Project: Email Segmenting Strategy and Nurture Sequence
Client: Balanced Architecture
Results: A segmenting strategy and email nurture sequence for the client’s premium service that started generating inquiries two weeks after launch.
Audience: Environmentally-conscious families ready to build a sustainable and healthy home. They’ve had floor plans drawn up my a general contractor or designer, but feel that the plans aren’t living up to their vision. They want a sustainable architect’s input on their floor plans, without the hefty price tag.
Challenge: Capturing and communicating with new subscribers that investing in the Healthy Home Design Review is worth the time, money, and headaches that could come up decades later, without pushing too hard on their pain points and possibly losing their trust.
This would also the first advanced segmenting system the client used. An implementation guide would need to be created so the sequence would be delivered seamlessly without interrupting weekly broadcasts, or mislabeling new subscribers who don’t fit the target audience.
Strategy: This project happened in two stages: writing the segmenting email and nurture sequence, and designing the back-end tagging system that would deliver the emails.
From the start of the research, I knew tackling the biggest objections (price, decision overwhelm, and how this service would impact the relationship with their builders) would be the main sales arguments for each email. The strategy I used to navigate these challenges was to turn each objection into the reason why the reader should invest in the Healthy Home Design Review.
For example, in email #5 “How to make the construction phase stress-free” I addressed the concern that bringing a third-party architect wouldn’t damage the relationship with the contractors putting the walls up on your home. In fact, it would lead to less confusion and questions on site, faster build times, and much less mistakes further in the building process they would have to pay for.
Because building a house is a deeply personal project, the tones of each email took a different direction after the first creative review for a softer approach. Between the client and I, we also decided to mix in educational content so the reader could learn more about the client’s experience, and build more brand trust.
After the emails were approved, I completed the implementation guide that would allow the client to keep building on this segmenting system, and an email content plan that would last for the next six months.
