{"id":73660,"date":"2026-09-03T12:57:33","date_gmt":"2026-09-03T12:57:33","guid":{"rendered":"https:\/\/www.europesays.com\/france\/73660\/"},"modified":"2026-09-03T12:57:33","modified_gmt":"2026-09-03T12:57:33","slug":"the-thought-process-behind-the-mothers-day-email-opt-out","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/france\/73660\/","title":{"rendered":"The Thought Process Behind the Mother’s Day Email Opt-Out"},"content":{"rendered":"

New York\u2014Mother\u2019s Day can be a difficult holiday for many people, particularly those dealing with loss and grief. <\/p>\n

Some retailers and designers are handling promotions around the day with greater care by giving customers the option to opt out of emails about the holiday.<\/p>\n

Dana Gordon, owner of Dana Rebecca Designs<\/a>, is one of those. Her company began sending opt-out emails for Mother\u2019s Day about five years ago.<\/p>\n

\u201cI think it\u2019s a holiday that\u2019s really emotional for a lot of people. There\u2019s loss associated [with it]. There\u2019s estrangement from family members. And then there\u2019s a greater conversation today about pregnancy and infertility,\u201d Gordon said.<\/p>\n

\u201cWe wanted to make sure that, because there is such an emphasis on jewelry purchases and the celebration of moms, that our customers can just be like, \u2018Let me tap out for a little bit from your marketing and not be overwhelmed by this conversation, but I can come back.\u2019\u201d<\/p>\n

Customers are unsubscribed from only Mother\u2019s Day-specific communications, not all marketing emails.<\/p>\n

It\u2019s been a great way to show empathy to customers, she said, and hopefully avoids that customer unsubscribing entirely to avoid only the Mother\u2019s Day emails.<\/p>\n

Her customers have thanked her, she said, as many have complicated relationships with the holiday. <\/p>\n

They may want to be celebrated as a mother, but not want to celebrate another mother in their life, for instance.<\/p>\n

\u201cI think a lot more brands are doing this as a way to retain their customers for a longer period of time,\u201d she said.<\/p>\n

\u201cWe\u2019re just connecting as a community, understanding what they\u2019re going through in life and also having greater conversations about what it\u2019s like to be a mom today. It\u2019s just been a message that has resonated with so many people that we\u2019ve just continued to do it year over year.\u201d<\/p>\n


\n \"Dana
\n <\/a><\/p>\n

\n Dana Rebecca Designs sent this email to subscribers earlier this month, giving them the option to opt\u2013out of receiving Mother\u2019s Day emails.\n <\/p>\n<\/p>\n

Gordon also has heard from customers who said they didn\u2019t realize they wanted the option to opt out until it was presented to them.<\/p>\n

\u201cWe continue to see people in different stages of life say, \u2018I didn\u2019t realize how much that message was going to hit me as being important,\u2019\u201d she said.\u00a0<\/p>\n

\u201cWe just see more emotions being shared and people are much more vulnerable today. It just lends itself to understanding as a community and that we can be supportive of one another.\u201d<\/p>\n

While jewelry is often used to commemorate happy moments, it can still play a role in the grieving process, with many women asking for jewelry that will make them feel connected to their late mothers.\u00a0<\/p>\n

\u201cI don\u2019t know if there\u2019s anything on the calendar as monumental as Mother\u2019s Day that just feels so emotionally charged and vulnerable,\u201d said Gordon.<\/p>\n

\u00a0Related stories will be right here \u2026\u00a0<\/p>\n

Dana Rebecca Designs joins other companies like Tiffany & Co., Etsy, and Greenwich St. Jewelers, just to name a few, that have begun giving customers the option to opt out of emails about Mother\u2019s Day sales.<\/p>\n

The shift in tone around this emotionally charged holiday has not gone unnoticed by marketers. <\/p>\n

David Turgeon, executive vice president of client services at jewelry marketing firm Fruchtman Marketing, has witnessed first-hand how Mother\u2019s Day celebrations have evolved in recent years in the jewelry industry.<\/p>\n

\u201cAcross all of our retailers, Mother\u2019s Day is still an important day,\u201d he said. <\/p>\n

