A plan to switch on the nurturing engine we already built, protect our engaged clients from fatigue, onboard new clients into it, and add product automations — Flip Charts first. H2 2026 → Q1 2027.
On 5 July 2026 the full always-on backbone was created in MailerLite: SIG Welcome, Toolkit Funnel, Post-Purchase Nurture, Win-back + a reusable Campaign Arc — 28 emails already written, plus the exact anti-fatigue guardrails we want. It's all switched off, copy not pasted, segments not wired. This is an activation job, not a design job — which is why we can move fast.
The answer to "max reach, don't over-expose clients." Do this first — everything sends through it.
This is the nurturing system. No new copy for the core — it exists.
Three onboarding paths, unified by one rule: no dead ends.
Flip Charts leads; the rest follow natural timing. Clone existing funnels.
For every new client — and always for multi-site groups — Lyndon writes personally to the client's CEO/executive: a short, warm note with no ask — glad you've joined, here's my direct line, here's our commitment to your residents and staff. Sent from Lyndon's own Outlook, not MailerLite, so it reads as one person to another. It runs alongside the automated setup emails — the automation handles "how to get started", the note starts the relationship at the top (the flywheel's pivotal Step 2). A light personal check-in follows (~Day 30, then quarterly) and flags the account for the high-touch Clinical Nurture track.
Your ~9,600 contacts are one undivided pile. The labels for "client vs prospect vs engaged vs cold vs bot" were set up in July but never finished — so today MailerLite can't tell a client from a stranger.
On 5 July four automatic email journeys were built and left dark — the 28 emails are already written:
| Rule | What it does |
|---|---|
| 1 / week cap | No current client gets more than one marketing email in a 7-day window (onboarding/service exempt). |
| Fortnightly ceiling | Ongoing SIG contact never exceeds fortnightly — "never out-email the regulator's own cadence." |
| 4 value → 1 upsell | Four pure-value touches before any ask. A booking request in email #2 kills trust. |
| Anti-collision | No contact sits in two sequences at once; broadcasts skip anyone mid-sequence. |
| High-intent exit | Registers, replies or buys → nurture stops immediately. Responsive clients aren't chased. |
| Purchase-history check | Never cross-sell something they already own — checked before every upsell email. |
| Bot suppression | ~1,600 "high-open / zero-click" bots removed from all sends — protects deliverability + real reach. |
One launch email (29 Jun) to engaged tiers only — excluding anyone unengaged or already registered — filled the workshop: 21 registered / 19 attended, with no reminders even sent. The quality metrics confirm the model works.
| Campaign | Audience | Sent | Open | Click | CTOR | Unsub | Soft bounces |
|---|---|---|---|---|---|---|---|
| R&A Workshop · 29 Jun | Engaged only (T1+T2) | 4,645 | 36.6% | 7.2% | 19.8% | 5 · 0.1% | 12 |
| AMS Masterclass · 13 Apr | Whole list | 7,197 | 26.8% | 5.9% | 22.1% | 26 · 0.4% | 68 |
| Sydney Roadshow 2 · 13 Mar | Whole list | 8,491 | 50.3% | 5.5% | 10.9% | 24 · 0.3% | 1,071 |
| Sydney Roadshow 1 · 5 Mar | Whole list | 7,554 | 51.9% | 2.7% | 5.3% | 22 · 0.3% | 951 |
The wins: best click rate of the set (7.2%); unsubscribes collapsed to 0.1% (from 0.3–0.4%); soft bounces collapsed to 12 (from ~950–1,070) — the quiet big one, because it protects sender reputation and lifts inbox placement for every future send. The one caveat: this audience normally opens ~50% (T1 59.8% / T2 41.5%); at 36.6% the email under-performed — so the next lever is the subject line / preheader / send time, not the list.
Latest evidence for aged-care B2B: clarity beats cleverness, and AI inbox filters (Gmail/Outlook/Apple) now actively punish gimmicks, hype and curiosity-bait. This plays to our strength — the audience opens for job relevance and trusts authority. Apply to every send.
| Rule | Why |
|---|---|
| Value-first, 6–9 words | Front-load the job-relevant benefit in the first ~33 characters (all a phone shows). No clickbait. |
| Preheader = the second half | It's ~50% of the hook and most senders waste it. Write it as the continuation of the subject, never a repeat. |
| No emoji on professional sends | The "+56% / +73%" stats are debunked single-source. Controlled 2026 research: emoji are neutral-to-negative for B2B — raised negative sentiment 26%, cut clicks. Our subjects stay emoji-free. |
| Lead with a trigger hook | Regulatory relevance (Aged Care Act, strengthened Standards, Commission reports) — framed as help, not fear — hits ~10% reply vs 4.4% generic. |
| KPI = clicks / CTOR, not opens | Apple Mail Privacy inflates opens 15–20 pts. Steer by click-through and click-to-open (matches our R&A finding). Sector open benchmark ≈ 39% (Ageing Australia). |
| A/B every campaign | Test subject + preheader + send time; judge against the tier's own norm. This is where the P.S. cross-promo test lives too. |
Already applied in the live Policy Hub campaign draft, and validated by our own R&A result (targeting was right; the email was the lever). Grounding this in our data — which hooks actually clicked best — needs the MailerLite connector reconnected.
| Product | Funnel to build | Status | Key note |
|---|---|---|---|
| 1 · Flip Charts | Landing + lead-magnet + post-purchase arc | Build from scratch | $75 each / $337.50 for a bundle of 5 (+GST). Landing page: Lyndon. Clone the HH-Kit pack; reciprocal cross-sell with HH Kit. Needs Shopify SKU. |
| 2 · Verify HH Kit | 5-phase launch + post-purchase "first glow check" | Written, switched off | Pair with Flip Charts. Blockers: Shopify checkout, /verify page, clinical sign-off. |
| 3 · TiNA | Toolkit funnel off the free assessment → $400 report | Live capture ready | Only product already feeding MailerLite (TiNA Leads + score fields). Turn on the token. |
| 4 · Policy Hub | Retention wedge to HUB subscribers | Campaign written | Target verified customers, not a broadcast. Ties to Clinical Nurture Day-0. |
Sources: IPS business plan & flywheel (Projects\ips-strategy, 14 Jul 2026) · IPS Marketing Plan 2026 v2 · the as-built MailerLite backbone & copy (IPS - Rebuild, 5 Jul 2026) · ips-email-sequence / ips-sig-strategy skills · Post-Purchase Nurture Architecture · live MailerLite account 1180008 (9,616 subscribers, 15 of 89 automations enabled) · product packs for Policy Hub, TiNA, Verify HH Kit. Prepared 21 Jul 2026.
Guardrail sources are IPS's own doctrine — this plan activates and enforces rules already written, it does not invent new ones.