NOTE: Through February 14th we’re unlocking 🔓 these floral brand journeys for our free users to enjoy. If you’re currently a free user and want more journey access, upgrade to a Pro Plan today!
This week we’re featuring…drum roll please…floral brands! While this year’s Valentine’s Day is unlike years prior (a lot less extravagant date nights, gifts, etc.) we are excited to see how some ecommerce brands, like floral companies, approach the holiday. This week’s unlocked journeys are sure to brighten your day (and maybe give you a chance to get a last-minute order in?). Let’s dive in…
What we’re seeing: Email Cadence & Promotions
When looking at last year’s performance in the floral industry, the average number of emails sent per week by brands were down 14% YoY. There was also a noticeable decrease in cadence YoY around major holidays like Mother’s Day and Christmas.
This decrease is not surprising as many flower brands were grappling with how and what to message during pandemic times. Fortunately, Valentine’s Day 2020 was relatively unscathed as COVID started to negatively impact cadence starting March.
Typically, when cadence falls, promotions increase as brands try to make up for lost revenue. This did not seem to be the case for flower brands as we saw a decrease in emails containing a promotion from March 2020 onward. Overall, emails containing a promotion were down 20% in 2020 compared to 2019.
Journeys: Our favorites from flower brands
Ready to break away from the typical ecommerce brands we feature and get a glimpse of the floral industry? Similar to other ecommerce retailers, these brands have standard automated campaigns like cart abandoners, welcome emails, and purchase journeys. For this week, the week leading up to Valentine’s Day, they are accessible to all MailCharts users!
FTD Flowers
FTD Flowers takes a different approach to their cart abandoner starting the series off with a 15% off discount. We typically see offers within the cart abandoner series but in later touches. This approach likely drives purchases soon after abandonment to ensure customers don’t purchase elsewhere.
UrbanStems
This purchase journey from UrbanStems is a great way to ensure flowers arrived to their intended recipient. Our favorite part of this series is the delivery confirmation email which includes a picture of the flowers being delivered outside of the address. This is a fun way to engage the purchaser, especially if they’re sending flowers to someone else!
The Bouqs Company
The Bouqs onboarding email is a one-touch automated email welcoming new subscribers to the Bouqs community. We love the punny language in this email and the large discount to drive first-time purchases. The email is complete with the addition to floral arrangement offerings and why customers should shop with Bouqs.
Bloom & Wild
This ecommerce floral company cart abandoner differs from the FTD Today series as it only includes one email and has no mention of discounts. Instead, they focus on their happiness guarantee policy where they ensure orders meet the customers’ expectations.
Get more in the MailCharts app
Want more floral and direct to consumer examples? Upgrade your account or log in to access more! We recently created a DTC group and have more calendar email examples to share with you in the app.
