What is an occasion win-back campaign?
It's a targeted message sent to a past customer shortly before the recurring date they ordered for — an anniversary, a birthday, Mother's Day — that references their previous purchase and offers to create something new for this year. It quietly turns a one-time buyer into a yearly one by removing the effort of remembering and reordering.
The customer already has the occasion on the calendar, already trusts you, and quietly dreads forgetting it. A well-timed nudge is a favour, not a sales pitch — which is exactly why it converts.
How do I know who to contact and when?
Pull from your past orders. Every order has a customer, a date, and often an occasion, so anyone who bought for a dated occasion last year is a candidate this year. Schedule the reminder to land one to a few weeks before the date, giving them time to order and you time to deliver.
Your source is order history that includes the contact, the date, and ideally the occasion and what they bought — a POS or CRM export works fine. Timing varies by occasion, as below.
| Occasion | Send reminder | Why then |
|---|---|---|
| Anniversary | 10–14 days before | Time to plan a special order |
| Birthday | 7–10 days before | Enough lead time, still top of mind |
| Mother's Day | 2–3 weeks before | Peak demand — book early |
| Valentine's Day | 2–3 weeks before | Beat the rush and competitors |
| Sympathy anniversary | 7–10 days before | Sensitive, thoughtful timing |
What should the message say?
Keep it personal and specific: greet them by name, remind them what they ordered last year and for whom, note that the date is coming up, and suggest a new arrangement — ideally with a photo — plus a one-tap way to reorder or tweak. Specificity is what makes it land: "last year you sent your mum the pink peony bouquet."
Warm beats salesy. Offer to handle the delivery again just like last time, and make saying yes take one reply. The more it feels like a thoughtful reminder from their florist, the better it performs.
How do I run it without doing it all by hand?
Automation does the heavy lifting. It watches your order history, flags upcoming anniversaries, drafts a personalised message with last year's purchase and a fresh suggestion, and sends it by text or email on schedule. You approve each one or let it run, and replies land in your normal inbox.
AI personalises every message and proposes this year's arrangement, so a hundred reminders take no more effort than one. You stay in control of the tone, the offer, and who gets contacted.