When the message lands, the garden grows.
How a simple customer survey reshaped Meadow Flowers’ entire content strategy.
They came looking for better email copy. What they really needed was a story their customers could see themselves in.
THE CHALLENGE
Better emails was the brief. A clearer message was the breakthrough.
When Meadow Flowers came to Wordcraft, they wanted help improving their email marketing. Open rates were solid, but conversions weren’t where they should be. The assumption? The copy needed work.
But in our first few conversations, something didn’t quite add up.
We asked about their audience – who they were, what they care about, what made them choose wildflowers over traditional options. The answers were broad. The customer persona? Based mostly on gut feel.
So we suggested something simple: survey them.
What we discovered flipped the strategy on its head.
It wasn’t a just copy problem. It was a positioning problem.
THE STRATEGY
Start with the customer, not the content. We proposed a short survey to challenge assumptions and get real insight into who Meadow Flowers was actually speaking to.
THE FOCUS
Shift from tips to trust.
The content didn’t need to teach gardening basics, it needed to build confidence in wildflower choices and speak to customer values: sustainability, beauty and ease.
THE GOALS
- Increase engagement across email campaigns
- Reduce confusion around product selection
- Increase sales revenue
How Wordcraft helped
Following the survey, we discovered the team had been writing for beginner gardeners. But their actual audience were confident hobbyists – experienced in the garden, but new to wildflowers. They didn’t need tips on planting. They needed help choosing the right mix.
We led the repositioning work and partnered with Flowsense to bring the new message to life through lead nurture and campaign flows.
Together, we:
- Refocused the email content around product clarity, not gardening advice
- Created values-led messaging that felt empowering, not instructional
- Showcased practical use cases, such as lawn replacement and urban meadows
- Aligned product pages and campaigns with what customers actually needed
Why it worked:
The content became clearer, the brand felt more aligned, and the customers stopped second-guessing their choices.
Key takeaways & results
The original brief was email copy.
The real result was a shift in how the product was positioned, and how customers engaged with it.
✅ Email engagement improved
✅ Customers more confident in selecting products
✅ Messaging aligned with real audience insights
Most importantly, the brand went from offering generic gardening tips to being recognised as the go-to source for wildflower education in Australia.
💡 Clarity builds confidence
When people understood the product, they felt more confident choosing the right seed mix, making them more likely to act.
💡 Relevance drives results
Shifting from generic advice to specific, customer-informed messaging increased engagement across every email campaign.
💡 Values-aligned personas > demographic data
It wasn’t about targeting women aged 35+ who like gardening. It was about speaking to people who care – about sustainability, low-maintenance beauty and using their space in a unique way.
TL;DR
Goal | Solution | Audience insight | Engagement | Impact |
Improve email performance and customer understanding | Customer survey, repositioned messaging, values-led content strategy | Experienced gardeners unfamiliar with wildflowers | Higher email engagement, stronger product confidence | Brand repositioned from general gardening advice → trusted wildflower experts |
Ready to tell your story?
Let’s make an impact together. Book a discovery call with our resident storyteller and let’s craft the right solution for your brand.
