Case Study: Interflora achieves improved sender reputation and higher sales with RedEye

Interflora - Customer Case Study

Interflora, an online florist, faced declining email effectiveness after using email marketing as a short‑term volume tactic that led to blacklisting by AOL and being marked as spam. Interflora engaged RedEye to rebuild its sender reputation, improve customer relations and boost sales through a more sustainable email program.

RedEye restructured Interflora’s email database and implemented a highly segmented, targeted email strategy including an April 2009 customer contact plan with a 4‑week monthly cadence, triggered emails, a new subscription process and a disengagement programme to keep the list clean and set subscriber expectations. As a result, RedEye helped Interflora increase open rates, click‑through rates, sales and conversion rates year‑on‑year and achieve white list status from AOL.

Interflora