Didion Constant Contact Email Campaign — 4-Email Sequence
Overview
A 4-email nurture sequence was developed for Didion's Corn Masa and Arepa Flour product launch, built in Constant Contact. The campaign targets two distinct audiences — new prospects and existing customers — with separate copy tracks. The Constant Contact template was approved during the [1] marketing review call; final copy is pending Diana Henry's review.
Campaign Structure
Email Sequence
| # | Subject Focus | Notes |
|---|---|---|
| 1 | Who we are | Brand introduction |
| 2 | Product details | Longest email; most content retained in both versions |
| 3 | Product benefits | Condensed value proposition |
| 4 | Get a sample | CTA-focused; drives to Request a Sample form |
All emails link to the [2], either anchored directly to the sample request form or to the page top.
Audience Versions
Two copy tracks exist as separate tabs in the working document:
- Prospects — More content; assumes no prior brand familiarity
- Existing Customers — Condensed; assumes product awareness
Constant Contact Template
The approved template follows a consistent shell across all four emails:
- Header — Consistent Didion branding; does not change between emails
- Hero image — Large image at top; updated per email
- Body content — Copy, supporting images, and CTA text updated per email
- CTA button — Always present; verbiage changes (e.g., "Get a Custom Quote," "Contact Us Today," "Request a Sample")
- Footer — Consistent; does not change between emails
The template uses a blue background section and a gold background section as structural anchors. Spacing may be tightened slightly to improve density without sacrificing readability.
Status
- Template: Approved
- Copy: Drafted; awaiting Diana's final review and edits
- Graphics: Delivered to Diana via email (sent ~7:41 AM day of call, ~12 MB)
- Build: On hold pending copy approval — Michal not to proceed with Constant Contact build until copy is signed off
Key Decisions
- A fourth email was added during drafting; the original plan was three. The addition made logical sense once the content was condensed into a tighter sequence.
- Links will point to the Masa/Arepa landing page; anchor destination (top of page vs. form) to be confirmed.
- Product naming convention: when Corn Masa and Arepa are referenced together, use "Corn Masa and Arepa Flowers." When referenced separately, individual product names stand alone.
Action Items
| Owner | Action |
|---|---|
| Diana | Review and finalize copy for all 4 emails (same day as call) |
| Diana | Confirm preferred link anchor — page top or form |
| Melissa | Hold on Constant Contact build until copy is approved |
| Melissa | Ensure mock-ups are fully proofed before sending for review |
Notes on Proofing
Diana flagged that mock-ups should be more thoroughly proofed before review. Minor errors (e.g., missing punctuation in CTAs) are distracting during approval reviews. Melissa acknowledged and committed to tighter proofing on future deliverables.
Related
- [3]
- [4]
- [5]