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 [1], 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 [2] meeting.
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.
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.
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.
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.
The current engagement is a 3-month contract. At the end of the term, two paths are available:
| 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 |