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Just some unsolicited advice

21 February 2024

We’re just now getting into the year and Mother’s Day will be here before you know it. Father’s Day will follow not far behind.

A couple of years ago, someone came up with the idea of asking people if they wanted to get emails related to those holidays, and the idea has really caught on since then. After all, the theory goes, some people have lost their parent(s) and others may not have had a great relationship with either or both of them. Why would anyone want to antagonize people who are hurting?

As far as ideas go, I think it’s outstanding that people are concerned with about discovering and honoring consumer preferences. Anything that we can do to honor the idea of getting consent from people should be celebrated and advanced.

Read moreThe Spock Trap

But, the idea of sending out an email that says “Hey! We know that Mother’s Day might be painful for you, so would you like for us to remind you of it with an email?” seems a little…. I dunno, maybe “on the nose” is the term that I’m looking for. It seems to me like it’s kind of pointedly reminding people that hard holidays are going to be hard.

So, here’s my unsolicited advice: If you’re a marketer, consider sending a single email during an off-period that asks people to update those timing or segment preferences all at once. Then you don’t have to worry about people who dread emails asking about those holidays just as much as they dreaded emails celebrating them.

Mickey Chandler
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