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Why some brands are letting customers opt out of Mother’s Day emails

Mother’s Day can be a difficult time for those who are estranged from a parent or child, grieving the death of a loved one, or experiencing infertility.  For many, the generic marketing emails that businesses send in the lead-up to Mother’s Day encouraging customers to ‘spoil mum’ are painful and inescapable reminders of an event they’d rather avoid. But this may be starting to change.  Over the last few years, a growing number of brands have begun to recognise the impact the