Win-back Sequence for Florists Email Guide
Why Win-back Sequence Emails Fail for Florists (And How to Fix Them)
A former client just ordered a dozen roses from your competitor. You didn't even know they were looking.
Many florists focus heavily on acquiring new customers, overlooking the immense potential in their existing client base. Your past clients already know your quality, your style, and your service.
They're easier to re-engage than a cold lead, and a thoughtful win-back sequence can remind them why they chose you in the first place, bringing them back into your floral family. The following sequence of emails is designed to gently re-establish connection, highlight new offerings, and provide a compelling reason for them to choose your shop again.
The Complete 4-Email Win-back 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 Remember
Remind them of the value they received
Hi [First Name],
It's been a while since you last ordered flowers from us, but we still remember the [TYPE OF ARRANGEMENT, e.g., vibrant spring bouquet for your mother's birthday]. It was a joy to create.
We often think about the special moments our flowers help celebrate. From heartfelt congratulations to comforting sympathies, each arrangement tells a story.
We hope those flowers brought a little extra brightness to your day, or to the person you sent them to. We're always here to help you create more of those beautiful memories.
Best, [YOUR NAME]
This email uses nostalgia and positive memory recall. By referencing a specific (or general) positive past experience, it re-establishes a warm, emotional connection before any pitch. It reminds the client of the value they received, making them receptive to future communications.
The Update
Share what is new since they last engaged
Hi [First Name],
Since your last visit, our shop has been bursting with new life and exciting changes. We've expanded our selection of sustainable, locally sourced blooms, ensuring even fresher and more unique arrangements.
Our design team has also been experimenting with new styles, from modern minimalist to lush, garden-inspired creations. Perhaps you'd be interested in our new [SPECIFIC SERVICE, e.g., monthly flower subscription] or our refreshed collection of [TYPE OF FLOWERS, e.g., exotic orchids]?
We've also updated our delivery options to make ordering even more convenient. We'd love to show you what's new.
Come by the shop or browse our latest designs online.
Best, [YOUR NAME]
This email uses the principle of novelty and reciprocity. By sharing updates and improvements, you demonstrate that your business is evolving and cares about providing a better experience. It gives the client new reasons to engage, appealing to their curiosity about what they might be missing.
The Offer
Give a special incentive to return
Hi [First Name],
To welcome you back into our floral family, we'd like to offer you a special gesture. Enjoy [OFFER, e.g., 20% off your next order of $50 or more] as our way of saying thank you for your past support.
It's a perfect opportunity to experience our new seasonal collection or simply brighten someone's day. This offer is valid for [DURATION, e.g., the next two weeks] and applies to any arrangement or plant in our shop, whether online or in person.
We genuinely appreciate your business and would be delighted to create something beautiful for you again soon.
Best, [YOUR NAME]
This email employs the principles of reciprocity (giving a gift) and incentive. By providing a tangible offer, you create a clear, low-barrier reason for the client to return. The limited duration introduces a gentle sense of urgency, encouraging prompt action.
The Final
Last chance before you move on
Hi [First Name],
This is a friendly reminder that your special welcome-back offer for [OFFER, e.g., 20% off your next order] will be expiring on [DATE]. We didn't want you to miss out on the chance to enjoy our fresh blooms and unique designs at a reduced price.
It's our way of showing appreciation and inviting you back. If you've been thinking about sending flowers for an upcoming event, a special occasion, or just because, now is the perfect time to take advantage of this offer.
Don't let this opportunity wilt away. We look forward to creating something beautiful for you soon.
Best, [YOUR NAME]
This final email capitalizes on loss aversion and urgency. By clearly stating the approaching deadline, it creates a psychological pressure point, making the client consider what they might lose by not acting. It's a gentle but firm final call to action, prompting immediate decision-making.
4 Win-back Sequence Mistakes Florists Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only reaching out to past clients when you have a big sale, making your communication feel transactional. | Regularly share stories, behind-the-scenes glimpses, or flower care tips to build a deeper, more personal connection beyond just sales. |
✕ Sending generic 'come back' messages to all past clients, regardless of their previous purchase. | Segment your client list based on their past orders (e.g., wedding clients, corporate accounts, personal gift-givers) and tailor your win-back message to their specific needs and interests. |
✕ Waiting too long to re-engage, causing clients to forget your shop or find alternatives. | Establish a consistent, gentle win-back schedule, perhaps a few months after their last purchase, to stay top-of-mind without being intrusive. |
✕ Not showcasing new products, services, or design trends that might appeal to a returning client. | Always highlight what's new and exciting in your shop, new seasonal flowers, unique design styles, workshops, or enhanced delivery options, to give them fresh reasons to return. |
Win-back Sequence Timing Guide for Florists
When you send matters as much as what you send.
The Remember
Remind them of the value they received
The Update
Share what is new since they last engaged
The Offer
Give a special incentive to return
The Final
Last chance before you move on
Use after 3-12 months of no activity.
Customize Win-back Sequence for Your Florist Specialty
Adapt these templates for your specific industry.
Beginners
- Start with a simple, heartfelt 'remember us' email that focuses on the positive experience of their last order.
- Include a clear, singular call to action in your offer email, like 'Shop Now' or 'Redeem Your Discount'.
- Consider linking to a small, curated gallery of your most popular recent designs to visually entice them.
Intermediate Practitioners
- Segment your past clients by purchase type (e.g., birthday, anniversary, corporate event) and tailor the 'remember' email to that specific context.
- A/B test different subject lines for your offer email to see what resonates best with your audience.
- Consider offering a small, exclusive bonus (like a complimentary vase upgrade) instead of just a percentage discount for returning clients.
Advanced Professionals
- Integrate your win-back sequence with your CRM to automate personalization, referencing specific past purchases or preferences.
- Offer tiered re-engagement incentives, perhaps a higher discount or a unique service for clients who spent more on their last order.
- Use retargeting ads in conjunction with your email sequence to gently remind past clients of your shop across multiple channels.
Industry Specialists
- For event florists, remind past clients of upcoming seasonal trends or new event styling services you offer.
- For corporate florists, highlight new subscription options for office arrangements or special pricing for bulk orders.
- Share testimonials or success stories from other clients in their specific industry to build social proof and relevance.
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