# Plan 2 — Eblast Series (HTML emails for SendGrid) > **For agentic workers:** REQUIRED SUB-SKILL: Use `superpowers:subagent-driven-development` (recommended) or `superpowers:executing-plans` to implement this plan task-by-task. Steps use checkbox (`- [ ]`) syntax for tracking. **Goal:** Produce 4 production-ready HTML email templates that BT Web Group's existing CRM (with SendGrid integration) can send to the warm-prospect list — one per Tuesday for 4 weeks. Each template is responsive, dark-mode-aware, and uses email-safe HTML (tables, inline styles). **Architecture:** One shared base template (`_base-email.html`) defines header, footer, primary button style, and the variable slots. Each of the 4 emails is a self-contained `.html` file with all styles inlined (no `` stylesheets — Gmail, Outlook, Apple Mail strip them). All CTAs use full absolute URLs with UTM tags baked in. A Mustache-style `{{first_name}}` placeholder is the only personalization; the CRM merge-tag syntax may differ (e.g., `%first_name%` for SendGrid) — final find/replace happens at send time. **Tech Stack:** Pure HTML4-compatible email (tables, inline styles, web-safe + Google Fonts fallback). No JS. No external CSS. Tested against the standard email client matrix. **Reference spec:** `docs/superpowers/specs/2026-06-02-packages-launch-design.md` (§7 has full email copy + tactical standards). --- ## File Structure ``` emails/ ├── _base-email.html ← reference template (NOT sent; copy-paste source) ├── _email-style-tokens.md ← email-safe color/font palette doc ├── eblast-01-pricing-changed.html ├── eblast-02-chatgpt-findability.html ├── eblast-03-5k-email-blast.html ├── eblast-04-no-lockin.html └── README.md ← how to send via CRM + UTM scheme + send schedule ``` Working directory: `/Users/sanketlakhani/Work/btwebgroup-packages/emails/` --- ## Email Design Standards (apply to every template) | Spec | Value | |---|---| | Max width | 600px | | Single column | Yes (no multi-col except header/footer rows) | | Background | `#f6f8fb` outer · `#ffffff` content card | | Primary button | bg `#00b8c4`, text `#ffffff`, padding `14px 28px`, radius `6px`, font 16px bold | | Body font | Inter + fallback stack: `'Inter', 'Helvetica Neue', Arial, sans-serif` | | Headline font | Poppins + fallback: `'Poppins', 'Helvetica Neue', Arial, sans-serif` | | Body color | `#1a2e4d` | | Muted | `#5a6478` | | Link color | `#00b8c4` | | Body font size | 16px (body), 14px (footer), 28px (H1), 20px (H2) | | Line height | 1.6 body, 1.3 headings | | Pre-header text | hidden div at top, used for the inbox preview line | | From name | `Sanket Lakhani` | | From email | `sanket@btwebgroup.com` | | Reply-to | `sanket@btwebgroup.com` (NOT noreply@) | | Send window | Tuesday 10:00 AM America/New_York | | Footer | Physical address (CAN-SPAM), unsubscribe link, 1-line about | --- ## Task 1: Build the shared email base template **Files:** - Create: `emails/_base-email.html` - Create: `emails/_email-style-tokens.md` This base is the source for all 4 emails. It is NOT sent on its own. - [ ] **Step 1: Write the base template** ```html {{title}}
{{preheader}}
