Who is Floret?
Floret started as a small micro-sized flower farm in Skagit Valley Washington. It was started by Erin Benzakein and for many years it was her and her family cultivating on a very tiny plot of land in their backyard. Along the way, she started blogging about her experiences and the trials and tribulations of growing flowers. She developed a loyal following of blog readers and with her early adoption of Instagram, she built an online audience of flower fans.
As demand for her flowers grew she was unable to expand the land in which she was growing so she started teaching others how to grow flowers. She was the first and only organic certified organic flower grower in Washington at that time. She started offering small in-person gatherings at her farm as workshops which sold out immediately. The demand was just as great and a few years ago Erin converted all of her teaching into a digital online learning format. Now people all over the world are being taught how to grow flowers on a small scale.
Floret offers specialty flower seeds, including many uncommon varieties that you don’t typically find at garden stores. In addition to operating a 24-acre farm, Floret offers a 6-week online course and also runs an E-commerce business selling seeds and other garden supplies.
Erin is also the author of Cut Flower Garden that came out in 2017 and her most recent book that came out in February, A Year in Flowers made the New York Times bestseller list. Most recently Floret announced a partnership with the Magnolia network for a documentary series.
What was the problem?
Prior to switching over to ActiveCampaign, Floret was using MailChimp. It was great for starting off but as Floret grew so did their needs. They particularly wanted to start to get into the ecourses and online learning. With the addition of needing more robust segmentation of their audiences and more detailed, complicated, and complex series of emails and automations. To do these exact same things in MailChimp was difficult and cumbersome. With MailChimp the Floret team was sending out one monthly email newsletter, and now they are sending hundreds of emails with ActiveCampaign. In the end, the ease of use of ActiveCampaign for a one-person team helped Floret decide to make the change.
The CXA Solution
The success of Floret has helped generate a fair amount of their leads organically. The success of Erin’s book and the announcement of a documentary series on the new Magnolia network has led to this increase in organic growth. However, Floret has opt-in forms sprinkled throughout the site to capture emails from visitors. Their email list growth is mainly from promoting their workshops. Floret offers little mini-courses, downloadable eBooks, and PDFs as a lead magnet, and then nurtures these customers to take them from casually interested in flowers and gardening to super fandom! Additionally, leads are captured through forms that are sprinkled throughout the website.
A few years ago the team double down on their content and created a number of very detailed growing guides and online resources as indirect sales emails. The team really wanted these to help their customers have success in growing flowers. Launching their seed line they noticed a weekly cadence of emails and communications with customers would be important. Now what happens is January through the end of April the bulk of emails that are being sent focus on resources for customers. The email gives customers a high level and there is a call to action to go to the site to learn more. The resource on the website is then more in-depth info on growing the best varieties and those varieties are linked to their online shop where seeds are sold. With the seamless integration between Shopify and ActiveCampaign, the Floret team can easily segment their customers by their purchases, from the type of seeds, flowers, or even online courses. For example, the team had to recently email every customer that pre-ordered Erin’s new book Flower Garden because the shipment was delayed. Without the integration, the team would have had to manually export the list then import it. In addition to that, the integration will help the team in the future to tailor emails to specific customers that buy a specific product, from the type of seed, bulb, flower, etc.
During the Fall, the email cadence is a little different. This is when emails are focused on the registration for online workshops. Because it’s a premium product and a high ticket item, the team targets customers who have signed up for the mini-course. This is important to Floret as they don’t want their customers who paid for a premium product to worry about where to go or how to access their course.
Floret has different types of customers and for them making sure those customers receive relevant information is super important. Someone who is interested in buying a $4 packet of seeds is not always the same person that is interested in buying a $2,000 course. When a customer signs up for a free mini-course, they are then entered into a funnel that gets emails to register and ultimately purchase a course. Workshop students and alumni are also subgroups of this segment that receive special emails. Students receive notifications through email when a certain module is available. The ability to segment the students who paid for the course is key as this is content that is paid for, so the Floret team wants to make sure that only they get it.