Email marketing can be an incredibly powerful tool for florists to attract new customers, retain existing ones, and increase sales. With over 4 billion daily email users worldwide, email remains one of the most popular and effective digital marketing channels. However, the key to successful email marketing for any business, including florists, is to have a strategic approach.
The Importance of Email Marketing for Florists
First and foremost, it’s important to understand why email marketing is so crucial for florists specifically. Unlike other retail industries, the floral business is inherently seasonal. Valentine’s Day, Mother’s Day, weddings in the summer, etc. These times of year bring big spikes in sales, while other seasons can be slower. Email marketing helps florists stay top of mind during their “off seasons” and keeps customers engaged year-round.
Additionally, flowers are a highly emotional purchase tied to special occasions and sentimental gifting. Email helps florists establish themselves as reliable partners for these important moments in their customers’ lives. Whether it’s reminding a husband to get flowers for an anniversary or promoting Mother’s Day arrangements, email keeps florists relevant in the minds of their target audience.
Most importantly, most flower orders are fulfilled online or over the phone. Email acts as a digital storefront of sorts to showcase products and promotions. It also facilitates convenient reordering with minimal effort on the customer’s part.
Segment Your Email Lists
Now that we’ve established the immense value of email marketing, let’s explore some best practices florists should implement for their email strategy. The first critical step is list segmentation.
With list segmentation, florists divide their email subscriber base into separate lists based on various attributes like demographics, interests, purchase history, etc. This allows florists to send targeted, hyper-relevant emails to each segment instead of just blasting the same message to everyone.
For instance, a florist may have the following lists:
- Loyalty Members: Customers enrolled in your loyalty rewards program
- Big Spenders: Customers who routinely spend over $100 per order
- Holiday Shoppers: Those who ordered for Valentine’s Day, Mother’s Day, etc.
- Cart Abandoners: People who left items in their cart without finishing checkout
- New Subscribers: Brand new contacts who just signed up for emails
Segmenting lists in this manner makes it easy to tailor email content and promotions based on subscriber behavior. Big spenders may receive exclusive VIP offers, while cart abandoners get reminded to complete their purchases.
Establish an Email Calendar
The floristry trade is nothing if not calendar-driven. Valentine’s Day, Mother’s Day, Secretary’s Day, graduation season, wedding season – the list goes on and on. That’s why it’s crucial for florists to have a robust email marketing calendar.
A detailed calendar will outline all of your email campaigns for the year and align them with major floral holidays, events, and occasions. This enables you to plan relevant promos, special discounts, reminders, new product announcements, and other emails to coordinate with peak floral demand.
For example, in the weeks leading up to Valentine’s Day, a florist may schedule a series of emails like:
- Early February: Valentine’s Day gift guide and lookbook
- 1 week before: Last-minute Valentine’s Day arrangements
- 3 days before: 15% off all Valentine’s orders over $75
- Day before: Final reminder email for Valentine’s Day
Having your entire February – or even your entire year – planned out eliminates guesswork and ensures you’re marketing to customers at just the right moments.
Craft Segment-Specific Messages
As emphasized earlier, copywriting and messaging are just as important as timing when it comes to email marketing. Thanks to list segmentation, florists can now craft emails tailored to different subscriber groups.
Some best practices include:
- Demographics: Age, gender, location, occupation, etc. Shape messaging around interests and preferences of different demographic groups. Ex. Working women may appreciate convenience-oriented promos for easy flower gifting.
- Occasions: Customize emails with occasion-specific offerings and verbiage. Ex. “Celebrate Teacher Appreciation Week”, “Summertime Wedding Florals”, “Birthday Brights Bouquet Special”.
- Purchase History: If you have access to customer order data, leverage it. Remind them of favorite products purchased, offer related add-ons, or incentivize increased order values.
- Interests: Craft content around subscribers’ floral preferences – rose lovers, orchid enthusiasts, gardeners, and so on.
- Engagement: Offer exclusive deals to highly engaged subscribers first. VIP access makes them feel valued.
- Inactivity: Win back dormant subscribers with “We Miss You” and “Come Back” offers.
In today’s crowded inboxes, subscribers expect ultra-relevant, hyper-personalized emails. Segmentation and tailored messaging are the keys to cutting through the noise.
Optimize Email for All Devices
Here’s an eye-opening stat: In 2022, over 60% of emails were opened on mobile devices. And that number is growing fast.
What does this mean for florists? Every email must be optimized for seamless viewing on smartphones and tablets. This starts with responsive design – email templates that automatically adjust layouts based on screen size.
Images also require special attention. Ensure images are resized appropriately without losing quality. Mobile-optimized horizontal images tend to perform best, as do bold, simple graphics as opposed to intricate details.
Written content should also be adapted for mobile. Use concise copy and avoid lengthy paragraphs. Hyperlink important CTAs for easy tapping. And make buttons finger-friendly!
Testing emails rigorously on mobile preview modes is key. The subscriber experience should feel flawless on both desktop and mobile. A few tweaks can dramatically boost results.
Automate for conversions
The most sophisticated florists use email marketing automation to turn subscribers into lifelong customers. Here are some common examples:
- Welcome emails: Welcome new subscribers instantly with a personalized hello. Provide an incentive to make their first purchase.
- Browse abandonment: Recover lost sales by emailing customers who recently browsed products but didn’t buy.
- Post-purchase follow-ups: Say thanks, offer quick support, and invite recipients to reorder or write a review.
- Cart abandonment: Remind people who left items in their cart to complete the purchase. Offer a discount or free shipping to nudge them along.
- Loyalty rewards: Automate installment of reward points, discounts, or free gifts when purchase thresholds are met.
- Reviews: Upon completing an order, ask customers to leave a review on your website or platforms like Yelp. This helps build social proof.
- Holiday recurring: Schedule Valentine’s Day, Mother’s Day, and other holiday promos to automatically deploy each year.
- Win-back campaigns: Send “We Want You Back” offers to re-engage dormant contacts who haven’t purchased in several months.
Set up these time-saving automations, and email can work behind the scenes to turn subscribers into repeat flower buyers.
As we’ve discovered, email marketing is the lifeblood of every modern floristry business. Yet many florists still struggle to bridge the gap between their email campaigns and in-store operations. Hana Florist POS isn’t just any ordinary point-of-sale software – it’s a robust management system engineered specifically for the complex needs of specialty retailers like florists. And one of its most powerful features is seamless integration with email marketing. Contact us today!