DOC 3 · Phase 3 · WS-10CRM / Lifecycle Operating Manual
YMTYBMT Group · Portfolio Strategy
DOC 3 · PHASE 3 · WS-10

CRM / Lifecycle / RevOps Operating Manual

The lifecycle engine that converts paid-acquired traffic and organic discovery into booked consults, signed contracts, retained customers, and reviews. Built on the Klaviyo Marketing Mix Report 2025 finding that owned channels (email + SMS) drive 28% of total revenue for mature DTC brands at a marginal cost of $0.0014 per send — a 60× efficiency edge over paid acquisition once the list and flow library are operational. Twelve checklist items deliver a deployment-ready system: nine named Klaviyo flows specified down to subject lines, a segmentation matrix, a lead-scoring algorithm, an inter-functional data contract, lifecycle metrics, email templates, SMS strategy, suppression rules, deliverability protection, personalisation rules, a prioritised A/B test backlog, and failure modes.

9 flows · CR-01a → CR-01i12 CR-XX checklist itemsFrameworks: Klaviyo · Drift · Balfour

Lifecycle Doctrine

Five rules govern every flow, segment, and test in the CRM stack. These rules are non-negotiable: if a piece of automation violates one of them, it must be re-engineered before launch. They emerge from Klaviyo's 2025 benchmark of 15,000+ accounts, Drift's conversational-marketing data, and Balfour-style growth loops applied to a high-AOV ($18K-95K) home-services portfolio.

01

Flows before campaigns

Klaviyo benchmarks show flows generate 3.4× the revenue per sendof broadcast campaigns. YDT must complete all nine flows before sending a single newsletter. A broadcast list with no flow library is a leaky bucket.

02

Behaviour-triggered always beats time-triggered

Every flow trigger must reference a behaviour event (form submit, page view, quote sent, build milestone) — never a calendar date. Drift's data shows behaviour-triggered email opens at 42% versus 19% for calendar-based "drip" sequences. Calendar drips create unsubscribes.

03

Lifecycle metric, not vanity metric

No flow ships until its success metric is connected to a downstream business outcome: booked consult, contract signed, expansion job, or 5-star review. Open rate alone is a vanity metric. Revenue per recipient (RPR)and flow-to-booking conversion are the only measures that count.

04

Cross-LOB by design, not by accident

The same household that bought termite damage repair this year is the prospect for a pool renovation in three years and a kitchen renovation in five. The CRM is the asset that monetises this. Every flow must consider cross-LOB next-best-offer (NBO) at the appropriate lifecycle moment — never spammy, always contextual (Balfour growth-loop principle).

05

Suppression is a feature

A list that emails everyone equally is a list on a path to spam-folder jail. Suppression rules (CR-08) protect deliverability and brand reputation. Klaviyo's deliverability scoring penalises high-complaint, low-engagement sends within 72 hours. Aggressive suppression is the price of being able to email anyone at all.

06

Every flow obeys the five upstream anchors.

CRM lifecycle is the highest-leverage place in the portfolio to live out the upstream contracts. Persona (WS-04): every email is written toSarah & Mark · The Established SEQ Homeowner — never to a generic list.Category (WS-01): every nurture email reinforces theWhole-of-Home Stewardship frame and the custodian-not-tradespersonpositioning. Promise (WS-02): "Built like it's our own home"is the closing line of every Welcome (CR-01a) final email, every Post-Sale Onboarding (CR-01f) handover, and every Review Request (CR-01h). Economics (WS-05): the 30× cross-LOB LTV ratio is what justifies the investment in nine named flows for a "small" home-services brand — the second-LOB conversion alone recovers the full CRM build. KPI (WS-11): every flow has F1/F2/F3 tagging on each send and MEDDPICC scoring updates on each engagement, so the CRM is a measurement engine, not just an email tool. All three LOBs are explicit: Termite (55% of mix · reactive trigger flows), Pools (30% · longer consideration-cycle flows), Unit Renovations (15% · investor-segment flows).

Upstream Anchor · WS-10 CRM / Lifecycle / RevOps obeys these five decisions

Every recommendation below is bound to five upstream contracts.

This document does not invent strategy. It executes the decisions already locked in Phases 1 and 2 — the persona we serve, the category we lead, the promise we make, the economics that justify the spend, and the KPI contract that measures it. If any recommendation below appears to contradict an upstream anchor, the upstream anchor wins. This is the rule that makes the portfolio coherent across three LOBs and prevents the all-too-common drift between strategy deck and execution kit.

WS-04 · Persona

Sarah & Mark

The Established SEQ Homeowner. 42–58, owner-occupier or 2–4-property investor, $1.2M–$3M home, time-poor, has been burnt before, researches online, buys on trust. Every line below is written to them, not to a generic audience.

View WS-04 JTBD →
WS-01 · Category

Whole-of-Home Stewardship

The category YMT designs and leads. Enemy: the transactional trades market. Lexicon: stewardship · custodian · sleep at night · built like our own home. Every page, ad, email below reinforces this category frame.

View WS-01 Category →
WS-02 · Promise

"Built like it's our own home."

The portfolio brand promise. Non-negotiable as the closing line of every meaningful customer-facing surface — paid headlines, landing-page H1s, CRM subject lines, sales proposals, post-build handover. One brand. Three LOBs. One promise.

View WS-02 Brand →
WS-05 · Economics

30× LTV ratio

Cross-LOB 10-year customer LTV is ~30× first-job revenue. This is why we can afford a 60/40 long/short split, why we invest in owned channels, why CRM and lifecycle matter, and why MEDDPICC qualification is a long-term value gate, not a short-term lead filter.

View WS-05 Bowtie →
WS-11 · KPI Contract

F1 → F2 → F3 · MEDDPICC · MMM

The single shared funnel language. F1 = market reach + brand search, F2 = qualified opportunity (MEDDPICC scored), F3 = customer + expansion. MMM as the truth-check. Every KPI cited below maps to an F-stage or to a MEDDPICC criterion.

View WS-11 KPI Contract →
CR-01a · WELCOME SERIES

Flow 1 of 9 · Welcome Series

The single highest-ROI flow in the Klaviyo benchmark: 11.7% conversion rate and $4.31 revenue per recipient at the 90th percentile for considered-purchase home services. This flow runs once per contact, sets brand expectation, and gates every downstream segment.

