A MAGNET MONSTER CASE STUDY
French Florist
French Florist Email Marketing Case Study
French Florist Email Marketing Case Study
PROJECT OVERVIEW
Over a 4-month period, the ConversionAdvocates and Magnet Monster teams have worked consistently to share cross-channel insights to maximise conversions for French Florist.
We were originally introduced to the client through the ConversionAdvocates team, and by leveraging their research and ongoing website experimentation, we were able to apply winning strategies directly to our email marketing program to supercharge revenue.
While the project remains ongoing and a work in progress, the below represents what both team’s consider to be the future of agency collaboration: harmonized efforts from channel specialists, working in the business’s best interests for maximum ROI.
PROJECT OVERVIEW
Over a 4-month period, the ConversionAdvocates and Magnet Monster teams have worked consistently to share cross-channel insights to maximise conversions for French Florist.
We were originally introduced to the client through the ConversionAdvocates team, and by leveraging their research and ongoing website experimentation, we were able to apply winning strategies directly to our email marketing program to supercharge revenue.
While the project remains ongoing and a work in progress, the below represents what both team’s consider to be the future of agency collaboration: harmonized efforts from channel specialists, working in the business’s best interests for maximum ROI.
"The CRO team at Conversion Advocates and the Retention team at Magnet Monster are both rare companies to find; their teams compete on another level of magnitude in both effectiveness & service. Combined their teams become something that is more valuable to a company than a handful of emeralds. We’re proud to be working with both of these teams, who are raising the bar for their industry.”
Winning Strategy 1: Validating most customers are buying gifts
The ConversionAdvocates team found that through emphasising gift giving in the value proposition in the hero section of the website led to a 15.13% increase in transactions and 21.17% increase in revenue on mobile.
How it was applied to email: personalising the Welcome Flow
Magnet Monster took ConversionAdvocates insights and rebuilt a peronalised welcome flow with zero-party data for gift buyers VS non-buyers, tailoring copy and imagery around the research.
In February 2023, the rebuild drove an additional $17,000 in revenue compared to the previous year with an almost identical volume of recipients entering the flow, with a significant increase in both conversions and Average Order Value.
Winning Strategy 2: changing verbiage from “Favorite Choices” to “Best Seller”
Copy is powerful, and this experiment proves it. A subtle change in language from the ConversionAdvocates team resulted in an 6.12% increase in transactions and 6.03% boost in revenue.
How it was applied to email: email designs and CTAs amended
Since implementing this tweak in verbiage to campaign designs (specifically the hero section CTA), we are consistently seeing click through rates improve when sending to the same segments MoM and increased revenue per recipient MoM through directing customers to the bestsellers page.
Winning Strategy 3: Prioritising images over heavy copy
ConversionAdvocates have consistently found through experimentation that imagery has been a key driver of conversions due to it being such an emotional and visual shopping process for customers.
Emphasising a “fuller” more professionally crafted arrangement in the hero image led to a massive 21.8% increase in transactions and 22.66% increase in revenue.
How it was applied to email: making emails more visual-focused
We have acted upon these insights and prioritised more vibrant imagery across the hero section and dynamic product blocks within designs. This has consistently led to an increase in click rates when conducting heat map analysis and campaigns that have focused more explicitly on these products have driven a higher AOV and increased amount of revenue.
Valentine’s Day 2023 Success
Before we round things out, a major win for both teams was leveraging all the research and historical data to build a powerhouse 2023 Valentine’s Day campaign strategy for French Florist.
We generated $26,067.35 additional revenue from email campaigns, using a reduced attribution window (3 days from 5 days) and focusing on clicks, with the same volume of recipients being emailed compared to the previous year - a massive improvement in overall performance!
Cover FX
The CoverFX project was one of the most fun and impactful we’ve had the privilege to work on at Magnet Monster, spanning email, SMS and collecting qualitative research to further enhance their business.
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