Brands Are Letting Customers ‘Opt Out’ of Mother’s Day Emails
Brands like BÉIS, Aesop, and Naked Sundays offer Mother’s Day email opt-out.
Why smart brands are paying attention
Mother’s Day is a big gifting moment—but it can also be tough for those who’ve experienced loss, infertility, or complicated family dynamics. For some, these emails can feel overwhelming or triggering.
When a customer receives messaging that doesn’t resonate—or worse, feels painful—they’re more likely to unsubscribe. And once someone unsubscribes, getting them back on your list isn’t easy.
The solution? Give them the option to opt out of holiday messaging before it starts.
Showing empathy doesn’t mean missing the moment.
You can still run a strong Mother’s Day campaign for your broader audience while protecting your relationship with more sensitive subscribers. An opt-out email acknowledges that not everyone is in the same place—and builds deeper trust with those who feel seen.
Here’s how to set this up in Klaviyo:
You can offer your subscribers the option to opt out of holiday emails by sending a campaign with an update property link.
1. Navigate to Templates > Create a Template, then follow the prompts to create a new email template.
2. Add a button block to your template.
3. In the URL field of the button block, paste one of the following code snippets:
For Mother’s Day: {% update_property_link 'mothers_day_opt_out' 'True' 'REDIRECT_LINK' %}
For Father’s Day: {% update_property_link 'fathers_day_opt_out' 'True' 'REDIRECT_LINK' %}
4. Replace REDIRECT_LINK in the pasted code with a link to a confirmation page built on your website.
5. Fill in the button text. Use a call-to-action that aligns with your branding and clearly indicates that clicking the button will opt you out of Mother’s or Father’s Day messaging.
Once you’ve added your opt-out button, finish designing your campaign so it’s ready to send.
Test the functionality and send a campaign
To make sure your button works, test the functionality by sending it to yourself. Follow the instructions below to send a live email with a functioning button. Do not send a preview email to yourself, as the update property URL in the preview message uses a placeholder link.
Navigate to your profile in Klaviyo by searching for your own email address.
Click Messages in the upper-right corner of your profile.
Click Send Email from the Messages tab.
Create a segment and exclude it from holiday sends
After sending the opt-out campaign to your subscribers, create a segment to identify those who do not wish to receive marketing for that holiday. Use the following segment definition, replacing mothers_day_opt_out with your holiday opt out property:
Properties about someone > mothers_day_opt_out is True
This segment will continue to update as additional subscribers share their preferences. When you’re ready to send holiday messages, select this segment under Recipients in the Don’t send to field. Make sure to select Determine recipients at send time when scheduling your message, so the most up-to-date version of the segment is used.
Conclusion
Offering opt-outs around sensitive holidays shows your customers that you’re listening—and that you care. It’s a simple step with a big impact on retention, empathy, and brand loyalty.