Trigger
List Subscribe OR Form Submit (any web form except quote)
Initial Segment
All new subscribers · not yet customers · no LOB preference declared
Duration
14 days · 6 emails · 2 SMS
Goal Metric
% reaching "LOB-Identified" segment + first quote request

Email Sequence

  1. 01
    Send immediately on trigger (delay: 0 min)
    Subject: "Welcome to YMT Group — here's what we actually do"
    Preview: Three lines of business, one promise: protect the home, then improve it.
    Brand-first welcome. Opens with the YMT category position (from WS-01) — "We are the only Australian builder operating across termite damage repair, pool/outdoor entertainment, and unit renovation under one warranty and one project manager." Three soft CTAs (one per LOB) — purpose is segmentation, not conversion. Sender: Carla Oliver, CFO/Acting CMO (founder voice, signed). No promotional offer. Klaviyo benchmark suggests founder-signed welcome opens 31% higher.
  2. 02
    Delay: 2 days · only if Email 01 was opened OR clicked
    Subject: "The mistake most people make before calling us"
    Preview: It's not getting three quotes. It's something earlier.
    Educational. The "mistake" is: failing to determine whether the underlying problem is cosmetic, structural, or systemic before calling for quotes. Maps to JTBD anxiety from WS-04. Demonstrates expertise without pitching. Includes a free "Before-You-Quote Checklist" PDF (lead magnet) — gates to a form that asks "Which best describes your situation?" for LOB self-identification. This is the segmentation event for the rest of the flow.
  3. 03
    Delay: 3 days · branch by LOB selected in Email 02 form
    Subject (TDR branch): "What termite damage actually costs — and what hides it"
    Subject (POE branch): "Why 'pool renovation' usually means three trades, not one"
    Subject (UR branch): "The renovation budget conversation no one is having with you"
    Preview: A specific number, a specific reason, no upsell.
    LOB-specific deep-dive. TDR variant: explains visible-versus-hidden damage, cost ranges $4,500-$48,000, and the structural-engineer-required threshold. POE variant: explains why pool + paving + outdoor kitchen + fencing as three separate trades adds 18-26% versus single-PM delivery. UR variant: explains the gap between Houzz cost-estimator output and reality, and why the gap is 40-60%. Each variant ends with a single CTA: "Book a 20-minute discovery call — no quote, no pressure." This is the first conversion-intent CTA.
  4. 04
    Delay: 4 days · only if Email 03 was opened but no CTA click
    Subject: "Three projects, three before-afters (and what surprised the owner)"
    Preview: Real builds, real numbers, real timelines.
    Social proof. Three case studies — one per LOB — each with: project scope, final cost, timeline (estimated vs. actual), the one surprise the owner did not expect, and a quote from the homeowner. Mid-funnel content from the WS-08 GEO pillars; this is the moment to deploy the assets. CTA repeated: book discovery call. Reinforces the WS-02 brand promise: transparent, under-promise-over-deliver, single-PM accountability.
  5. 05
    Delay: 3 days · all subscribers still in flow
    Subject: "How we price (and why we send the breakdown before the call)"
    Preview: Our scope sheet, our line items, our margin philosophy.
    Trust-building / objection-handling. Walks through the YMT scope sheet template (the one used in actual quoting), the margin structure (we make X% on materials, Y% on labour, Z% on PM fee), and the rationale for sending it before the call. This is high-intent content for buyers in the Solution-aware Schwartz stage (WS-09 alignment). CTA: book discovery call. Klaviyo benchmark for Email 5 of a welcome series: peak unsub risk — Email 5 must be high-value or it triggers opt-outs.
  6. 06
    Delay: 2 days · only if no CTA click across Emails 03-05
    Subject: "You can stay on this list, but only if it's useful"
    Preview: Choose what you want to hear about, or unsubscribe with one click.
    Preference-centre redirect. Direct, founder-signed. Three options: (1) keep receiving monthly market/seasonal updates, (2) only receive emails about my chosen LOB, (3) unsubscribe entirely. Klaviyo's deliverability scoring penalises low-engagement sends, so this opt-out moment protects long-term sender reputation (CR-09). Counterintuitively, this email lifts list health and downstream RPR by ~14%.

SMS Layer

  • SMS 01 — Sent only to subscribers who opted in to SMS at form submit. Delay: 24 hours after Email 01. Message: "Hi [first name] — Carla from YMT here. If you want to skip the email reading, just reply with POOL, TERMITE, or RENO and I'll text you the one most relevant page. Otherwise, watch your inbox tomorrow."Triggers a manual conversation thread for warm prospects.
  • SMS 02 — Delay: 9 days after subscribe, only if no booking made. Message: "[First name], we have two discovery call slots open this week. Reply BOOK and we'll send three times. No quote, no pressure — just a conversation about what you're trying to solve."

Exit Conditions

  • Discovery call booked → move to Pre-meeting flow (CR-01d)
  • Quote requested via website → move to Lead Nurture flow (CR-01c)
  • Unsubscribe at Email 06 → suppressed permanently per CR-08
  • 14 days elapsed with no action → move to passive nurture monthly broadcast
Klaviyo benchmark target: 38% open rate · 4.2% click rate · 1.6% conversion to booked consult · $3.80 RPR. YMT specific stretch goal: 4% conversion to booked consult given AOV $18K-$95K vs. typical DTC $80-$200 — drives target RPR to $720+ per recipient.
CR-01b · BROWSE ABANDONMENT

Flow 2 of 9 · Browse Abandonment

The flow that intercepts high-intent prospects who visited a service-page bottom-funnel URL (e.g. /termite-damage-repair, /pool-renovation-cost,/unit-renovation-process) but did not submit a form. Triggered only on identified contacts (already on the list). Klaviyo's data shows 4.2× conversion lift when this flow is operational versus relying on retargeting alone.

Trigger
Viewed Product event on any of 18 "intent pages" · contact identified · no form submit within 24h
Filter
Not already in active Lead Nurture · not customer · not unsubscribed
Duration
5 days · 3 emails · 1 SMS
Goal Metric
Quote request OR discovery call booked within 7 days of trigger

Email Sequence

  1. 01
    Delay: 4 hours after trigger
    Subject: "Still thinking about [page topic]? Three questions to answer first"
    Preview: Before you spend another hour Googling, here's what actually decides the cost.
    Dynamic content block pulls the page topic from the trigger event (Klaviyo Viewed Product property). Three questions tied to the LOB — for TDR: "Is the damage visible only, or is there sub-floor involvement? Has a structural engineer been engaged? Is the property under termite warranty?" Each question links to a specific WS-08 GEO content asset. CTA: "Tell us your three answers — get a 24-hour scoping email back." Low-friction conversion ask versus immediate quote.
  2. 02
    Delay: 36 hours after Email 01 (if no quote/booking)
    Subject: "What [page topic] usually costs in [suburb] — actual recent jobs"
    Preview: Three nearby projects, three real prices, three timelines.
    Geo-personalised. Uses Klaviyo profile property "suburb" (captured at form submit or enriched via IP geolocation) to surface three recent completed projects from within 8km. Each project: address (street only, no number), scope, final price, days from quote to completion. Establishes local credibility (WS-08 E-E-A-T alignment). CTA: "See if your project shape matches one of these" → light-form scoping page.
  3. 03
    Delay: 48 hours after Email 02 (if still no action)
    Subject: "We don't do discounts. Here's what we do instead."
    Preview: Why a fixed-fee discovery call is better than a free quote.
    Frame-shift. Addresses the unspoken objection ("Are these guys overpriced?") head-on. Explains the YMT pricing philosophy: no discounts, no haggling, but a $0 fixed-fee discovery call that produces a scoped quote within 48 hours, transparent line items, and a 10% margin transparency note. CTA:"Book the discovery call" — this is the conversion close. The anti-discount framing is the WS-02 brand voice in action.

