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As a florist, you do a great job filling a customers order. But once it is delivered, do they never hear from you? If you think sending an email is your best option, think again. Only 20-25% of emails in our industry are never delivered according to Constant Contact and Mail Chimp.
That number corresponds to another fact: 70% of the average florist's customers do not come back the following year. This is according to research published by TeamFloral. You may think you are keeping in touch but if all you do is email, most customers never hear from you again. They are abandoned by their florist.
If a shop’s emails are not getting delivered how else will customers ever hear from their florist?
Consider the following guidelines to get more if your emails delivered.
List Hygiene:
Regularly refine your email list by removing inactive or unsubscribed users. A clean list is fundamental to improving deliverability rates and establishing credibility with email service providers. Also be sure that you get the email list from your website as well as your POS.
Content Relevance:
Craft compelling and relevant content tailored to your target audience. Elevate engagement metrics by providing valuable information, thereby signaling to email service providers the quality and relevance of your messages.
Authentication Protocols:
Implement industry-standard authentication protocols such as DKIM (DomainKeys Identified Mail) and SPF (Sender Policy Framework). These protocols enhance the security of your emails, verifying their legitimacy to ISPs and mitigating the risk of being flagged as spam.
Monitoring and Analysis:
Regularly monitor key metrics like bounce rates, spam complaints, and engagement statistics. Utilize this data to refine your email strategy, addressing any issues promptly and maintaining a proactive stance toward improving deliverability.
By adhering to these strategies, you increase deliverability and retain more of your most precious asset: your customers.
