EMAI L MAR K E TI N G
BEST PRACTICES FROM FTD’S EXPERTS • Send marketing emails only to customers or leads that have opted-in. • Make the “From” line your store name or one that is identifiable. • Subject lines should be short and concise enough to pique interest, drive subscribers to open the email and learn more. • Entice users to open your emails by including a pre‑header — a preview section that appears in inboxes. • A clear and compelling call-to-action button (e.g. Shop Now) should be above the fold (within the top 360 pixels). This is the area subscribers first see after opening the message.
Email marketing is a extremely efficient and cost effective way to directly impact your bottom line and grow your business. It is an essential method to drive traffic to your website for holidays as well as stay connected with your customers for everyday orders.
• Test sending your emails in the early morning or late evening to find the optimal time to drive opens and clicks. • Remind past customers of an annual occasion when they purchased flowers from you to drive a repeat purchase for other occasions. • Send your recipients to landing pages that make sense based on your email copy or promotion that provides a seamless transition to making a purchase. • Always include a one-click “unsubscribe” link in every email you send.
99% OF CONSUMERS CHECK THEIR PERSONAL EMAIL EVERY DAY*
• Use a professional service, such as FTD’s Email Marketing program, to save time and drive traffic to your site.
*Source: DMA, 2017
MOTHER’S DAY PLANNING GUIDE
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