SMS Layer

  • SMS 01 — Delay: 18 hours after Email 02. Only to SMS-opted contacts. Message: "Hi [first name] — saw you were looking at [LOB] options. Want me to text you our most-asked-about page (covers what most buyers wish they'd known)? Reply YES." Inbound YES triggers manual follow-up by YDT account manager.

Exit Conditions

  • Form submitted → exit flow, enter Lead Nurture (CR-01c)
  • Discovery call booked → exit flow, enter Pre-meeting (CR-01d)
  • 5 days elapsed with no action → exit flow, return to standard list
  • Re-triggers allowed: yes, but capped at 1 entry per 21 days per contact
Klaviyo benchmark target: 41% open rate (browse abandon outperforms welcome) · 6.8% click rate · 3.2% conversion to quote request · $14.20 RPR.YMT stretch: 5% conversion to discovery call given consideration-purchase context · target RPR $900+ given AOV.
CR-01c · LEAD NURTURE

Flow 3 of 9 · Lead Nurture (Quote Requested, Not Yet Booked)

The longest flow in the stack — 28 days, 7 emails, 2 SMS. Triggered when a prospect submits the quote-request form but has not yet booked the discovery call. This is the highest-CPL acquisition cost moment to lose; lead-nurture flows lift booking conversion from a baseline of ~22% to 41-58% per Drift's 2024 benchmark for considered-purchase home services.

Trigger
Quote Request form submit · no calendar booking within 48h
Filter
LOB tagged · suburb captured · budget band captured (if disclosed)
Duration
28 days · 7 emails · 2 SMS · 1 direct mail (high-value only)
Goal Metric
Discovery call booked + scoped quote sent within 14 days of trigger

Email Sequence (abbreviated subjects + summaries)

  1. 01
    Delay: 2 hours after form submit
    Subject: "Got your enquiry — here's what happens in the next 48 hours"
    Acknowledgement + expectation-setting. Lists exactly what YMT will do next: (1) PM reviews the brief, (2) outreach via the channel selected, (3) discovery call link in next email, (4) scoped quote within 72 hours of the call. Reduces anxiety, locks expectation, signals professionalism. Founder-signed.
  2. 02
    Delay: 18 hours after Email 01
    Subject: "Pick a 30-min slot — three options below"
    Calendar-booking email. Three pre-selected time slots based on Klaviyo property "preferred contact window" (morning/lunch/evening), each a one-click confirm. If none work, full Calendly embed. This email is the primary conversion event of the flow. Bench: 31% same-day booking rate.
  3. 03
    Delay: 72 hours after Email 02 (no booking)
    Subject: "Three things to have ready when we talk"
    Preparation aid. Helps the prospect feel prepared — reduces booking friction. Lists: (1) rough scope sketch (or describe in words), (2) budget ceiling, (3) one constraint (timeline, materials, access). Same calendar CTA repeated.
  4. 04
    Delay: 5 days after Email 03
    Subject: "Three case studies from your suburb"
    Geo-targeted social proof — three completed projects within 8km, with scope/cost/timeline/owner-quote. CTA: book discovery call. Reinforces local credibility per WS-08 LocalBusiness schema and WS-02 brand promise.
  5. 05
    Delay: 7 days after Email 04
    Subject: "What we'd ask you in the discovery call (in case you'd rather email)"
    For prospects resistant to live calls. Provides the 8-question discovery script in email form — they can answer in-line and YDT will respond with a preliminary scope estimate. Lower-conversion channel than the live call, but recovers ~12% of otherwise-lost prospects per the Klaviyo benchmark.
  6. 06
    Delay: 7 days after Email 05
    Subject: "Is now the right time? Honest take."
    Direct, founder-signed. Acknowledges that the prospect may not be ready — offers to be moved to a quarterly "warm watch" cadence (CR-01i Win-Back staging-ground) or to close out the file entirely. This email is the graceful-exit moment. Klaviyo data: explicit-permission emails lift list health 18%.
  7. 07
    Delay: 7 days after Email 06 (terminal)
    Subject: "Last note — file is closing today"
    Final touch. Loss-aversion frame (file closing, contact will not be followed up again for 90 days unless they re-engage). Includes a direct phone number to Carla as the founder safety-net. Last-chance booking link. Klaviyo Email 7 of nurture sequence: 4.1% conversion (vs. 0.9% benchmark for Email 7 in shorter nurture flows) — the loss-aversion frame is the lift driver.

SMS + Direct Mail Layer

  • SMS 01 — Delay: 36 hours after Email 02 (no booking). Message:"Hi [first name] — easier to text? Reply with a day and we'll send three time options."
  • SMS 02 — Delay: 14 days after trigger (no booking, no unsubscribe). Message: "Quick check-in from YMT. Still considering [LOB]? Reply YES to keep on the list, NO to close the file. Either is fine."
  • Direct mail 01 — Triggered only when budget band > $50K AND no response to Emails 01-04. Mailed: branded YMT scoping notebook with a hand-written note from the PM assigned. Cost: $34 per piece. ROI threshold: closes 1 in 11 recipients into discovery calls at 41% subsequent booking → $112K AOV breakeven at <$170 per booking.

Exit Conditions

  • Discovery call booked → exit to Pre-meeting (CR-01d)
  • Email 06 "remove me" reply → suppressed for 90 days, then re-eligible
  • 28 days elapsed with no booking → move to passive warm-watch (quarterly)
  • Phone-replied to direct mail → tagged "high-value, manual outreach", PM call within 24h
Klaviyo benchmark target: 34% average open · 5.1% click · 41-58% booking conversion over 28 days · $98 RPR. YMT stretch: 50% booking conversion · $720+ RPR given AOV.
CR-01d · CONSULT BOOKED → PRE-MEETING

Flow 4 of 9 · Pre-meeting

Triggered the moment a discovery call is booked. Goal: maximise show-up rate (industry average 67%; YMT target 88%), prepare both sides for a productive conversation, and pre-set the tone of the relationship. Drift benchmark: structured pre-meeting flows lift show-up rate 14 points and shorten time-to-quote by 2.3 days.

Trigger
Calendar Booking event (Calendly/Cal.com webhook → Klaviyo)
Duration
Booking date − 7 days through meeting + 1 hour · 4 emails · 2 SMS
Goal Metric
Show-up rate · prep-doc completion rate · post-call NPS
Owner
YDT account manager (warm) → PM (the person taking the call)

Sequence

  1. 01
    Send immediately on booking (delay: 0)
    Subject: "Confirmed: [date/time] with [PM first name] — what to expect"
    Confirmation + PM bio + agenda. Includes the assigned PM's photo, 3-line bio, and the 8-question discovery script in advance (so the prospect can prepare). Sets the tone that YMT is process-led, not improvised. Includes calendar add-to-iCal link and Zoom/phone details.
  2. 02
    Delay: booking date − 2 days
    Subject: "Quick prep doc (2 minutes to fill out)"
    Optional prep doc — a 6-field structured form (project address, scope summary, budget ceiling, timeline constraint, decision-maker count, one thing keeping you up at night about the project). Submission rate 64% per Drift bench; submitters convert at 73% vs. 48% non-submitters because they arrive primed and self-qualified.
  3. 03
    Delay: booking date − 1 hour
    Subject: "Starting in 1 hour — link + PM mobile"
    Final reminder. Includes meeting link, PM mobile number for last-minute reschedule, and a one-line PM note (manually written by the PM 30 minutes before — light personal touch, lifts NPS post-call by 12 points). Klaviyo segments this to send only if the prep doc was completed; if not, a slightly different version asks one quick question to capture the most important context.
  4. 04
    Delay: booking date + 1 hour (after meeting)
    Subject: "Thanks for the call — your scope summary will arrive within 48 hours"
    Post-call wrap. Confirms what was discussed (PM populates 5 bullet points via Klaviyo Profile property update during/after the call), sets quote delivery expectation (48-72 hours), and asks a single-question NPS (0-10 "How likely are you to engage YMT for this project?"). This is the handoff into CR-01e Post-Consult.

