---
title: Quarra Lookbook Email Campaigns
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-12-12-salesforce-call-108366930.md
tags:
- email-marketing
- quarra
- lookbooks
- content-strategy
- design-assist
- travertine
- architects
- automation
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Quarra Lookbook Email Campaigns

## Overview

Quarra is developing a series of PDF lookbooks to anchor targeted email automation campaigns aimed at architecture firms, landscape architecture firms, and builders. The strategy is to use high-quality, self-guided visual documents as the primary outreach asset when approaching firms that don't yet have a relationship with Quarra — particularly larger firms (e.g., Norman Foster, Gensler) where cold outreach requires a compelling first impression.

The lookbooks are being produced in InDesign and are designed to be self-evident — the recipient should be able to understand Quarra's offering without a live presentation.

## Planned Lookbooks

Three initial lookbooks are in development, each intended to drive a separate email campaign:

| Lookbook | Audience | Purpose |
|---|---|---|
| **Company Overview** | Architects, builders, landscape architects | Broad introduction to Quarra — who they are, full service breadth |
| **Design Assist** | Architects, interior designers | Introduce the Design Assist consulting service; position it as a collaborative tool, not a challenge to the designer's process |
| **Travertine** | Architects, specifiers | Capitalize on high current demand for Italian/Roman Travertine |

Lincoln will share draft versions of the company and Design Assist lookbooks with the Asymmetric team for review and feedback.

## Campaign Strategy

The lookbooks feed into a broader outbound playbook:

1. **Identify target firms** — Quarra is refining a target list of architecture and landscape architecture firms for 2026. Once finalized, this list will be shared with Asymmetric.
2. **Initial outreach** — Email or network-based contact to get in the door.
3. **Lookbook delivery** — Automated email sends the relevant lookbook as a PDF asset.
4. **Follow-up** — Drive toward a presentation visit or direct inquiry.

The email automations will be built using existing copy as a starting point. Lincoln will review templates directly in the email tool rather than via Word doc review, to accelerate the process.

## Landing Pages

Each lookbook campaign should be supported by a dedicated landing page to improve ad quality scores and conversion tracking:

- **Design Assist landing page** — in progress (see [[wiki/knowledge/seo/design-assist-service-rebrand]])
- **Falls Quartzite landing page** — in progress
- Travertine: Lincoln indicated a dedicated landing page is *not* planned for Travertine at this time; the lookbook will serve that purpose

## Related Context

- The Design Assist lookbook is closely tied to the service rebrand from "Professional Stone Consulting" — see [[wiki/knowledge/seo/design-assist-service-rebrand]] for SEO rationale.
- The slip resistance content strategy (blog post → potential service page) is a complementary content play targeting architects with a specific high-risk problem — see [[wiki/knowledge/seo/slip-resistance-content-strategy]].
- The Norman Foster relationship and the Kuwait airport project illustrate the type of firm-level engagement this campaign is designed to support — see [[wiki/clients/quarra/_index]].

## Action Items

- [ ] Lincoln to email Karly/Mark with draft lookbooks (company overview + Design Assist)
- [ ] Karly to build 1–2 initial email automation templates using existing copy; send to Lincoln for review
- [ ] Karly to create Design Assist landing page
- [ ] Once target list is finalized, share with Asymmetric to configure campaign audiences

## Source Meeting

[[wiki/meetings/2025-12-12-salesforce-call-quarra-asymmetric]]