While he hasn\u2019t noticed a lot of jewelers offering opt-opt messages specifically, he said that the messaging around Mother\u2019s Day \u201chas shifted over the past, let\u2019s say, five to 10 years, where initially it was celebrating that one woman who gave you life and appreciating her. <\/p>\n

\u201cIt\u2019s now kind of shifting to messaging that\u2019s more about honoring that special woman in your life or that special nurturing figure.\u201d <\/p>\n

Day\u2019s Jewelers\u2019 recent marketing campaign<\/a> highlighted eight employees, including mothers, grandmothers, women who want to be mothers, and dog moms.\u00a0<\/p>\n

\u201cI don\u2019t know if there\u2019s anything on the calendar as monumental as Mother\u2019s Day that just feels so emotionally charged and vulnerable.\u201d- Dana Gordon, Dana Rebecca Designs<\/p>\n

The concept of celebrating people besides your own mother isn\u2019t entirely new.\u00a0<\/p>\n

As a child in the \u201870s and \u201880s, Turgeon recalled buying four cards every Mother\u2019s Day, one for his mom, his grandma, and his two aunts.<\/p>\n

When Turgeon\u2019s mother passed two years ago, the holiday brought mixed feelings.<\/p>\n

\u201cI think what ended up happening is that I eventually landed on, \u2018This is an opportunity for me to celebrate the time and the moments that I had with her.\u2019 Yes, it was tinged with grief and loss. And that\u2019s life,\u201d he said.<\/p>\n

\u201cIt is an opportunity to celebrate whomever that person is who is important to you in your life as a nurturing figure.\u201d<\/p>\n

Just like there is no universal way to grieve, there is no blanket solution for jewelers and designers when it comes to how to approach Mother\u2019s Day. Companies need to know their market and be able to \u201cread the room,\u201d he said.\u00a0<\/p>\n

\u201cEvery retailer knows their customers best, so making a blanket statement [about what they should do] is difficult. A retailer in a particular market may feel that their customers may have a greater sensitivity. Others not so much.\u201d<\/p>\n

For example, retailers in a more liberal market may find this messaging works for them, he said, while those who operate in more traditional markets tend to lean on more conventional messaging.\u00a0<\/p>\n

\u201cWhen making decisions like this, in terms of how you\u2019re communicating to your clients, it\u2019s no different than when you\u2019re having a conversation with a friend or you\u2019ve been invited to a cocktail event,\u201d he said.\u00a0<\/p>\n

\u201cYou have to read the room. And you have to read the room because of the respect that you have to have for the clients, and where they\u2019re coming from.\u201d<\/p>\n

The best type of Mother\u2019s Day marketing campaign is the one that combines the emotions behind the holiday while also highlighting the jewelry options, Turgeon said.<\/p>\n

\u201cAt the end of the day, it\u2019s an event that is imbued with emotion and it\u2019s also a commercial event. The best combination would be having people come in, have a wonderful experience, ramping up their feelings, and then walking away with a piece of jewelry that’s emblematic of those sentiments,\u201d he said.<\/p>\n

\u201cI think that\u2019s the perfect thing. Because to me, that feels the most authentic.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"New York\u2014Mother\u2019s Day can be a difficult holiday for many people, particularly those dealing with loss and grief.…\n","protected":false},"author":2,"featured_media":73661,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12775],"tags":[45082,45083,45084,45086,45085,4955,45079,45080,12767,45081],"class_list":["post-73660","post","type-post","status-publish","format-standard","has-post-thumbnail","category-tiffany-co","tag-avoid-mothers-day-email","tag-dana-gordon","tag-dana-rebecca-designs","tag-david-turgeon","tag-fruchtman-marketing","tag-lvmh","tag-mothers-day-emails","tag-opt-out-of-mothers-day-email","tag-tiffany-co","tag-unsubscribe-from-mothers-day-emails"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/73660","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/comments?post=73660"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/posts\/73660\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media\/73661"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/media?parent=73660"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/categories?post=73660"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/france\/wp-json\/wp\/v2\/tags?post=73660"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}