You are a retail and email marketing expert. Write a detailed, 2400-word guide on email for florists. The guide must cover: 1) Building an email list (in-store, online), 2) Welcome sequences for new customers, 3) Seasonal and holiday campaigns (Valentine's, Mother's Day), 4) New arrival and design emails, 5) Event and wedding promotion, 6) Customer appreciation and birthday offers, 7) Referral and review requests, 8) Delivery and reminder emails, 9) Loyalty program emails, 10) Metrics for florists (sales, repeat business).