E-mail Strategies and Tactics Exposed: ProFlowers

By Michael Della Penna

e-mail acknowledges a recent Web site visit and provides an additional incentive to purchase, such as offering 10 percent off a purchase and a free vase;
offers additional recommendations to consider;
prompts a user to share the offer with a friend; and
creates a sense of urgency (respond within 3 days).

It’s easy to see why ProFlowers comes out smelling like a rose when it comes to conversion. This effort, combined with ProFlowers’ robust personalization and reminder alerts, creates one compelling communications program that certainly goes a long way to explain its success. But to take it a step further, ProFlowers would be wise to consider the following:

extend robust personalization capabilities to this particular communication stream. “Dear Michael”;
consider adding/testing community features to engage users further;
provide mobile ordering options like an iPhone application to encourage orders on the go; and
incorporate personalized tracking discount codes to identify, track, measure and tier rewards across key “influencers” moving forward.

Overall a very smart e-mail communications program that can help any brand better withstand a recession.

Michael Della Penna is co-founder and executive chairman of The Participatory Marketing Network (PMN), a new industry association dedicated to helping marketers transition from push and permission marketing to participatory marketing. Reach him at info@thepmn.org.

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