Cordwainer Email Nurture Sequences — New Lead, Post-Tour, Past Contact

Overview

Three email nurture sequences are planned for ^[1] to automate follow-up with prospects at different stages of their journey. All sequences will send through Cordwainer's existing MailChimp account (credentials in LastPass). Contact data originates in ^[2], which has no API — see ^[3] for how data is extracted.

Email copy for all three sequences is to be drafted with AI assistance and reviewed by Erica before activation.

Sequence 1: New Lead Nurture

Goal: Automatically follow up with new leads that Erica was unable to reach by phone.

Trigger condition: A new lead is added to ElderMark AND Erica's initial call goes unanswered.

Why not automatic-on-entry: Erica calls every new lead immediately. If she reaches them, the automated sequence should not fire — a personal conversation supersedes it. The sequence only activates for leads she cannot reach.

Implementation requirement: A new field must be created in ElderMark (working name: "Nurture Flag") that Erica sets after an unanswered call attempt. This flag is what the export/automation logic will key off of. Karly is coordinating with Erica to define this field.

Data dependency: Weekly ElderMark export filtered to contacts where Nurture Flag is set.

Sequence 2: Post-Tour Nurture

Goal: Send a 3-email follow-up sequence to prospects who have completed a tour of the facility.

Trigger condition: A tour is marked as scheduled/completed in ElderMark.

Sequence length: 3 emails (content TBD — to be drafted with AI and approved by Erica).

Critical data quality dependency: Because ElderMark has no API and tour status cannot be synced in real time, the export will treat any tour record as a completed tour. Erica must delete no-show or cancelled tour records before the weekly export runs. If she does not, those contacts will incorrectly receive post-tour emails.

Action required from Erica: Delete or reschedule tour records for no-shows so the export reflects only tours that actually happened.

Export format: Weekly XLS export of all contacts with a tour record. See ^[3] for export process details.

Sequence 3: Past Contact / Stay-in-Touch Nurture

Goal: Maintain a general "stay in touch" campaign for past inquiries — people who are not active leads but may become relevant in the future (e.g., early-stage researchers, past tour-takers who didn't move forward, referral contacts).

Trigger condition: Contact appears on a curated "past contact" list.

Data source: Erica has a legacy "Professionals" file created by a predecessor — a list of references, conference contacts, and non-prospect relationships. This file is described as incomplete and inconsistent (missing names, missing emails). It needs to be cleaned and enriched before it can be used.

Data dependency: Karly has requested the Professionals CSV from Erica. Once received, it will be reviewed for enrichment opportunities before being imported.

Sending Platform

Cordwainer has an existing MailChimp account (discovered during this planning session; credentials in LastPass). This will be used as the sending platform for all three sequences rather than standing up a new tool like SES or Mailgun.

Open Questions & Dependencies

Related

• ^[3] — how contact data is extracted without an API
• ^[4] — tool being used to automate the ElderMark export
• ^[5]