Redesigning Flourish: How small changes can make a big difference
Flourish Wellness runs a successful website that provides information on various medical conditions and creates awareness for their all natural specialty formulas. They also produce a newsletter for all their subscribers to bring a higher visibility to their products and for client retention. Their enzine has a strong readership, but nevertheless some areas needed improvement. The following case study will outline the strategies required to keep the newsletter vibrant and promote better product placement.
Delivery:
Improving delivery is first and foremost: implementing other strategies will prove pointless if the subscribers are not receiving the email. It is imperative that extensive work go into the technical aspect of email delivery. Flourish Wellness was trained on the requirements and application process of all major whitelists such as AOL, Yahoo!, Juno, Netzero and Verizon. Moreover, they were accepted on the Sender Core Certified program (previously known as the Bonded Sender).
Content:
All newsletters should have a goal; it can be to drive website traffic, promote awareness of a product or a combination of both. The Flourish Wellness newsletter, regardless of its organization and clearly defined message and purpose, was not reaching its full potential. The newsletters were lengthy and all pertinent information was included leaving the readers without call for action. Subscribers semi-interested lacked a reason to click, since they already read all the information they needed. Therefore, in order to reach the maximum results, the following aspects were implemented:- Redesign the layout to make the overall newsletter shorter
- Include only the pertinent information, and increase the incentive to click for more information
- Since their newsletter audience is in a higher age bracket, increase the letter size for more easier reading
- Be more creative with subject lines to gain a higher readership curiosity
- Any newsletter promoting their product to emphasize the free gift with purchase
Relationship Building:
Since the Bluerockdove is dedicated solution, Flourish Wellness was now able to reach subscribers with a high delivery rate. Because of this, it was highly important to launch a reminder email campaign. This type of campaign serves as a relationship building tool and reinforces the brand image. The recipients will be reminded of their subscription and will become receptive to all campaigns sent to them thereafter.
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