Set It and Forget It: Birthday and Anniversary Email Flows for Florists
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 💐”