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Boosting email engagement with interactivity at Greetz

Jan 22, 2024

Greetz, recognised as the ultimate in ‘attentive service,’ boasts a diverse range of products, including flowers, balloons, chocolate, and wine. With over 2 million customers, a Net Promoter Score (NPS) of 52, and a strong brand presence, Greetz has evolved into the go-to online platform for personalized surprises. Annually, Greetz dispatches 7.1 million products, with a substantial 80% of orders coming from female customers.

The challenge

Seeking to stay ahead in email communication and aiming to engage and inspire their customers with rich content in a single email, Greetz collaborated with Deployteq to develop a new email template. The design prioritised a ‘mobile-first’ approach, recognising that the majority of Greetz recipients accessed their emails on mobile devices. Mobile engagement was identified as a key growth pillar for Greetz.

Our solution

Collaborating closely, Greetz and Deployteq explored innovative elements to incorporate into Greetz mailings. The new email template now features interactive elements such as video, Image Gallery Thumbnail, Image Gallery Slider, Background Image, and Greetz fonts. Recognising that not all recipients open emails on mobile, Greetz ensures a seamless experience with a robust fallback in every mailing. The entire template revamping process took four months and underwent extensive testing to ensure compatibility across all devices.

 

The results

  • Time savings: The new template resulted in time efficiency for designers and email marketers.
  • Enhanced customer experience: The interactive elements contributed to an improved email experience for the customer.
  • Top 10 email client visibility: The mailings gained good visibility in the top 10 email clients.
  • Increased performance metrics: Greetz experienced a rise in open rates, click-through rates, and conversion rates.
  • Improved KPI performance: The introduction of interactive elements led to enhanced Key Performance Indicator (KPI) performance.
  • Diverse product display options: The new template allowed for showcasing a broader assortment in a concise email format.

The interactive elements in our email template provide us with the opportunity to showcase much more content without making the email excessively long. Additionally, we surprise the recipient, and we observe a significant increase in clicks within the email.

Johan Veenema

Ex-CRM Marketer, Greetz

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