Email Operations: Nurture Program Build & Management - Project Details / Task List
Tag: nurture-program
Total Hours: 35h
Structure: Single Milestone (<=50h)
Milestone: Email Operations: Nurture Program Build & Management
Description: A technical implementation project that designs and deploys automated email nurture workflows within a Marketing Automation Platform (MAP) to engage, educate, and convert leads throughout their buyer journey using targeted segmentation, behavioral triggers, and dynamic content personalization.
Task List: (Nurture Program) 1. Discovery & Segmentation
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Define Nurture Program Goals and Success Criteria | 2.5h | Establish clear, measurable objectives for the nurture program aligned with business outcomes. End state: Documented program goals with specific KPIs and success criteria agreed upon by stakeholders. • Conduct kickoff meeting with marketing and sales stakeholders to align on program purpose • Define primary goals (e.g., increase MQL-to-SQL conversion by X%, reduce time-to-close by Y days) • Identify target segments for nurture (e.g., closed-lost opportunities, stalled MQLs, event attendees) • Establish baseline metrics from current state (current conversion rates, engagement rates) • Document success criteria and KPIs that will measure program effectiveness • Get stakeholder sign-off on goals and measurement approach |
| 2. Map Buyer Journey and Identify Nurture Entry Points | 2.5h | Create a visual map of the buyer journey stages and determine where nurture programs should engage leads. End state: Documented buyer journey map with defined nurture entry/exit points and trigger criteria. • Review existing buyer journey documentation or create if not available • Identify key stages: Awareness, Consideration, Decision, and post-purchase • Map content types appropriate for each journey stage • Define entry triggers for nurture (e.g., form fill, lead score threshold, sales disposition) • Define exit criteria (e.g., becomes SQL, requests demo, unsubscribes, becomes customer) • Document handoff points between nurture and sales engagement |
| 3. Audit Existing Content and Identify Gaps | 2h | Inventory available content assets and map them to buyer journey stages to identify what content exists and what gaps need client attention. End state: Content inventory spreadsheet with journey stage mapping and gap analysis for client action. • Pull list of all existing content assets (blogs, whitepapers, case studies, webinars, demos) • Categorize each asset by buyer journey stage and persona fit • Map content to planned nurture sequences • Identify gaps where content is missing for key journey stages • Prioritize gaps and provide recommendations to client for content creation • Document content dependencies that may delay program launch |
| 4. Define Segmentation Criteria and Build Segment Lists | 3h | Establish the segmentation logic that will drive personalized nurture experiences and create the corresponding lists in the MAP. End state: Dynamic segment lists created in MAP based on agreed criteria, ready for workflow assignment. • Define primary segmentation dimensions (lifecycle stage, industry, product interest, persona) • Define secondary segmentation criteria (engagement level, company size, geography) • Build dynamic lists in HubSpot/Marketo for each segment using smart list criteria • Test list membership with sample records to verify logic accuracy • Document list criteria and naming conventions for ongoing maintenance • Set up list refresh schedules (real-time vs. batch processing) |
| 5. Validate Lead Data Quality and Hygiene | 2h | Assess data quality in lead records to ensure personalization and segmentation will work correctly. End state: Data quality report with remediation plan for critical fields, cleaned records ready for nurture. • Audit key fields required for personalization (first name, company, industry, title) • Identify records with missing or invalid data that would break personalization • Flag duplicate records that could cause leads to receive multiple nurture streams • Create data cleanup tasks for client or execute bulk updates as appropriate • Verify lead scoring is functioning and thresholds are appropriate for nurture triggers • Document any data quality issues that may impact program effectiveness |
| 6. Configure Exclusion Lists and Suppression Logic | 2h | Set up exclusion rules to prevent over-communication and ensure compliance with suppression requirements. End state: Exclusion lists and suppression logic configured to prevent nurture conflicts. • Create exclusion list for leads currently in sales active follow-up • Create exclusion list for leads in other active nurture programs (prevent overlap) • Set up suppression for unsubscribed, bounced, and compliance-flagged contacts • Configure frequency caps to prevent email fatigue (e.g., max 1 nurture email per week) • Document exclusion logic and review with stakeholders • Test exclusion logic with sample records before launch |
Task List: (Nurture Program) 2. Workflow Build & Testing
Contains: Parts 3-4
| Task | Est | Description |
|---|---|---|
| 7. Design Nurture Workflow Architecture | 2.5h | Create detailed workflow specifications including branching logic, timing, and conditions before building in the MAP. End state: Documented workflow design showing all branches, delays, conditions, and email touchpoints. • Map out workflow visually (Lucidchart, Miro, or MAP native designer) • Define email cadence and timing (recommended: every 2-3 weeks for sustained engagement) • Design branching logic based on engagement signals (opens, clicks, website visits) • Plan re-engagement sequences for leads who become inactive • Design workflow exits and transitions to other programs or sales handoff • Get stakeholder approval on workflow design before building |
