As florists, we know how to tell stories through stems – but when it comes to telling them to customers in an email, it can feel like a whole different language.
Now that the whirlwind of Valentine’s and Mother’s Day has passed, there’s finally a window to look at the parts of our business that deserve more love – and email marketing may just be one of them.
This month, our Industry Partner Queen Bee is clearing up a common misconception in email marketing: that you need a huge list to make it work.
Over to Jane & Helen!
If you’ve ever thought, “I’ll start email marketing when I have more people on my list,” we’re here to bust that myth right now.
You do not need a huge list to get started with email marketing. In fact, many florists already have more of a list than they realise. If you’ve had a marketing opt-in box on your website for a while, there’s a good chance you’ve been collecting email addresses in the background. You just haven’t done anything with them yet.
Here’s the good news: whether you’ve got 5 subscribers or 5000, email marketing can be one of the most powerful tools in your business.
Small Lists = Big Impact
A small but engaged email list can go a long way. Honestly, even if you only had five people on your list, would you write them a quick message if you knew one of them would definitely open it and even buy something?
We’d guess the answer is yes.
That’s the power of email.
In the UK, email open rates average around 22% – but florists often see much higher. And nearly half of UK customers say they’ve made a purchase after receiving a marketing email. Compare that with Instagram, where average engagement for business accounts is less than 1% – and it’s easy to see why email marketing is worth your time, no matter how small your list is.
The people who subscribe are your most loyal customers and warmest leads. People who have already said, “Yes, I want to know more.”
So don’t wait for your list to grow before you start. Starting is how it grows.
What Should You Email About?
If you’re wondering what you’d even say to your email list, don’t worry. You have tons of content already happening in your business every week.
Here are a few email ideas to get you started:
- Behind the Blooms: Share the story behind your latest bouquet or a peek into your flower prep for a wedding.
- What’s in Season: Educate your audience about seasonal flowers and how to care for them.
- Bestsellers and Favourites: Showcase your most-loved bouquets or gift items.
- Your Month in Flowers: A roundup of what you’ve been up to, from events to team news.
- Tips & How-Tos: Think flower care tips, arranging ideas, or how to make blooms last longer.
Where to Start (Even with Zero Subscribers)
If you’re starting from scratch, here are 4 simple ways to begin building your list:
1. Use Social Media as a Referral Tool
- Social media bio – Include the sign up link in your Instagram, Facebook, or TikTok bios.
- Facebook business page – Use the Action Button for email sign-ups.
- Stories with a link sticker – Share your sign-up link in Stories with engaging calls to action
Remember, people need a reason to sign up so tell them what they’ll get from joining (behind-the-scenes access, special offers, seasonal updates, freebies).
2. Add a Sign-Up Form to Your Website
- Include a newsletter opt-in form on your homepage, contact page, about us page, as a pop-up – these can be particularly high coverting!
- Test different sign up form ‘benefits’ to see what works best: “Be the first to see our new bouquets” “Get 10% off your first order.” “Watch our how-to video.”
- Don’t forget your News/Blogs – if they’re reading your content they’re already interested and likely to sign up if you include a link.
3. In-Store Sign-Ups (if you have a physical shop)
- A simple sign-up sheet at the till works wonders.
- Use point of sale and add a QR code linking to your sign-up form so customers can join instantly from their phone.
- Your packaging, message cards, business cards are all prime for a newsletter message and QR code.
4. Don’t Have a Shop?
Whether you’re at markets, doing local deliveries, or weddings/events, there’s still opportunity to get people subscribing
- On your delivery van – Add a QR code decal with a message to encourage sign ups
- Run a giveaway or competition where entering means subscribing.
- Be your own sign up form – get a QR code on the back of a branded t’shirt or jacket, include it on your stand wraparound
Ready to Try It?
You don’t need to overthink it. You don’t need to write the perfect email first time. You just need to begin.
And if you’re wondering what platform to use, we highly recommend Flodesk. It’s beautifully designed, easy to use, and built with creatives in mind. Unlike other platforms, Flodesk doesn’t charge more as your list grows – so it’s great value for florists looking to build their business. Plus, it makes your emails look stunning, right out of the box.
Gather your list, pick one idea from above, and send that first email. You might be surprised at how many people open, read, and click.
Want help growing your list?
If you’re a BFA/IPF Member then head over to the Members Area / Resources to download our FREE guide: 35 Places to Promote Your Sign-Up Form – packed with quick wins and clever ideas to get more eyes on your newsletter.
If you’re heading to the HUB meetings, we’ll be joining you too… well, virtually!
We’ve put together a hands-on marketing activity designed to help you create even more content for your floristry business.
You’ll learn a simple but powerful technique you can apply to your own business—and during the session, you’ll use it to create content ideas for your socials, emails, blogs and beyond.
It’s all about giving you an easier way to show up, stand out, and attract more of your dream customers.
Not booked your tickets yet? What are you waiting for?! Book HERE.
HUB Meetings are taking place in London, Bristol, Sheffield, Northern Ireland and Glasgow.
* Sources: Mailchimp, Social Insider, DMA UK Consumer Email Tracker Report.