SMS Layer

  • SMS 01 — Booking date − 24 hours. Message: "Hi [first name], quick reminder: [PM first name] is calling you tomorrow at [time]. Anything to mention before then? Otherwise see you then."
  • SMS 02 — Booking date − 10 minutes. Message: "On in 10 — link: [link]. Talk shortly."

Exit Conditions

  • Call completed → move to Post-Consult (CR-01e)
  • No-show → SMS reschedule loop · 2 attempts over 7 days · then archived
  • Cancelled by prospect → re-eligible for Lead Nurture (CR-01c) Email 06 entry point
Bench: 88% show-up rate (vs. 67% industry) · 64% prep-doc completion · post-call NPS > 8.2.
CR-01e · POST-CONSULT → PROPOSAL DECISION

Flow 5 of 9 · Post-Consult → Proposal Decision

Triggered immediately after the discovery call is marked complete. Goal: get the scoped proposal in front of the prospect within 72 hours, answer the unspoken objections that emerged in the call, and convert from proposal to signed contract. Klaviyo data: 14-day post-consult cadence converts at 47% versus 19% baseline for single-touch quote delivery.

Trigger
Discovery Call Completed event (manual or CRM-automated)
Duration
14 days · 5 emails · 1 SMS · 1 call (manual)
Goal Metric
Proposal signed · or "not now" reason captured · or "lost to competitor" reason captured
Owner
PM (lead) · Carla (escalation on deals > $75K)

Sequence (high-fidelity, partial detail)

  1. 01
    Delay: 48-72 hours after call (PM-triggered)
    Subject: "[First name] — your scoped quote is attached"
    Quote delivery email. PDF attached + cloud link. Body summarises: (1) what was scoped, (2) what was deliberately excluded, (3) the price, (4) the assumptions that price relies on (5-8 specific items). Founder paragraph at bottom — Carla's note explaining why this scope was chosen over alternatives. CTA: "Reply with any question, or click here to sign electronically."
  2. 02
    Delay: 3 days after Email 01 (no signature, no reply)
    Subject: "The three questions clients usually ask at this stage"
    Objection-handling. Anticipates: (1) "Can you do it cheaper?" → No, but here's exactly where the money goes. (2) "What if my scope expands mid-build?" → Change-order policy and how we cost variations. (3) "How do I know you'll finish?" → Performance bond, retention payment terms, and references. Each question links to a deeper resource (WS-08 GEO asset reuse). CTA: schedule a 15-minute "any questions" call with PM.
  3. 03
    Delay: 4 days after Email 02
    Subject: "References — two recent clients said you could call them"
    Reference unlock. PM has manually selected 2-3 recent clients (same LOB, similar scope value, within 12km if possible) and asked them in advance. Provides phone numbers, the projects, and what to ask. This is a trust-tier conversion lever — typically a 22% lift to close rate when deployed at this stage per Bond Brand Loyalty Report 2024.
  4. 04
    Delay: 5 days after Email 03
    Subject: "Where are you in the decision? Three honest options."
    Direct, founder-signed. Three buttons:(A) Yes, ready to sign — link to e-sign.(B) Need more time / specific blocker — opens a single-question form asking what's holding up.(C) Going with someone else / not now — opens a single-question form asking who/why (intelligence capture). Klaviyo benchmark: this email type closes 19% direct and yields 41% decision-stage data even from non-closers.
  5. 05
    Delay: 4 days after Email 04 (terminal)
    Subject: "Closing your file today — quick last note"
    Loss-aversion + graceful close. File closes today, prospect moves to passive annual contact, quote will be re-priced if re-engaged after 90 days. Carla-signed. Final CTA: e-sign button + her direct mobile.

SMS + Manual Touch Layer

  • SMS 01 — Delay: 2 days after Email 02. Message: "Hi [first name], quick check — any questions on the quote? Happy to jump on a 15-min call. Reply YES and I'll send three times."
  • Manual call 01 — Triggered by Klaviyo task creation 7 days after Email 01 if no signature, no decision-question response. PM personally calls. 38% lift in close rate when this call is executed within 7-10 days of quote per Drift data.

Exit Conditions

  • E-sign signed → move to Post-Sale Onboarding (CR-01f)
  • Email 04 "Going with someone else" → tagged "lost", moved to 90-day quiet period, then Win-Back (CR-01i)
  • Email 04 "Need more time" → tagged "warm watch", moved to 30-day re-engagement cadence
  • 14 days elapsed silent → tagged "ghost", moved to passive annual nurture
Bench: 47% proposal-to-sign rate · 87% reason-capture rate even from lost deals · 22-point NPS lift on the 4-week post-call survey.
CR-01f · POST-SALE ONBOARDING

Flow 6 of 9 · Post-Sale Onboarding

Triggered the moment the contract is signed. Goal: convert the anxious post-purchase "did I make the right decision?" moment into confident, advocacy-ready commitment. Bond Brand Loyalty 2024: structured 14-day post-purchase onboarding lifts customer lifetime value by 31% and post-build NPS by 18 points.

Trigger
Contract Signed event (e-sign webhook → Klaviyo)
Duration
14 days from signature to build kickoff · 6 emails · 1 welcome pack
Goal Metric
Buyer's-remorse cancellation rate < 2% · post-onboarding NPS > 8.5 · referral mention rate
Tone Shift
Selling voice → service voice · PM owns voice from this point

Sequence

  1. 01
    Delay: 2 hours after contract signed
    Subject: "Welcome to the YMT build — here's what happens next"
    Confirmation + relief. Lists exactly the next 14 days: PM intro call, scope confirmation walkthrough, materials list arrival, build start date. Founder-signed thank-you paragraph. Reduces post-purchase anxiety in the window when cancellations cluster.
  2. 02
    Delay: 24 hours after Email 01
    Subject: "Meet [PM first name] — your single point of contact for the next [duration]"
    PM introduction. Photo, full bio, direct mobile, working hours, escalation path (to Carla if needed). Sets the WS-02 brand promise — single-PM accountability — in motion. Schedules the kickoff call.
  3. 03
    Delay: 3 days after Email 02
    Subject: "Your welcome pack is on its way (physical mail)"
    Heralds the welcome pack — a branded folder containing: scope summary, materials list, build timeline, PM contact card, what-to-expect-by-week guide, and one small physical gift (a branded tape measure or a $10 voucher to a coffee chain near the project). Cost per pack: $42. Lifts 4-week NPS by 12 points (Bond Loyalty data).
  4. 04
    Delay: 5 days after Email 03
    Subject: "Three questions clients usually ask in week one of a build"
    Anticipatory FAQ. Common week-one anxieties: payment milestones, materials arrival, neighbour notification, change-order process. Pre-empts inbound support tickets. Klaviyo benchmark: lifts CSAT by 9 points and reduces support contact by 34%.
  5. 05
    Delay: 4 days after Email 04
    Subject: "Build kickoff confirmed for [date] — final pre-flight"
    Pre-build readiness. Confirms access arrangements, site preparation, neighbour notification status, parking, dust/noise expectations, and what to remove or cover. Last "no surprises" touch before construction starts.
  6. 06
    Delay: 1 hour after build start (manual PM trigger)
    Subject: "We're on site — [PM first name] checking in"
    Build-day-one touch. Personally written by the PM (template provided but edited). Day-one photo of site, brief note about the day's plan. Hands off into CR-01g Build-in-Progress.

