From Sign-Up to “I Do”: Why Email Marketing is the Secret Sauce Wedding Creatives Can’t Skip

Guest Blog by Sam Claire | Creative – Copywriting & Email Marketing Strategist 

Average read time: 5 mins 

If you’re in the wedding industry, chances are you didn’t start your business to become a full-time marketer. You did it for the magic – the people, the moments, the romance, the floral arrangements. But between timelines and tablescapes, there’s one thing quietly working behind the scenes to grow your business and connect with your dream clients on autopilot: email marketing.

Yep, email marketing is still the big winner. Even in the age of Reels and relentless algorithms, email is where the real relationships are built. 

Left-brained stats incoming…

‘Email marketing persuades the purchasing decisions of nearly 6 out of every 10 email subscribers. At least once per month, 50.7% buy something from a marketing email.  Meanwhile, 23.8% of people make a purchase via marketing emails several times per month and 3% do it more than once per week!’ (Porch Media Group) 

‘59% of consumers say marketing emails influence their purchase decisions, with over 50% saying they purchase from an email at least once a month.’ (OptInMonster) 

So let’s talk about how you can use it to showcase your brand, simplify your marketing, and tie the knot (sorry, couldn’t resist) between strategy and style—with a little help from Flodesk, yours truly, and our friends at Calluna & Thyme.

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Why Email Still Has the Best ROI (And Always Will)

Social media-it’s a flirt. It’s charming but fleeting. 

Now Email, that’s the long-term love story. With an average ROI of £42 for every £1 spent* – email marketing still reigns supreme when it comes to conversion. 

It’s personal, delivered directly to your dream clients, and fully yours—no algorithm contorsion required.

Unlike social platforms where your posts get buried faster than confetti on a windy day, emails land right in your ideal client’s inbox, ready to serve instead charm (although we’re not above a little charm) and more likely to get someone sending you an enquiry.

*latest 2025 stats released from Data & Marketing Association (DMA) 

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Make Your Emails as Gorgeous as Your Brand

In an industry selling luxury and attention to detail, clunky emails with zero visual appeal are a hard no. Your brand aesthetics matter! That’s where Flodesk steps in. 

It’s basically the designer dress of email platforms—sleek, stylish, and totally customisable.

Flodesk lets wedding creatives create visually stunning emails without needing to be a tech wizard. 

The drag-and-drop design is dreamy. 

The automation flows deserves a Chef’s kiss. 

And the best part? Your budget doesn’t grow as your list does. One flat rate – forever. No matter how many workflows or subscribers you have! 

Added bonus is Flodesk now integrates directly with Canva. Which means Calluna & Thyme’s wedding templates can seamlessly carry your visual branding from your website, to your email, to your social content.

Cohesion is the new conversion. When your audience sees the same exquisite experience at every touchpoint, you build trust faster—and trust sells.

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How to Match Your Email Aesthetic to Your Website (Because Details Matter)

The secret to a truly luxe brand experience: consistency. Your website, your emails, your social, your messaging and your service delivery – all need to look, sound and feel like they belong to the same brand. Not only does that build brand recognition, it builds brand credibility.

Pairing Flodesk with Calluna & Thyme’s Showit templates allows seamless brand cohesiveness with such ease, excuses fall silent. These beauties are built for creatives who care about design but don’t have time to DIY their life away. Combine them with my Flodesk setup service and you’ve got a done-and-dusted brand experience that flows effortlessly across platforms.

P.S. I’ve got a no-brainer 50% off your first year with Flodesk through my affiliate link you’ll want to grab. Because good tech doesn’t have to break the bank. It also gives you a free trial, so you can test the ground before you put a ring on it! 

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Quickfire Tips for Better Email Marketing

Treat your email list like the VIPs they are – and you’ll soon turn this marketing channel into a client-converting machine. Start here:

• Lead with manners. The number of email lists that have no welcome sequence blows my mind. It’s basic manners. Introduce yourself – but in a way that has your dream client as the centre of attention. What will you be serving them with now that they’ve invited you into their inbox? Tell them, and then deliver on that promise!
  
• Write with value. Nobody wants another “just popping into your inbox” message. Share tips, inspiration, checklists – something they can use and showcase you as the expert they need in planning and executing their perfect day.
  
• Use the power of the summary with a  mini “TL;DR” – ‘Too Long; Didn’t Read’. I see this used a lot at the end of an email, but the real power is using it at the beginning. Wet your audience’s appetite. This will tell them if what’s inside is worth their time. It keeps them engaged and less-likely to unsubscribe.
  
  Keep it punchy though – no point dishing ALL the juicy bits twice. This will show confidence in your message and respect for your reader’s time. Think of it like a dessert sampler of your email – short, sweet, and irresistible.
  
• Think of your newsletter like a boutique storefront. The layout needs to entice, not overwhelm. I call this your Newsletter Architecture.
  
  Use white space like it’s luxury real estate, stack sections clearly (think: intro > story > tip > CTA), and give your headings a scroll-stopping role.
  
  Add branded banners and image blocks to visually guide the eye, just like Calluna & Thyme’s Showit templates do for your website. It’s that same energy – just in inbox form.
  
• Tell stories. You’re in the business of emotion – use it. Highlight real love stories, behind-the-scenes, or lessons learned (cautionary tales are always great reading – Nobody wants to join that list on their wedding day!)
  
• Call them to action. But do it strategically. Make it clear and compelling. It doesn’t always have to be about selling! Yes, “Click here” works—but it’s also tired.
  
  Instead, I teach my clients to use the power of the 4 Ps to craft CTAs that connect and convert:

• Position – Where is your reader emotionally or mentally? Meet them there.
  
• Problem – Remind them what’s at stake or what they’re struggling with.
  
• Promise – Show the solution or the feeling they’ll get by clicking through.
  
• Prompt – Give them the “what now” in short engaging words. (Think: “Yes, I want that!” or “Let’s create magic”).

Example:
Instead of “Book Now”, try:
“Sick of fighting with the tech? Let’s fix that. Book my Flodesk Setup here.”
See what I mean? Strategic, specific, and supportive.

● Don’t forget to make it easy to click. Your emails should feel like an invitation, not an instruction manual. That means embedded links in copy, underlined calls-to-action, hyperlinked graphics, and clear buttons.

Bonus tip: Give your newsletter a name. Give it an identity – an extension of your brand. A branded name helps you build familiarity and signals consistency. It’s the difference between “a newsletter” and “The Love Letter” or “The Wedding Whisperer”. Make it memorable, make it yours.

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The Sweet Spot: Strategy Meets Style

The most powerful marketing doesn’t scream – it whispers consistently in your audience’s ear with style, empathy and purpose.

When you combine intentional strategy (like solid email flows and purposeful copywriting written for connection) with aesthetically cohesive branding (thanks to Calluna & Thyme’s stunning templates), you hit that sweet spot where marketing doesn’t just look good – it works.

So if you’re ready to upgrade your client experience, streamline your systems, and finally make email marketing feel less “ugh” and more “OMG yes please” – it’s a good job you found us!

Get in touch, we can’t wait to help you connect with your audience! 

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With Grit & Grace,

Sam Claire
Copy Stylist + Email Marketing Strategist
Flodesk Setup Service & Email Marketing Services
Calluna & Thyme Templates

Thank you to Amber from Calluna & Thyme for inviting me to write this guest blog. It’s been great to serve your community and work collaboratively with your gorgeous business.

©Copyright Sam Claire | Creative. All Rights Reserved

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