In recent years, companies have introduced opt-out emails for sensitive occasions like Father’s Day, aiming to show empathy toward those grieving. However, for some, these messages feel intrusive, raising questions about whether they represent sincere compassion or marketing tactics.
Charlotte Andrews shares her experience after losing her father in 2020. She recalls the initial sensitivity shown by UK florist Bloom & Wild, which pioneered offering customers the choice to stop receiving emails about events like Father’s Day and Mother’s Day. What began as a thoughtful gesture soon became overwhelming, as numerous companies adopted the opt-out approach, leading to an influx of such emails.
Juliet Lamont, a grief counsellor from Butterflies Bereavement Support, explains that while the original idea came from compassion, the expanding use of opt-out emails turned them into a potential source of distress for those coping with loss. She highlights that these unsolicited messages can serve as painful reminders, making individuals feel manipulated and losing control over their grieving process.
Aron Gelbard, co-founder of Bloom & Wild, revealed that the opt-out option started in response to customer requests in 2019. The company saw a large positive response, with 17,000 customers opting out within 24 hours. Contrary to fears, sales improved during other times of the year, as customers appreciated the company’s sensitivity.
Bloom & Wild later launched the Thoughtful Marketing Movement, encouraging other businesses to offer similar options. However, as unrelated brands began imitating the practice, the initiative lost some authenticity. Gelbard noted that recipients were overwhelmed by the volume of opt-out emails, sometimes receiving dozens or even hundreds annually.
In 2024, Bloom & Wild ceased sending opt-out emails, instead providing a preference center on their website where customers can mute emails related to various occasions without receiving direct prompts.
Marketing expert Vikki Randles supports the idea of opt-out emails when they align with a company’s products and audience, citing the importance of authenticity. She cautions that brands unrelated to the occasion might appear insincere. Despite her own experience with loss, Randles often retains Father’s Day emails, as she still shops for gifts on behalf of her family.
Father’s Day remains a sensitive time for many. As companies navigate the balance between empathy and marketing, offering individuals control over communications may be the most respectful approach.
If you or someone you know is affected by grief, support is available through BBC Action Line.