The Importance of Holiday Opt-Out Functionality for Email Marketing Programs

As email marketers, we understand the importance of creating timely, engaging content that drives conversions during the holiday season.  

However, we must also recognize that not all holidays are joyous for everyone.   

Holidays such as Mother’s Day, Father’s Day, or even Valentine’s Day can be painful reminders for some.  

This is where holiday opt-out (or “snooze”) functionality becomes essential. Holiday opt-out functionality is a feature some brands give their subscribers that lets them pause or reduce marketing emails during specific times, like the holiday season. 

 Let’s break down holiday opt-out functionality and its importance, how to structure these emails, and examples of brands that use it effectively. 

What is holiday opt-out functionality? Why is it important?

Holiday opt-out functionality allows email recipients to avoid receiving emails related to specific holidays that might be sensitive or irrelevant to them. This feature is crucial for businesses to stay attuned to customer preferences and emotional states, which can change over time. Certain holidays, like Mother’s Day or Father’s Day, can be particularly difficult for those who have experienced loss or other challenges.

In the aftermath of the COVID-19 pandemic, empathy has taken on a bigger role in marketing messaging. More brands are shifting their tones—leaning into a friendlier, more thoughtful style that puts real value front and center. Gen Z is a big driver of this shift. They care deeply about a brand’s mission, and 64 percent say they’d switch to another brand that better aligns with their values. 

Pair this generational shift with the growing demand for personalized content, and it’s clear why holiday opt-outs have become a must-have for truly empathetic marketing. 

How to structure holiday opt-out emails

Structuring effective holiday opt-out emails requires several key steps:  

• Create a landing page: Instead of collecting opt-outs directly in the email, direct recipients to a dedicated landing page where they can manage their preferences. This method mirrors the unsubscribe process and ensures a smooth experience.  
• Add custom properties or tags: Use custom properties or special tags to store customers’ preferences regarding holiday communications. This data helps in creating precise audience segments.  
• Include clear calls to action: Ensure your email contains a prominent link or button that directs recipients to the preference management page. Make this option easy to find and use.  
• Segment your audience: After collecting opt-out data, create segments based on these preferences to ensure your email campaigns are highly targeted and relevant.  
• Review and update regularly: Keep your preference management options up to date to meet the evolving needs of your customers.  

Holiday opt-outs in action

Here are a few excellent examples of brands successfully implementing holiday opt-out features. Brands like Brooks, Arena Flowers, and Pizza Express have crafted considerate emails that allow subscribers to opt out of sensitive holiday messaging.   

These examples highlight how clear communication and empathy can enhance customer relationships while helping brands maintain high engagement rates.  

Opt-out benefits for your email program

Incorporating holiday opt-out functionality into your email marketing program offers several significant benefits:  

• Enhanced personalization: Allowing customers to opt out of specific holiday emails enables you to tailor your communications more precisely, leading to higher engagement rates. In fact, 78 percent of consumers now report getting frustrated by impersonal marketing messages.  
• Reduced list churn: Using a snooze option can decrease permanent unsubscribes by over 80 percent, helping marketers to maintain healthier email lists.  
• Improved customer relationships: Demonstrating empathy and consideration for your customers’ preferences can strengthen their loyalty and trust in your brand.  
• Better segmentation: Opt-out data provides valuable insights into your audience, allowing for more effective segmentation and targeted marketing strategies.
   

The bottom line on empathy

Empathy and personalization are no longer optional in email marketing—they’re essential. Offering a holiday opt-out option shows you value your customers’ experiences and preferences.   

This empathetic approach not only enhances engagement and reduces unsubscribes but also helps senders build stronger, more loyal relationships with their audiences. As consumer expectations continue to evolve, adopting such considerate practices will be key to staying relevant and respected in the digital marketplace.  

For more holiday marketing prep tips to keep up with the changing email landscape, watch our recent episode of State of Email Live.