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30 Minute Moments – Opting out of mothers day

30 Minute Moments - When opting out of mothers day makes the world of difference to so many, how letterbox flower company Bloom & Wild got it right

I stand corrected

A couple of weeks ago I posted a blog post about it being very hard, if not impossible to achieve a 30 minute moment on a website. As 95% of the time, 30 minute moments occur when something bad has happened.

Let’s say that 30 minute moments are an act of redemption. Of a brand redeeming themselves in the face of some kind of epic fuck up.

Sunday, I was proven that it is possible.

And yes, reader, I also did what I was preaching in last week’s blog article. I was definitely more Bertie.

A bit of background

I hate mothers day. I hate fathers day. I hate Christmas. I also hate my birthday.

I know, that sounds a bit harsh, but hear me out.

I live alone, my parents are dead and I lost the ability to have children through absolutely no fault of my own.

The simple fact is that I have no family and no reason to celebrate any of those holidays.

And here is the problem, modern marketing is hell bent on forcing social ‘norms’ on us. So that when we don’t conform to those norms we have to pay the price.

Is it really any wonder that loneliness and mental health issues are so endemic at certain points of the year? Adverts of happy families at certain times of the year just remind those of us who don’t have any kind of family that we’re somehow failing at life.


After my dad died, I was beyond heartbroken. It was me and him against the world, and without him there was a very large hole that still hurts to this day.

What was worse, was the emails. He died at the end of October, and the emails started a couple of weeks later.


Little drip feed of pings into my inbox that reminded me of all the things that I didn’t want to think about.

What was worse was Father’s day the next year. Each email was like a punch in the gut.

For the most part, the rest of the year, I wanted to get emails from my favourite brands. I wanted the new season clothing and the discounts. I just didn’t want any email that had anything to do with a holiday of any kind.

I am more than sure, that I have taken my complaint to twitter pleading with brands in general to allow me to unsubscribe from certain types of marketing.

Alas. No one listened.  Or so I thought. 

Someone was listening

Yes, reader, someone WAS listening.

On Sunday, whilst I was sitting here working on putting the finishing touches to In Their Shoes (utterly shameless plug ladies, go and get it). An email landed in my inbox and I almost fell of my chair.

The title of the email was simply this:

“Want to opt out of Mother’s Day emails? No problem”

Check it out for yourself:

Angels Playing Skittles - Screen shot of Bloom & Wild email

It’s absolutely possible at that moment in time I squealed out loud in gratefulness.

Yes, I did reply and thank the lovely team at Bloom and Wild for doing this. As per last week’s blog post – when someone does something you’ve asked them to do – thank them for it – don’t berate them!

Bloom & Wild

To my readers who aren’t in the UK, Bloom & Wild send letter box flowers throughout the UK. I’ve been a fan and a customer for quite a while.

Check them out at

And the internet went wild

It wasn’t just me that thought the opt out was an amazing thing to have done. I noticed a number of women who have sadly lost children or mothers recently, were congratulating them.

It was just a really simple, nice gesture.

What makes this a GOOD 30 Minute Moment?

Being made to feel less than something or remind you of something that you miss can cause untold heartache.

Trust me, I know.

Marketeers can be absolutely tone deaf to the people they are marketing to. Marketing by its very nature is pushing a product onto people with the most spread possible.

As a user experience professional it’s a battle I would fight (and lose) constantly.

I get it, you want to sell things. Hell, *I* want to sell things. But that doesn’t mean it needs to be done at the expense of the humans who buy from them.

This is why I always tell clients that I’m working with to talk with their tribe before making any decisions about how, what, when and why.

Admittedly, what Bloom & Wild have done does require some knowledge of how to segment their email lists, but hey if they can do it. ANYONE can do it.

A bit of reverse psychology

You would think that by asking people to opt out of newsletters it would cost you money in potential sales.

It won’t. The reverse is in fact true.

If a brand shows it’s taken the time to listen to its tribe and empathises with them, you build a stronger trust relationship with them.

This in turn means you’re more likely to spend money with them, because you probably feel like they understand you.

The moral of the story...

The moral of the story is that by understanding your customer, you build experiences and content that is tailored to them.

Which is why I always recommend to clients that anything you do starts with a conversation with your tribe.  To find out how easy that is, why not get a copy of my free book that will teach you how.

Anyway, kudos to Bloom & Wild, they continue to impress me and doing these little things is going to keep me a customer for a long time.


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