Organic Bouquet Inc., a pure-play online retailer specializing in organically grown flowers, generated a 53% open rate for marketing e-mails over the Thanksgiving Weekend, up from about 30% a year ago, vice president Claudio Miranda tells InternetRetailer.com.
“Across the board, our e-mail performance is well above industry average of 30-35%,” Miranda says. Organic Bouquet, whose web site is OrganicBouquet.com, uses a Responsys e-mail management system combined with web analytics tools to judge the effectiveness of its e-mails across multiple metrics, including open-to-purchase conversion rates, sales by number of delivered e-mails and average order value. The retailer uses a combination of in-house and DeepMetrix Corp. web analytics tools.
“This helps me understand the effectiveness of how I structure the layout, graphics, messaging, offers, content, etc.,” Miranda says. “I then assess results on a per-campaign basis and use the data to refine my future campaigns.”
Organic Bouquet, which launched in 2001, has worked with flower growers and the U.S. Department of Agriculture to expand the organic certification of large-scale flower growers to support a national market for organic flowers. Certification shows that flowers are grown with organic methods without harmful chemicals.
The retailer expects sales this year to grow by more than 200% over last year, to more than $2.5 million, Miranda says.
Organic Bouquet also maintains marketing alliances with several major organizations that promote goals such as social justice, environmental protection and health care, including Amnesty International, the American Humane Association and the international health care support organization Project Hope.