``` - [ ] **Step 2: Document the style tokens** Create `emails/_email-style-tokens.md`: ```markdown # Email Style Tokens Use these exact values in every email template (no CSS variables — email clients don't support them). | Token | Value | Where used | |---|---|---| | Outer bg | `#f6f8fb` | body, outer wrapper | | Card bg | `#ffffff` | content card | | Text | `#1a2e4d` | body, headings | | Text muted | `#5a6478` | footer, sub-text | | Border | `#e3e8f0` | PS divider | | Primary | `#00b8c4` | button bg, links | | Primary hover | (not used in email) | — | | Gold accent | `#f5b800` | rare — savings highlights | | Body font | `'Inter','Helvetica Neue',Arial,sans-serif` | body, paragraph | | Heading font | `'Poppins','Helvetica Neue',Arial,sans-serif` | h1, h2, button | | Body size | 16px / 1.6 | paragraph | | H1 size | 28px / 36px (mobile 24px) | headline | | H2 size | 20px / 28px | section headers | | Button padding | 14px 28px | primary CTA | | Button radius | 6px | primary CTA | | Container width | 600px | mobile drops to 100% | ## Variables in `_base-email.html` - `{{title}}` — browser tab + email subject fallback (not the actual subject — that's set in the CRM) - `{{preheader}}` — inbox preview text (hidden div) - `{{headline}}` — H1 - `{{body_paragraph}}` — main body (multiple paragraphs allowed via `

` tags in HTML) - `{{cta_label}}` — button text - `{{cta_url}}` — button href (must include UTM params) - `{{ps}}` — P.S. line - `{{physical_address}}` — CAN-SPAM physical address (configure once) - `{{unsubscribe_url}}` — CRM-generated unsubscribe link Most CRMs use a different merge syntax (e.g., SendGrid's `%firstname%` or Mailchimp's `*|FNAME|*`). When pasting into the CRM, find-and-replace `{{first_name}}` to the CRM's merge tag. All other variables (preheader, headline, etc.) are filled in at template-creation time, not at send time. ``` - [ ] **Step 3: Render test** Open the base in a browser to verify it renders cleanly even with raw `{{variable}}` placeholders visible: Run: `open /Users/sanketlakhani/Work/btwebgroup-packages/emails/_base-email.html` Expected: header, card, button, footer all rendered. Variables visible as literal text — that's fine for the base. - [ ] **Step 4: Commit** ```bash cd /Users/sanketlakhani/Work/btwebgroup-packages git add emails/_base-email.html emails/_email-style-tokens.md git commit -m "feat(emails): add base email template + style tokens" ``` --- ## Task 2: Build Eblast 1 — "Our pricing changed. Here's why." **Files:** - Create: `emails/eblast-01-pricing-changed.html` Spec §7 Eblast 1. Goal: click-through, plant seed about new pricing. - [ ] **Step 1: Compose the email** Copy `_base-email.html` to `eblast-01-pricing-changed.html`, then fill in: - `{{title}}`: `Our pricing changed since we talked` - `{{preheader}}`: `AI cut our delivery hours. We passed it to you.` - `{{headline}}`: `Our pricing changed. Here's why.` - Replace the single `{{body_paragraph}}` block with the full multi-paragraph body from spec §7 Eblast 1, formatted as separate `

` tags. Include the three tripwire mini-cards as a small inline table. - `{{cta_label}}`: `See all three packages →` - `{{cta_url}}`: `https://btwebgroup.com/packages?utm_source=eblast&utm_medium=email&utm_campaign=2026-06-relaunch&utm_content=email1-pricing-changed` - `{{ps}}`: `If $247 still feels like too much, hit reply — we'll find a way that works for you.` - `{{physical_address}}`: confirm the real Lexington address with Sanket before send - `{{unsubscribe_url}}`: leave as `{{unsubscribe_url}}` for the CRM to replace at send time **Tripwire mini-cards** (insert above the primary CTA, replacing the simple paragraph): ```html

Three starter projects you can try for less than the cost of a dinner-for-two:

🔹 5,000-Contact Email Blast — $247

We send 5,000 emails to your list with AI-written, team-approved copy.

 

🔹 AI SEO Audit + 5-Page Fix Pack — $297

We audit your site, then actually fix 5 pages. Not just hand you a PDF.

 

🔹 AI Landing Page Mockup — $247

We design a high-conversion landing page in 5 business days. Yours to keep.

Cancel anytime. No contracts. Data is yours either way.

