eflorist Marketing Program

Transcription

1 eflorist Marketing Program

2 Agenda Overview Frequency Content Promotions Other messages Developing your list Maintenance

3 Overview of the program Provided at no additional fee to eflorist members Members of other wire services have to set up, pay for and manage their own campaigns Shops are automatically signed up when they become eflorist members Professionally designed messages are sent to eflorist customers from individual shops Your shop is the sender, never Teleflora Campaigns are optimized for best results Subject lines, body copy, colors, all elements are tested for success Messages can be customized! Small changes can make each message your own Messages go out promoting your shop year-round

4 Frequency s are sent on average once every other week Frequency increases around major holidays like Mother s Day and Valentine s Day Shops can opt out of individual mailings

5 Frequency From the MyTeleflora homepage, go to the eflorist Service Center

6 Frequency From eflorist Service Center homepage, click to Marketing Schedule

7 Frequency Schedules list deadline to submit promos or other customized content, date of launch, subject line, body copy, source code

8 Anatomy of an s feature images taken from each shop s homepage and have an attractive design Make sure you have current arrangements on your homepage! Shop name These can be YOUR custom products! Shop info

9 Anatomy of an Shop info Subscription preference

10 Anatomy of an Recipients can click on multiple areas of the message to go to the eflorist site and place an order Links to individual categories Link to homepage Links to products

11 Content Layout and look have been redesigned

12 Promotions Promotions are a great way to draw customers in! Prospectiv s 2008 Consumer Coupon Poll shows that 87% of consumers are more likely to shop at a retailer that offers coupons Mention the coupon in your subject line to increase open rate Easy to set up Decide what you want to offer Call/ /fax Web Services to set up online coupon Ask to have promotion included in upcoming s Don t forget to set an end date for holiday or seasonal promotions

13 Other outgoing messages Welcome to the list A message is sent when customers first sign on to your mailing list

14 Other outgoing messages Gift reminders Customers can opt in when placing an order. Never forget a birthday or anniversary again!

15 Other outgoing messages Rewards program enrollment confirmation After signing up for your rewards program, customers receive a welcome message confirming their membership

16 Other outgoing messages Rewards program coupons When a person earns enough points to receive a discount, an goes out automatically

17 Developing your list Great s won t do you any good unless you have people to send them to Addresses are collected for online orders, but don t forget in-store and phone customers Give customers an incentive, like $5 off their first order for signing up Reassure customers that we will not sell or share their address with anyone, nor will Teleflora send them anything. Ever! lists are kept entirely separate, Teleflora marketers never see your shop list When you collect addresses, put them into a spreadsheet and it to Web Services to add Include at least a first name too, first and last name are ideal

18 Maintenance collection is important! Incorporate it into employee scripts for all customers Mention it in your after-hours and on-hold messages Create a contest for employees Maybe ask everyone to collect one address a month Create coupons Remember how you offered $5 to sign up? Keep offering things to keep them signed up Keep your homepage fresh and current s feature whatever is there, and you don t want to have outdated holiday arrangements arriving in anyone s inbox

19 Wrap-up To summarize program is a free and easy way to reach customers Grow your list whenever you can Use promotions to entice customers Check the marketing schedule to make sure you re prepared Questions? Contact Web Services for questions about implementation at or webmaster@teleflora.com Send suggestions for future webinar topics to efloristuniversity@teleflora.com