Litmus: A case against the holiday opt-out email 

Litmus just published a new insightful write-up:

There’s a ubiquitous email that’s getting under my skin. It feels like they’re flooding my inbox, and it’s got me thinking. This kind of email is more often sent by retailers—both online and brick-and-mortar. It’s a good thought, too, often sent under the guise of empathy. But here’s my hot take: email marketers should rethink this email tactic. What tactic am I talking about? The “opt-out of this specific holiday” email.  You’ve probably seen these emails in your own inbox. Be it for Mothers’ Day, Fathers’ Day, or even the King’s Coronation. On a single morning, I received 3 emails all with the subject line “Opt out of Mother’s Day emails” from 3 very different retailers within minutes of each other. This email tactic appears strategic and full of empathy for your customers and subscribers. But here’s why it’s not: You’re surfacing the very holiday that could be a sensitive

Continued here: A case against the holiday opt-out email