For many of us, marketing emails can be a pain, but are occasionally helpful, if they contain a discount code or sale offer.
But we simply unsubscribe and move on with our day if we no longer want to read them.
For some women, these emails can become a source of pain, if they reference a tricky subject they're currently struggling with.
Infertility coach Natalia Kensington has called on Boots to ensure mums who signed up to the Parenting Club emails can easily unsubscribe if needed.
In the majority of cases, it is a straightforward process - with people required to simply click the link that will stop the emails from arriving.
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But in some cases, this doesn't work - causing grief and heartache for the receiver, especially if they've lost a child.
Speaking to the Mirror, Natalia said she learnt of the issue while talking to a client - and was keen to try to get Boots to respond more sensitively.
She said: "I hadn't even thought about the fact this was a thing during my experience with infertility
"With infertility, you feel like so much of what you're going through, you're the only one going through it.
"But now that I speak to other women about it daily and I started seeing it more and more.
"One of my clients spoke to me about it in a session and then I saw somebody else online the same day talking about how they just had another email from the Boots Parenting Club, and she described it as a 'gut punch.'
"I reached out to a couple of my friends who I know have had miscarriages and asked if it was this a thing for them, and every single one came back and said they had been affected.
"One friend told me she was dreading getting the emails every month."
In a bid to change it, Natalia started a petition calling on Boots to improve its option for people to unsubscribe.
She added: "For many parents, it's exciting to receive the email updates based on your pregnancy gestation or child's age.
"But, for women experiencing infertility, miscarriage, or infant loss, it can be utterly heartbreaking.
"Currently, women I've spoken to have said it can take up to 28 days for them to stop receiving these emails, with some having to make the request multiple times.
"Whilst this one issue may be really small in the grand scheme of things, it's a truly practical way we can make the infertility journey that little bit easier for women."
A Boots UK spokesperson told the Mirror: “Boots Parenting Club was founded on the principle of being a caring and useful support for parents and for those who are pregnant or trying to conceive. It is really important to us that this care extends to parents who have miscarried or are grieving.
"We have an expedited process in place for parents who have requested not to receive marketing information from Parenting Club and we aim to remove members' details within five working days.”
Have you been affected by something similar? Get in touch at yourmirror@mirror.co.uk
