Client story: „Son de Flor“
Son de Flor is an internationally recognised e-commerce store from Lithuania, dedicated to sustainable linen clothing.
“When we started working with NFQ to build our email marketing infrastructure, we knew it was an important step for our business—but we didn’t realize just how transformative the process would be.
As a sustainable, slow-fashion brand, email marketing is more than just a communication tool for us. It’s how we nurture relationships with our community, share the stories behind our timeless linen dresses, and stay connected with like-hearted individuals who value conscious, meaningful choices. In a world dominated by fleeting trends and social media noise, email allows us to create a more intimate, long-term dialogue—one that aligns with our values of sustainability, authenticity, and attention to detail.
NFQ understood this from day one. They didn’t just set up systems and processes—they truly listened, asked the right questions, and helped us build a strategy that reflects the heart of our brand. Their expertise was evident at every step: from crafting automations that feel personal, to structuring our email flows in a way that’s both efficient and engaging. They were informative, patient, and proactive, empowering us with the tools and knowledge to continue the work independently.
What stood out most was their leadership. The NFQ team didn’t just deliver a solution; they led us through the entire journey with clarity and care, making what could have been an overwhelming process feel smooth and exciting.
If you’re a business looking to build or improve your email marketing infrastructure—whether you’re a small brand with big dreams or an established company seeking better performance—I wholeheartedly recommend NFQ. Their technical expertise, human-centered approach, and genuine dedication to their clients’ success are truly remarkable.
Thank you, NFQ, for your incredible work. You haven’t just helped us build an infrastructure; you’ve helped us deepen our connection with the amazing community that makes Son de Flor what it is.”
Key Services Provided:
– Comprehensive email marketing audit and strategic planning
– Subscriber acquisition strategy, implementation, and database management
– Pre-purchase and post-purchase automated workflow strategy and execution
– Redesign of the visual identity for the email marketing channel
– Omnichannel SMS and browser push notification strategy and implementation
– Email marketing consultancy covering technical, strategic, and content-related aspects
– Mentorship and training for dedicated brand email marketing specialists
Seven-Figure Success: Email Marketing Revenue Doubled in the First Year
Our initial interaction with Son de Flor began in 2021 through our marketing student training programmes. Market education is a key focus for our team, yielding both short-term and long-term benefits. This interaction led Son de Flor’s specialists to explore our email marketing audit service.
What initially began as a one-time request evolved into a comprehensive three-year collaboration following further training. We effectively restructured their automated workflows, SMS and browser notification strategies, and subscriber acquisition tactics. Additionally, we facilitated the development of three in-house email marketing specialists.
With every client, we strive to provide maximum strategic value, creating a tailored foundation that aligns with each brand’s objectives and capabilities. Our goal is to establish an email marketing infrastructure that clients can independently sustain and expand.
This Strategic Approach Led to Some of the Following Key Initiatives:
– The implementation of a post-purchase survey on the checkout page provided insights into the typical timeframe within which Son de Flor customers complete their first purchase after discovering the brand. These insights informed remarketing efforts across various channels and contributed to the optimisation of onboarding email automation and newsletter frequency.
– The integration of a survey within the abandoned cart automation identified key factors deterring customers from completing their purchases. This data was instrumental in refining Son de Flor’s e-commerce platform and business strategies. Additionally, a personalised email within this automation generated additional orders, outperforming some other solutions within the series.
– A 20-question newsletter campaign survey targeting previous buyers generated a response rate of over 20%. The survey explored shopping habits, interests, values, and overall satisfaction with the Son de Flor brand and products. The results provided valuable demographic insights, enabling a more data-driven approach to refining all marketing channels.
Email marketing for Son de Flor and other brands extends beyond sales. It functions as an integrated ecosystem that enhances audience understanding and drives business growth based on real data insights rather than theoretical assumptions.
Noteworthy Results and Insights:
– A collaboratively designed Birthday scenario, adapted monthly, generates an impressive 5–10% sales conversion rate. Tailored to different global regions, it consists of email and SMS campaigns along with automated workflows. Fans of the brand frequently mention this campaign in their self-managed Son de Flor Facebook group. Additionally, the Birthday greeting strategy for Son de Flor serves as an effective tool for attracting high-quality subscribers, enabling more precise segmentation.
– An analysis conducted during a flash sale confirmed the hypothesis that brands focusing on community-building and brand identity should not limit their efforts to newly acquired subscribers only. Approximately 15% of first-time flash sale buyers completed their purchase 1–3 years after initially signing up for the newsletter, reinforcing the importance of long-term engagement strategies.