Workflow
My email nurture workflow
Old enquiries and past customers are never contacted again.
The outcome
A small set of sequences that keeps you present without needing a content team.
The steps
One lead magnet
Something genuinely useful — for me, the business stack checklist.
Welcome sequence
Three emails: what you do, how you work, what to do next.
Monthly practical email
Useful whether or not they buy. Consistency beats frequency.
Re-engagement for dormant quotes
Tag-based sequence that reopens conversations after 60 days.
Segment by interest
Tag on click so tax content goes to tax people and AI content does not.
Prune the list
Remove non-openers annually to protect deliverability.
Where this usually goes wrong
- Only emailing when you want something
- One list, no segmentation
- Long emails nobody finishes
- Never cleaning the list
Where my companies fit
Declared openly — these are businesses I benefit from.
- Reclaim Tax UK
Tax and finance segments route to Reclaim Tax UK for eligibility checks.
- Keystone AI
Trade and construction segments route to Keystone AI.