Quarra Stone Email Nurture Campaigns
Overview
Quarra Stone has two distinct inbound lead segments — fine art and traditional fabrication — each receiving a dedicated email nurture drip campaign built in Salesforce Account Engagement (formerly Pardot). The campaigns are designed to automatically enroll leads based on their entry point (landing page or contact form submission) and move them through a structured nurture flow.
As of the December 2025 strategy call, templates were built and flows were targeted to go live by end of year 2025, with a joint review scheduled with the Quarra Stone team before launch.
Segments
| Segment | Trigger | Notes |
|---|---|---|
| Fine Art | Fine art landing page or contact form submission | Targets designers/clients seeking artistic stone work |
| Traditional Fabrication | Fabrication landing page or contact form submission | Targets builders, GCs, and masons |
Platform & Setup
- Platform: Salesforce Account Engagement (Pardot)
- Template status: HTML email templates built; an earlier unsubscribe link HTML issue was resolved before templates were finalized
- Content source: Evoke provided email drip content (three email sequences per drip), delivered via Google Docs
- Flow trigger: Form submission on the relevant landing page or contact form automatically enrolls the lead into the appropriate nurture sequence
Content
Content for the drip sequences was produced by Evoke and includes:
- Lead magnet follow-up emails
- Educational/nurture emails aligned to each segment
- Three-email drip sequences per flow
Ed (Lincoln Durham) is responsible for reviewing the Evoke-provided content docs before the flows go live. Karly will plug the content into the templates and adjustments can be made during the joint review session.
Review & Launch Process
- Karly builds out the email flows in Account Engagement using Evoke content
- Ed reviews content docs and provides any edits
- Joint review session scheduled with Lauren and Ed to walk through templates before activation
- Flows go live; leads enrolling via form submissions are automatically routed into the correct sequence
Action Items
- [ ] Build fine art nurture drip in Account Engagement (@Karly)
- [ ] Build traditional fabrication nurture drip in Account Engagement (@Karly)
- [ ] Review Evoke email content docs (@Ed / Lincoln Durham)
- [ ] Schedule and conduct template review with Lauren and Ed (@Karly)
Related
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