5 Ideas for Mother’s Day Emails – Use 1, 2 or All 5!

When it comes to marketing your floristry business, email often gets overlooked. But with Mother’s Day just around the corner, now is the perfect time to make it work for you.

We know that coming up with content can feel overwhelming - what to say, how to say it, and when to send it. But here’s the good news: emails don’t need to be complicated. In fact, the shorter and more focused, the better!

So, to help you break through writer’s block (or finally take the plunge into email marketing!), here are five types of emails you could send to promote your Mother’s Day range.

1. The Round-Up Email

Think of this as your newsletter-style email—it gives your subscribers a snapshot of everything happening in your business while driving traffic to your website.

Example format:

  • Product of the week – Limited-edition Mother’s Day bouquet [Link to product]

  • New blog post – Floral gift ideas for every type of mum [Link to blog]

  • Latest news – Our Mother’s Day range is now live! [Link to collection]

  • Happy customers – See what people are saying! [Link to testimonials]

Alternatively, you could structure it as a “Top 5 Mother’s Day Picks” list:

  • #1 Perfect for modern mums – [Link to product]

  • #2 Best for green-fingered mums – [Link to product]

  • #3 Ideal for traditional mums – [Link to product]

  • #4 Great for sentimental mums – [Link to product]

  • #5 Perfect for EVERY mum! – [Link to product]

💡 Top tip: Keep it short and enticing. Your goal is to get them clicking through to your website, not reading an essay!

2. The Announcement Email

Your subscribers have signed up for a reason—they want to hear from you! So, make them feel special by giving them a first look at your Mother’s Day range.

Example subject line: “Mother’s Day Just Landed! Shop Now Before We Sell Out”

This email should feel single-minded. Keep it clean and simple—a stunning image, a few words, and a clear call to action (SHOP NOW).

💡 Top tip: Create exclusivity with VIP perks like early access to pre-orders or priority delivery slots.

3. The Special Offer Email

If customers are on the fence, a well-timed special offer can push them to order. This could be:

  • A discount (e.g. 10% off pre-orders)

  • Free delivery on Mother’s Day orders

  • A free gift (e.g. a mini vase or handwritten note with every bouquet)

💡 Top tip: Make the offer time-sensitive to create urgency. Phrases like “48 hours only!” or “Offer ends Sunday” encourage immediate action.

4. The Value-Added Email

Not every email needs to sell. Sometimes, offering helpful advice can engage customers while subtly directing them to your products.

Example topics:

  • Floral gift ideas for every kind of mum

  • How to match flowers to mum’s personality

  • Ways to make mum feel special this Mother’s Day

You can share a short teaser in your email with a “Read More” link to your blog. This way, they land on your website, where your Mother’s Day products are right in front of them.

💡 Top tip: Adding links to products inside your blog makes it easier for customers to browse without feeling pressured to buy.

5. The Thank-You Email

Your Mother’s Day sales don’t have to be the end of the conversation - use this moment to build customer loyalty.

A simple “thank you for shopping local” email goes a long way. Let your customers know how much you appreciate their support, and remind them of other occasions where flowers make the perfect gift.

Ways to keep the conversation going:

  • Include a customer photo or testimonial (with permission!)

  • Mention upcoming floral occasions—weddings, birthdays, anniversaries

  • Offer an exclusive discount for their next order

  • Invite them to follow you on social media for more floral inspiration

This kind of email leaves a lasting impression and encourages customers to come back—not just for Mother’s Day, but for every occasion that needs flowers.

Which One Will You Try?

You don’t have to stick to just one email—why not test two, three, or all five? Each customer responds differently, so mix it up and see what works best!

💡 Pro tip: Space them out! Sending one email per week from now until Mother’s Day avoids overwhelming your subscribers while keeping them engaged.

So, get started now—your future self (and your sales numbers) will thank you!

New to email marketing? Our From Seed to Send course is designed just for florists, giving you everything you need to get started—step by step. Click here to find out more!

First posted for the British Florist Association.

Helen Burton