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EMAIL AUTOMATION CASE STUDY
How Email Automation Transformed the Client Experience for a Luxury Floral Stylist
SAAR® Media helped an Australian luxury floral stylist replace manual follow-ups with a branded email journey, giving couples timely reassurance before their wedding and a thoughtful follow-up afterwards.
Luxury Wedding & Event Florals
Email Marketing & Automation
18
Pre-event emails
2
Post-event emails
Automated
Event-date timing
THE CHALLENGE
Reassuring Couples Without More Manual Admin
The Australian floral styling business created bespoke installations for weddings and events. As bookings grew, couples sought reassurance about delivery, while the team managed their questions manually.
01
Couples sent repeated messages before their wedding, checking that their florals were on schedule and seeking confidence about the arrangements.
02
With minimal email outreach and no structured automation, clients lacked regular updates explaining what to expect before their event.
03
The team handled client communication manually, creating repetitive admin work alongside the planning and delivery of bespoke floral installations.
04
05
A Personal Email Journey Around the Event
THE STRATEGY
Add Your Heading Text Here
We planned a communication journey around each client’s event date, combining practical reassurance, a warm brand voice and post-event follow-up. Automation would deliver that experience without repeated manual outreach.
01
Build Confidence Before the Event
Use a structured pre-event sequence to confirm the booking, reassure couples about their florals and share helpful tips and expectations as their wedding day approached.
02
Extend Care Beyond the Event Day
Continue the relationship after the event with congratulations and thanks, followed by a gentle invitation to leave a review or share feedback about the experience.
03
Preserve the Premium Brand Experience
Pair the client’s visual identity with friendly, calming copy so automated emails feel consistent with the thoughtful, personal service couples expect from a luxury floral stylist.
04
Make Communication Timely and Manageable
Anchor communication to the event date and customer triggers, with an accessible backend that allows the client team to update content as the business and its needs evolve.
THE EXECUTION
Building the Journey Inside ActiveCampaign
SAAR® Media wrote the email content, converted the client’s Illustrator designs for responsive email use and configured the journey in ActiveCampaign. The build covered communication before and after the event.
01
Created the 18-Email Pre-Event Sequence
Wrote 18 emails covering booking confirmation, reassurance, helpful tips and expectations. The sequence counted down to the event in a friendly tone aligned with the client’s brand.
02
Built the Two-Email Post-Event Flow
Built two follow-up emails: a congratulations and thank you message, then a gentle request for a review or feedback, extending client communication beyond the event itself.
03
Adapted Designs for Responsive Email
Converted templates supplied by the client’s design team from Illustrator for use in ActiveCampaign, adapting the branded layouts for responsive presentation on mobile devices.
04
Configured Date-Based Email Automation
Configured dynamic fields, including the wedding date, and trigger-based automation to time messages appropriately. Set up a backend the client team could use for content updates.
THE RESULTS
A More Reassuring Journey With Less Manual Admin
18
Pre-event emails
An event-timed sequence now guides couples through the lead-up to their celebration, providing booking reassurance, useful information and consistent branded communication.
2
Post-event emails
A congratulations and thank-you email, followed by a review or feedback request, extends the customer experience beyond the event itself.
Automated
Event-date timing
ActiveCampaign dynamic fields and triggers deliver messages according to each customer's event date, reducing reliance on individually scheduled manual emails.
WHAT CHANGED
Client communication became a planned part of the luxury service—not a series of last-minute reassurance emails.
Before the automation was introduced, couples frequently contacted the business to check that arrangements were progressing as expected. The team handled those enquiries manually, even when the questions were similar from one client to the next. The new system gives customers a consistent sequence of relevant, branded messages based on their event date. It helps set expectations, maintain reassurance and preserve the personal feel of the service without requiring the team to write and schedule every update individually. The post-event flow also creates a natural opportunity to thank clients and invite feedback. With the communication foundation in place, the floral team can spend less time responding to repetitive enquiries and more time focusing on event delivery and floral design.
TAKE THE CASE STUDY WITH YOU
Want the condensed version?
How SAAR® built a 20-email, event-timed communication system to reassure couples and reduce repetitive admin.
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