The Boston Globe recently published an article featuring insight from Garrett Johnson, Assistant Professor of Marketing. Garrett spoke on the topic of companies allowing customers to opt out of e-mails promoting a holiday that may stir up grief and stress for some.
“It’s a great example of customer centricity … And it could be good for brand loyalty. You’ve seen so much social media chatter, and it really is compelling.”
The article suggests that by offering their audience the option to opt-out, companies can show compassion and help build a deeper connection, especially during a time when so many have lost loved ones.