How Flowers Across Australia Scaled Their Linkbuilding with Mailshake
Flowers Across Australia (FAA) sells premium dried flower arrangements, delivered quickly to customers across Australia. But it hasn’t always been an online success story. The brand started as a brick-and-mortar store based in Melbourne before shifting online in 2011.
Search remains a major part of the business. To that end, the FAA team spends a lot of time creating high-quality, in-depth content. Thanks to Mailshake, they can use that content to build backlinks naturally and engage their audience.
How Things Used to Work
Content distribution and link acquisition has always been a core strategy for Flowers Across Australia, but they used to do it all manually, gathering prospects and emailing them through Gmail templates using a plugin.
That approach worked fine for a while, but FAA’s SEO Manager Sean Morrissy admits it was “pretty clunky.” Their team would waste hours on emailing prospects. With no way to scale up, they were prevented from doing more outreach. It was holding the business back.
How They Work Now
Flowers Across Australia soon realized that they required a tool to do all the manual labor for them. Sean says they considered several options, but Mailshake was the clear winner.
“Two-and-a-half to three years ago when we started using Mailshake, I looked around at a handful of different tools that people recommended, and this was by far the easiest, and just nice to use,” Sean explains.
“When you go to set up the different sheets with the different columns and make sure everything’s mapped correctly, it just seemed to work, whereas others were a bother. Upload, click, add the email template, edit it a little bit, check all the contacts are fine, bang, done. I can forget about it.”
Once they started using Mailshake, productivity went through the roof. Instantly, they could send as many prospecting emails to as many people as they wanted – all the bottlenecks had been removed. Now, they simply gather prospects, upload a few sheets to Mailshake, and away they go.
For every piece of content they produce, FAA might run six or seven different campaigns in Mailshake. That sounds like a lot of work, but actually, it takes less than half an hour to build all those campaigns. A few clicks, a quick check to ensure all the fields are matched up, and the work is done.
What’s more, because Mailshake checks all the duplicates, there’s no chance of sending the same prospect 10 different emails.
How It Looks in Practice
Flowers Across Australia runs a few different types of campaigns.
One of their most common campaign types focuses on websites with resource pages. The FAA team will reach out to the site’s owner, explain they’ve created a useful piece of content that’s relevant to the resource page (like a guide to organic gardening), and ask if the site will link to it. A lot of the time, the site owners are happy to oblige.
However, they don’t just build a single prospect list and blast it with the same generic message.
Instead, outreach is tailored. Prospects with a resource page receive one version of the email, while those with a resource page and several broken links get a more personalised approach.
The broken links email typically reads along the lines of: “Hey, we came across your website and noticed a few broken links on this page. This link and this link are broken, so you might want to fix those. And while you’re updating the page, you might consider adding this guide we’ve just created – it’s been getting great feedback and could be a strong fit for your audience.”
It’s a straightforward workflow. They use Ahrefs to identify broken links, find contact details with Hunter, and handle outreach through Mailshake.
What’s notable is how rarely they send follow-ups. When they do, it’s usually reserved for high-value .gov or university links.
And yet, simplicity delivers. Their broken link strategy consistently drives response rates of around 50%, with 15–20% of site owners going on to add the link—all from the initial email.
Skipping follow-ups might seem to go against conventional link-building playbooks, but their system is so effective that additional touchpoints simply aren’t necessary. It also reduces the risk of being flagged as spam, supporting stronger deliverability over time.
It’s difficult to overstate how strong FAA’s results have been.
While we typically recommend multi-step email sequences to maximise returns—since it often takes three or four follow-ups to secure a response—Flowers Across Australia proves there’s another way.
They generate the majority of their link-building success through single-email campaigns, and the results speak for themselves.
It’s no surprise they’ve been keen to scale their outreach—and Mailshake has made that growth possible.
Luiz Cent is the Head of Sales at Mailshake, in addition to SaaS sales coaching & marketing growth, Luiz is passionate about sustainability, yoga, travel & urban jungles.
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