Mother’s Day Emails: Should you offer Opt-Out options?
There’s no denying the power of emotion in driving consumer behaviour. People buy based on how they feel, then justify those purchases with logic afterward. One of the best demonstrations of this is Mother’s Day: a special Sunday steeped in love, gratitude, and devotion.
But as spending on the annual event is expected to hit £2.4 billion this week, many marketers are once again debating whether or not to give subscribers the option to opt out of these emails, or continue sending them to their full database.
It’s a question that can stir up plenty of passion. Some marketers see opt-outs as a perfect way to honor subscribers’ boundaries; others worry about the complexity it brings or the potential to reduce their reach.
The “correct” answer isn’t always clear, so how do you work out what’s right for your brand? Below are some considerations to help shape your decision.
Why consider opt-out options for certain events?
Some people love receiving cheerful seasonal emails. Others, not so much, especially if they’ve lost a loved one or have a complicated relationship with the holiday or event in question.
When you offer an opt-out link for events like Mother’s Day or Father’s Day, you’re giving subscribers the freedom to say, “Hey, I’d rather not get these reminders.” It’s a way to acknowledge that everyone’s experiences are unique, rather than sending a one-size-fits-all campaign.
According to research, 91% of consumers react positively to holiday email opt-outs, and 81% are more likely to make a purchase after receiving the option to opt out. This suggests that showing empathy through strategic opt-outs doesn't just prevent unsubscribes, it actively builds customer loyalty.
Take Canva, their Global Head of Communications, Fenot Tekle, told AXIOS that they've received positive feedback from customers since allowing them to opt out of Mother's Day, Father's Day, Christmas and other seasonal emails.
Building brand trust and loyalty
It might seem risky to let people opt out of messages you’ve spent weeks designing. But for some brands, this level of transparency actually strengthens loyalty. Simply saying, “We get it, if you don’t want these emails, just let us know” can be a refreshing departure from the usual barrage of promotional messages. Over time, that kind of empathy and respect may resonate more than any discount code or flashy design.
Bloom & Wild, a UK based online florist, pioneered this approach with their thoughtful marketing strategy for Mother's Day.
The results were remarkable: customers who opted out of Mother's Day emails showed 1.7x higher LTV (lifetime value) compared to those who didn't opt out. This counterintuitive outcome demonstrates that respecting customer preferences can enhance rather than diminishes business results.
Enhancing email engagement
The ultimate goal in email marketing is to reach people who actually care about what you’re sending. By letting subscribers skip emails that don’t resonate with them, you’re likely to see a more positive reception from those who remain on the list.
Fewer irrelevant emails mean fewer spam complaints and unsubscribes. Meanwhile, the subscribers who stick around for the seasonal content are the ones who genuinely want it, which can translate into higher open and click-through rates. Here's how to implement opt-out without confusion:
1. Clear, visible links
When you’re about to launch your holiday campaign, consider adding a simple line near the top or bottom of your email: “Prefer not to receive messages about [insert event]? Click here.”
Make it easy to spot, but don’t overshadow your main content. It’s about striking a balance between accessibility and respect, you don’t want to bury the option, but you also don’t need to make it the star of the show!
In the US, DoorDash reported that more than 80,000 consumers opted out of Mother's Day marketing in 2023 alone, highlighting the significant demand for these opt-out options.
2. Simple preference centres
Your CEP or email platform should allow you to set up a preference center where subscribers can pick and choose which emails they receive. Some might opt out only for Mother’s Day, while others might skip Easter deals or Valentine’s Day reminders. It all depends on their personal preferences. A straightforward interface keeps it from feeling like homework for your subscribers.
3. Segment early
If you’ve run similar campaigns in the past, you might already know which subscribers typically disengage (or worse, unsubscribe) around certain holidays. Segment them out early. That way, you’re not sending opt-out links to people who have already expressed, through their actions, that these emails aren’t for them. By using past data and engagement metrics, you can fine-tune your list before you even hit “send.”
Linking opt-out to wider segmentation and personalisation
Opt-outs aren’t just a small, isolated choice; they’re part of a bigger effort to see each subscriber as a unique individual with their own preferences. Every time someone opts out of a specific campaign, you learn a bit more about what interests them, or doesn’t.
Using that information wisely can shape the direction of your entire marketing strategy, from who gets which emails to how you tailor future promotions.
Refined customer profiles
Every time someone opts out of a campaign, that’s a piece of the puzzle that helps you understand them better. Maybe it’s a person who avoids holiday messages in general, or maybe it’s someone who only objects to specific occasions.
Log these details, and over time you’ll develop more accurate profiles that guide not just your holiday sends, but your marketing as a whole.
Targeted messaging
Some subscribers might opt out of multiple holidays, indicating they’re less interested in seasonal promotions and more interested in relevant product information. If you notice certain people consistently opting out, you can create a segment that focuses on brand news or educational content instead of holiday-themed offers.
Think of it as an evolving conversation, you’re letting your subscribers tell you what they actually want to hear.
Personalised offers
Just because someone opts out of Mother’s Day emails for example doesn’t mean they’re uninterested in your entire product line. They may well jump at a back-to-school deal or a summer sale. Tailor future campaigns based on their engagement history, showing them offers and products that resonate year-round, rather than flooding them with every seasonal email.
Considering wider campaigns
Mother’s Day and Father’s Day aren’t the only events where opt-out options might come into play. Valentine’s Day, holiday seasons, or even back-to-school promotions could trigger a similar debate.
In each case, offering, or not offering, an opt-out aligns with your brand’s stance on inclusivity, sensitivity, and personalisation. Some marketers argue it’s an effective way to build a more thoughtful customer experience, while others believe it can muddy the waters and dilute your messaging efforts. The best way to find out is to experiment and see what works for you.
Weighing your approach
Whether you decide to implement event-specific opt-outs or keep your email list intact for every campaign, it’s worth exploring the broader implications for your brand. For some, the empathy-driven approach resonates with an audience that values feeling seen and respected. For others, the logistical hurdles and potential reach limitations might outweigh the benefits.
No matter which route you choose, remembering that every subscriber has unique needs is a key step toward more thoughtful, respectful email marketing. And in an era where consumers increasingly gravitate toward brands that “get them,” that consideration could lead to more meaningful connections.
Ready to get started with preference centres?
They’re a smart way to give subscribers more control, boost engagement, and personalise your emails. Talk to us today to discover how we can help you transform the way you connect with your audience.
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