Recently, we’ve been hearing a lot more about email marketing as a marketing channel – it’s definitely the most direct way we communicate with our florist community. But no-one wants their hard work sitting unopened in someone’s inbox.
So we asked Industry Partner Queen Bee to share their best advice on what makes people actually open and engage with a business’s email.
Let’s start with a simple truth. If someone’s joined your email list, it’s because they want to hear from you. That makes them your warmest, most engaged audience.
But inboxes are busy places, especially during peak periods, so your job is to stand out, grab attention, and give your audience something that feels genuinely worth their click.
And, it all starts with one thing: the open.
Because before you can wow them with your words or win them over with your offer, they have to open the email first.
Here’s how to give them a reason to.
1. Start with a plan (before you write a word)
Anyone who knows us knows we love a plan. Why? Because it gives you the head space to really think about the goal of your email and how to put your customer first.
Ask yourself:
- What problem or need does this product/service solve for my customer?
- What feeling does it give them?
- Why does this matter to their everyday life – today?
When you start with their needs, not your news, everything changes. You’ll start to write valuable content your subscribers actually want to read.
It’s not: “We’ve launched a new product.”
It’s: “This will make your week better.”
2. Subject lines are everything
You could write the most perfect, heart-melting, conversion-boosting email in the world – but if the subject line doesn’t make them click to open it, none of it matters.
Subject lines are like hooks. Their job is to grab attention and give people a reason to open.
Think curiosity, relevance, urgency, and a bit of personality.
Some florist-friendly subject lines we love:
- You forgot something…
- This is what your week needs
- Last chance for weekend blooms
- These <insert flowers>? You can’t have them.
3. Preview text: your secret weapon
That little line under the subject line? That’s preview text, and it often gets overlooked.
But it’s powerful.
Use it to:
- Complete the story your subject line starts
- Spark intrigue
- Add a second hook
- Or create contrast and surprise
Example:
Subject line: “You forgot something…”
Preview text: “(And you’ll notice it when you get home)”
The two together should feel like a double act: clever, compelling, and made to be clicked.
4. Make it feel personal
People are more likely to open emails that feel like they were written just for them.
The more targeted and relevant your message is, the more it stands out in a crowded inbox.
So write like you’re talking to one person—your ideal customer. The one you wish you could clone given half the chance.
You could even try adding a personalisation tag to the subject line, like:
“[First Name], we’ve picked these just for you…”
When it sounds personal, it feels worth opening.
5. Think about the sender name
Before they even read your subject line, the first thing someone sees is who the email is from.
If it’s a generic, unfamiliar or unapproachable name, like info@something.com or noreply@something.com – your beautifully crafted subject line might never stand a chance.
Use a name your customers will recognise and trust.
“Helen at Queen Bee” feels human, warm, and familiar for example.
It’s a small change that can make a big difference to your open rate.
6. Timing & consistency matter more than you think
There’s no magic day or hour for sending emails. The “best time” is when your audience gets used to hearing from you and opens because they know you’re worth reading.
That’s where consistency comes in.
Whether it’s once a week or once a month, regularity builds trust. You stay top of mind. You earn your place in their inbox.
And finally…
Email isn’t about cold selling. It’s about keeping in touch with people who already love what you do. So focus on being useful. Share a tip, answer a question, or offer something they didn’t know they needed! When your email genuinely helps or delights your customer, it stops feeling like marketing and starts feeling like a no-brainer to open.