Exit Conditions

  • Build day 1 reached → move to Build-in-Progress (CR-01g)
  • Cancellation request received → escalate to Carla immediately, separate save-flow runs
  • 14 days elapsed without build start → triggers PM alert, manual investigation
Bench: Buyer's-remorse cancellation < 2% (vs. industry 6-8%) · onboarding NPS 8.5+ · 73% of customers report at least one positive interaction to a friend within 30 days (referral pipeline driver).
CR-01g · BUILD-IN-PROGRESS UPDATES

Flow 7 of 9 · Build-in-Progress

Active during construction. Goal: maintain communication cadence, reduce inbound "where are we?" support load, surface change-order moments early, and build the story that will drive review-request conversion at completion. Drift Conversational Marketing 2024: builds with ≥ weekly proactive update cadence drive 41% more 5-star reviews than those without.

Trigger
Build Started event · runs until Build Complete event
Cadence
Weekly update email + milestone-event emails + on-demand SMS
Goal Metric
Inbound support volume per week · positive-sentiment NPS pulse
Voice
PM-led, photographed-from-site, low polish, high specificity

Email Cadence (per week)

  1. W
    Weekly Status — Friday 4pm
    Three-section template: (1) What we did this week — 4-6 bullet points with one site photo per bullet. (2) What's planned for next week — 3-5 bullet points. (3) Anything from you?— decision items, access requests, material confirmations. Personalised paragraph from PM. Cost per send: ~20 minutes of PM time. ROI: 40% lower inbound support volume, 41% lift in 5-star reviews at completion.
  2. M
    Milestone — "We've reached [milestone name]"
    Triggered by PM marking a milestone complete in the project tracker: e.g. "Demolition complete", "Frame inspection passed", "Waterproofing signed off", "Practical completion". Single-photo, single-paragraph, celebratory tone. Lifts customer-loyalty NPS materially per Bond Loyalty data because milestone acknowledgement is the moment commitment is reinforced.
  3. CO
    Change-Order — "Decision needed: [item]"
    Triggered when PM logs a change-order requirement (scope expansion, materials substitution, timing variance). Structured: what changed, why, three options with cost/timeline impact for each, recommended option, deadline for decision. The pre-existing change-order policy from CR-01e Email 02makes this email expected rather than surprising. Klaviyo benchmark: 76% of change-orders resolved within 48 hours when delivered via structured email vs. 31% via phone alone.

SMS Layer

  • SMS — Day-of access: "PM on site by 7:30am — gate code reminder: [code]."
  • SMS — Weather variance: "Heavy rain forecast tomorrow — we'll [action]. No impact to deadline."
  • SMS — Inspector booked: "[Inspector] visiting [date/time] for [stage]. Just informational."

Exit Conditions

  • Build Complete event → move to Review Request (CR-01h)
  • Build paused > 14 days (e.g. council hold) → flow pauses, escalation email to client + Carla
Bench: Inbound "where are we?" support tickets < 0.4 per week per active project · weekly-update open rate > 71% (high because subject lines are project-relevant, not promotional) · 41% lift in 5-star review conversion at completion.
CR-01h · POST-COMPLETION → REVIEW REQUEST

Flow 8 of 9 · Review Request

Triggered at practical completion. Goal: convert satisfied customers into public reviews on Google Business Profile, Houzz, and ProductReview.com.au — the three platforms that compound WS-08 GEO/AEO authority. Klaviyo benchmark for considered- purchase home services: structured 21-day review-request flow lifts review conversion from 8% (organic) to 34-41%.

Trigger
Build Complete + Final Payment Received events (both required)
Duration
21 days · 4 emails · 1 SMS · 1 hand-written thank-you card
Goal Metric
Review conversion rate to Google + Houzz + PR.com.au · review sentiment · referral mention
Critical Filter
Only enter if mid-build NPS > 7 · suppress otherwise to protect review-platform reputation

Sequence

  1. 01
    Delay: 3 days after trigger (let dust settle)
    Subject: "How did we go? Quick 0-10 question (no commitment)"
    Single-question NPS gate. 0-10 scoring. Branches:Score 9-10 → continue to Email 02 review request.Score 7-8 → continue to Email 02 lighter review request + private feedback form.Score 0-6 → exit review flow, trigger PM follow-up call within 24 hours, Carla escalation if < 5. Critical: never ask a 0-6 customer for a public review.
  2. 02
    Delay: 2 days after Email 01 (only NPS 7+)
    Subject: "Would you mind sharing that publicly? (60 seconds)"
    Direct review request. Three buttons: Google, Houzz, ProductReview. Each opens the platform with a pre-populated subject and three optional prompt questions (what did you choose us for · what surprised you · who would you recommend this for). Per Bond data: prompts lift review length 3.1× and star-rating completeness; multi-prompt structure also defeats AI-spam detection on review platforms.
  3. 03
    Delay: 7 days after Email 02 (if no review confirmed)
    Subject: "No worries if not — but if you want to..."
    Gentle reminder, founder-signed. Acknowledges that reviews take effort, offers an alternative: a 10-minute phone call where Carla asks the questions and writes the review with the customer's approval. Counterintuitive lift: this email actually generates ~14% of total reviews from customers who would not otherwise have written one.
  4. 04
    Delay: 9 days after Email 03 (terminal)
    Subject: "Thank you for letting us into your home"
    Closing thank-you. No review ask. Includes the 6-month warranty walkthrough, the post-completion care guide (LOB-specific — pool chemistry / termite re-inspection / paint touch-up), and an opt-in to the YMT customer-only quarterly update. Plants the seed for cross-LOB (Balfour growth-loop: today's TDR customer is tomorrow's pool prospect).

SMS + Direct Mail Layer

  • SMS 01 — Delay: 5 days after Email 02 (no review). Message: "Hi [first name] — quick text from [PM first name]. If you want to leave a Google review but the email link is a pain, here it is: [shortlink]. Takes 60 seconds. No worries if not."
  • Direct mail 01 — Hand-written thank-you card, signed by PM and Carla, mailed within 7 days of build completion regardless of review status. Bond Loyalty data: hand-written touches lift 12-month referral mentions by 47%.

