Web-based Flower Retailer
This exclusive web-based retailer increased its conversion rates 450% in one period, more than its three previous periods combined!
Overview
A web-based flower company needed a marketing strategy that would help them increase their online presence and sales. Integrating Dukky’s technology into its next email campaign had a positive impact not only on its internet presence, but also resulted in a 450% increase in online conversions.
The Campaign Objectives
The primary goal of this campaign was to increase sales and the company’s internet web rankings.
The Campaign Strategy
An email promotion was sent to 3,202 of this web-based flower company’s current customers. Each email was equipped with a PURL, or personalized URL, directing customers to a custom microsite detailing the offer of $5 off its next purchase. Customers were walked through a quick activation process, allowing the Dukky technology to extract valuable amounts of data and customer information.
The last part of the activation process presented customers with the opportunity to share the offer on up to 265 social networks, as well by email and SMS to their peers and friends with in their social realm. By doing so they were entered into a sweepstakes to win a Free Flowers for a Year Giveaway. Giving customers the capability and providing them with an incentive to share the offer allowed the reach and exposure of the offer to exponentially increase by leveraging the influence of current customers.
The Campaign Summary
The campaign overall accomplished a 23.03% response rate, tallying up 927 total responses. Of the opened emails, 182 clicks registered onto the microsite from the PURLs generated through Dukky’s software. The emails were accompanied with the integration of Dukky’s unique social sharing capabilities, which resulted in an additional 349 customers visiting the site, or 38% of the total hits during the campaign.
The campaign resulted in 230 conversions, a 7.14% conversion rate. This web-based flower company was able to accomplish their goal of increasing their online presence, as well as recording a substantial conversion rate. The previous campaigns run by this flower company saw a steady conversion rate of 60 conversions per month. The results from Dukky’s campaign compared to previous campaigns increased same period sales over 450%.
What the Analytics Told Us
Target Market
Dukky web analytics identified the primary demographic for this campaign was women between the ages of 41 and 50.
Which Social Networks Users Shared and Which Had the Most Response
The offer was shared a total of 64 times during the life of the campaign. Those 64 shares resulted in an additional 236 incoming responses from social networks. Facebook accounted for more than half of the total shares, with Twitter and email coming in a tie for second place. However, Facebook was also responsible for an incredible 82% of the incoming customers and proved to be the most effective social network for the online flower provider. Twitter was responsible for the remaining 18% of incoming customers.
When they shared
The analytics showed that customers shared the offer for $5 off the next purchase during the morning hours, giving important insight into when customers are most responsive for future email campaigns.
Poll Results
As a means to identify the best future marketing strategies, this company asked customers their preferred method to be informed of future offers. Of the options available, nearly 65% of customers selected having coupon codes mailed directly to their home and almost 31% of customers selected to have a coupon attached to a giveaway in a campaign.
Overall Results
Dukky’s technology integrated into a web-based flower company’s existing email campaign obtained more conversions in one month than they had achieved previously in three months combined. The rippling effect of increasing site traffic resulted in the organic rankings in search engines increasing, having a positive impact on their future sales.
Establishing a Customer Database
Valuable data was collected throughout the campaign that provided this flower company with detailed and effective leads for future sales. Their new database wasn’t just equipped with interested customers’, but with valuable information about those customers preferred method of contact.
Increasing Store Traffic
Integrating Dukky’s technology into this email campaign returned a 23% response rate, far above the 2-3% response rate that is widely accepted as the norm for email marketing campaigns. The campaign resulted in 230 conversions, leading to a 450% increase compared to their previous conversions.
