Wyevale Garden Centres' website click-through rate has risen from 1.7 per cent to 8.8 per cent this year and now records an above industry-average performance. Wyevale used Lyris ListManager to focus on improved design, content, testing, messaging and emails focused on content geared towards the interests of each recipient. Head of e-commerce Alex Palmer said: "Lyris ListManager and the strategic advice Lyris provides on an ongoing basis has enabled us to identify and respond to the specific interests and preferences of each of our email subscribers."
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High environmental standards, community work and support for local suppliers are all lessons for the wider garden retail industry, Matthew Appleby discovers.
Garden retailers are under pressure to use less plastic as the Government's new 25-year environment plan seeks to introduce a wave of measures to reduce pollution.
The Government has made strong statements on peat reduction in its new 25-year environment plan, published in January.
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