wiki/knowledge/email-marketing/quarra-lookbook-email-campaigns.md · 521 words · 2026-04-05

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:

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.
Initial outreach — Email or network-based contact to get in the door.
Lookbook delivery — Automated email sends the relevant lookbook as a PDF asset.
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 ^[1])
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

The Design Assist lookbook is closely tied to the service rebrand from "Professional Stone Consulting" — see ^[1] 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 ^[2].
The Norman Foster relationship and the Kuwait airport project illustrate the type of firm-level engagement this campaign is designed to support — see ^[3].

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

^[4]