What’s better than getting a flower order?
Getting it every year, on the same day, without lifting a finger.
That’s the power of automated birthday and anniversary flows. These are personal, high-converting emails triggered by dates you’ve collected from your customers—turning data into dependable sales.
In this guide, you’ll learn how to build evergreen email flows that make people feel remembered and make you repeat revenue.
Why It Works
💡 People want to give flowers on birthdays and anniversaries.
They just forget.
Your job is to remember for them.
When you send a helpful, well-timed email with a thoughtful offer or reminder, you’re doing them a favor—and capturing business that would’ve gone to Amazon or 1-800-Flowers.
Step 1: Collect the Dates
You can’t automate what you don’t know.
Here’s how florists typically collect birthdays and anniversaries:
- At checkout: Add an optional “important dates” field
- In a post-purchase email: “Want us to remind you about your wife’s birthday next year?”
- Via a landing page: Offer a discount for entering dates
- Through a quiz or giveaway: “Win free flowers for your anniversary!”
🛠 Tools that help:
- Klaviyo or Mailchimp custom properties
- Shopify customer metafields
- Google Forms or Typeform (then sync to your CRM)
Step 2: Build Your Flows
Once you have the dates, set up two separate flows:
🎂 Birthday Flow
Trigger: 5–7 days before the birthday
Email 1 (Reminder):
Subject: “It’s almost her birthday 🎉 Need flowers?”
Body: Show a few ready-to-go bouquets and offer scheduling help.
Email 2 (Last call):
Subject: “Tomorrow’s the day. We can still deliver 🎁”
Body: Add urgency + fast checkout CTA.
Optional: Add SMS if you offer same-day delivery.
💍 Anniversary Flow
Trigger: 7–10 days before the anniversary
Email 1 (Soft nudge):
Subject: “Don’t forget the date that started it all 💐”
Body: Romantic bouquet suggestions, message card ideas.
Email 2 (Urgency):
Subject: “You’ve still got time to wow her ✨”
Body: Add a special offer like free delivery or a candle.
Optional: Include a “gift upgrade” suggestion (e.g. box of chocolates, premium wrap).
Copy That Feels Personal (But Scales)
- “Just a heads up—Julia’s birthday is next week. Want us to deliver something beautiful?”
- “Happy Anniversary from us at [Florist Name] — need help picking flowers that say ‘I love you’?”
- “Pro tip: Don’t wait till the morning of. Pre-order now and we’ll take care of the rest.”
The trick? Make it sound like a thoughtful friend, not a brand blast.
Technical Setup: Email + Shopify
🛠 What you’ll need:
- Email platform like Klaviyo, Mailchimp, Omnisend
- Shopify store with customer tags/metafields
- Date-based triggers (most email platforms support this)
💡 Tip: If you use Shopify, you can sync birthdays from checkout fields into your email system via Shopify Flow or a Zapier connection.
Bonus Ideas
- Offer to send reminders: “Want us to ping you next year, too?”
- Add a card-writing service: “Include a handwritten message—free”
- Create a landing page to collect dates: [yourshop.com/reminder]
Recap: How to Automate Birthday & Anniversary Sales
✅ Collect dates through checkout or email
✅ Build two flows: one for birthdays, one for anniversaries
✅ Use friendly, timely, emotional copy
✅ Offer helpful suggestions, not just discounts
✅ Let it run automatically—then watch the sales repeat
Automated doesn’t mean impersonal.
Done right, these emails feel thoughtful, helpful, and perfectly timed.
And they turn one-time buyers into loyal, repeat customers—year after year.
💡 Want help setting this up?
We help florists build automated flows that generate predictable revenue without manual work.
