RedEye client Interflora received the award for ‘best use of email’ at last night’s NMA Effectiveness Awards.

The award recognised the success of Interflora’s email marketing campaign, The Customer Contact Plan; a highly targeted programme using detailed segmentation and triggered emails.

From April 2009 The Customer Contact Plan was put in place by Interflora to improve customer relations, sender reputation and ROI.

The plan included a monthly 4 week communication plan, a disengagement programme, a series of triggered emails based on customer behaviour and improvements to the email subscription process.

Lyn Davies, Head of Consumer Marketing at Interflora said, “We are delighted with the results from last night. As an online retailer email marketing is a very important part of our business and we strive to provide a good service to our customers through our email marketing activity. The Customer Contact Plan, implemented with the help of RedEye, has been very successful and it is a tremendous achievement to have our work recognised within the industry through winning this prestigious award.”

The Customer Contact Plan resulted in an increase in open rates, click through rates, sales and conversion rates. It also helped Interflora improve deliverability resulting in the company becoming whitelisted with AOL.

Matthew Kelleher, Commercial Director at RedEye said, “It is fantastic to be part of the success of this award winning campaign. We are very proud of the work we do with Interflora. The Customer Contact Plan is a great example of how clients can implement an ongoing email marketing strategy to continually improve customer engagement resulting in better deliverability and open rates as well as improving ROI and conversion. Congratulations to everyone involved.”

To read the full case study regarding Interflora’s Customer Contact Plan please visit

Published on: 3:50PM on 25th June 2010