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.
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).
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?