E-mail Strategies and Tactics Exposed: ProFlowers
It’s been amazing to watch all the recession marketing articles and webinars appearing in trade magazines over the past few months. Heck, a major ad agency even went so far as to launch a dedicated recession marketing practice for clients in order to help marketers “do more with less.”
But do we really need recession marketing or just smart marketing with the right partner and right team? Truth be told, if you’ve taken the time to build a strategic communications program that delivers value throughout the purchase process, you’re probably weathering the storm better than most and can pass on all those gimmicky recession marketing offers from the so-called experts.
One company that has been doing exactly that for some time is ProFlowers (www.proflowers.com). As a result, it should be no surprise that the company consistently ranks among the top e-commerce sites in conversions according to Nielsen Online (see the chart below). So how does a company achieve a staggering 31.1 percent conversion rate in an industry that averages 2 percent?
Well, the answer includes focus: doing one thing well (it sells flowers); building a great user experience (including multiple search paths and landing pages that are clear, compelling and attractive, and a purchase process that is quick and easy); offering a product that’s high quality and priced right; and targeting the right users with compelling e-mail communications that are timely and relevant.
Leveraging data the right way
The example highlighted in this month’s column is a great example of what ProFlowers has done right for a long time. By leveraging data and customer intelligence across channels — including Web and e-mail — it has built a highly effective e-mail program that drives acquisition, conversion and purchases. Here’s how: