Serenata Flowers Blooms with E-Mail Marketing from Responsys

Share this article:

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."

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

MyFitnessPal Flexes its Content Marketing Muscle

MyFitnessPal Flexes its Content Marketing Muscle

The health and fitness app enhances its email regimen from four messages to a full-fledged marketing automation program.

Here's an 80-20 Rule for Emailers to Stop Following

Here's an 80-20 Rule for Emailers to Stop ...

Why do four out of five marketers refuse to send abandoned cart emails even though they get 20% conversion rates? We don't know. We're asking you.

Message Systems Networks for Better Deliverability

Message Systems Networks for Better Deliverability

The Adaptive Email Network automatically adjusts users' emails to changes in bounce codes and traffic based on the real-time activity of other users in the system.