Happy Father’s Day? Well not for some, marketers offering the chance to opt out of Father’s Day emails via email preferences should be high on the agenda.
Events such as Father’s Day can be very difficult for people who have lost loved ones. Since the pandemic, it’s become even harder for many of us.
However, it’s not only grieving for a loved one that needs to be considered. People who have grown up without a Father, suffered abuse, a strained family relationship or even someone who is struggling with infertility are all reasons for your customers to not receive your campaign.
In years gone by you’d see many brand setting off a ‘batch ‘n blast’ email to their entire database selling products related (or not) to Father’s Day without consideration of the impact this can have on the recipient. In fact, the raw emotion involved can be triggered by receiving such an email.
Thankfully, many marketers are no longer following this bad practice and are showing empathy to their customers, acknowledging that they don’t want to receive these emails from them. It’s simply the kind thing to do.
How do you let customers opt-out of Father’s Day emails?
Thanks to clever marketing automation, allowing your customers to control their preferences is so much easier than in years gone by. The effort involved is now minimal as segmentation and automation rules do all of the work for you.
The process starts by creating an opt-out form, preference centre or a dedicated microsite. Whichever one is chosen the end result is the same – a form which has a checkbox asking to be removed from Father’s Day emails.
Once submitted the data will automatically be transferred to the marketing automation’s database and updates the record of that customer in real time. It can be a simple flag such as a Y or N, or 0 or 1.
The next simple task is to create a segment that references that flag. So, for example, if you have created your flag as Father’s Day email opt out is Y then create the segment looking for that value. Once the segment is live it can then be added as an exclusion rule to any campaign that mentions Father’s Day.
Capturing Father’s Day email opt-outs when a customer first signs up
With so many brands now sending opt-out emails for specific holidays or celebrations, there has been a recent (small) backlash regarding the frequency of these emails which may actually cause more distress due to the volume hitting the inbox.
That’s why the best time to ask for opt-outs is not on the run up to the event itself but when the customer first signs up to your brand and goes through your welcome journey workflow. At some point in this journey, you’ll be sending them to your preference centre so they can tailor and personalise their communications.
The opt-out section should be in this preference centre for a range of holidays – not just Father’s Day.
However, not all customers will go and complete their preference centre. To contact these customers directly about this sensitive topic, it’s best to start a couple of months before. At this point, emotions won’t be running too high as the big day is out of mind.
A simple copy-led service message template design is recommended, without any focus on Father imagery. Being humble and attentive in your sentences is all that’s required with a clear CTA to the opt out method.
It helps your customer, and it helps you through higher retention rates
Whilst the primary aim is to help your customer at a difficult time, marketers are also aware this helps them too. By not offering this specific campaign opt out you run the risk of losing the customer completely if they unsubscribe from all email marketing activity. And these could be customers who have a potentially high customer lifetime value (CLV).
Running a Father’s Day opt out email campaign is significant. It suggests you’ve grasped the concept that customers should be in control of what they receive. You’re building a relationship with them.
And that means your multi channel marketing campaigns are highly personalised and relevant; both of which are essential for success.
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