Programme signup and email follow-up.

01

Start with why they signed up.

Someone looking for finished wholesale materials has a different interest from someone growing young plants or taking part in fundraising. Others want weekly availability. An email address alone does not carry that distinction.

I built landing pages and website integrations that apply source and interest tags when someone signs up. That preserves why they signed up, so I can group recipients for the right programme communication.

02

Use that context to choose what follows.

I use those groups to select recipients, including for seasonal programmes. I also configured welcome emails and automated flows that use those programme tags to send the relevant catalogue. I set up the triggers and created the emails within those flows.

That way, someone who signs up for fundraising does not have to be treated the same as someone looking for wholesale availability. The follow-up reflects what they actually signed up for.

03

Not every email needs the same approach.

Weekly availability is different. The information changes, and I assemble that campaign manually. I design the weekly availability email in Canva, prepare it for the email platform and send it to the selected availability audience.

From the email, recipients can go straight to online ordering or the current documents on our hosted portal.

The programme flows and the weekly availability email have different jobs. I can automate the stable programme follow-up, but I still build the availability email because the content changes from week to week. The audience rules still decide who should receive it.