| 8. Build Email Templates with Dynamic Content | 3h | Create email templates in the MAP with personalization tokens and dynamic content blocks. End state: Email templates tested and approved, with dynamic content rendering correctly for all segments. • Build email templates following brand guidelines and mobile-responsive design • Insert personalization tokens for first name, company name, and other relevant fields • Configure dynamic content blocks that change based on lead attributes (industry, product interest) • Create fallback values for personalization tokens when data is missing • Test email rendering across major email clients (Gmail, Outlook, Apple Mail) • Submit templates for stakeholder review and incorporate feedback |
| 9. Configure Workflow Triggers and Automation Logic | 3h | Build the automated workflows in the MAP with all triggers, delays, conditions, and actions. End state: Fully configured workflows ready for testing, with all branching logic and conditions active. • Create workflow in HubSpot/Marketo with defined entry criteria • Configure enrollment triggers (form submission, list membership, lead score change) • Set up delays between emails (recommended: 14-21 days for consideration-stage nurture) • Build conditional branches based on engagement (e.g., if clicked, send related content) • Configure goal completion actions (exit workflow when SQL criteria met) • Set up notifications to sales when leads hit engagement thresholds |
| 10. Set Up A/B Testing Framework | 2h | Configure A/B tests for subject lines, content, and CTAs to enable ongoing optimization. End state: A/B test structure in place with clear test hypotheses and measurement criteria. • Identify test variables for initial launch (subject line variations, CTA variations) • Configure A/B test settings in MAP (50/50 split, statistical significance thresholds) • Document test hypotheses and success criteria for each test • Set up reporting to track A/B test performance • Plan test rotation schedule for ongoing optimization |
| 11. Execute Workflow Testing with Test Records | 2h | Run comprehensive tests of all workflows using test records to verify logic, timing, and content delivery. End state: All workflows validated with documented test results showing correct behavior. • Create test lead records for each segment and persona combination • Enroll test records in workflows and verify correct email delivery • Test all branching paths by simulating different engagement scenarios • Verify delays and timing between emails are working correctly • Test exclusion logic to confirm suppressed records don't receive emails • Document test results and fix any issues identified |
| 12. Validate Email Deliverability and Tracking | 2h | Confirm emails are being delivered correctly and all tracking is functioning. End state: Verified deliverability and functional tracking for opens, clicks, and conversions. • Send test emails to seed list across major email providers • Verify emails are not landing in spam/junk folders • Confirm open and click tracking is firing correctly • Test all links in emails and verify UTM parameters are correct • Verify conversion tracking on landing pages and forms • Check that CRM activity sync is recording email engagement |
| 13. Conduct Stakeholder Review and Approval | 1.5h | Walk stakeholders through completed workflows and get final approval before launch. End state: Signed-off approval from marketing and sales stakeholders for program launch. • Schedule workflow walkthrough meeting with marketing and sales stakeholders • Demo complete workflow including emails, timing, and branching logic • Review A/B test setup and optimization plan • Address questions and incorporate final feedback • Get explicit approval to proceed with launch • Document any post-launch optimization items identified during review |
Task List: (Nurture Program) 3. Launch & Enablement
Contains: Part 5
| Task | Est | Description |
|---|---|---|
| 14. Execute Program Launch | 2h | Activate nurture workflows and begin enrolling leads according to the launch plan. End state: Nurture programs live and actively engaging leads. • Verify all exclusion lists are current and accurate • Activate workflows in production mode • Confirm initial batch of leads enrolled correctly • Monitor first 24-48 hours for any delivery issues or errors • Set up alerts for workflow errors or unusual metrics • Communicate launch to sales team with program overview |
| 15. Configure Reporting and Performance Dashboards | 3h | Set up ongoing reporting to track program performance against defined KPIs. End state: Live dashboards showing key metrics with automated reporting schedule. • Build dashboard in MAP showing email performance (opens, clicks, unsubscribes) • Create funnel report showing progression through nurture stages • Set up conversion tracking from nurture to SQL/opportunity • Configure automated weekly/monthly performance reports • Create alert thresholds for metrics outside normal ranges • Document report access and interpretation guidance |
| 16. Conduct Team Enablement and Training | 1.5h | Train marketing and sales teams on how the nurture program works and how to interpret performance data. End state: Teams trained and equipped to leverage nurture insights. • Schedule training session with marketing team (30-45 minutes) • Cover: program structure, content flow, A/B tests, performance metrics • Train sales on lead engagement signals and handoff process • Create quick-reference guide for common questions • Document escalation path for issues or optimization requests • Record training for future team members |
| 17. Hand Off Documentation and Ongoing Ownership | 2.5h | Transfer ownership to client team with all documentation needed for ongoing management. End state: Client self-sufficient with clear documentation and support resources. • Deliver documentation package (workflow specs, email templates, segment definitions) • Transfer admin access and credentials as needed • Document optimization recommendations for first 90 days • Schedule 30-day post-launch check-in • Provide troubleshooting guide for common issues • Close out project with final status report |
Summary
- Total Task Lists: 3 (consolidated from 5 Parts)
- Total Tasks: 17 (one per Step)
- Total Hours: 35h
- Generated from: playbook_email-operations-nurture-program.md
- Generated on: 2025-12-31