New email subscriber? You’ve got one shot to make it count.
Welcome emails aren’t just about saying “hi.” They’re about starting a relationship, introducing your florist brand, and nudging people toward that first bouquet order.
A good welcome sequence doesn’t feel like marketing. It feels like… someone behind the flowers.
Here’s how to set it up—what to send, when to send it, and why each email matters.
Why You Need a Welcome Flow
🧠 People are most engaged right after they subscribe.
That’s when they’re curious. Interested. Open to buying.
A strong welcome flow helps you:
- Build trust and familiarity
- Show off your brand personality
- Guide people to their first order (or follow)
And it works:
💌 Welcome emails average 4x higher open rates than regular campaigns.
The 3-Email Florist Welcome Sequence
📨 Email 1: The Hello (Immediately after signup)
Goal: Start a warm, human connection. Let them know what to expect.
Subject line ideas:
- “We’re so glad you’re here 🌸”
- “Meet [Your Shop Name] – flowers, just the way you like them”
What to include:
- A heartfelt welcome message
- A beautiful image (not stock—your bouquet!)
- Short version of your brand story (“Why we do this”)
- Optional offer: $5–$10 off or free delivery for first-time orders
- CTA: [Shop Now], [Browse Collections], or [Tell Us Your Fave Flower]
💡 Tone tip: Use “I” or “we,” not corporate voice. This is personal.
🌷 Email 2: The Introduction (1–2 days later)
Goal: Explain what makes your flowers different.
Subject line ideas:
- “What makes our bouquets special 💐”
- “We do flowers a little differently…”
What to include:
- Your sourcing philosophy or design style
- Delivery info (same-day? handmade?)
- Bestsellers or customer favorites
- Optional review or testimonial
- CTA: [Order for This Week], [See What’s Popular]
📌 Don’t just talk about flowers. Talk about the experience.
Why do people love buying from you?
🎁 Email 3: The Invitation (3–5 days after signup)
Goal: Give them a reason to buy now.
Subject line ideas:
- “Your first bouquet? Let’s make it extra special.”
- “We saved something for you…”
What to include:
- A limited-time incentive (optional but powerful)
- Reminder of benefits: fast delivery, custom messages, gifting made easy
- Add urgency: “Ends Sunday” or “Limited to 50 uses”
- CTA: [Get Your First Bouquet], [Use Your Offer]
This is your nudge. But keep it gentle and warm.
Design Tips for Florist Welcome Emails
✅ Use real photos of your arrangements
✅ Keep text short and skimmable
✅ Mobile-first layout (most users open on phones)
✅ Clear CTA buttons
✅ Test plain text vs image-based (some inboxes prefer simple)
Common Mistakes to Avoid
❌ Offering a discount too soon (before they know your value)
❌ Sounding robotic (“Dear valued customer…”)
❌ Sending one giant email with everything at once
❌ Forgetting to show off your personality
Recap: Florist Welcome Email Blueprint
- Email 1 — Welcome + who you are + warm CTA
- Email 2 — What makes your flowers special + bestsellers
- Email 3 — Soft offer + invitation to buy
Set it up once. Let it run. And watch new subscribers turn into loyal customers.
A good welcome sequence doesn’t just sell flowers—it makes people feel something.
💡 Want help writing or automating your welcome flow?
We build florist email systems that feel personal, convert better, and reflect your brand.