``` The opening greeting + reasoning paragraphs from spec §7 go above this block; the salutation + signature + PS from the base stay in place. **Subject A/B options** (Sanket picks one or sets up the A/B test in CRM): - A: `Our pricing changed since we talked` - B: `Quick follow-up — about that quote` - C: `Lexington update: new package pricing` Document these in a comment at the top of the file: ```html ``` - [ ] **Step 2: Render + visual QA** Run: `open /Users/sanketlakhani/Work/btwebgroup-packages/emails/eblast-01-pricing-changed.html` Acceptance: - [ ] Renders without broken layout in Chrome at 600px and 375px viewport - [ ] No raw `{{var}}` left except `{{first_name}}` (if used) and `{{unsubscribe_url}}` (CRM fills) - [ ] Tripwire mini-cards stack and have left-border accent - [ ] CTA button is prominent, single primary CTA in the email - [ ] Word count between 150-300 words (spec target: 150-250) - [ ] **Step 3: Commit** ```bash git add emails/eblast-01-pricing-changed.html git commit -m "feat(emails): eblast 1 — pricing changed" ``` --- ## Task 3: Build Eblast 2 — "Can ChatGPT find your business?" **Files:** - Create: `emails/eblast-02-chatgpt-findability.html` Spec §7 Eblast 2. Goal: direct purchase of AI SEO Audit + Fix tripwire. - [ ] **Step 1: Compose the email** Copy base, fill in: - Subject A/B in HTML comment header: - A: `Can ChatGPT find your business?` - B: `Most Lexington businesses are invisible to AI search` - C: `Quick test: ask ChatGPT about your company` - Preheader: `We fix it for $297. Real work, real fix.` - Headline: `Can ChatGPT find your business?` - Body (from spec §7 Eblast 2) — include the "try this right now" instruction, the AEO/GEO explanation, the 4-bullet "Here's what $297 gets you", the price comparison ($1,400 vs $297). - 4-bullet block (after the explanatory paragraphs): ```html
✅ Our SEO specialists audit your full site (AI does the busywork — finding issues, comparing competitors — our team interprets and decides)
✅ A clear list of what's blocking your AI search visibility
✅ We actually fix 5 pages — meta titles, descriptions, headings, alt text, schema. Most agencies hand you a list. We hand you a fixed site.
✅ Delivered in 5 business days

Comparable agency work elsewhere: $1,400+.
Your price today: $297. One-time. No subscription.

``` - CTA label: `Get my AI SEO Audit + Fix Pack →` - CTA URL: `https://btwebgroup.com/packages/ai-seo-audit-fix?utm_source=eblast&utm_medium=email&utm_campaign=2026-06-relaunch&utm_content=email2-chatgpt-findability` - PS: `The audit usually surfaces 3-5 problems most small business owners had no idea were there. Worth it just for that.` - [ ] **Step 2: Render + QA** Run: `open /Users/sanketlakhani/Work/btwebgroup-packages/emails/eblast-02-chatgpt-findability.html` Same acceptance as Task 2 Step 2. Plus: - [ ] The "try this right now" instruction stands out (use bold or a callout block) - [ ] Price comparison ($1,400 strike vs $297 bold) is visually clear - [ ] **Step 3: Commit** ```bash git add emails/eblast-02-chatgpt-findability.html git commit -m "feat(emails): eblast 2 — chatgpt findability" ``` --- ## Task 4: Build Eblast 3 — "5,000 emails. We send. You watch results come in." **Files:** - Create: `emails/eblast-03-5k-email-blast.html` Spec §7 Eblast 3. Goal: direct purchase of 5K Email Blast tripwire. Honest scarcity (limited fulfillment slots). - [ ] **Step 1: Compose the email** - Subject A/B: - A: `5,000 emails sent for $247` - B: `You have a customer list. We have an offer.` - C: `Need a sale this month? Here's the fastest way.` - Preheader: `5 business days from "yes" to inbox.` - Headline: `5,000 emails. Sent. In 5 business days. $247.` - Body from spec §7 Eblast 3. - 5-bullet "Here's exactly what you get" block, same `` pattern as Eblast 2. - Price block: `Comparable agency work elsewhere: $1,200–$1,800. Your price: $247.` - CTA label: `Send my 5,000 emails →` - CTA URL: `https://btwebgroup.com/packages/5k-email-blast?utm_source=eblast&utm_medium=email&utm_campaign=2026-06-relaunch&utm_content=email3-5k-blast` - PS: `We only have 10 fulfillment slots open in {{send_month}} — first-come-first-served because the delivery window is tight.` Note: `{{send_month}}` is a placeholder — Sanket replaces with literal month name before sending (e.g., "June"). Document this in the file's header comment. - [ ] **Step 2: Render + QA** Run: `open /Users/sanketlakhani/Work/btwebgroup-packages/emails/eblast-03-5k-email-blast.html` Same acceptance + verify the scarcity line is in the PS (more credible at the end than the top). - [ ] **Step 3: Commit** ```bash git add emails/eblast-03-5k-email-blast.html git commit -m "feat(emails): eblast 3 — 5k email blast" ``` --- ## Task 5: Build Eblast 4 — "If $247 still feels risky, read this." **Files:** - Create: `emails/eblast-04-no-lockin.html` Spec §7 Eblast 4. Goal: convert holdouts via reassurance + introduce bundle option. - [ ] **Step 1: Compose the email** - Subject A/B: - A: `If $247 still feels risky, read this` - B: `Why we don't lock customers in (and why that matters)` - C: `Last call: 8 new client spots for {{send_month}}` - Preheader: `Cancel any time. Your data, your business.` - Headline: `If $247 still feels risky, read this.` - Body from spec §7 Eblast 4 — empathy paragraph, 4-bullet "Here's how we're different", Lead Engine bundle highlight box, closing. 4-bullet differentiation block: ```html
🔹 No contracts. Pay month-to-month, cancel any month, no penalty.
