27 Jul Bloom and Wild's Opt-Out Option
Take care of your customers’ email preferences. As part of its Marketing Thoughtfulness movement, Bloom & Wild found a way to personalise as much as possible its Mother’s Day newsletter. Knowing that the day can be a sensitive one for many, one month before the celebration the brand sent an email giving customers the possibility of opting out from all the communication concerning the Day.
As a result, customers that opted out not only did not receive any communication related to Mother’s Day, but also had their website’s interface completely washed out from any promotions related to it. A high level of personalisation that eventually involved different channels.
The initiative shows evidently how brands can indirectly leverage on promotional content in order to create stronger relationships with their customers. From a technical perspective, it is also interesting to see how Bloom&Wild has managed to coordinate email preferences together with dynamic content showed on its website.