wiki/knowledge/email-marketing/quarra-hybrid-email-strategy.md · 751 words · 2026-04-05
Quarra Hybrid Email Strategy
Overview
During the February 2026 ABM strategy review, Asymmetric and Quarra Stone agreed on a hybrid email approach that combines broad awareness blasts with highly personalized, automated Salesforce sequences. The model was developed in response to the Vals Quartzite shingle launch and the broader ABM segment refinement, where the team needed to touch a large number of accounts while still maintaining the tailored feel that drives higher response rates.
This approach is now the recommended email framework for Quarra's ABM campaigns going forward.
The Hybrid Model
Layer 1 — Broad "Now Introducing" Blast
Used for product or capability launches where the goal is wide awareness across a known audience.
- Format: Traditional marketing email with imagery, headline, and brief copy
- Tone: Announcement-style; not personalized to individual recipients
- Use case: Vals Quartzite shingle system launch — sent to all firms and contacts historically associated with Vals Quartzite sales
- Goal: Cast a wide net, generate initial awareness, and surface warm leads for follow-up
"I think the first email on that could be, like, an old-school blast, you know, where we're making just, like, now introducing the Vals Quartzite Shingle system. Photos, you know. Tidbit, and we just blast that to every email account that we want to see that."
— Lincoln Durham
Layer 2 — Personalized Salesforce Nurture Sequences
Used for key ABM accounts where the goal is to move specific decision-makers through the funnel.
- Format: Plain-text emails that read as one-to-one correspondence, not marketing emails
- Personalization: Pulls from AI-scraped account research docs (company news, project signals, sustainability positioning, decision-maker profiles)
- Cadence: Multi-touch sequence (email → LinkedIn → email, etc.) built and automated in Salesforce
- Tone: Conversational, specific to the recipient's role and company context
- Goal: Build a relationship with named decision-makers at target accounts; route responses to a sales rep
"It's going to look like somebody who sat down, wrote up this email for them specifically and sent it to them one-to-one."
— Karly Oykhman
When to Use Each Layer
| Scenario |
Recommended Layer |
| New product or material launch |
Broad blast (Layer 1) |
| Named accounts in ABM segments |
Personalized Salesforce sequence (Layer 2) |
| Inbound leads from e-guide downloads |
Existing Salesforce drip (TradFab, DigFab, Fine Art) |
| Accounts that respond to blast |
Escalate to Layer 2 sequence or direct sales outreach |
Integration with ABM Segments
The hybrid model maps onto Quarra's refined ABM segments:
- Vals Quartzite — Launch with a broad blast, then follow up with personalized sequences for high-priority accounts (architects, landscape architects, GCs, Masons, developers)
- Architecture Firms, Education, Historic Preservation — Personalized Salesforce sequences as the primary outreach method; nurture campaigns as a secondary touch for lower-priority accounts
LinkedIn Ads were considered as a third layer (targeting the same account lists used in email) but were paused to concentrate budget on email. This can be revisited once email campaigns are running.
See [1] for full segment definitions and targeting criteria.
Messaging Framework
All email copy — whether blast or personalized — should incorporate at least two of the three brand pillars:
- Head — Precision & engineering (showcase capabilities, technical specifics)
- Heart — Ethos & longevity (memorials, lasting work, emotional resonance)
- Conscience — Sustainability & service life (responsible sourcing, material longevity)
Salesforce Setup Notes
- Personalized sequences are built as automated cadences in Salesforce; emails fire without manual sending once activated
- Account research docs are loaded directly into Salesforce records so sales reps have context at the point of outreach
- Existing drip sequences (TradFab, DigFab, Fine Art) are built but not yet activated — pending Lincoln's review of email copy in Google Docs
- All contact form submissions from ABM landing pages feed into Salesforce and trigger the appropriate nurture sequence
Status (as of February 2026)
- [x] Email copy written for TradFab, DigFab, and Fine Art drip sequences
- [x] Salesforce automations being built
- [ ] Lincoln to review drip email copy in Google Docs before activation
- [ ] Vals Quartzite blast email to be drafted (pending professional project photography and new samples from Switzerland)
- [ ] Personalized sequences for Vals Quartzite and other ABM segments to be built after segment lists are finalized