Phillip W Edgar

The Client: Miami Fruit is dedicated to providing the highest quality tropical fruit to people all over the United States. miamifruit.org The Business Challenge: Miami Fruit needed to get a boost in orders for their crop if ripe fruits for the summer season. Usually a high revenue season, they needed to reach as many people in their target audience as possible, especially those already showing an interest in their products. The team recognized that consumer reluctance to commit to buying their fruit was coming from the higher price point compared to what they see at their local grocery store. They also knew that after consumers experienced their superior fruit, they would come back for more. How could they bridge the gap between interest and a purchase decision to lock in repeat buyers? The Solution: Collaborating with the Miami Fruit team, I built an email marketing series that first targeted the "low hanging fruit" on their email list. The series focused around four key emails that would move the consumer through the sales funnel to a buy decision. Post-sale the funnel would move them into an on-going nurture campaign. I made sure that the email "from" address was personable, using an employee first name, and that the subject line was snappy and compelling. The body copy focused on connecting the consumers with the tastes and feelings of summer, keeping a fun tone consistent with the Miami Fruit brand and also highlighting their focus on connecting with people through nature. The email series was designed to highlight a free shipping promotional offer that aimed to reduce the barrier to entry for interested consumers to make the jump to purchasing. The Copy (excerpt from Email Series): From Address:- Subject Line: FREE Shipping On Your Next Order. Email Body Copy: Hello _________, Are you craving the sweet, refreshing, and delicious taste of fresh summer pineapples, coconuts, or pink guavas? Our garden and local farm partners have produced wonderfully abundant fruit this season, and our team is standing by to ship your carefully packed orders. We want to help you celebrate summer with a big burst of flavor to start a healthy habit. Research has shown that people who eat quality fruit and vegetables as part of a healthy diet are less likely to suffer from chronic diseases, such as heart disease and cancer. Our fruits deliver plenty of disease-fighting antioxidants, vitamins, and minerals for healthy energy and well-being. Flaming red dragon fruits are a favorite from last season, or try something new and exotic for a fresh new taste, like our Sapodillas. A favorite among BBQ cooks, our huge Jackfruits are the ultimate healthy addition to any summer BBQ menu and a tasty replacement for meat in your dishes. We love the refreshing taste of our Caribbean Papayas, which are amazing topped with hemp seeds or in a breakfast smoothie. Whatever fruity favorite your craving, enjoy FREE delivery on your next shipment. So don't miss out, order NOW! Use code: SHIPFREE19 at checkout.