First of all, it is important to say that I feel privileged to live in a world in which the internet makes it possible to put many of our ideas into practice. I never thought of having a business, even more outside Brazil. However, an idea came up in Portugal, in the field of floriculture and online commerce.
To be specific, as I said at the beginning of the story, it is an online store, that is, we do not and do not intend to have (at least for now) a physical point. We sell flower bouquets in a set with the system that allows the goods to be sent to mainland Portugal, Madeira and also to Spain.
Within 24 hours, after the order is placed until 4 pm the previous day, we deliver the bouquet in any city of these two countries. For this to happen, we had to create an efficient digital marketing strategy and rely on many results of email marketing.
In this text, I tell the details and real situations that show how the E-goi platform was and is essential for my business. Check out!
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Sales on the internet with the help of the E-goi platform
Like any online business, it is essential to create and execute an effective social networking strategy. So we drew up a plan, we executed it, and the results were not long in coming. In addition, email marketing is another factor that has contributed to the loyalty of our entire customer base.
To better explain, we use email marketing within a strategy that has several actions to capture leads, through activities such as sweepstakes or even with a simple form. With these actions, we can begin to understand the moment of purchase of the people, which means that we only make an offer of sale when the potential client is ready to receive it.
All this work is done with the precious help of an E-goi system called Track & Engage, which is essential to automate our campaigns. Through it, we get to know the pages our contacts have visited and what kinds of actions they have had – how to download an e-book or other material and add a product to the cart, for example.
Therefore, it is possible to automate cart abandonment campaigns or, therefore, we have the possibility of working with a focus on recovering old customers.
In the case of an effective purchase, there is a whole set of cross selling and upselling strategies that are already implemented and in use. In other words, we work to maintain our customer base – whether by e-mail, SMS or social networks – and retain it with the effective support of E-goi automation tools.
Implementation of tools at The Florist
Some people have asked if I have had too much trouble applying E-goi tools in my business. For me, it was not difficult, since I have some skills in the field of technology and digital marketing, but this is not a prerequisite for the tool to be exploited to the fullest.
Either way, the deployment was relatively quick and the results also happened faster than expected. However, it was not easy either. The most challenging was – after having all the data and information on hand at the platform – have the ideas on how to impact our current customers in the best possible way.
E-mail marketing strategies used in business
One of the strategies we have defined is the following: after the first purchase, we ask, via e-mail, which are the 3 most important dates for our clients, through a form – for example, a wedding anniversary or a date.
By completing this form, some actions, more specifically a multichannel mail and SMS message set, are activated ten days before the date that the client indicated. That way, the person will have time to prepare a surprise for the special date. All of this, of course, is done entirely automatically and that is bringing excellent results to our sales.
Also, I also highlight the purchase satisfaction questionnaire. Once a sale is successful, we send you an email with a small tutorial in the form of a GIF so that the customer can do a review regarding the product that you bought, through our online store or in the social networks, reporting the shopping experience and the product. Those who practice action earn a unique discount.
Results achieved with email marketing
In a start-up strategy, this marketing automation solution reduced our initial investment in paid campaigns and, on the other hand, kept the number of daily visits.
The conversion of these visits is better, since even if there is an email marketing lead that has not made any purchases, the probability of this contact to buy is higher than a person coming from Facebook or Instagram.
In addition, we have been able to make the loyalty rate grow, which is to increase the consumer return for a second, third or fourth purchase by 25% in relation to the total base of people who buy with us. That means an increase in our return on investment (ROI) of over 1500%.
It is important to say that we are talking at B2C level so far. However, we also work with B2B solutions.
To give some examples, we deliver bouquets in an ultra-personalized way, with some message or special item. Last year, we were able to prove that bouquets sent out on Women’s Day make a huge difference in day-to-day business.
Next steps
We are constantly updating our automated communication strategy, using E-goi in a totally exclusive way. As an example, following the weekly updates through the platform, we were able to test in real time the success of our new communication strategies.
Moreover, it is worth mentioning that a channel that works very well, besides the results of the email marketing, is the smart SMS, which we also use to communicate with customers and we have always had fast and efficient answers.
If you have any interest in using E-goi, I highly recommend it. Just get in touch that the company team is fully prepared to offer various channel automation solutions like email marketing.