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Mother’s Day Can Be a Trigger, So More Brands Offer Opting Out

Three out of five women find the holiday emotionally difficult, survey says. Opt-out emails are part of push to personalize customer experiences.

Asian family dining and celebrating Mother's day or birthday
Photographer: Koh Sze Kiat/E+

The opt-out email is very much in.

After the pandemic’s emotional toll, brands are searching for different ways to connect with shoppers. That’s led companies spanning crafts marketplace Etsy to skincare maker Aesop to give customers the chance to not receive promotional messages for events like Mother’s Day that might rehash painful memories.