A Fruitful Email Program Helps Edible Arrangements Grow Engagement and Revenue

For Edible Arrangements, email plays a critical role in driving repeat e-commerce business, but they were facing challenges with an expensive and inefficient email service provider. Ansira helped implement a cost-effective solution and leveraged segmentation and high value offers to help exceed their revenue goals.

CHALLENGE

As the primary channel for creating repeat e-commerce business, email is central to Edible Arrangements’ engagement, loyalty and incremental revenue.

But the company didn’t have an in-house team of email experts, and Edible Arrangements was navigating a legacy contract with an email service provider (ESP) that was not only expensive, but also overloaded with features that weren’t serving the user in an integrated, multichannel way.

175%

Increase in online Mother’s Day orders

45%

Over revenue goals for Mother’s Day

50%+

Technology platform cost savings

“Our email revenue has experienced double-digit growth since partnering with Ansira. We’ve been able to remain nimble and make data-driven decisions.”

— Somia Farid Silber, Vice President, eCommerce at Edible Arrangements

SOLUTION

Edible Arrangements partnered with Ansira to lead, advise and manage their eCRM and email programs. With the help of robust segmentation, the team leveraged high-value, email-exclusive offers for both short- and long-term revenue opportunities.

Ansira also helped Edible Arrangements identify and implement an ESP that supported their business through extensive campaign orchestration, data management and tagging capabilities — cutting their ESP costs in half.

With Valentine’s Day and Mother’s Day right around the corner, Ansira launched an IP warming campaign that helped Edible establish a flawless IP reputation on their new ESP, all while maintaining high campaign volume. And the cherry (or strawberry) on top? Edible Arrangements exceeded its Mother’s Day revenue goals by 45%.