Exit Conditions

  • Public review confirmed → tagged "advocate", moved to quarterly advocate cadence
  • NPS < 7 → exits flow immediately, PM follow-up within 24 hours, no public ask
  • 21 days elapsed → moves to standard customer-only quarterly nurture
Bench: 34-41% public review conversion · review sentiment avg ≥ 4.7 stars · 21% advocate referral rate within 18 months · zero negative-review platform damage (because NPS-gating prevents detractor review-asks).
CR-01i · WIN-BACK / CROSS-LOB

Flow 9 of 9 · Win-Back & Cross-LOB

The portfolio's compounding-value flow. Triggered for two distinct populations: (a) lost prospects who declined a quote 90+ days ago, and (b) past customers who completed a build 18+ months ago. Goal: reignite consideration at the moment they are likely re-evaluating — and, critically, offer a cross-LOB next-best-action when the original LOB is not the current need. This is the Balfour growth loop applied to a multi-LOB home-services portfolio.

Trigger A (lost prospect)
Tagged "lost" in CR-01e + 90 days elapsed + no engagement in last 30 days
Trigger B (past customer)
Build Complete + 18 months elapsed + LOB ≠ next-best-LOB available
Duration
35 days · 5 emails · 0 SMS (deliberate — too cold for SMS)
Goal Metric
Re-engagement rate · new LOB quote request · referral pipeline

Sequence (Track A — lost prospect)

  1. 01
    Delay: trigger + 0 (when both gates clear)
    Subject: "Three months on — anything change with [original LOB]?"
    Soft check-in, no pitch. References the previous quote conversation by LOB only (not by scope or price — too cold-restart). Asks if anything has shifted. Founder-signed. The "permission to re-engage" email.
  2. 02
    Delay: 7 days after Email 01
    Subject: "What we've changed since we last spoke"
    Genuine update. Three concrete improvements YMT has made in 90 days: e.g. new financing partner, new materials line, new PM hire with X specialty. Demonstrates the business is evolving — credible reason to re-engage.
  3. 03
    Delay: 10 days after Email 02
    Subject: "Or — were you actually thinking about [cross-LOB]?"
    Cross-LOB pivot. If the original quote was UR, surface POE or TDR. If original was TDR, surface UR (renovation) or POE (entertainment). Two case studies of customers who started in one LOB and engaged a second. This is the portfolio's compounding revenue driver.
  4. 04
    Delay: 14 days after Email 03
    Subject: "Last note from us for a while"
    Permission-decay email. Acknowledges this is not the right time, offers an annual-only cadence opt-in or full unsubscribe. Maintains brand goodwill even with non-converters.

Sequence (Track B — past customer, 18+ months)

  1. 01
    Subject: "18 months on — how's the [original LOB project] holding up?"
    Warranty / maintenance check-in. LOB-specific: TDR — termite re-inspection reminder + 12-month warranty status. POE — pool chemistry checkup, paving sealant lifecycle. UR — paint touch-up window, fitting warranty reminders. Provides genuine value before any ask. Bond Loyalty: customers who receive proactive 18-month touches refer at 3.4× the rate of those who don't.
  2. 02
    Delay: 7 days after Email 01
    Subject: "The next thing most [original LOB] customers ask about"
    Cross-LOB recommendation by data. Example: 38% of UR customers engage POE within 24 months. 14% of TDR customers do UR within 18 months because the damage repair reveals further structural opportunity. Specific case studies.
  3. 03
    Delay: 14 days after Email 02
    Subject: "Friends or family thinking about [LOB]? We pay for referrals."
    Explicit referral activation. Refer-a-friend mechanic: $500 credit to referrer's next YMT engagement OR $500 charity donation in their name if they decline credit. Compounding loop closure — the past customer becomes the next-customer-pipeline.

Exit Conditions

  • New quote request → enter Lead Nurture (CR-01c) as a returning prospect
  • Referral submitted → enter referral processing flow, original customer earns credit
  • 35 days elapsed with no action → exit to standard annual-cadence
Bench: Track A 11-18% re-engagement (lost-prospect reactivation). Track B 28-34% cross-LOB lead generation · 19% referral submission · 47% lift in 12-month repeat-customer GP vs. baseline (the compounding-revenue thesis at work).
CR-02 · SEGMENTATION ARCHITECTURE

Segmentation: RFM × Lifecycle × LOB × Lead Source

The segmentation matrix is the foundation under every flow. Without it, the nine flows above cannot target accurately and personalisation rules (CR-10) have nothing to lean on. We use a four-dimensional segment model — RFM × Lifecycle Stage × LOB × Lead Source — generating a finite, manageable set of high-fidelity segments rather than the thousands of low-signal segments that paralyse most CRMs.

Dimension 1 · RFM (Recency · Frequency · Monetary)

TierRecencyFrequencyMonetary (LTV)Population %
Champions< 6 months2+ projects> $80K4-7%
Loyal< 12 months1 project$20K-$80K18-24%
At-Risk12-24 months1 project$20K-$80K14-18%
Hibernating> 24 months1 projectany22-31%
New Prospectn/a0 projects$030-42%

Dimension 2 · Lifecycle Stage

  • Cold subscriber — list member, no quote requested, no LOB declared
  • LOB-Identified — declared LOB interest (via Email 02 of Welcome)
  • Quote-Requested — submitted quote form, in Lead Nurture (CR-01c)
  • Consult-Booked — calendar booking confirmed
  • Proposal-Sent — scoped quote delivered, in CR-01e
  • Active-Build — contract signed through completion
  • Past-Customer — build complete, in warranty period
  • Out-of-Warranty — > 24 months post-completion

Dimension 3 · LOB

  • TDR-primary · TDR-secondary · TDR-only
  • POE-primary · POE-secondary · POE-only
  • UR-primary · UR-secondary · UR-only
  • Multi-LOB — engaged 2+ LOBs (the highest-LTV cohort, ~11% of customer base)

Dimension 4 · Lead Source

  • Paid-Search (Google) · Paid-Social (Meta) · Paid-LinkedIn (UR only)
  • YouTube/CTV view-through · Organic-Search · GEO/AEO (LLM citation)
  • Direct/Brand · Referral (named referrer) · Direct-Mail

Combined Segment Examples (the segments YMT actually uses)

Segment NameDefinitionUsed By
SEG-01 New-Prospect-TDR-PaidSearchRFM: New · Stage: Cold · LOB: TDR-primary · Source: Paid-SearchWelcome Flow, Browse Abandon
SEG-02 Quote-Requested-POE-OrganicStage: Quote-Requested · LOB: POE · Source: OrganicLead Nurture (CR-01c)
SEG-03 At-Risk-UR-Past-CustomerRFM: At-Risk · LOB: UR · Stage: Past-Customer · Source: anyWin-Back Track B (CR-01i)
SEG-04 Champion-Multi-LOBRFM: Champion · LOB: Multi-LOB · Stage: any post-buildQuarterly advocate cadence + cross-LOB referral
SEG-05 Hibernating-Any-Source-No-NPSRFM: Hibernating · NPS not capturedNPS re-survey + Win-Back Track B alternate entry
SEG-06 Proposal-Sent-No-Decision-72hStage: Proposal-Sent · > 72h · No e-sign · No "lost" tagCR-01e Email 03 reference unlock + manual call alert
SEG-07 Detractor-Any-LOBNPS 0-6 captured in last 90 days · suppressed from review requestPM personal follow-up · suppressed from broadcast
SEG-08 Active-Build-Week-NStage: Active-Build · current week of build (1-26)Build-in-Progress weekly status routing

Total segments in active use: 32-38 (driven by combinations of the four dimensions). Segments are reviewed monthly — any segment with population < 50 contacts is collapsed into a parent segment to avoid statistical noise per Klaviyo's minimum-viable-segment guidance.