🔹 No data hostage. When you leave, we export your contacts, content, ads, designs, and reports within 5 business days. To you. Not to us.
🔹 No setup fees, no cancellation fees. Ever.
🔹 Real team in Lexington. Talk to a human, not a ticket queue.
``` Lead Engine bundle highlight box (after the bullets, before the dual CTA): ```html

Lead Engine Bundle — $1,197/mo

PPC + SEO + Email — three channels, one team, one bill. Save $294/mo vs. buying separately.

Includes a free 30-Day Lead Performance Review (worth $147) after your first month.

``` Dual CTA (Eblast 4 has two primary CTAs — `See all packages` + `Book a 15-min call`): ```html
See all packages →   Book a 15-min call →
``` PS: `If you only do one thing: hit reply with the question, "what would you do for my business with $247?" — and we'll send a custom answer within 24 hours. Not a quote. An actual plan.` - [ ] **Step 2: Render + QA** Run: `open /Users/sanketlakhani/Work/btwebgroup-packages/emails/eblast-04-no-lockin.html` Acceptance + verify dual-CTA buttons stack on mobile (mobile media query already handles `.btn a { display: block }` — but the table-wrapped dual-CTA pattern needs an additional mobile-only override; document in the file's HTML comment if not handled). - [ ] **Step 3: Commit** ```bash git add emails/eblast-04-no-lockin.html git commit -m "feat(emails): eblast 4 — no lock-in / holdout conversion" ``` --- ## Task 6: Email-client compatibility test **Files:** (none — test only) - [ ] **Step 1: Run a litmus check (free tier or paid)** Options: - **Litmus / Email on Acid** — paid, comprehensive. Render across 90+ clients. - **Mail-tester.com** — free spam-score check (target: 9+/10). - **Real-inbox test** — send each email to Gmail, Outlook.com, Apple Mail, Yahoo from the BT Web Group SendGrid account; visually verify each. At minimum, do the real-inbox test: ``` For each of the 4 eblast HTML files: 1. Paste into the CRM as a new test email 2. Send to Sanket's personal Gmail + Outlook account 3. Verify: button renders as a button (not text), images load, no broken layout 4. Open on mobile (iOS Mail + Gmail app for Android) 5. Check inbox preview shows the preheader text ``` - [ ] **Step 2: Spam-score check** For each eblast, send to `test@mail-tester.com` (free). Aim for 9+/10. Common fixes: - Add SPF/DKIM/DMARC on `btwebgroup.com` (likely already done — verify) - No image-only emails (we have plenty of text — good) - Avoid spam-trigger words ("FREE", "ACT NOW", excessive caps) - Include physical address + unsubscribe (already in base) - Text-to-image ratio favors text (we have no images — perfect) Document the score in `emails/README.md` per email. - [ ] **Step 3: Document any fixes** If any test reveals layout breakage or low spam scores, fix in the relevant `.html` file and commit: ```bash git add emails/eblast-*.html git commit -m "fix(emails): client compatibility + spam-score adjustments" ``` --- ## Task 7: Write send playbook README **Files:** - Create: `emails/README.md` - [ ] **Step 1: Write the playbook** ```markdown # Eblast Series — Send Playbook 4 emails. One per Tuesday, 10:00 AM America/New_York. Sent from `sanket@btwebgroup.com` via existing CRM → SendGrid. ## Send schedule | Week | Send date | File | Subject A/B options | Goal | |---|---|---|---|---| | 1 | Tue, week 1 | `eblast-01-pricing-changed.html` | "Our pricing changed since we talked" / "Quick follow-up — about that quote" / "Lexington update: new package pricing" | Click-through to /packages | | 2 | Tue, week 2 | `eblast-02-chatgpt-findability.html` | "Can ChatGPT find your business?" / "Most Lexington businesses are invisible to AI search" / "Quick test: ask ChatGPT about your company" | Direct purchase of AI SEO Audit + Fix | | 3 | Tue, week 3 | `eblast-03-5k-email-blast.html` | "5,000 emails sent for $247" / "You have a customer list. We have an offer." / "Need a sale this month? Here's the fastest way." | Direct purchase of 5K Email Blast | | 4 | Tue, week 4 | `eblast-04-no-lockin.html` | "If $247 still feels risky, read this" / "Why we don't lock customers in (and why that matters)" / "Last call: 8 new client spots for {month}" | Convert holdouts; introduce Lead Engine bundle | ## Before sending each email 1. Open the `.html` file. Copy entire contents. 