Email marketing is a great way to connect with your customers and drive floral sales. While digital marketing is a term ubiquitous, most businesses focus on social media marketing and PPC. Email marketing often gets left out despite being one of the most effective means of spreading brand awareness and increasing e-commerce sales. In fact, the return on investment (ROI) for email marketing is higher than other types of digital marketing, with one estimate saying it’s 4200% – $42 for every $1 spent. The floral industry has many sectors, and that email marketing can work for all sectors as it is not relegated to only targeting consumers.
Valentine’s Day, Mother’s Day, Women’s Day, Chinese New Year, and prom season are great times for sales in the floral industry. Methods like email marketing can ensure high sales for the rest of the year as well. Whether you’re looking to refine your existing email marketing strategy or are new to email marketing, the following tips can help.
Follow email marketing etiquette
Before we get into strategies, it’s important to ensure that you’re following basic email marketing etiquette. The first rule of email marketing is to have permission to email customers. Make sure that every contact has opted in to receive emails, whether it’s through a sign-up link on your website or otherwise. Sending unwanted emails to people doesn’t result in conversions; instead, it only fills up their spam accounts.
You should also include a link for recipients to unsubscribe if they no longer want to receive your emails, as per the U.S. CAN-SPAM Act. Additionally, while it’s good to be regular, do not send too many emails. This will only result in recipients clicking the “Unsubscribe” button.
Determine the best day and times to send emails
According to Mailchimp, the average email open rate is 21.33%. One of the ways you can make sure people open your email is by figuring out the best days and times to send them. Saturdays are great for sending out emails, but research shows that Saturdays show some of the lowest open rates at only 17%. Globally, Fridays see the highest email open rates at 18.9%.
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