21 April 2024
Ramadan marketing without the clichés
Crescent moons and gold filigree everywhere. The lazy version of Ramadan marketing is so saturated that customers have learned to ignore it. Three things shops we work with do differently — and what their open and conversion rates look like.
What every shop does
Send a "Ramadan Kareem" email on Day 1 with a beige-and-gold header. Repeat for Eid. Post a crescent on Instagram. Get back to work.
Open rates: ~28% (industry average). Conversion: <1%.
What three of our shops did differently in Ramadan 2024
Shop A sent a single email on Day 14 — the half-way point. Subject: "Iftar this Friday — should we sort the flowers?" Body was four lines, no images. Open rate: 51%. Conversion to a same-week delivery: 6.4%.
Shop B launched a "Ramadan Kareem subscription" on Day 1 — eight weekly arrangements designed for the iftar table, paid up front at a 12% discount vs piecemeal. They sold 28 subscriptions in the first three days.
Shop C did a behind-the-scenes blog series — "What we're sending to hotel iftars this year." Each post was a single arrangement, photographed, with the stem list and the price. They saw 4× the normal blog traffic and a 2% conversion direct from blog post to product page.
The pattern
Specific beats generic. Limited beats unlimited. Technical detail (stem lists, pickup times, delivery windows) beats vague "celebration" copy. The customer is sophisticated and your competitors are lazy. Be specific.