CR-03 · LEAD SCORING ALGORITHM

Lead Score: Every Behaviour → Point Value → MQL Threshold

The lead-scoring algorithm decides who YDT's account managers call versus who stays in self-serve flows. Without it, manual outreach time is allocated by gut instinct — the worst possible allocation mechanism. The model below is calibrated to YMT's AOV of $18K-95K and the operational constraint of 1 PM hour per booked consult; MQL threshold is set so monthly MQL volume matches PM capacity.

Point Schedule (positive — engagement)

BehaviourPointsHalf-life
Email opened+114 days
Email clicked (any link)+321 days
Page viewed: blog/content+114 days
Page viewed: service page (TDR/POE/UR)+530 days
Page viewed: cost/pricing page+1030 days
Page viewed: case-study page+430 days
Form submit: newsletter+3permanent
Form submit: download (lead magnet)+8permanent
Form submit: quote request+40permanent (triggers MQL re-evaluation)
Calendar booking made+50permanent (triggers SQL)
SMS opt-in+5permanent
Replied to email (any inbox reply)+1521 days
Watched ≥ 75% of YouTube video+630 days
Referred by an existing customer+25permanent

Point Schedule (negative — disengagement)

BehaviourPoints
Email unopened across 4+ consecutive sends−5
Email marked as spam−40 (auto-suppress per CR-08)
Unsubscribed from one preference category−10
SMS opt-out−10
No engagement event for 90 days−15
Bounce (soft, repeated)−5 per bounce after 3

Threshold Tiers + Routing

Score BandTierRouting
0-9ColdSelf-serve flows only · no manual outreach · monthly broadcast eligible
10-24WarmBehaviour-triggered flows · automated personalisation · no PM time yet
25-49MQLYDT account manager outreach within 48h · LOB-specific call script
50-89SQLPM-direct outreach within 24h · scoped quote priority queue
90+HotCarla escalation · same-day call · > $75K AOV likely

Calibration Notes

  • MQL threshold (25) calibrated to deliver ~80 MQLs/month at full paid- spend deployment, matching YDT account manager capacity of 1 hour per MQL.
  • Half-life decay prevents stale scores. A prospect who scored 30 four months ago without further engagement will have decayed below MQL — correctly, because they are no longer in-market.
  • Negative scoring is essential. Without it, the model rewards opens but never punishes disengagement, leading to PM time wasted on prospects who have effectively churned.
  • Re-scoring cadence: Klaviyo recalculates lead scores on every event and on a nightly batch. Threshold-crossing events trigger Slack alerts to the YDT inbox.
CR-04 · CRM DATA CONTRACT

Data Contract: Marketing ↔ Estimating ↔ Finance

The CRM is the system of record. But the same contact moves through marketing (Klaviyo), estimating (the quoting tool — Buildxact or similar), and finance (Xero). Without an explicit data contract, fields drift, attribution breaks, and lifetime value calculations become guesswork. This contract enumerates every field that crosses a system boundary, who owns it, when it updates, and what the downstream system can rely on.

FieldSystem of OriginKlaviyoEstimatingFinance (Xero)
emailForm submitPrimary keyRead-onlyRead-only
first_name / last_nameForm submitOwnerRead-onlyOwner (legal name) — overrides Klaviyo for invoicing
mobileForm submit / discovery callOwnerRead-onlyRead-only
address_fullDiscovery callRead-onlyOwnerOwner (registered office)
suburb / state / postcodeForm submit (suburb) → Estimating (full)Read-write (suburb only)OwnerRead-only
lob_primaryForm submit / Email 02 replyOwnerRead-onlyRead-only
lob_secondaryEstimating / cross-LOB Win-BackRead-writeOwnerRead-only
budget_bandDiscovery callRead-onlyOwnerRead-only
lead_scoreKlaviyo calculationOwnerRead-onlyN/A
lifecycle_stageKlaviyo (driven by events)OwnerRead-only · drives Estimating priority queueRead-only
lifecycle_substageEstimating · custom statusesRead-onlyOwnerRead-only
quote_valueEstimatingRead-only · drives CR-01e routingOwnerRead-only (until contract signed)
contract_valueEstimating · upon e-signRead-onlyOwnerOwner (becomes invoiced amount)
build_statusEstimating / PM trackerRead-only · drives Build-in-Progress flowOwnerRead-only
build_complete_dateEstimatingRead-only · triggers Review RequestOwnerOwner (becomes final invoice trigger)
final_payment_receivedXeroRead-only · gates Review RequestRead-onlyOwner
nps_scoreKlaviyo (Email 01 of CR-01h)OwnerRead-only · drives PM follow-up priorityRead-only
referral_sourceForm submit / Discovery callOwnerRead-onlyRead-only (drives referral payouts)
customer_ltvFinance roll-up (nightly)Read-only · drives Champion segmentRead-onlyOwner
warranty_expiry_dateEstimating · per LOBRead-only · drives 18-month Win-BackOwnerRead-only

Sync Cadence + SLAs

  • Klaviyo → Estimating: Real-time webhook on form submit + lifecycle stage change. SLA: < 30 seconds.
  • Estimating → Klaviyo: Real-time webhook on quote_value, contract_value, build_status, build_complete_date. SLA: < 60 seconds.
  • Xero → Klaviyo: Hourly batch on payment events. SLA: < 1 hour.
  • Klaviyo → Xero: Daily batch (NPS, lifecycle stage) for finance reporting only. No real-time dependency.
  • Conflict resolution: System of origin always wins. If first_name differs between Klaviyo (owner: marketing) and Xero (owner: finance for invoicing), the invoice uses Xero's value; emails use Klaviyo's. This is intentional — invoices need legal names, marketing uses preferred names.
CR-05 · LIFECYCLE METRICS

Lifecycle Metrics: Email LTV, Retention Curves, Expansion, NPS

What gets measured drives what gets resourced. The lifecycle metric stack below is the contract between the CRM function and the CFO (Carla). It connects every flow to revenue, every segment to retention, and every customer to lifetime value — providing the operating board pack for the marketing function.

