Why I Finally Switched to Flodesk (And Haven’t Looked Back): A Luxury Wedding Planner’s Confession

Full disclosure: This post contains affiliate links to Flodesk. If you sign up using my link, I may earn a commission at no extra cost to you. That said, I exclusively recommend tools I genuinely use and love for my own business.

The Reluctant Convert

Let me be perfectly clear: I don’t have time for unnecessary changes in my business.

When you’re coordinating six-figure weddings where the florist budget alone could buy a decent car, the last thing you need is software drama. My previous email platform and I had a long-standing relationship—not particularly passionate, but comfortable. Like that black turtleneck you keep wearing despite knowing there are better options in your closet.

So when three separate wedding planner friends wouldn’t stop raving about Flodesk, I nodded politely while mentally filing it under “things I’ll get to when I have time” (translation: never).

Then I saw their email campaigns.

The Turning Point: When “Good Enough” No Longer Was

Here’s the reality of luxury wedding planning that nobody talks about: our clients aren’t just paying for our services—they’re paying for an entire experience that begins the moment they interact with our brand. When a client is debating between two planners who both have stellar portfolios, it often comes down to which one feels more aligned with their aesthetic vision.

And my emails? They weren’t doing justice to my brand.

The templates felt dated. The design options were limiting. And frankly, I was spending far too much time trying to make my emails look halfway decent when I could have been focusing on more important things—like talking a father-of-the-bride down from his champagne tower concerns.

What Finally Made Me Switch

After one particularly frustrating afternoon spent battling with my old email platform’s clunky editor (while simultaneously approving custom letterpress invitations and finalizing a venue contract), I decided to give Flodesk a trial run. I rationalized it as research—I’d test it out for a month, prove to myself it wasn’t worth the hassle of switching, and move on.

Except that’s not what happened.

Three years later, I’m still using Flodesk. Here’s why:

1. The Design Factor That Speaks to Luxury Clients

Let’s be honest—luxury clients expect luxury at every touchpoint. The same bride who wouldn’t dream of sending out poorly designed invitations shouldn’t receive mediocre emails from her wedding planner.

Flodesk’s templates aren’t just functional; they’re genuinely beautiful. The kind of beautiful that makes clients unconsciously think, “If their emails look this good, imagine what they can do with my wedding.”

The platform comes with an extensive library of templates that actually look like they belong in 2025, not 2015. And unlike some competitors, these templates don’t scream “I was clearly made by an email marketing platform!” They look custom-designed and high-end.

2. The Time-Saving Reality

When I calculated how much time I was spending trying to make my old platform’s emails look presentable, I was shocked. Those hours translated directly to money lost.

Flodesk’s intuitive drag-and-drop editor means I can:

• Create a new wedding inquiry response sequence in under an hour
• Update my welcome series with seasonal content in minutes, not days
• Make changes on the fly between client meetings without wanting to throw my laptop out the window

For context: my welcome sequence used to take me an entire weekend to create. With Flodesk, I designed it during a three-hour flight to a destination wedding site visit. And it looked better.

3. The Feature That Changed My Client Communication

The workflows feature transformed how I nurture potential clients. Instead of manually sending follow-up emails after inquiry form submissions (or worse, forgetting to follow up altogether during peak season), I now have automated sequences that feel personal and on-brand.

My favorite workflow triggers when someone downloads my “Wedding Planning Timeline” lead magnet. They automatically receive a series of emails that:

• Delivers the promised timeline
• Introduces them to my planning philosophy
• Shares a real wedding case study
• Provides value with unexpected planning tips
• Naturally leads to a consultation booking

This single workflow has increased my consultation bookings by 40% while requiring zero additional time from me once it was set up.

The Features That Kept Me Around

Initial attraction is one thing, but long-term commitment requires substance. Here’s what’s kept me loyal to Flodesk:

Email Layouts That Actually Make Sense

Rather than overwhelming you with endless options, Flodesk focuses on layouts that work. Each template is customizable but structured enough to ensure your emails always look professional. For someone who appreciates good design but isn’t a designer herself, this balance is perfect.

Their blocks-based system means I can mix and match elements to create emails that feel custom without starting from scratch each time.

Segments That Don’t Require a Computer Science Degree

Let’s talk about segmentation—the thing most wedding planners know they should be doing but often avoid because it seems complicated.

Flodesk makes it shockingly simple. I can create segments based on:

• Which lead magnet someone downloaded
• What links they’ve clicked in previous emails
• Whether they’ve booked a consultation
• If they’re a past, current, or potential client

This means my past clients get different content than my prospects, and my high-end destination wedding inquiries receive different nurturing than my local clients.

Forms That Don’t Embarrass Me

The opt-in forms from my previous platform were downright cringe-worthy next to my carefully curated website. Flodesk’s forms actually enhance my website’s aesthetic rather than disrupting it.

I’ve embedded their forms on my:

• Resource library page
• Blog posts
• Consultation booking page
• Even as a pop-up that appears when someone has spent significant time on my portfolio

And unlike my old forms, these actually convert. My average opt-in rate has increased from 2% to 7% since switching—a difference that translates directly to more leads in my pipeline.

The Honest Drawbacks (Because No Platform Is Perfect)

In the spirit of total transparency, there are a few things I wish Flodesk would improve:

1. Advanced analytics could be more robust. While they provide the essentials, I occasionally find myself wanting deeper insights into how my email campaigns are performing.
2. The mobile app functionality is limited. I can check basic stats on the go, but can’t make significant changes to campaigns from my phone.
3. Integration with some specialized wedding planning software requires workarounds. It’s not a deal-breaker, but it’s worth noting.

That said, these minor inconveniences are far outweighed by the benefits. And having tried other platforms, I can confirm that the grass is not greener elsewhere—just differently flawed.

Is Flodesk Right for Every Wedding Planner?

Probably not. If you’re extremely tech-savvy and need highly complex automation sequences with dozens of conditional branches, you might need a more technical platform.

But for the majority of luxury wedding planners I know, Flodesk offers the perfect balance of sophistication and usability. It’s designed for creative entrepreneurs who value aesthetics and efficiency equally—which essentially describes every successful wedding planner I’ve met.

The ROI Question

The ultimate question for any business investment: what’s the return?

For me, switching to Flodesk has:

• Saved approximately 5-7 hours per month in email creation time
• Increased my email open rates from 22% to 38%
• Improved my lead-to-consultation conversion rate by 35%
• Enhanced my brand perception (I’ve literally had clients comment on how beautiful my emails are)

More importantly, it’s eliminated a source of frustration from my business. And when you’re managing multi-million dollar events with demanding clients, reducing business frustrations is priceless.

The Final Verdict

After three years with Flodesk, I can confidently say that switching was one of the best operational decisions I’ve made for my business. It’s streamlined my client communications, elevated my brand perception, and freed up time that I can now spend on more important aspects of my business.

If you’re a luxury wedding planner still using an email platform that doesn’t reflect the caliber of your business, I’d encourage you to at least give Flodesk a trial run.

Ready to elevate your wedding planning business’s email marketing? You can try Flodesk free using my link when you decide to subscribe.

Have questions about how I use Flodesk specifically for my wedding planning business? Drop a comment below or reach out directly—I’m always happy to share more details about my setup.