Online florist Bloom & Wild is being praised for its Mother's Day marketing campaign, which allows people to opt out if they find the time of year hard.
For some, Mother's Day is not easy. Whether their parent has passed away or they have an unconventional relationship, it can be an upsetting and emotional time.
Which is something Bloom & Wild have acknowledged, taking into account how huge marketing campaigns of cards, flowers and presents might make someone feel. So instead of bombarding customers with potentially unwanted content, they've informed them that they can opt out of their Mother's Day offerings this year, instead only receiving releases that do not mention March 31st.
The email in question reads:
"Want to opt-out of Mother's Day emails? No Problem. I wanted to get in touch as I know that Mother's Day can be a very sensitive time for some of us. So if you don't want us to send you any Mther's Day reminders this month, we won't. Just let us know by opting out here. Then we'll do the rest. And don't worry, if you opt out we'll still keep you up to date with everything else, like normal. Best wishes."
Blogger Lottie L'Amour shared a screenshot of the email on Twitter, along with the caption, "Can we just talk about how fantastic @BloomandWild are at customer satisfaction? This email is so thoughtful - I don’t know of any brand that does this. I’ll always buy my flowers from them for this reason! ♥️♥️♥️"
Bloom and Wild later tweeted, "We've been so overwhelmed by the positive response to our recent opt out email. We just wanted to say thanks for all the kind words and we hope we can make things the tiniest bit easier for some at a tricky time."
What a brilliant campaign.
Dusty Baxter-Wright is an award-winning journalist and the Entertainment and Lifestyle Director at Cosmopolitan, having previously worked at Sugarscape. She was named one of PPA’s 30 Under 30 for her work covering pop culture, careers, interiors and travel, and oversees the site’s Entertainment and Lifestyle strategy across print, digital and video. As a journalist for the best part of a decade, she has interviewed everyone from Louis Theroux and Channing Tatum to Margot Robbie and Ncuti Gatwa, while she has also spoken on Times Radio and BBC Radio. You can find her on Twitter and Instagram here.
