An email newsletter is one of the best ways for a small floral shop to build relationships with customers and promote their business. However, it’s not as simple as sending random emails every week. You need a strategy. And that’s what this post is all about- coming up with a thoughtful email newsletter strategy that will work for your floral business. The key is making each email meaningful for the recipient.
Start With the Recipient
When designing your newsletter strategy, always start by considering what the reader wants and needs. They didn’t ask to hear from your shop every week- so each email has to respect their time.
Ask yourself- what relevant and helpful information could you provide customers on a regular basis? Ideas like seasonal plants, do-it-yourself projects, bouquet care tips, and new product launches are always appreciated.
You also want content that gives customers a reason to look forward to your emails and not view them as self-promotional spam. Offering useful tips shows you value the relationship, not just the sale.
Choose a Frequency
Most experts recommend emailing no more than once a week, ideally on the same day and time. This helps customers anticipate and recognize your emails. Sending multiple times per week often gets you marked as spam.
For a florist, once a week is usually sufficient. You’ll have plenty of seasonal content to share over the course of a month or year. Customers will still see your message without feeling bombarded.
Start with a schedule you can reliably maintain, like every Thursday at 10 a.m. Sticking to a predictable cadence builds trust that each email will have genuine value.
Write For Scanning
Most people skim emails rather than read them word-for-word. So make information easy to find at a glance. Use catchy headlines, bullet points, and images to highlight key details.
Break up blocks of text with generous whitespace. Keep paragraphs short. The goal is for critical facts, specials, or recommendations to jump off the page immediately. Readers should get value from your content in 30 seconds or less.
Write informally, as if speaking with a friend. Use a conversational, helpful tone over stuffy business jargon. Readers will appreciate your human touch.
Lead With What’s In It For Them
Give customers a reason to open your emails by making the subject line helpful and engaging. Phrases like “Beat the Summer Heat” or “Last Chance: End of Season Sale” spark interest.
The preview text visible in email boxes should also promise motivation for clicking. Share a snippet of your tip, project, or hot deal of the week. Whet appetites before recipients even open the message.
Once inside, your lead paragraph should continue the promise of value upfront. Then flesh out details over the following sections at a relaxing pace the reader controls.
Include a Useful Offer
People appreciate exclusivity and being part of an “in the know” group. So include offers only available to newsletter subscribers.
Perhaps 10-20% off when they mention seeing the deal in your email. Or early access to a new seasonal item before it hits stores. Exclusive coupons are also compelling when they feel like a little gift readers get just for paying attention.
Don’t make every email an overt sales pitch. But regularly giving your list a tangible thank you like a seasonal promotion ensures they feel appreciated for their time.
Grow With Seasons and Events
Plants, holidays, and local festivals provide great inspiration for relevant seasonal content. Share floral care advice for spring bulbs as they bloom or autumn mums before the first frost.
Highlight arrangement ideas and plants popular for weddings, Mother’s Day, or other commemorative dates on the calendar. Tie your creations and expertise to what customers themselves may be celebrating.
Seasonal tips keep your content fresh over the long run. While also deepening the connection between your store and memorable moments in people’s lives. Customers will remember you when gift-giving occasions arise.
Engage With Questions
Rather than one-way broadcasts, build engagement with your subscribers over time. Pose poll questions to gather opinions on new product ideas. Run simple contests with a flower bulb bouquet or decorative pot as the prize.
Prompt two-way communication by occasionally asking readers for their favorite DIY project or care tip to share. Give publishing credit and help fellow plant lovers too.
Interacting helps you learn preferences and challenges. While also letting subscribers feel invested in the conversation and community and not just passive sales targets.
Call To Action
Always circle back to how readers can directly experience what you’re talking about. At a minimum, promote your store location and contact details.
But also reiterate seasonal promotions and stock so customers remember to visit soon. A pop of color on their front step may lift their day as described in your email.
For delivery customers, remind them your staff can bring petunias or an arrangement for mom right to their door with one call or order. Make it seamless to connect what interests them with real flowers in real life!
A thoughtful email newsletter strategy keeps your floral business top of mind all year between visits. Customers appreciate consistent value, seasonal expertise, and a welcome conversation however brief each week. Most of all, focus first on their needs and interests, not self-promotion alone.
To provide an even more personalized customer experience, consider using the Hana Florist POS system. With us, your shop staff can easily place online orders, manage deliveries and rewards programs, and run targeted email campaigns to make each customer feel special. Contact us today to set up a demo of the Hana Florist POS system and see how it can enhance your operations and customer service.