You have customers but do you have a customer list?

Most florists have a list of customers distributed through their various messaging channels or in their POS system but they don’t have a dedicated list that contains customer details and consent opt-ins for marketing and messaging.

Why is this alternate list important?

It gives a single point of access for all of your previous client details.

Secondly, opt-ins are a necessity when it comes to marketing to your existing customers.

Without consent from your customer to receive marketing messages by email or SMS, then you cannot legally send any offers or communications to them that are not directly related to their order. 

The messages you send in relation to their order are called transactional messages as opposed to marketing messages and do not require messaging consent.

In marketing, it is far more cost efficient and productive to target people that have already purchased from you than to try to acquire a new customer.

These opt-ins can be collected through newsletter sign ups, consent boxes on forms, submitting forms that require consent to do so and other methods.

These opt-ins also need to be retained and be available for reference should any issues arise from regulatory bodies etc from sending messaging etc.

The best ways to accomplish this for a florist is to have a newsletter opt in with a consent notice on their website, a separate form just for collecting marketing consent that has an incentivised offer attached to it - sign up for notifications and get 10% off your next order and also the addition of marketing consent checkboxes on their contact and order forms.

These opt-ins and customer contact details then need to be stored, preferably in a specialised database called a CRM ( a customer relations management database ). These specialised CRMs usually provide various functions to allow you to create emails and messaging and send them to the contacts in the list.

There are various forms of CRM’s, some are specific email type CRM’s such as Mailchimp while others provide lots more functionality.

Regardless of which CRM you choose, in order to market to your existing customers, you need to have one along with the recorded customer consents for messaging.

Once you have a CRM and an opted-in list, you can send offers and information to keep your florist's business at the forefront of peoples' thoughts when it comes to buying flowers.

If you are unsure of the rules surrounding marketing messaging and opt-ins, feel free to drop me a line or give me a call for some free advice.

If you have found this through the article on marketing to a male audience then you will already know the advantages and benefits that can bring. If not you can read that article here Marketing Your Florists Business To A Male Audience

If you would like to adopt a CRM into your florist business and experience the benefits of a customer list and message marketing, you should consider Connectionably For Florists.

Connectionably For Florists provides a high powered, multifunctional CRM, a built in, very low cost marketing system and options to allow you to collect marketing consent from your customers along with other time and cost saving features specifically designed for the florist industry.

Connectionably provides automated systems that save you time, money and increase your customer engagement along with a built in Wedding Venue Dressing system that automates your wedding dressing service with an automated booking system and full customer mangement workflow.

This bespoke system allows you to automatically and manually book and perform consultations, reserve wedding dates, send proposals and invoices, take payments and manage the whole order and customer communication through the software.

If you want to read about Connectionably’s built in marketing system, read this article

You can take a look at Connectionably For Florists here