French Florist Scales Brand Awareness & Customer Growth with BirdseyePost
December 31, 2025
Client: French Florist
Industry: Floral + Premium Gifting
Website: frenchflorist.com
Primary Goal
French Florist is one of the premier floral groups in the U.S., known for luxury arrangements, same-day delivery, and high-touch service across both ecommerce and brick-and-mortar locations.
Their goal was to use direct mail to:
Increase brand awareness in high-value neighborhoods
Acquire net-new customers who weren’t yet familiar with the brand
Promote seasonal and holiday gifting initiatives
Support franchisees and new store openings with local campaigns that perform
Track engagement using QR-level attribution instead of relying on assumptions
The Challenge
French Florist already had a strong digital presence, but like most premium gifting brands, they were running into the limitations of digital-only marketing:
Email open rates and paid social performance were becoming harder to rely on
Store openings needed stronger local visibility than a simple email or ad could provide
They wanted to reach high-intent households without wasting spend on broad targeting
And they needed direct mail to be measurable, not “spray and pray”
They were looking for a channel that could cut through the noise, feel premium, and drive measurable engagement.
The Strategy
BirdseyePost partnered with French Florist to launch a multi-campaign program built around two core initiatives:
1) Premium Brand Awareness + Customer Acquisition
French Florist wanted to reach new households most likely to value luxury florals and gifting — especially near their physical retail locations.BirdseyePost helped identify high-intent ZIP pockets and build localized mail campaigns that drove both in-store and ecommerce traffic.
2) Seasonal + Holiday Mail Drops
Because florals are highly seasonal, BirdseyePost supported promotional campaigns designed to keep French Florist top-of-mind during key gifting periods (holidays, Valentine’s Day, Mother’s Day, etc.). Each campaign highlighted premium arrangements with a clear offer and an easy QR scan path to purchase.
Key Campaign Elements
Hyper-Local Targeting
Instead of broad city-level targeting, BirdseyePost helped French Florist run campaigns with real precision.
Campaign targeting included:
High-intent ZIP clusters
1–2 mile radius mail drops around new brick-and-mortar locations
Neighborhood saturation to drive awareness for new franchise openings
Premium Format + Brand-Accurate Presentation
To match French Florist’s luxury positioning, campaigns used premium postcard formats designed to feel like part of the brand.
Recommended format:
6” x 9” premium postcard
Matte stock with a subtle glossy finish
Full-color front/back printing
Optimized layout for scan behavior and visibility
SnapCapture QR Attribution
Every mailer included BirdseyePost’s proprietary SnapCapture QR tracking, giving French Florist real visibility into engagement.
They could track:
QR scan activity by ZIP / neighborhood route
Which creative + offer drove engagement
Date and time of scan activity
And on addressed mail (customer lists), exactly who scanned and what they did next
This allowed French Florist to treat direct mail like a digital performance channel — with transparency.
Address Cleansing + Deduplication
BirdseyePost handled:
Address verification
Deduplication
Deliverability clean-up
USPS processing + certification
Ensuring the program remained efficient and scalable.
The Results
French Florist saw meaningful lift in engagement and measurable local awareness:
Increased traffic to campaign landing pages and product collections
Strong scan activity across targeted neighborhoods
New customer purchases across both online and in-store channels
A repeatable playbook for supporting new franchise openings
A growing dataset of recipient engagement insights to inform future mail drops
Most importantly, direct mail became a channel French Florist could confidently scale — not a one-off experiment.
Why It Worked
Premium presentation: Mail matched the brand’s in-store experience
Local relevance: Campaigns were deployed with ZIP + radius precision
Tangible impact: A luxury mailer in the home outperforms “another email”
True attribution: SnapCapture provided transparency most direct mail lacks
Looking Ahead
French Florist is the fastest growing floral group in the US, positioned to expand direct mail across 2026 with a repeatable approach to:
New store openings
Seasonal + holiday mail drops
Occasion-based campaigns
Retention and winback flows tied to customer behavior
Direct mail is now part of their long-term growth engine — not just a one-time marketing test.
Book a call with BirdseyePost to start your campaign today.
