7 Email Marketing Tips for Florists

In Flower Marketing by Seamus2 Comments

7 email marketing tips to help you rock your business big time!

There is little doubt that effective email newsletter marketing is one of the best ways to connect with and engage your customers in order to drive more flower sales.

However, people’s inboxes are increasingly busy. The email marketing juggernaut is massive – you can barely walk down the street without someone trying to get permission to email you on a regular basis. The result of this? Well, I know that I am pretty ruthless when it comes to my inbox – I’ll unsubscribe at the merest hint of boredom or hucksterism.

Email Marketing Tips

So the challenge to you as a florist or wedding/events coordinator wanting to grow a list of people who are happy to hear from you and who, more importantly, buy stuff from you, is to create a mailing list marketing channel for your florist shop that works. Here are some tips to help you on the way (continues below).

email marketing tips

Note: some of these are beginner’s tips but if you are already experienced in email marketing I recommend you read them to make sure you’re not doing anything that could get you sent to the naughty corner.

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1 – Be Sure You Have Permission to Email People

This is a serious issue – if you email people without their expressed permission then you are breaking the law and you could attract huge fines. Learn more about how to stay on the good side of the SPAM act here.

Be sensible and only email people who have genuinely given you permission to do so, either in person, on the phone or via a subscription form on your website. Also, it is generally regarded as poor form to purchase email lists.

2 – Be sure To Include an Unsubscribe Link in Every Email

Again this is law. Thankfully this comes out-of-the-box with most email list management services. Speaking of which…

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3 – Use an Email List Management Service (Not Outlook)

There are many ways to skin this cat, but the main take-away here is that if you use a professional email list management service or software program, you will find it easy to comply with the anti-spam laws and also simply to manage the list more efficiently and professionally.

Don’t use Outlook as this is not designed for the job and (as far as I know) will not provide you with unsubscribe options, double opt-in processes and other useful tools like statistics (how many people opened your emails, how many unsubscribed, etc).

It is very inexpensive to use professional email marketing software. You can either purchase something to download onto your own computer or you can use a web-based service, of which there are quite a few good ones.

Here at Tesselaars we use Campaign Monitor, it’s pretty awesome.

4 – Keep Your Emails Relevant

When people sign up for your email list, they are giving you permission to email them in relation to the business you have previously done with them. So if you have a decent list that your flower shop has built up over time, and your husband starts a new fencing business or you start a blog about your side-passion making homemade jams for sale (or whatever!) resist the urge to send this out
to your florist shop or events coordinating list.

Again this is in accordance with anti-spam laws and anyway it just makes sense because it only takes one irrelevant email to annoy a busy customer into hitting the unsubscribe button. Keep it on your core business offerings only.

5 – Keep Your Emails Regular

You may not find it appropriate to email your customer base every week, or you may find that this works best, but whether it is weekly,
fortnightly or monthly, be sure to send out your emails regularly. If you take too long between emails, say six months, then you run the
danger that the customer will have completely forgotten about your awesome little floristry business and might just hit the spam button
without even opening the email.

6 – Make Your Emails Awesome!

If you want people to care then you should try to make your emails as awesome as possible!

But how? Well, that’s the million-dollar question, but here’s some ideas:

•    Use a compelling subject header – if your subject headers are boring, irrelevant or always the same, then your email opening rates
will go down which is not what you want!

•    Resist the urge to just sell, sell, sell – your customers know you sell flowers; you don’t need to beat them around the head with it. Try to find ways to be interesting rather than just hawking your goods which can get pretty dull for the reader.

•    Make it about them not just about you – people only really care about what’s in it for them. This is the golden rule of marketing.

•    Make people feel special – an email list is kind of like a fan club so make it obvious how important they are to your business by
offering them specials or exclusive content only available to people on your email list.

•    Link to your blog – we include a teaser in our Tesselaars email newsletters but we publish the meat of our articles on our blog. This drives our email list subscribers to our website to read the whole article. In your case, if you do the same and have an ecommerce store on your website this leads them just that little bit closer to the Buy Now button!

7 – Be Useful

At the end of the day the way to engage your customers is to be useful, as in to help them to solve problems or fulfil needs.

For example, I am useless at remembering birthdays. If I were on a florist’s email list that nudged me a week out from my loved one’s
birthdays, complete with a friendly suggestion as to the most appropriate type of flower to send, I would be very grateful and tempted to click the buy button.

Why? Because such a service would be highly useful, solving a reoccurring problem for me with very little effort required on my part.

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Seamus is Tesselaar Flowers' digital marketing manager. He's a creative marketing geek, writer, musician & accidental flower lover. He helps small businesses with websites and web marketing. If you need any help regarding the Tesselaars website you can contact him on seamuse@tesselaars.com


  1. Thanks Seamus! Personally, I’ve got the flower thing pretty down pat, but the technical stuff does my head in. Thanks for the information. I’m in the early stages of building a website and any help and tips are warmly welcomed.

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