Florist Bloom and Wild praised for letting customers opt out of Mother’s Day emails if they find it a ‘sensitive time’

‘This email is so thoughtful - I don’t know of any brand that does this’

(Bloom & Wild)

A flower delivery company has been highly praised for allowing its customers to opt out of Mother's Day emails, should they find it a particularly difficult time of year.

While Mother's Day can be a joyful and celebratory occasion for some, for others it may be a painful reminder of a tense familial relationship or the loss of a loved one.

Taking this into account, British florist Bloom and Wild has introduced a new policy for its customers, which enables them to choose whether or not they wish to receive reminders about the annual event.

The company's new policy was highlighted in a tweet by blogger Lottie L'Amour, who commended the brand for being "so thoughtful".

L'Amour shared the email she received from the florist, which arrived in her inbox with the subject line: "Want to opt out of Mother's Day emails? No problem."

"I wanted to get in touch as I know that Mother's Day can be a very sensitive time for some of us," the email reads.

"So if you don't want us to send you any Mother's Day reminders this month, we won't."

Sara Gordon, brand and creative director at Bloom and Wild, tells The Independent that the idea to allow customers to opt out of Mother's Day emails came about last year.

"Last Mother's Day we spoke to some of our customers who shared that this time of year can be a really hard time for them as their mum may not be around or they have had trials around motherhood themselves," Gordon says.

"It was a mix of genius from our technology team to be able to exclude peak occasion focussed e-mails but also our customer relationship management team who wanted to deploy this initiative."

Numerous Twitter users have been praising the brand for being so considerate towards its customers.

Several have also been sharing why they struggle with Mother's Day.

"I lost my mum two years ago and I wish more companies did this!" one person wrote.

"Simple and sensitive. It must be really horrible not to have a mum and be bombarded by excessive Mother's Day marketing," another remarked.

Gordon explains that the team at Bloom and Wild have been "overwhelmed" with the positive response to its new Mother's Day email policy.

"It's the right, responsible thing to do and shows a high level of care for the people who shop with us," she says.

Bloom and Wild will also allow customers to opt out of email reminders for Father's Day and Grandparent's Day.