wiki/knowledge/email-marketing/bluepoint-monthly-campaign-rhythm.md · 596 words · 2026-04-05

BluePoint Monthly Campaign Rhythm

A recurring monthly cadence adopted by BluePoint ATM to ensure consistent, proactive outreach across multiple channels. Rather than anchoring to fixed calendar dates, the rhythm uses relative dates (e.g., "first Tuesday of the month") so the template applies cleanly to any month regardless of holidays or schedule variation.

Overview

The cadence runs two tracks simultaneously each month:

Execution track: The current month's industry campaign is actively running (emails deploying, direct mail dropping, ads live).
Planning track: The next month's campaign is being built — list pulled, content drafted, assets designed.

This stagger ensures there is never a gap between campaigns and that launch-day pressure is eliminated.

Monthly Campaign Components

Each industry campaign consists of four coordinated elements:

Component	Details
Email automation	10-week drip sequence, adapted from the existing Entertainment campaign template. New content and images are swapped in for the target segment.
Direct mail	Targeted mailer sent a few weeks after the email sequence launches, using the same prospect list (requires physical addresses in addition to emails).
LinkedIn ads	Paid ads targeted to job titles and industries matching the campaign segment. Runs concurrently with email to reinforce messaging.
Organic social	Supporting posts on social channels aligned to the campaign theme, with optional boosting for the active segment.

Relative-Date Scheduling

Using relative dates rather than fixed calendar dates makes the rhythm portable across months:

First Tuesday of the month — campaign content and list due from client
First Thursday of the month — first email of the drip sequence sends
Subsequent emails follow the automation cadence (e.g., Tuesday/Friday send days, as established in the Entertainment campaign)
Direct mail drops approximately 2–3 weeks after the first email send

Holiday periods (e.g., late December) require manual adjustment to the relative-date anchors.

Approved Campaign Sequence (Oct 2025 – Jan 2026)

Month (Execution)	Industry Focus	Notes
October → November	Stadiums & Arenas	Email automation, direct mail, LinkedIn ads. Client to provide list and content.
November → December	Water Parks & Amusement Venues	Targets off-season budget planning for 2026. Dedicated landing page with budget-cycle messaging.
December → January	Live Music Venues	Paired with a comprehensive Google Ads review and optimization pass.

Client Responsibilities Each Cycle

For each new campaign, BluePoint (Mike) is responsible for:

Pulling the prospect list from ZoomInfo — include both email addresses and physical mailing addresses for direct mail eligibility.
Reviewing and approving email content drafted by the agency.
Providing topic outlines or subject focus areas for any new drip sequences (agency drafts the copy).

Agency Responsibilities Each Cycle

Melissa/Asymmetric is responsible for:

Duplicating the existing email automation and updating content and imagery for the new segment.
Designing the direct mail piece using the established template.
Setting up LinkedIn ads targeted to the segment's job titles and industries.
Scheduling organic social posts supporting the campaign theme.
Coordinating direct mail print and drop timing with the printer once the list is finalized.

Overlap Handling

Because campaigns are 10-week automations, multiple campaigns will run concurrently once the rhythm is established. This is intentional — each campaign targets a distinct list, so there is no audience overlap or message conflict. The planning and execution tracks should be treated as independent workstreams.

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