Bloom & Wild on the ‘unintended consequences’ of opt-out emails
Despite being the pioneer of the opt-out email around sensitive occasions, Bloom & Wild will no longer do so after hearing overwhelming feedback from its customers.
As Father’s Day approaches an increasing number of brands are sending opportunities to opt-out of communications and offers if you find the day emotionally challenging. But is this seemingly innocuous piece of communications doing more harm than good?
Online florist Bloom & Wild was the first brand to start offering its customers the chance to opt-out of sensitive occasions back in 2019 and later launched its Thoughtful Marketing Movement in 2020 to encourage other brands to follow suit.
All the more telling, then, that Bloom & Wild made the decision to move away from sending opt-out emails before sensitive occasions after hearing customer feedback that the amount of communications they were receiving from brands was becoming overwhelming.
