Email marketing remains the top marketing channel for customer engagement*. It has the potential to drive significant sales, enhance customer interaction, build your brand identity, and much more.
Our advice; don’t think twice about investing in email marketing.
Almost everyone with internet access (at home, work or on the move) will have an active email address they check regularly throughout the day and over 50% say that they have made a purchase as a result of an email in the last year*.
On average our garden centre client email data tells us that over 50% of recipients open their email on a mobile device. How many times do you check your phone a day (a lot!); so there is no better place for you to focus your campaigns than directly into the consumers’ hands!
There are so many options of media and advertising, but how many actually get you straight into the eyes of your customers on the move?
"On average our clients enjoy a 53% open rate of their email newsletters we send which we consider a great result; but to be a true success we also want engagement once opened by the customer to be through the roof so our data mining can begin! "
We can monitor this by carefully assessing the email data to evaluate:
How many customers opened more than once
Which customers clicked on one or more links
What percentage of customers clicked through to links in lower sections of the email
Volume of customers who went onto the online shop or other navigation areas
For garden centre retailers, it is often difficult to segment garden retail customers as the products/departments at the garden centre are appealing across a broad range. So for our clients we opt for creating emails that display clearly and load quickly with easy to click links so they work on all devices effortlessly. And inspire customers with lots of colour and vibrant images with the right blend of content to capture the imaginations and interest of the customer across the spectrum of gardening products, including the restaurant and events when reopened again.
Ultimately by having click throughs positioned throughout the email newsletter (via know how’s, online shopping links, top tips, latest products) we have access to understand more of the customer journey and engagement so we can keep getting customer communications more relevant and compelling, continuously and seamlessly.
Spring’s client email newsletters will:
Generate better results than industry benchmarks
Help customer engagement and retention
Inspire customers to take action
Improve brand awareness and advocacy
Connect with customers through personalisation and content
Drive traffic to websites, online shops and loyalty Apps
Integrate with other marketing channels seamlessly
Cost less than other communication platforms
Provides invaluable customer insights
Allows reactive, quick turnaround marketing communications – whatever the weather!
Talk to us. We have been growing outstanding ideas for garden centres since 2005!
*Marigold 2024 Global Consumer Trends Index