother’s Day marketing, doesn’t necessarily mean they’ll opt out next year.
Remember, not everyone opting out makes that choice because Mother’s Day is a painful holiday.
And we need to remember that things change.
Just reread this part of one of the responses from a Mother’s Day opt-out email:
“Mother's Day emails don't bother me now, but they used to for a couple of reasons.”
So send your Mother’s Day opt-out email to your entire list each year.
And if someone does reach out after receiving an opt-out each year and doesn’t want to receive the opt-out anymore, create a tag and have a segment in your ESP for permanent Mother’s Day marketing campaign opt-outs.
Commit to customer-first
If you're a brand that prides itself on putting the customer first (especially when it comes to your email & SMS marketing), you should consider sending the opt-out email and SMS before your Mother's Day email campaign launches.
Need help creating your Mother’s or Father’s Day marketing campaign? Contact us here.