Mother’s Day is an opportunity for many of us to dedicate to spending quality time with our mums.
For many others, however, receiving marketing emails about Mother’s Day can be a painful reminder of a lost loved one or an unwelcome intrusion into our personal lives.
We were touched, therefore, when we saw Cheshire journalist Carmella De Luca share on Twitter her experience of receiving an email from beauty firm Superdrug.
The company emailed its customers to say: “We know this is a sensitive topic for many, and completely understand if you’d prefer not to receive [Mother’s Day themed emails].”
The firm invited those for whom this might be painful or unwelcome experience to click on a link which will notify the company not to send Mother’s Day themed messages to them in future.
Carmella told us: “This year I am approaching my 16th Mother’s Day without a mum and every year I receive countless emails from companies encouraging me to take advantage of deals to show my mum how much I love her.”
She explained: “I have almost become as immune to it as the constant Mother’s Day reminders in shops by now but to see a big company like Superdrug show awareness that not all of their customers are lucky enough to have their mothers is hugely refreshing.
“I think it will resonate with thousands of women so it’s a good marketing tactic too.
“Mostly, it’s just nice to be acknowledged in this unfortunate position no motherless person wishes to find themselves in.”
Carmella has also set up a Facebook group aimed at women without mothers, called UK Motherless Daughters.
She decided to set up the group after noticing that there appears to be a distinct lack of support for motherless daughters in the UK.
“Thanks to fantastic books like Hope Edelman’s, the USA has seen dozens of groups of this kind pop up across the country,” Carmella said, “but to date there is just one in the UK – The Sisterhood, (based in London).”
For those who may benefit from joining, you can search ‘UK Motherless Daughters’ on Facebook to find the group, which has almost 2,000 members and requires admin approval to join.
