We’re exploring an increasingly important topic in email marketing: how to communicate effectively and empathetically around sensitive occasions like Mother’s Day and Father’s Day.

Why Sensitivity Matters in Marketing

While these occasions can bring joy and celebration for many, they can also be a source of sadness or difficulty for others.

Acknowledging this diversity of experiences in your email communications is not only thoughtful but can also help build trust, enhance loyalty and foster a positive brand image.

Empathy in Action: Allowing Opt-Outs

At Net Affinity, we believe one of the most considerate approaches brands have adopted is giving subscribers the option to opt out of specific communications. For example:

• Mother’s Day and Father’s Day Emails: Many hotels, retailers and other businesses now send preemptive emails asking subscribers if they would prefer not to receive messages about these occasions.

• Successful Examples: DoorDash reported that 80,000 consumers opted out of Mother’s Day marketing in 2023. Similarly, Very.co.uk noted that over 10% of email recipients chose not to receive Mother’s Day emails in 2021. Waitrose and Sainsbury’s also implemented opt-outs with positive feedback.

How to Implement This Strategy

If you’re considering adopting an opt-out policy for sensitive occasions, here’s how to do it effectively:

• Timing: Send your opt-out email a few weeks before the occasion to give recipients adequate time to respond.
• Tone: Use warm, understanding language to let subscribers know they’re at the heart of your messaging decisions.
• Reassurance: Clearly state that opting out won’t affect their ability to receive other communications.
• Simplicity: Make the opt-out process straightforward, such as a single-click option or a quick form.

Building Brand Loyalty Through Empathy

By allowing your guests to control the messages they receive, you’re demonstrating empathy, inclusivity and respect for diverse experiences.

This thoughtful approach enhances your brand’s reputation and builds long-term loyalty with your audience.

Helpful Resources

To learn more about this strategy, check out insightful articles from Axios and NPR. These sources dive deeper into how brands have successfully managed sensitive topics in their marketing campaigns.

Approaching sensitive topics with care isn’t just good marketing - it’s the right thing to do.

By putting your audience first, you create meaningful connections that last far beyond a single email campaign.

Net Affinity
Focused exclusively on the hotel sector, Net Affinity has collated the brightest, most commercially focused, experienced and passionate team of online marketers, account managers, designers and developers whose combined skill set ensures our clients online success and continued growth. We created this blog because we wanted to share our expertise with you, and offer you the knowledge that over 15 years experience in the hotel industry has given us.

www.netaffinity.com