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No Marketing Can Be Clever Marketing

Mother’s Day falls on the 12th of May and many businesses, in an array of industries, have begun a bombardment of Digital Marketing to promote relevant products.

A huge problem with this, though, is the sensitive nature of the celebration. Whether someone has lost a Mother, child or has a fragile relationship with a family member – the fact is, some people want to get as far away from Mother’s Day marketing as humanly possible.

How Papier, a high-end stationery and online gift store, used this as a marketing opportunity, was truly ingenious:

Papier gave customers the ability to opt-out of all Mother’s Day content via their email marketing, and in return, customer’s felt valued and respected.

A simple email sent to all subscribers was free of flashy colours or images, simply reading:


We hope you’re well. We’d like to know if you’d rather opt out of Mother’s Day reminders as we understand it can be a sensitive occasion for many people.

If you like to opt out, click here and we’ll take care of it.

We’ll still keep you in the loop with all other things Papier so you don’t miss out.

Best wishes,

Head of Customer Experience


Brand & Marketing Director of Papier, Sophie Agar, explains in an interview: “The initiative was led by our CRM team who wanted to ensure that we show customers care and support for those whom it is a difficult time. With a simple opt-out email, we’re able to segment subsequent Mother’s Day emails to those who want to hear about our gift ideas.”

The overwhelmingly positive response has largely impacted the brand’s relationship with customers, many taking to socials to express their now loyalty to the brand.

One Australian customer took to Facebook, sharing that she cried when first reading the email! The user wrote, “An email giving this option so that I didn’t need to see all the stuff that upsets me….Normally come Mother’s Day I start unsubscribing if I am flooded with emails about it but can say that Papier won’t be one that I do this to” (source).

Source: Data Company ContextSmith

Papier has put the well-being of existing customers at the forefront of their Digital Marketing, presenting a great example for businesses! The brand has demonstrated how showing a small act of courtesy can reap such huge rewards from existing customers – also paving the way for potential customers!

Are we forgetting the value of humane interaction and kindness in marketing with the large introduction of marketing technology?


24 thoughts on “No Marketing Can Be Clever Marketing

  1. Love reading that this company has gone above and beyond to serve their customer’s needs! However, I do think it would be greatly appreciated if this kind of personal interaction with consumers was the norm, rather than a rare action.

    Liked by 1 person

    1. I’m also surprised at how rare this action is! I personally would be loyal to a brand that provides this sort of service over one that doesn’t. It seems it creates a sort of bond!


  2. This is an incredible example of a company who has recognised the importance of kindness and sensitivity over profit. While it is so easy for businesses to get caught up in the monetary aspect of celebrations like Mothers’ Day, something as simple as allowing consumers to opt-out from content that may disturb them shows that they genuinely care and value their customers. It’s definitely a reminder to be more humane and understanding, especially as future marketers. Thank you for the thought-provoking read! 🙂

    Liked by 1 person

    1. Thanks so much, Chauntelle! Such a simple action clearly means so much! A great note to make as future marketers.


  3. This is such a nice touch and I’m sure one that is highly appreciated. I like the ability to opt out of particular content and wish more brands would utilise this tactic 🙂

    Liked by 1 person

    1. It’s a tactic that would personally make me loyal to a brand! I think it’s really clever. Thanks for reading 🙂


  4. Great read. Their service provides more added value, I am sure consumers will be impressed。

    Liked by 1 person

    1. Exactly! After all, Marketing is all about providing value for customers! Thanks for reading 🙂


  5. I think this was a really good example of how marketer needs to more considerate toward the consumers rather than chasing for sales. Btw it was a great read!

    Liked by 1 person

    1. Absolutely, this situation was a real sign of consideration towards customers! Thanks for taking the time to read and respond 🙂


  6. That’s super interesting! Brands should definitely jump on this bandwagon to consider their consumers as individuals and that some celebrations or topics are sensitive to some. Thanks for a great read 🙂

    Liked by 1 person

    1. Absolutely! Thanks for reading Sheridan 🙂


  7. What a great piece.

    Liked by 1 person

  8. Really interesting read! I think this connects to how companies should ensure that they are developing strong relationships with their customers by showing that they care. Something as little as this can also be seen as a good viral marketing tactic even as people gush about it online!

    Liked by 1 person

    1. The fact this went so viral goes to show how valuable this sort of marketing is! Thanks for reading 🙂


  9. Great post! I think this is a great way for companies to connect with their consumer in a personal level without going in too deep and a better way to communicate with them.

    Liked by 1 person

    1. I agree, it definitely poses a more authentic way of communication between a business and its customers. Thanks for reading 🙂


  10. Great Post! I agree! through simple actions of kindness could really help the customer feel emotions with the business and eventually loyalty.

    Liked by 1 person

    1. It’s definitely an effective method for gaining consumer loyalty! I know I would stick with a brand that treated me like this! Thanks for reading, Tiffany 🙂


  11. I think this is a great example of business strategy meets compassion. This portrays the company to be very caring and empathetic to their clients and in an apparent exercise to “opt out” of being marketed to and essentially perhaps losing an opportunity to be sold, the consumer is likely to have Great respect and admiration of the brand and could become a repeat customer. Very important lesson!

    Liked by 1 person

    1. The response from customers has most definitely shown that they have greater respect and admiration after this email!! I personally would feel more strongly and loyal towards a brand that treats me like this. Thanks for reading! 🙂


  12. Wow, what a great company! Thank you for the insightful read

    Liked by 1 person

    1. It sure is a great company! Thanks for stopping by, Tanya! 🙂


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