Case Study | Everything is Coming up Roses for Bloomex!
How Canada’s Leading Flower Retailer Increased Holiday Revenue by 132% with Fewer Discounts

The Client
Bloomex is a national Canadian Floral Company, providing farm fresh blooms to their customers. Bloomex specializes in providing dealer-direct flower arrangements, providing their customers with the freshest possible products, without paying high prices. By selling direct to the consumer and bypassing the middle man, Bloomex has grown to be Canada’s fastest growing and most trusted flower vendor in the online market.

The Situation
During the holiday season of 2009, Bloomex implemented aggressive email marketing efforts with various promotions. With the December holidays being one of Bloomex’s busiest times of the year, email communications played a big role in driving revenue. Discounts such as $10 Off, Free Shipping, 15% Off and other offers helped to increase sales and bring a strong close to Q4 of 2009.

The Challenge:
Double 2009 Holiday Revenue from Email While Reducing the Use of Discounts
With email marketers getting more aggressive during the holiday season and increased competition in 2010, Bloomex knew that they needed to improve the approach to their holiday email efforts. They had an aggressive goal to double holiday revenue from the previous year and to do so with minimal use of promotions in order to maximize ROI. Bloomex had been working with Email Aptitude for the previous 4 months and relied on their expertise and planning to help accomplish this goal.

The Solution
Email Aptitude was already engaged with Bloomex in a full-service capacity; navigating the roll-out and optimization of their email program and providing hands-on management of all efforts. For the holiday challenge, the team at Email Aptitude collaborated with Bloomex on industry specific trends and seasonal product priorities. They then worked to develop the strategic framework for the holidays that focused on behavioral retargeting based on email and site behavior, buyer modalities, and extensive testing.

A/B testing of content and creative was implemented and provided important insight early in the holiday efforts. This data was used to make key adjustments that ultimately helped lead the way to a 132% revenue increase. Elements such as email layouts, image to text ratios, quantity of product images, and ratio & placement of text links played a core role in the testing process.

It was important to leverage this testing to improve the design architecture and content. This, combined with triggers based on subscriber engagement behavior, and the focus on various buyer modalities at different stages of the holiday season, allowed the Bloomex email efforts to depend on strategy and not on promotions.

"With the direction and management from Email Aptitude, we were able to increase holiday sales by 132% with significantly fewer promotions. This helped to improve our brand value with our customers and increase ROI." - Dimitri Lokhonia, President, Bloomex

The Results

• 132% increase in Holiday revenue with 90% fewer promotions
• 70% decrease in turnover via relevant content

---

Download a copy of this case study. Connect with us today for a free consultation on how we can help you better leverage your email marketing. Reach us directly at 909-363-1455 or email us at service@emailaptitude.com.