Connectiful florist Gordon Bonetti focuses on the benefits of flowers in the office for Administrative Professionals Week. image provided by Gordon Bonetti facebook page
Rather than relying on a blatant sales pitch, Gordon Bonetti Florist in Wethersfield, Connecticut tapped into research sponsored by the Society of American Florists to sell flowers for Administrative Professionals Week — a technique that has year-round application.
The shop’s April 23 e-mail featured the subject line “Harvard Research: Flowers Make People Happy & More Productive.”
The body of the email included a video of lead researcher Nancy Etcoff, Ph.D., sharing the scientific benefits of being in the presence of flowers.
“The morning blahs, it turns out, is a real phenomenon, with positive moods — happiness, friendliness and warmth, for example — manifesting much later in the day,” Etcoff said. “Interestingly, when we placed a small bouquet of flowers into their morning routines, people perked up.”
Below the video, the message flowed into a quick paragraph about Administrative Professionals Week with a note to call or click on the shop’s website to order flowers or a gift basket for the office.
The message hits a number of strong points, according to email marketing experts:
- It piques curiosity.
- It’s quick and easy to read.
- It primes the prospect with information before going for the sale.
- It includes a clear call to action
- In includes multiple links to the shop’s website (increasingly the likelihood that the reader will land there)
For more advice on email marketing, full of examples from retailers around the country, read “Stay Out of the Trash!”
