# Eblast Series — Send Playbook

4 emails, one per Tuesday, 10:00 AM America/New_York, to the warm-prospect list. Sent via the existing CRM → SendGrid.

**Each email sells one low-cost $297 offer and links straight to that offer's page**, where the customer reads the detail and checks out. Copy is written customer-first (their outcome, not ours).

Design: **V3 system** — Montserrat, gold-primary / green-secondary, light surfaces, stock hero imagery. Matches `packages-html/packages-root.html`. See `_email-style-tokens.md`.

## Sender (confirmed — FINALIZATION Q19)
- **From:** `Brian Evans - BT Web Group <hello@btwebgroup.com>`
- **Reply-To:** `hello@btwebgroup.com`

## Send schedule

| Week | File | Offer ($297, market value struck) | CTA goes to | Subject A/B options |
|---|---|---|---|---|
| 1 | `eblast-01-website-mockup.html` | **2 Web Page Design Concepts** (was $600) | `/tripwire/tripwire-ai-landing-page-mockup` | "See your new website before you pay to build it" / "What would a better website do for your business?" / "2 custom design concepts for your site — $297" |
| 2 | `eblast-02-chatgpt-findability.html` | **AI SEO Audit + Fix** (was $600) | `/tripwire/tripwire-ai-seo-audit-fix` | "Can ChatGPT find your business?" / "Your next customer is asking AI for a recommendation" / "Quick test: ask ChatGPT about your company" |
| 3 | `eblast-03-5k-email-blast.html` | **5K Email Blast** (was $500) | `/tripwire/tripwire-5k-email-blast` | "The customers you already have are the easiest to win back" / "5,000 of your contacts, one great email — done for you" / "More sales this month without spending on ads?" |
| 4 | `eblast-04-chatbot-quickstart.html` | **AI Chatbot Quick Start** (was $600) | `/tripwire/tripwire-ai-chatbot-quick-start` | "Who answers your website at 9pm?" / "You're losing the leads who visit after hours" / "A 24/7 assistant on your site in 5 days — $297" |

All prices/offers verified against `PACKAGES.md`. Don't edit prices here — change `PACKAGES.md` first, then the templates. Each email also offers the **free marketing assessment** ($500 value) as the no-pressure alternative for people not ready to buy.

## Before sending each email

1. Open the `.html` file, copy entire contents.
2. In the CRM, create campaign `2026-06-relaunch-emailN` and paste the HTML.
3. Find-and-replace merge fields:
   - `{{first_name}}` → CRM merge tag (e.g. `%firstname%`)
   - `{{view_in_browser_url}}` → CRM hosted-version link
   - `{{unsubscribe_url}}` → CRM unsubscribe link (or leave if CRM auto-substitutes)
   - `[COMPANY REGISTRATION — owner to supply]` → **owner provides** the final CAN-SPAM company-registration line (do not fabricate). Physical address is already set: 168 E. Reynolds Rd. Lexington, KY 40517.
4. Set From `Brian Evans - BT Web Group <hello@btwebgroup.com>`, Reply-To `hello@btwebgroup.com`.
5. Set subject (pick one A/B option or configure SendGrid's subject test).
6. Send a test to your own inbox. Check desktop + mobile, **with images off** (every email reads fully without images — hero/offer art is enhancement only).
7. Schedule Tuesday 10:00 AM ET, warm-prospect list.

## UTM scheme (confirmed — FINALIZATION Q21)

Every CTA already carries:
`?utm_source=eblast&utm_medium=email&utm_campaign=2026-06-relaunch&utm_content=eN-<slug>`

Only links originating from an eblast carry UTMs; organic links stay clean.

## Post-send targets (per email)
- Open rate ≥ 25% · Click rate ≥ 3–5% · Reply rate ≥ 1–2% · Offer purchase ≥ 0.5–2%
- Suppress bounces; remove unsubscribes immediately.

## Post-series handoff (week 5+)
- **Opened, didn't buy:** slower nurture (1/month).
- **Clicked, didn't buy:** personal outreach from the team.
- **Bought an offer:** upsell sequence — matching Starter package offer 14 days after delivery.

## Spam-score log
Run mail-tester.com on each before send (target ≥ 9/10) and record here.

| Email | Score | Issues | Status |
|---|---|---|---|
| Eblast 1 (website mockup) | — | — | Not tested |
| Eblast 2 (AI SEO audit) | — | — | Not tested |
| Eblast 3 (5K email blast) | — | — | Not tested |
| Eblast 4 (chatbot quick start) | — | — | Not tested |

Send a real-inbox test to Gmail + Outlook + Apple Mail before go-live.