---
title: Cordwainer Email Nurture Sequences — New Lead, Post-Tour, Past Contact
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-10-cordwainer-crm-call-128794269.md
tags:
- email-marketing
- cordwainer
- nurture-sequences
- mailchimp
- eldermark
- automation
layer: 2
client_source: null
industry_context: null
transferable: true
---

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

## Overview

Three email nurture sequences are planned for [[wiki/clients/cordwainer/_index|Cordwainer]] 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 [[wiki/knowledge/tools/eldermark|ElderMark]], which has no API — see [[wiki/knowledge/crm/eldermark-no-api-workaround|ElderMark No-API Workaround]] 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 [[wiki/knowledge/crm/eldermark-no-api-workaround|ElderMark No-API Workaround]] 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

| Item | Owner | Status |
|---|---|---|
| Define "Nurture Flag" field in ElderMark | Karly + Erica | In progress |
| Obtain and clean Professionals CSV | Karly (waiting on Erica) | Waiting |
| Draft email copy for all 3 sequences (AI-assisted) | Mark | Not started |
| Confirm MailChimp account access and list structure | Karly | Not started |
| Confirm Further → ElderMark lead sync is working | Mark | Not started |

---

## Related

- [[wiki/knowledge/crm/eldermark-no-api-workaround|ElderMark No-API Workaround]] — how contact data is extracted without an API
- [[wiki/knowledge/tools/axiom-ai-browser-automation|Axiom.ai Browser Automation]] — tool being used to automate the ElderMark export
- [[wiki/clients/cordwainer/_index|Cordwainer Client Overview]]