SUBSCRIBE TO THIS FEEDCultivating right e-mail formula grows sales at GreenwoodNursery.com
By reworking its e-mail marketing strategy with a cleaner list of addresses, better frequency and timing, and the right mix of instructional and sales information, Greenwood Nursery has grown online sales by 200% or more on the day after it sends e-mail, owner Steven Jones says.
"Once we started doing our regular e-mail campaign on Thursday evenings, on Fridays we do 200-300% more in sales on our e-commerce site," Jones tells Internet Retailer. Sales continue to rise on Saturday and again on Monday, he adds.
Greenwood Nursery, based in McMinnville, TN, opened for business about 30 years ago and launched its e-commerce site, GreenwoodNursery.com, early in this decade. Although it doesn't report financial numbers, sales have been growing at about 15% per year.
Until it switched its e-mail marketing to a program managed with e-mail services provider SubscriberMail, however, it was experiencing poor response from e-mail promotions, Jones says. "We had a small program with our site hoster, but weren't getting much response. We checked and found out many customers weren't getting our e-mail."
With SubscriberMail, Greenwood has since cleaned up its e-mail list to rid outdated or inaccurate addresses. It has also experimented with timing and frequency of mailings, settling on about three or four per month to each customer on its e-mail list.
View the full article at InternetRetailer.com
"Once we started doing our regular e-mail campaign on Thursday evenings, on Fridays we do 200-300% more in sales on our e-commerce site," Jones tells Internet Retailer. Sales continue to rise on Saturday and again on Monday, he adds.
Greenwood Nursery, based in McMinnville, TN, opened for business about 30 years ago and launched its e-commerce site, GreenwoodNursery.com, early in this decade. Although it doesn't report financial numbers, sales have been growing at about 15% per year.
Until it switched its e-mail marketing to a program managed with e-mail services provider SubscriberMail, however, it was experiencing poor response from e-mail promotions, Jones says. "We had a small program with our site hoster, but weren't getting much response. We checked and found out many customers weren't getting our e-mail."
With SubscriberMail, Greenwood has since cleaned up its e-mail list to rid outdated or inaccurate addresses. It has also experimented with timing and frequency of mailings, settling on about three or four per month to each customer on its e-mail list.
View the full article at InternetRetailer.com