Three out of five women find the holiday emotionally difficult, according to a recent survey of users on the app Peanut, an online women’s community. And opt-out emails are part of a push to personalize customer experiences.

After the pandemic’s emotional toll, brands are searching for different ways to connect with shoppers. That’s led companies spanning crafts marketplace Etsy to skincare maker Aesop to give customers the chance to not receive promotional messages for events like Mother’s Day that might rehash painful memories.

“The more choice you’re giving a customer, the more you’re treating them like a person of value,” said Amy Dunn, head of marketing and communications at fintech startup Bumped. “As opposed to someone whose inbox you’re just yelling into.” More at the link in bio.

📷: Koh Sze Kiat/E+