Beauty brand praised for “thoughtful” opt-out email
<p dir="ltr">Beauty brand Mecca has received a divisive response after sending out a marketing email giving subscribers the chance to opt out of Father’s Day promotions. </p>
<p dir="ltr">The email, which was sent to all members of the Australian site last week, gave those who didn't celebrate Father's Day due to poor relationships or death a chance to opt out of further emails. </p>
<p dir="ltr">“An option to opt out,” the email subject read. </p>
<p dir="ltr">“Sometimes it's nice to choose which emails you see from us. In the lead up to Father's Day, we understand if you don't want to receive emails on the subject - so we've made it easy to opt out.”</p>
<p dir="ltr">Thousands of Mecca customers flocked to Facebook to praise the brand's initiative, as many revealed that they had difficult relationships with their fathers.</p>
<p dir="ltr">“I'm so glad for this email because I was burnt pretty hard by my dad and I don't need any reminders,” one woman said.</p>
<p dir="ltr">“Even if it's not a go-to place for Father's Day gifts it's still great to see the initiative! I just hope they do the same for Mother's Day because I also don't have her around and it hurts to see,” she added.</p>
<p dir="ltr">While the brand received a lot of praise for the email, others slammed it as a “shameful marketing stunt” and condemned people for being “overly sensitive”.</p>
<p dir="ltr">“I think a lot more thought could have gone into it,” wrote one disgruntled customer. “I understand the sentiment but the specific reference to Father's Day was a bit weird.”</p>
<p dir="ltr">“I don't remember getting one of these for Mother's Day. Why not a general email with a list of holidays allowing customers to choose which ones they want to opt out of?” she asked.</p>
<p dir="ltr">While some people opposed the emails, the reception was largely positive, with customers calling on other brands to do the same. </p>
<p dir="ltr"><em>Image credits: Supplied</em></p>
