Following a full restructure of Interflora’s email marketing database, Interflora continued to work with RedEye to develop a highly segmented and targeted email marketing strategy.
In April 2009, the customer contact plan was introduced incorporating a monthly 4 week email communication plan, a series of triggered emails, a new email subscription process and a disengagement programme. All email campaigns were segmented to be relevant and timely to each individual subscriber. To ensure Interflora’s email database was kept clean a new email subscription process was set up, along with a disengagement programme. The new email subscription process advised registrants of any benefits in signing up for the Interflora newsletter, set up expectations to the volume of emails the subscriber would receive and gave the subscriber the option of choosing preferences on what they would like to receive information on.
The disengagement programme gave disengaged users the option to unsubscribe from mailings or change their preference details. Any users still disengaging were removed from the mailing list. Both these strategies helped to keep Interflora’s email database clean, helping to improve the company’s reputation as an email sender.