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Online flower delivery company Teleflora turns just 5 percent of their total email volume into 44 percent of their orders. Learn how they’re nailing email marketing with precision personalization in this free VB Live event.
Customers have not just relaxed to a certain level of tracking by the brands they do business with, but expect it — and expect that it will reward them with a personalized experience from end to end.
“I expect that my cart will follow me wherever I go, from device to device,” says Tommy Lamb, director of loyalty & retention at online floral service company Teleflora. “I expect that I will see relevant products suggested on any site that I go to.”
And email marketing is just a tremendously successful extension of that.
“You can send such a low volume of very very targeted email, but because it is so relevant and so current and up to date with everything that this customer either purchased or was going to purchase,” Lamb explains, “you’re going to see a much much better ROI than just blasting out a bunch of flowers saying hey, twenty percent off, hope you buy some.”
Personalization has driven tremendous growth in just Teleflora’s passive email campaigns as a whole.
“If we break out our batch-and-blast versus all other emails — our transactionals, our welcome, our triggers, our behavioral triggers, all that stuff,” he says, “our passive email campaigns contribute 44 percent of our email orders month to date, at only 5 percent of our total email volume.”
“We’re looking at, on average, a 30 to 35 percent open rate on all our triggers,” he adds.
In contrast, promotional emails make up 95 percent of their email volume, but only 56 percent of their orders.
When you get into the game, Lamb says, “You start with what’s going to be your biggest win. You want to pick the one thing that’s going to move the needle the fastest and the most to prove your point.”
Usually that’s the abandoned cart trigger — and probably the most important ability to look for, when you’re hunting for vendors. But you never stop there. He’s worked with Bluecore, a marketing data platform, for four years at four different companies, and he’s still coming up with new hypotheses to test and more ways to wring gold out of data.
“Because it’s email, and it’s basically a free channel, you can keep slicing and the reward is still there,” he says. “Is the juice really worth the squeeze? Have we oversegmented? There’s no real thing as over-segmenting when the cost to market is so low. Why not?”
It’s a field day for marketers obsessed with data — and one that will always pay off with even more ways to win.
“You can just keep slicing and dicing all day long, ’til your brain turns to mush, and then there’s still more,” he laughs. “Maybe there’s something there, maybe there’s not. But that’s what we’re exploring. It is just staggering that there is always more to do in terms of personalization based off of behavior.”
To learn more about how to achieve unprecedented open rates and clickthroughs, minimize the creep factor, and dodge some all-too-common mistakes, register for our latest VB Live event with top marketing VIPs.
Don’t miss out!
In this VB Live event, you’ll learn to:
- Increase open rate
- Personalize email marketing without making common marketing errors
- Leverage data to target email personalization
- Tommy Lamb, Director, Loyalty & Retention, Teleflora
- Tracy Inglis, CMO, JustFab
- Stewart Rogers, Director of Marketing, VentureBeat
- Wendy Schuchart, Analyst, VentureBeat
This VB Live event is sponsored by Emarsys.
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