2. In the CRM: - Create a new campaign named `2026-06-relaunch-emailN` - Paste HTML into the source/HTML view - Find-and-replace `{{first_name}}` → CRM merge tag (e.g., `%firstname%`) - Find-and-replace `{{send_month}}` → current month name (e.g., "June") - Find-and-replace `{{unsubscribe_url}}` → CRM-generated unsubscribe link (or leave as-is if CRM auto-substitutes) - Find-and-replace `{{physical_address}}` → confirmed Lexington physical address - Set From: `Sanket Lakhani ` - Set Reply-To: `sanket@btwebgroup.com` - Set Subject: pick one of the three A/B options OR configure SendGrid's subject A/B test 3. Preview in CRM. Send a test to your own email. Visually check on desktop + mobile. 4. Schedule for Tuesday 10:00 AM ET. Use the warm-prospect list. ## UTM scheme All CTAs use this template: `https://btwebgroup.com/?utm_source=eblast&utm_medium=email&utm_campaign=2026-06-relaunch&utm_content=emailN-` These UTMs are read by the lead modal on btwebgroup.com (see Plan 1 Task 2) and stored with the lead record in the CRM. Use them to attribute purchases back to specific eblasts. ## Post-send checklist (per email) After each send: - [ ] Open rate ≥ 25% (target — warm list) - [ ] Click rate ≥ 3-5% - [ ] Reply rate ≥ 1-2% (replies go to Sanket personally — route them) - [ ] Purchase rate ≥ 0.5-2% on tripwires - [ ] Suppress bounces in CRM - [ ] Remove unsubscribes immediately ## Post-series handoff (week 5+) - **Opened but didn't buy:** drop into slower nurture sequence (1 email/month). Use rotation-pool tripwire offers (spec §4 items 4-10). - **Clicked but didn't buy:** personal outreach from Sanket, not automated. - **Bought a tripwire:** starts upsell sequence — Starter package offer 14 days after delivery. ## Spam-score log After running mail-tester.com on each email, record the score here: | Email | Score (target ≥9/10) | Issues to fix | Status | |---|---|---|---| | Eblast 1 | TBD | — | Not tested yet | | Eblast 2 | TBD | — | Not tested yet | | Eblast 3 | TBD | — | Not tested yet | | Eblast 4 | TBD | — | Not tested yet | (Update this table during Task 6 of this plan.) ``` - [ ] **Step 2: Commit** ```bash git add emails/README.md git commit -m "docs(emails): add send playbook README" ``` --- ## Out of Scope for This Plan - **Setting up the SendGrid sender authentication (SPF/DKIM/DMARC)** — assumed already done for `btwebgroup.com`. If not, that's a 30-min DNS task and should happen BEFORE sending Eblast 1. - **Building the CRM-side automation for post-purchase upsell sequences** — covered in Plan 3 (Ops). - **Cold-list emails** — this series targets warm prospects only. - **Beyond-week-4 nurture sequence** — the post-series handoff describes the next phase; building those emails is a follow-up plan. - **Image creation** — these emails are intentionally text-heavy (better deliverability, faster build, more authentic feel). --- ## Success Criteria - 4 production-ready HTML emails in `emails/` - Shared `_base-email.html` ensures consistent header/footer/styling - Each email passes basic real-inbox visual test on Gmail + Outlook + Apple Mail - Spam scores ≥ 9/10 from mail-tester.com - README documents the entire send playbook so Sanket can hand it to an operator