Tired of too few clicks and too many unsubscribers, Ken Denaburg, president of York Flowers in Washington, D.C., and Annapolis, Md., has made a concerted effort to revamp the shop’s e-mail technique.
Check out this month’s Hands On column in Floral Management, to see how York Flowers put some muscle into its email marketing efforts.
Consistency has become York’s new e-marketing mantra. Each week, the business sends two to three focused messages to its database of 5,000 customers. Each message has a specific purpose, be it educating about care and handling tips or plugging a holiday special.
Denaburg holds regular meetings with his whole team, because multiple perspectives make brainstorming sessions more productive, and it gives everyone a chance to weigh in on past efforts. Once the staff comes up with ideas for upcoming email campaigns, Denaburg plugs it into Google calendar, which each employee can access. This free service is an outstanding organizational tool that keeps everyone on task, he explained. To track success, he uses a third-party platform, Constant Contact.
Since tweaking York’s email process, Denaburg has seen double-digit increases in his open rates. Read the full story in the Hands On columnof this month’s Floral Management. There, you’ll also learn:
- What to say to an employee who rants on Facebook
- When to schedule your posts on each social media site to get the most engagement
- How to write a tweet with teeth