Serenata Flowers Blooms with E-Mail Marketing from Responsys

Share this content:

Online flower retailer Serenata Flowers Limited tapped Responsys for its e-mail marketing campaign efforts.

The Britain-based bouquet dealer found e-mail to be the right medium to target its customer base and build a relationship.

"We really weren't retaining customers and we wanted to find a way of increasing retention and trying to engage customers more," said James Saunders, head of e-business development at Serenata Flowers.

The site at Serenata Flowers is very colorful with catalog of arrangements that customers can choose from. Shopping departments are broken down into occasion, style, sentiment, color and variety. A bouquet of pink lilies costs approximately $40, and a dozen red roses costs about $35.

Serenata offers flowers for every occasion like the popular birthdays, anniversaries, and funerals, as well as for when traditional etiquette demands, "Get Well Soon", "Thanks" and "Romance."

Mr. Saunders said that the firm had found that its customers tend to buy flowers only once a year -for a spouse's birthday, an anniversary or for Valentine's day.

"We are using e-mail to encourage them to buy more often and for other occasions, like a new baby or passing an exam," Mr. Saunders said. "We came up with other excuses."

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above