Food delivery app Deliveroo is allowing customers to opt-out of marketing about Father’s Day, which is celebrated on the third weekend of June in the UK, US, and Canada.
The decision comes out after the brand made the same choice surrounding Mother’s Day back in March.
Both messages, which are delivered in subscription emails, read, “opting out is simple: [Mother’s/Father’s] Day can be a difficult time, so if you’d rather not receive emails about it, we understand.”
The email then includes a blue button saying ‘Opt-Out’.
Giving people the opportunity to opt-out of this sort of marketing has been praised widely, as Mother’s and Father’s Day can be upsetting or traumatic for many.
@Deliveroo massive thanks for this email, far too often companies are happy to force this day down your throat. it isn't happy for everyone! #customerexperience #welldone #DDC @KatieLabno @charlottealicep pic.twitter.com/1ms2hy2fm4
— RW (@rjcw) June 9, 2021
https://twitter.com/snazzyazzy/status/1402699671936581635?s=20
This is really good @Deliveroo – thanks for the thoughtfulness. Other orgs might want to bear this in mind, too. pic.twitter.com/0KYwq2V047
— James Wharton (@jameswharton) June 9, 2021
https://twitter.com/Shiroomy/status/1402709183376527364?s=20
Other companies have taken alternative strategies to Mother’s and Father’s Day too, acknowledging that not everyone has parents they can, or wish to, celebrate with.
This year, eCommerce platform Etsy let customers opt-out of Mother’s Day marketing, while UK supermarket chain Tesco and chemist chain Boots have let customers opt-out of Father’s Day marketing.
Featured Image: iStock/MarioGuti
