Avant Gardening — Evergreen Email Sequence Strategy

Overview

As part of Avant Gardening's broader digital marketing campaign, an evergreen email sequence was developed to re-engage past clients and nurture new leads over time. The sequence is designed to run continuously through ^[1], with audience sourced initially from a CRM export and growing automatically as new leads arrive via paid ads and website opt-ins.

This strategy was discussed during the ^[2] meeting.

Sequence Design

• Format: Evergreen (date-agnostic, recyclable year over year)
• Volume drafted: First four emails complete and ready for client review
• Platform: GoHighLevel
• Sending domain: Configured and verified

The emails are written to be seasonally neutral so they can be reused in future years without significant edits. Near-term sends (November–December) will be scheduled manually to align with the current campaign window.

Audience Strategy

Initial List: CRM Export

The primary audience for launch is past clients exported from Avant Gardening's existing CRM. These contacts represent "low-hanging fruit" — people who already know the brand and have a prior service relationship.

Export requirements (Tim to provide):
- Name
- Email address
- Service type (e.g., landscaping, maintenance, full build)
- Contact status (past customer vs. lead/inquiry only)

"They know who you are. So emailing them might not be too much of a surprise." — Chris Østergaard, 2025-11-24

Tim expressed some hesitation about blasting the full CRM (particularly one-time inquiries), but agreed to curate a reasonable starting segment. Unsubscribe compliance is handled automatically by GoHighLevel, and contacts are imported separately from the source CRM — no data is lost or altered in the original system.

Segmentation

The list must be segmented by service type to enable targeted messaging:

Tailored messaging per segment increases relevance and reduces unsubscribe rates.

Ongoing List Growth

Future contacts will be added to the sequence automatically from:
- Google Ads lead form submissions
- Facebook Ads leads
- Website pop-up opt-ins

This creates a self-sustaining funnel that grows the email audience in parallel with paid media.

Platform & Access

• Tool: GoHighLevel (managed by Asymmetric Applications Group)
• Tim's access: To be granted — login credentials to be sent by Asymmetric team
• Legacy MailChimp: Tim will check for any usable historical subscriber data; not expected to be the primary source

Handoff Considerations

The current engagement is a 3-month contract. At the end of the term, two paths are available:

1. Extend the retainer — Asymmetric continues managing the sequence and campaigns
2. Client self-management — Tim takes over GoHighLevel; Asymmetric will provide:
   - Platform tutorials
   - Pre-scheduled emails to reduce immediate workload
   - Documentation for ongoing management

Open Action Items

Related

• ^[3]
• ^[4]
• ^[5]
• ^[6]