Highly segmented email campaigns have increased flower retailer Teleflora.com’s average order value by 4% for sales attributed to targeted email marketing.

Teleflora’s email campaigns have bloomed in the past year.

That’s thanks to what the online-only flower retailer has done with personalization vendor Bluecore Inc. to segment its email campaigns.

Those initiatives will likely pay dividends on Valentine’s Day, which brings in about 10-15% of the retailer’s annual sales. The retailer hopes to “kill it” this Feb. 14 with sales, says Tommy Lamb, Teleflora’s director of customer relationship management and loyalty.

While the first two weeks in February are prime Valentine’s Day shopping days, the week leading up to Valentine’s Day is when Teleflora generates the bulk of its Feb. 14 sales, Lamb says.

“Everybody waits until the last minute to make any purchase for Valentine’s Day,” Lamb says.

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Last year, the retailer launched what it calls a “hidden gem” email campaign in which Bluecore identifies one bouquet that has a high conversion rate but low traffic, to that product detail page. Bluecore also identifies a key customer segment, which it calls an “affinity group,” made up of consumers likely to be interested in that bouquet based on several factors, including previous purchases, items the shopper has had in her cart, site searches and time spent on product pages with certain types of flowers or colors of flowers.

For Valentine’s Day 2017, the vendor identified the Heart & Soul bouquet as a “hidden gem.” The email campaign featuring that bouquet generated two- to four-times as many sales as the other 20-plus email campaigns during Valentine’s Day, Lamb says.

This year, Teleflora plans to send out another “hidden gem campaign,” as well as campaigns with rose bouquets, its “Thinking of You” bouquets and emails to shoppers who have browsed for any Valentine’s Day-related bouquets. These emails will be sent to customer segment groups between 20,000-50,000 consumers, which Lambs says is “highly segmented.” Because the emails are using shopper data, there is a higher liklihood that when a shopper receives an email, she will purchase the featured bouquet.

In addition to these hidden gem campaigns, Teleflora also sends out campaigns based on various shopper segments, such as shoppers with a high lifetime value or discount-sensitive shopper, among others. Teleflora has millions of shoppers in its customer database, Lamb says.

On average, the retailer sends email marketing campaigns to 50,000 consumers to 200,000 consumers, he says. Email sends to larger groups tend to have more general marketing language, instead of featuring one specific bouquet. With the more targeted sends, Teleflora has pulled back on its batch-and-blast promotions, Lamb says.

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Since implementing these segmented email campaigns, marketing email revenue brought in by Bluecore has increased more than 100% over last year, and Teleflora.com’s average order value from email-driven sales has increase by 4%, Lamb says. Plus, email has increased its share of revenue contribution by 20% year over year, Lamb says.