Nurture plans

A nurture plan sends things to a client. A playbook stages work for you. Do not confuse them.

Clients → Nurture.

What a plan is

A trigger and an ordered list of steps.

Triggers:

• Manual — you enroll people yourself.
• New lead — anyone captured for the first time from your public site.
• Stage enter — whenever a contact reaches a stage you nominate.

Steps are emails or tasks, each with a delay. Emails go out as personal letters signed by you, not as marketing blasts: your typeface, your sign-off, your reply address.

Merge tags let a step carry the client’s details — their first name, what they are looking for.

Enrolling someone

• Automatically, if the plan’s trigger fires.
• By hand, from the client’s Follow-ups tab.
• By asking Elle — she will confirm first, because a drip sequence is a series of real emails to a real person.

One person can be on one plan at a time.

Stopping, pausing, and opting out

• Stop an enrollment from the client’s dossier. It ends there.
• Pause a plan and every enrollment on it freezes. Reactivating resumes them where they were.
• Archiving a client stops their runs.
• Opting out — every nurture email carries a one-click unsubscribe. Once someone opts out, no nurture email reaches them again from any plan. Your own direct replies are unaffected; this is about automated sends.

What happens when a step cannot run

It advances anyway, and says why on the client’s timeline — no address on file, opted out, or a send that failed. A plan never wedges silently waiting on a step it can never complete.

Demo workspaces

A demo workspace’s nurture plan arrives paused, deliberately. Nothing is ever sent to the example contacts. If you convert to a real membership the example book is cleared entirely.