Nectar Flowers Ottawa
Challenge
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.
Solution
Template development Holidays mailing is different from other days. The visual part of the letter should prompt a person to think about the holiday, give him a festive mood. A series of letters should be unified by one idea and graphic design. We’ve prepared 2 letters for mailing on December 11 and 18 to warm up users. Those who have forgotten about the holiday will remember and have time to plan their expenses and buy a bouquet. In the mailing list for 11.12 we’ve placed a range of actual bouquets. And in the letter on December 18 there are popular products for the last 2 weeks. 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. 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.
Results
Work with your email template and design. This allowed us to recoup costs 27 times!
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