NetFlorist Case study

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Download PDF Here
About NetFlorist

NetFlorist is South Africa’s largest floral and gifting service. The household name includes NetGifts, NetJewel and NetPerfume.
NetFlorist is a much loved brand that allows its clients to keep track of orders, reminders and promotional offers with a variety of payment methods.
NetFlorist prides itself on being the go-to brand for sending a wide range of bouquets, gifts, perfumes and jewellery, locally and internationally.

The Challenge

NetFlorist uses email communications to send promotional email campaigns to subscribers as well as leverage off event days like Valentine’s and Mother’s Day. On event days, NetFlorist receives up to 18 000 transactions on their website in the form of orders.
Their email sending frequency is one mailer a week for standard promotions and twice a week for days leading up to an event. Their campaigns are heavily time-based. After 12pm, no more mailers are sent so as to accommodate same day delivery.
When considering a new software provider, NetFlorist needed to decide between using an internal system (self-built system) or Everlytic to power their digital communications.

The factors which they had to take into consideration included:

  • Which system generated the most revenue
  • The sending speed for time-based campaigns
  • Reporting features available
The Solution

In order to determine which solution would work best, NetFlorist conducted a test and sent campaigns to half their database using Everlytic and the other half using their own internal system. Each campaign was sent simultaneously to a randomly selected base of subscribers.
The campaign tested a number of outcomes including sending speed, deliverability, reporting and revenue generated by both systems. Google Analytics was used for a real-time overview of transactions on the e-commerce website to measure conversion rates and revenue generated by email campaigns.

The Results

Overall, Everlytic delivered better results than NetFlorist’s internal system. Everlytic helped generate 7.7% more revenue for NetFlorist across all four campaign tests. Everlytic also delivered better campaign reporting in the form of delivery, bounce rate and unsubscribe reporting, none of which NetFlorist previously had access to when sending from the internal system. NetFlorist’s internal system is still used for order tracking.

Total Opens Total Visits to Google Total Revenue Total Transactions
NetFlorist Internal   77 360 9 558 197 537.5 629
Everlytic 105 307 9 772 212 821.17 690
Difference   27 947    214   15 283.67    61
Percentage %       36%   2.2%            7.7% 9.7%
NetFlorist Benefits

Everlytic’s reporting suite enabled NetFlorist to better track, analyse and understand campaign results, providing insight into how best to optimise their newsletters.
With Everlytic’s Heat Map functionality, NetFlorist reported subscribers clicking well below the fold all the way down to the email footer. With this knowledge, they approached advertisers with additional advertising space with evidence showing that subscribers were reading all the way to the bottom of email campaigns and not just above the fold.

NetFlorist was motivated to use Everlytic due to its reporting features and revenue results. Everlytic’s automated bounce reporting was used by NetFlorist to cross reference results and update subscriber information in their CRM.

Sending speed was a huge convenience factor. The NetFlorist team only had to concern themselves with clicking send. Everlytic’s servers would ensure perfectly timed campaign deliveries.
‘’Platform reporting showed us what our subscribers use to access their emails and because we could see how many users access their mailers via mobile devices, Everlytic’s reporting particularly impacted the launch of the NetFlorist e-commerce mobi site,’’ explains Thalissa Theeruth, NetFlorist’s Marketing Manager.

Since commissioning the tests and switching over to Everlytic, NetFlorist finds added value in being able to track the base growth of subscribers and use Everlytic’s link click reports to see which calls-to-action are most effective. NetFlorist adds links throughout the email body and in the footer to establish whether people are scanning the entire email or only looking above the fold.
NetFlorist also uses Everlytic’s geographic segmentation to serve international clientele with emails at a time they are most likely to open it.
‘’The impact of email campaigns are often felt by NetFlorist’s call centre. Calls-to-action in email campaigns are used to stimulate orders and call centre volumes definitely increase,’’ says Theeruth.

What is Next for NetFlorist?

NetFlorist is looking to get involved with CRM (Customer Relationship Management) based integration and Everlytic’s API (Application Program Interface) to automatically update subscriber information in their CRM. This will allow NetFlorist to have automatic updates to subscriber information in their CRM and allow for easy integrations.

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