Email marketing for a flower shop in Canada

Companies send out selections of goods and discounts, starting a few days before day X on holidays. This way they notify their contact base about upcoming discounts, give users the opportunity to figure out what gift to get someone, and order it. Many people prefer flower delivery as a gift in order to express their gratitude and please loved ones.

On holidays (Christmas, March 8, Thanksgiving, New Years'), competition at flower shops intensifies, and some buyers are dropped out. People need to be reminded of themselves.

Email newsletters are a must-have for a flower shop during such periods. In this case you will find out how we achieved an increase in the Client's earnings on the holidays by 27 and 23 times!

About the Client

Our relationship with the Client who owns flower shops in Canada didn’t start with the email marketing business. The Client also collaborated with ITForce on contextual advertising and SEO.

There is an opportunity to purchase an author's bouquet in the Сlient's shop. The assortment of flowers is large. There are exclusive varieties. You can buy and pay for the composition online: the bouquet will be brought to your home if necessary. Operating area - Canada.

The Client independently conducted mailings, but didn't use other email marketing tools besides promotions. Client base - 6535 people.

The newsletter was previously carried out in another service, so it was necessary to transfer the database and make sure that no one who unsubscribed received the newsletter. We have allocated these users to a separate group and excluded them from the next mailing list.

Fig. 1 — Screenshot of separate group

The Client's previous mailings look informative and have a nice design. The body of the letter contains many bouquets, which is true - it is important for customers to see the assortment, and, if desired, buy flowers by choosing a bouquet directly in the letter.

Here are examples of previous mailings for clarity:

Fig. 2 — Examples of previous Client's mailings

The newsletter is good, but overloaded with unnecessary text and elements. It was necessary to change the newsletter so that the user could see more bouquets and not be distracted from choosing it.

Our task

Our client came to us in early December in order to launch a Christmas promotional mailing.

Christmas in Canada celebrates on December 25, and users should have received emails 3-5 days earlier. We had to work hard to redesign the concept of the letter and launch 2 mailings in 2 weeks.

The task was not only to increase profits, but also to return old customers (remind them of yourself and make them interested in).

Our work was measured by such metrics:

• number of flower orders;
• mailing income.

Fig. 3 — Newsletter 11.12 and 18.12

Elements for association with the New Year period were added to the template and the overall letter template was redesigned:

• removed the text from the header and added snowflakes for mood;
• attached more photos;
• added the benefits of the service to stimulate customers to buy;
• removed the logo and social media buttons from the bottom, added contacts.

What happened in the end, see above in Fig. 3.

We focused on the visual part of the letter, focusing on the target audience - residents of the USA and Canada. The increase in the assortment of flowers increased the mailing income 23 times!

Deliverables

Users associate the New Year period with gifts. We redesigned the email template and removed all distractions. But competitors also are trying to present customers with something special those days.

Use a clear message and try to personalize your message. Remind customers of yourself. Loyal users will definitely return.

Work with your email template and design. This allowed us to recoup costs 27 times!

Fig. 4 — Mailing report for 11.12

Fig. 5 — Mailing report for 18.12

Conversion rate of 26% exceeded all our expectations.

Fig. 6 — Statistics (data on mailings for December)

Valentine's Day Newsletter

Later, the Client also contacted us with the task of increasing sales for Valentine's Day.

We decided to leave the mailing interval the same (2 letters were sent 3-4 days apart). But the letter template had to be redesigned to suit the holiday: romance, love, passion.

There is what we had as a result:

Fig. 7 — Valentine's Day Letters

In the header we added an appeal to buy a luxurious bouquet and identify it with the main message of the holiday: to give love to loved ones. This helped to increase income over expenses by 23 times!

Fig. 8 — Mailing report for 04.02.21

Fig. 9 - Mailing report for 12.02.21

Fig. 10 — Statistics (data for February)

Unlike the New Year, for which everyone prepares in advance, Valentine's Day is sometimes catching us by surprise. This explains the decline in the February mailing metrics. All the same, New Year is considered the main holiday.

Despite this, the numbers are higher than the average for email marketing for 2019.

Conclusion

Holidays are some of the best reasons to create a lightweight thematic newsletter.

Users are eagerly awaiting discounts, but they need to be reminded of themselves, to get them interested. Our case shows how the development of the visual and the message can bring an increase in profit by 27 and 23 times, respectively.

No need to spam your contact database, prepare 2-3 concise letters with the desired assortment of goods and the results will exceed all your expectations.