• by Ray Schultz , Columnist, April 30, 2024

Mother’s Day is almost here. But it’s not a happy day for everyone, so many companies ask people in advance if they want to halt holiday emails.  

Omnisend studied one million emails sent this year by its clients. All the messages included the phrase: “Mother’s Day opt-out.”

The result: 5% of those who were offered the chance to opt out took it, Omnisend reports. 

“Even though 5% may seem like a small amount, I would still encourage businesses to send holiday opt-out emails,” says Greg Zakowicz, email marketing expert at Omnisend. “Certain holidays, such as Mother’s Day or Father’s Day, can be difficult for some customers who have experienced loss.”

Some consumers express anger or upset when they receive an insensitive holiday email. But the inverse is also true: Zakowicz cites research showing that 91% of consumers react positively to holiday email opt-outs, and that 81% are more likely to purchase after receiving one. 

Relevance is another factor.

“Businesses can show their empathy by letting consumers opt-out from emails that trigger them or are not relevant,” Zakowicz adds. “To implement these strategies, businesses should use automation tools, offer clear and concise options, and regularly update and review their customer preferences.” 

What is the best way to go about it?

“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,” Zakowicz advises. “Segment your audiences to ensure only those who should get holiday emails do.”

Zakowicz concludes that “not only is it the ethical thing to do, but it’s also a smart business strategy.”