Start Sending These Emails To Your list

You’ve heard it a million times: “People buy from people they know, like, and trust.” Or in a similar vein: “People won’t care how much you know, until they know how much you care.”

For the first time this year, I’m seeing brands and businesses offer grief-aware email opt-outs. They look like this:

That’s it. They’re short and sweet and here’s why they’re so brilliant for brands and business owners:

• You are acknowledging your audience members’ humanity. There are moments (even years on) when a grieving person wishes someone—anyone—would stop turning the world like nothing happened. You’re doing this for your email subscribers. (I will stay on these lists because I appreciate these grief-aware emails and want to support these brands.)

• You get important customer insights without having to ask. For example, Kim Perry, who wrote the Mother’s Day email, creates programs for pre-natal & post-natal fitness. Imagine if she learned half her audience (I’m making these statistics up to make a point) opted out. Imagine if she introduces a program that is 100% modified for those who have had a miscarriage , or may be in high-risk pregnancies, etc. She could adapt and/or further segment her content, partnerships, and offerings. (And what if it feels like a statistically insignificant number of people opt out? Well I promise you those few people felt so seen—and that’s how you create lifelong fans and stronger community.)

Consider sending a short email like this to your list—and using those insights to think of how you can support your audience. Using data with that intention is marketing at its best.