Not every bouquet tells the same story.
One customer orders roses for their girlfriend.
Another sends lilies to a grieving friend.
A third buys sunflowers just to brighten their own Monday.
So why send them all the same generic “Thank you for your order” email?
In 2025, your florist marketing should feel personal—without manually writing 50 different emails.
That’s where smart automation comes in.
Why Segment by Product Type?
Because it helps you:
🌸 Stay relevant
💬 Sound more human
📈 Increase repeat orders
🕒 Save time on manual writing
And honestly—customers can feel when a message was clearly not meant for them.
Examples of Segmenting Your Flows
Here’s how to group your customers based on bouquet intent (using tags, collection names, or product metafields):
❤️ Romantic Orders
Trigger: Products with tags like "romantic", "roses", "date night"
Flow Ideas:
- 2 weeks later: “Thinking of sending flowers again? Here’s 10% off your next romantic gesture.”
- Valentine’s campaign: “Since you sent love last time…”
💐 Just Because / Self-Gifting
Trigger: Products with tags like "everyday", "treat yourself", "cheerful"
Flow Ideas:
- 10 days later: “Need a little color this week? Here’s what’s fresh.”
- Monthly surprise offer: “A bouquet just for you—open to reveal 🌸”
😔 Sympathy Orders
Trigger: Products with tags like "sympathy", "condolence", "funeral"
Flow Ideas:
- 1 month later: “Thinking of you. We're here if you ever need flowers again.”
- Optional donation suggestion or soft reminder of ongoing support
Note: These emails should be soft, warm, and never pushy.
🎉 Celebration Orders (Birthday, Anniversary, etc.)
Trigger: Collection-based tags (e.g., “Birthday”, “Anniversary”)
Flow Ideas:
- 11 months later: “Want to schedule flowers early for their next birthday?”
- Include pre-filled date picker or calendar reminder option
🛍️ Corporate / Bulk Orders
Trigger: Orders with 5+ bouquets or B2B tags
Flow Ideas:
- Next week: “Thanks again! Want to set up a recurring delivery for your office?”
- Offer: “First month of floral subscriptions is on us—just reply to this email.”
How to Implement Smart Flows (Without Losing Your Mind)
You don’t need to build 50 different flows.
Start with these three ingredients:
1. Use Product Tags or Collections
Make sure each product in your Shopify (or other platform) has:
- A clear tag for intent (e.g., “romantic”, “sympathy”)
- Belongs to a collection like “Birthday Flowers” or “Thank You”
This is how your email tool knows why someone bought.
2. Set Up Triggers in Your Email Platform
Whether you use Klaviyo, Mailchimp, or Omnisend—set triggers like:
- “Placed order with product tag = romantic”
- “Purchased from collection = Sympathy Flowers”
Then create a flow with 1–3 emails (not 10!).
3. Keep It Short, Warm, and Relevant
Don’t overthink it.
- 1st email: Acknowledge the intent (e.g., "We hope the flowers brought a little light.")
- 2nd email: Suggest a follow-up ("Need help picking flowers again? We’re here.")
- 3rd email: Add a soft offer or reminder ("Here’s 10% off your next bouquet.")
No newsletters. No fluff. Just a thoughtful nudge.
Real-World Example: How This Works
Customer A: Buys a romantic bouquet on Feb 12
Your flow:
- Feb 13: “We hope your Valentine’s gift made their day 💕”
- Feb 20: “Thinking of sending flowers again? Here’s 10% off.”
- April 1: “Spring blooms for someone special?”
That’s 3 emails… all automated… all personal.
Bonus: Tie It to Loyalty & Retargeting
Use these segmented flows to:
- Offer loyalty points (“Earn 50 points when you reorder a similar bouquet”)
- Trigger SMS reminders (“Want to send flowers again this month?”)
- Suggest subscriptions for repeat patterns (“Turn your romantic gestures into a habit?”)
The more relevant your follow-ups, the more loyal your customer becomes.
Recap: Why Smart Automation Wins
✅ More personal than batch-and-blast
✅ Simple to set up using tags + triggers
✅ Increases repeat sales without sounding robotic
✅ Makes your brand feel thoughtful and human
Want Help Building These Flows?
At Bloom Rush, we set up smart email and SMS automations for florists—using your actual products, voice, and delivery logic.
From romantic nudges to birthday reminders, we build flows that turn one-time buyers into loyal fans.
