Re-engagement Sequence for Florists Email Guide
Why Re-engagement Sequence Emails Fail for Florists (And How to Fix Them)
You spot a photo of a stunning bouquet on social media, from a past client, but it's not yours. Many florists focus heavily on acquiring new clients, often overlooking the valuable relationships they've already built.
These existing clients already know your quality and trust your artistic vision, representing a significant opportunity for growth. A simple, well-timed message can reignite their interest, reminding them of the joy your arrangements bring and bringing them back for repeat business.
Re-engagement isn't about chasing sales; it's about nurturing connections. The re-engagement sequence below is designed to gently pull your past clients back into your world, without sounding pushy or desperate.
The Complete 4-Email Re-engagement Sequence for Florists
As a florist, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Miss You
Acknowledge the silence and show you care
Hi [First Name],
You haven't ordered from us in a little while, and we've noticed. We truly value every client who chooses us to bring their floral visions to life.
We loved creating that [PREVIOUS FLOWER TYPE/EVENT] for you. The [COLOR SCHEME/FEELING] was truly memorable, and we still think about how much joy it brought.
Our passion is helping clients express themselves through flowers, whether it's for a special occasion or just to brighten someone's day. We hope everything is well on your end.
If there's anything we can do, or if you just have a question about flower care, please don't hesitate to reach out. We're always here.
Best, [YOUR NAME]
This email uses the principle of reciprocity by offering value without asking for anything in return. It establishes an emotional connection by referencing past positive experiences, making the client feel remembered and valued, not just a transaction.
The Value Reminder
Remind them why they subscribed
Hi [First Name],
Do you remember the feeling of receiving a truly custom floral arrangement? The scent, the vibrant colors, the way it transformed a space or brought a smile to someone's face.
That's what we strive for with every petal and stem we select. We don't just arrange flowers; we craft experiences that communicate emotion and leave a lasting impression.
From sourcing the freshest, most unique blooms to our meticulous design process, our goal is always to deliver solutions that exceed your expectations. We're constantly exploring new seasonal varieties and design trends to ensure our services remain inspiring and relevant.
If you're planning an event or simply want to brighten your home, we'd love to discuss how we can bring your vision to life again.
Best, [YOUR NAME]
This email taps into emotional recall, reminding clients of positive past feelings associated with your services. It reinforces your unique value proposition by highlighting quality and bespoke solutions, subtly positioning you as the superior choice without directly comparing.
The Survey
Ask what they actually want from you
Hi [First Name],
We're always striving to improve our services and ensure we're delivering exactly what our clients need. We believe the best way to do that is by listening to you.
To that end, we'd love to know what kind of floral solutions you're looking for these days, or what occasions you find yourself needing flowers for most often. What's the biggest challenge you face when ordering flowers, or what would make your experience even better?
Simply reply to this email with your thoughts, or click here to share your feedback in a quick survey. Your input helps us serve you better.
Best, [YOUR NAME]
This email uses the principle of perceived value by asking for their opinion, making the client feel heard and important. It builds engagement by creating a low-friction opportunity for interaction, and their feedback provides valuable insights into their current needs and potential objections.
The Breakup
Give a final chance before removing them
Hi [First Name],
We haven't heard from you in a while, and that's perfectly okay. We understand busy schedules and evolving needs.
To ensure our communications are always valuable and reaching those who truly want them, we're doing a bit of list housekeeping. We want to respect your inbox.
If you're still interested in receiving updates, seasonal inspiration, or special offers from us, please click the link below to confirm you'd like to stay on our list. We'd love to keep you around!
If we don't hear from you, we'll assume you're no longer interested, and we'll remove you from our mailing list in a few days. No hard feelings, of course!
We wish you all the best, and if you ever need beautiful flowers again, you know where to find us.
Best, [YOUR NAME]
This email uses loss aversion by presenting the potential removal from the list as a consequence. It creates urgency and a clear choice, prompting action from genuinely interested clients who might have been passively ignoring previous messages.
4 Re-engagement Sequence Mistakes Florists Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only focusing on new client acquisition strategies | Nurturing existing client relationships for repeat business and referrals |
✕ Sending generic, mass emails to everyone on your list | Segmenting clients based on past orders or preferences for personalized messages |
✕ Waiting for clients to remember you when they need flowers | Proactively reaching out with thoughtful, value-driven communication that keeps you top-of-mind |
✕ Immediately pitching new services or products in re-engagement emails | Starting with a 'check-in' or value reminder before any direct offer, building connection first |
Re-engagement Sequence Timing Guide for Florists
When you send matters as much as what you send.
The Miss You
Acknowledge the silence and show you care
The Value Reminder
Remind them why they subscribed
The Survey
Ask what they actually want from you
The Breakup
Give a final chance before removing them
Use after 30-90 days of no opens or clicks.
Customize Re-engagement Sequence for Your Florist Specialty
Adapt these templates for your specific industry.
Beginners
- Start by segmenting your past clients by their last purchase type (e.g., wedding, sympathy, daily arrangement).
- Focus on a simple 'miss you' email first, then a value reminder of your core services.
- Use your CRM to set reminders for follow-up emails after 3, 6, or 12 months post-purchase, based on typical re-order cycles.
Intermediate Practitioners
- Develop a content calendar for re-engagement that includes seasonal floral care tips, behind-the-scenes glimpses, and upcoming workshop announcements.
- Implement A/B testing on subject lines and call-to-actions to refine what resonates best with different client segments.
- Integrate a simple feedback survey into your re-engagement efforts to gather insights on new services or product ideas.
Advanced Professionals
- Create highly personalized re-engagement tracks based on client lifetime value and specific preferences noted in their profile.
- Experiment with exclusive early access to new seasonal collections or private consultations for your most valued past clients.
- Utilize sophisticated automation in your email marketing tools to trigger re-engagement sequences based on inactivity, specific dates (e.g., anniversary of a past order), or browsing behavior on your site.
Industry Specialists
- Tailor re-engagement sequences to specific event types, offering relevant inspiration or maintenance services for past clients (e.g., corporate event planners).
- Collaborate with other event vendors (caterers, photographers) for co-promoted re-engagement content that adds value to past shared clients.
- Highlight your portfolio's evolution and new specialty offerings, inviting past clients to consider you for their next large-scale project or recurring corporate floral needs.
Ready to Save Hours?
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