Mother’s Day is a chance to celebrate some of the most important women in our lives – but for many, it’s also a reminder of a difficult or lost relationship.
If it’s a tough time of the year for you, the build-up to the big day can be incredibly overwhelming, with shops, restaurants, magazines and more providing endless reminders of its approach. It’s a complicated issue that postal flower service Bloom & Wild has recognised, and decided to address – starting now.
Over the weekend, customers who are signed up to the Bloom & Wild mailing list received a message giving them the option to opt-out of all Mother’s Day communications, no questions asked, and without unsubscribing altogether.
‘I wanted to get in touch as I know that Mother’s Day is a very sensitive time of year for some of us,’ Lucy Evans, the brand’s Customer Experience Manager, wrote in the email. ‘So if you don’t want us to send you any Mother’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 updated with everything else, like normal.’
The sensitively-worded email has won praise from hundreds of social media commenters who have applauded the brand for their ‘thoughtful’ and ‘inspirational’ approach.
— Emily 💋✨ (@_emilyoram) March 3, 2019
— Cat Prill🐋 (@itPrill) March 3, 2019
This is a really great, really considerate, really simple thing to do. pic.twitter.com/169uGlIrBI
— Kate Young (@bakingfiction) March 3, 2019
— C (@MrsBattersby13) March 3, 2019
‘It was a lovely email to receive and a really thoughtful thing to do. Not many companies put their customers feelings first like this,’ one impressed recipient posted, while another agreed: ‘Mothers & Father’s Day are so difficult for people who’ve lost parents or children. The email was a master class in compassion & will only encourage more of us to recommend your lovely blooms!’
Addressing the positive response, Bloom & Wild wrote in a tweet from its official brand account that it was pleased that the idea has been so well-received.
‘We’ve been so overwhelmed by the positive response to our recent opt out email,’ it said. ‘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.’