---
title: Avant Gardening — Evergreen Email Sequence Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-24-avant-gardening-landscaping-digital-marketing-meeting-103865159.md
tags:
- email-marketing
- avant-gardening
- evergreen
- gohighlevel
- segmentation
- client-re-engagement
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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 [[wiki/clients/avant-gardening/index|GoHighLevel]], 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 [[wiki/clients/avant-gardening/meetings/2025-11-24-campaign-review|2025-11-24 Campaign Review]] 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:

| Segment | Description |
|---|---|
| Landscaping | Clients who received landscaping/design work |
| Maintenance | Clients on recurring maintenance plans |
| Full Build | Clients with larger construction/installation projects |
| Leads Only | Inquired but never converted — lower priority |

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

| Owner | Action | Status |
|---|---|---|
| Tim Stenzel | Export CRM CSV with name, email, service type, and contact status | ⏳ Pending |
| Tim Stenzel | Review drafted email content (emails 1–4) | ⏳ Pending |
| Asymmetric | Grant Tim access to GoHighLevel | ⏳ Pending |
| Asymmetric | Prepare handoff tutorials and pre-schedule future emails | ⏳ Pending |

---

## Related

- [[wiki/clients/avant-gardening/index|Avant Gardening Client Overview]]
- [[wiki/clients/avant-gardening/meetings/2025-11-24-campaign-review|2025-11-24 Campaign Review Meeting]]
- [[wiki/knowledge/email-marketing/gohighlevel-email-setup|GoHighLevel Email Setup]]
- [[wiki/knowledge/email-marketing/crm-list-import-segmentation|CRM List Import & Segmentation]]