A weekly email promo might not sound like an earth-shattering sales idea, but for Ashland Addison Florist Co. in Chicago, consistent, well-executed emails have been a real boon for business — to the tune of dozens of arrangements sold within hours of sending each email.
“We email a unique arrangement to our customers once a week and usually 50 percent off,” said Sydney Lewis, the shop’s marketing and communications manager. “We usually sell anywhere between 20 and 30 of those arrangements within the first day, once the email goes out.”
The shop started the weekly emails about three years ago. Most of the time, the design staff decides on which flowers to use based on current inventory — and what product needs to move.
“We take a picture and the email is created,” Lewis said. “Some of our customers have come to expect the weekly specials.”
Tips from Lewis on how to make your emails stand out:
- Timing counts. Lewis and her team try to send out the emails each Wednesday —occasionally, they get pushed to Thursday. But day of the week matters. Lewis says they tend to see the best response on Wednesdays. (Read more about the best day/times to send emails.)
- Simple subject lines. Recent email subject lines have included “50% OFF Lovely Lilies…”; “Bright & Colorful Calla Lilies for 50% OFF”; and “50% OFF Two Dozen Roses!” Notice a trend? To encourage high open rates, Lewis keeps her subject lines straightforward and plays up that all-important discount carrot.
- Dependable Design. The emails themselves are also clear and to the point, with the shop logo, the words Weekly Special, a pretty picture of the design and limited text (that includes price info).
