5 Top Florists Boost Read Rates: Check Out Our Mother’s Day Winners List
Mother's Day will see more flowers sold than any other day, even Valentine's Day. As floral companies' sales bloom during this period, I looked at last year's Mother's Day emails from some of the top floral brands to see what campaigns and tactics performed best.
Looking at emails sent between April 1, 2014 and May 11, 2014 (Mother's Day) by 1-800-Flowers, FTD, Edible Arrangements, Teleflora, and ProFlowers, and these brands consistently used five types of messages in their subject lines to drive email opens that were well above average.
Whether you're planning your own Mother's Day email campaigns, or simply looking for inspiration, test these ideas in your program. Check out the slideshow below!
Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.
Copy: Save 25% on Mother’s Day Plants! Send a bright, colorful gift she can enjoy long after May 11th!
Why it worked: With a spring theme and a valuable discount, this email generated a 19% read rate.
Copy: Surprise Mom! Save up to 50% on a Beautiful Mother’s Day Bouquet.
Why it worked: With 11 days left, FTD instilled a sense of urgency by reminding the reader that the $30 offer was for one day only, generating a read rate of 22%. The copy used both a dollar- and a percentage-based discount to promote a Mother’s Day bouquet, likely because FTD knows that some customers are enticed by either one or the other type of offers.
Copy: Mother’s Day Gift Guide. Shop now & save up to $30 on our Mother’s Day Specials for a limited time only.
Why it worked: This subject line not only offers subscribers a large discount, but additionally provides ideas for those looking to give unique gift for the mothers in their lives. This combination most likely led to its impressive 50% read rate.
Copy: Remind-her. A rosy reminder that Mother’s Day is almost here. Send Mom our best. Shop now and save 25% site wide.
Why it worked: Moms are usually the ones giving the guilt trip about not visiting or calling. This subject line plays into these emotions by making us remember our moms as well as providing us with a discount for doing so, contributing to its 29% read rate.
Copy: Time to Make Mom Smile. Give Mom something to smile about this Mother’s day and save up to 54% while you are at it. You get a bonus 20% discount on all orders over $29, so don’t miss these Mother’s Day favorites.
Why it worked: A nod to the Kix slogan "Kid tested, mother approved" this subject line received a 34% read rate. If 54% off sounds like a strange number to pick, it wasn’t. ProFlowers tested seven variations of discounts and identified 54% to be the winning number. Surprisingly, the highest discount was the least opened, which may seem counterintuitive, but demonstrates the value of testing in your subject lines, and not trusting your gut instinct.