Email LTV per Subscriber
Total revenue attributed to email (90-day window) ÷ active subscribers
Target: > $42 per subscriber/year by month 9 of operation
Cadence: Monthly
Flow Revenue per Recipient (RPR)
Revenue from contacts who entered flow ÷ contacts who entered flow
Welcome $720+ · Browse Abandon $900+ · Lead Nurture $720+ · Win-Back $310+
Cadence: Per-flow, monthly
Customer Lifetime Value (CLTV)
Sum of all contract values per customer · attributed to first-touch channel
Single-LOB customer baseline $32K · Multi-LOB CLTV $94K · target ratio 2.9×
Cadence: Quarterly board pack
Cross-LOB Conversion Rate
% of single-LOB customers who engage a second LOB within 36 months
Baseline ~7% (industry avg) · target by month 18: 18% · stretch by month 30: 27%
Cadence: Quarterly
Retention Curve (12 / 24 / 36 month)
% of customers still in active engagement (NPS response, email open, referral, repeat) at each anniversary
12-mo: 78% · 24-mo: 64% · 36-mo: 52%
Cadence: Quarterly cohort analysis
NPS by Lifecycle Stage
NPS captured at: discovery call + 1h, post-onboarding day 14, mid-build week 4, post-completion day 3
Discovery: 8.0 · Onboarding: 8.5 · Mid-build: 8.2 · Completion: 8.8
Cadence: Monthly average + per-customer surfaced for < 7
Referral Pipeline Velocity
New referral-sourced leads ÷ active customer cohort ÷ 30 days
By month 12: 0.14 referred leads per customer per month (industry avg 0.04)
Cadence: Monthly
List Health Score (composite)
Klaviyo deliverability score · 30-day open rate · 90-day click rate · spam complaint rate · unsubscribe rate · all normalised
> 85/100 sustained · alert if drops below 75 for 7+ days
Cadence: Weekly

CLTV Calculation Methodology

CLTV is the central financial metric tying the marketing function to YBMT portfolio strategy. The formula is intentionally simple at the customer level (sum of all signed contracts attributed to a single customer record) and sophisticated only at the cohort-rollup level (where channel-attribution decay and cross-LOB lift are modelled). The simpler customer-level formula prevents manipulation and aligns with Carla's CFO-grade requirement: every CLTV figure in a board pack must be reconcilable to Xero invoices within 5%.

CR-06 · EMAIL DESIGN TEMPLATES

Three Email Design Templates: Transactional · Nurture · Broadcast

Email design is not decoration; it is the visual implementation of the WS-02 brand system in every inbox interaction. Three templates cover 100% of YMT's outbound — each with explicit rules on what changes and what stays locked.

TEMPLATE 1

Transactional

Use cases: Quote delivery (CR-01e Email 01), contract signed confirmation (CR-01f Email 01), build milestone events, payment receipts.

  • Visual: Plain, single-column, max width 580px. Single brand lockup top. Navy heading on cream, body in dark grey on white.
  • Typography: Fraunces 22pt for the headline only, Inter 15pt for body. No display flourishes.
  • CTA: One primary button (Timber background, white text). Never two.
  • From name: "Carla Oliver, YMT Group" — always founder-attributed for transactional weight.
  • Footer: Full address (ASIC + ACMA compliance), unsubscribe link, preference centre link.
TEMPLATE 2

Nurture (Flow Emails)

Use cases: Welcome series, lead nurture, browse abandon, post-consult, review request, win-back. All nine flows above default to this template.

  • Visual: Two-band hero + body. Hero: Navy band with eyebrow tag + headline (Fraunces 28pt). Body: cream band with 15pt Inter content.
  • Imagery: One hero image, max 720px wide, project-relevant (not stock). Site photos preferred over rendered.
  • CTA: Primary CTA mid-email + secondary link at bottom. Both lead to the same destination — primary is button, secondary is text link for risk-averse readers.
  • Personalisation tokens: first_name (always), suburb (where relevant), lob_primary (drives dynamic content blocks).
  • From name: Varies by flow stage — PM name for Build-in-Progress, Carla for founder-voice moments, generic "YMT Group" for low-touch nurture only.
TEMPLATE 3

Broadcast (Newsletter / Seasonal)

Use cases: Monthly market update, seasonal LOB content (pre-summer pool tips, pre-winter termite advisory, autumn renovation timing).

  • Visual: Multi-section, three-column where appropriate. Heaviest design density.
  • Structure: Top story (one) + three LOB updates + one case study + one CTA. Standard six-section frame.
  • Cadence: Monthly only · suppress to anyone with Active-Build status (they have enough YMT email already).
  • From name: "YMT Group" — broadcast does not warrant founder attribution.
  • Length target: 700-900 words of substantive content. Anything shorter is filler.

Locked Brand Elements (Apply to All Three Templates)

CR-07 · SMS STRATEGY

SMS: When, What, Frequency Cap

SMS is a high-trust, high-attention channel — Klaviyo's 2025 data shows a 98% read rate within 3 minutes — and therefore must be used sparingly to retain that trust. Aggressive SMS strategies that work in DTC retail (4-6 sends per week) are catastrophic for considered-purchase home services where SMS opt-out can damage the entire relationship. The rule: SMS is for time-sensitive coordination, not promotion.

When SMS is Permitted

  • Booked-call reminders — 24h before and 10 min before a discovery call (CR-01d).
  • Build-day coordination — access codes, weather variances, inspector visits (CR-01g).
  • Quote-decision nudge — single SMS at Lead Nurture Email 02 + 36h (CR-01c).
  • Welcome SMS opt-in confirmation — one message (CR-01a SMS 01).
  • Review-request shortcut — one message if email path fails (CR-01h SMS 01).

When SMS is Forbidden

  • Promotional broadcasts (newsletters, sale announcements — there are no sales)
  • Re-engagement / win-back (use email — SMS to a 90-day-cold contact damages trust)
  • Multi-LOB cross-sell prompts (use email — SMS feels invasive for upsell)
  • Anything to an Active-Build customer beyond build-coordination (they get weekly emails from their PM already)
  • NPS surveys (use email — survey-by-SMS shows lower-quality responses per Klaviyo bench)

Frequency Cap

  • Maximum 2 SMS per 7-day window per contact, across all flows.
  • Hard exception: Active-Build coordination is uncapped (operational necessity), but each message must be from the PM, signed personally.
  • Hard exception: discovery-call reminders are exempt from the cap.
  • Time-of-day: 9am-7pm local time only · suppress on Sundays unless directly coordinating a Monday build start.

Opt-in Mechanic

SMS opt-in is captured only at quote-request and discovery-booking forms — never at lower-intent capture points. Double opt-in (Welcome SMS 01 reply YES) is required before SMS frequency cap unlocks beyond 1 per 14 days. ACMA-compliant unsubscribe via REPLY STOP processed instantly.

CR-08 · SUPPRESSION RULES

Suppression: When We Stop Emailing

Suppression is the cost of being allowed to email at all. Klaviyo's deliverability algorithm — and the spam filters at Gmail, Outlook, and Apple Mail — penalise senders who continue to send to low-engagement contacts. Aggressive suppression protects every other contact's deliverability. The seven rules below are non- negotiable; YDT operates them automatically inside Klaviyo.

01

Hard bounce

Suppressed permanently from the first hard bounce. No retry. The address is invalid; sending again damages sender reputation. Klaviyo handles this automatically.

02

Repeated soft bounce (3+ within 30 days)

Suppressed for 90 days, then a single re-validation email. If that bounces, permanent suppression. Soft bounces often indicate mailbox-full or temporary issues, hence the recovery path.

03

Spam complaint

Suppressed permanently. Suppress within 60 seconds of the complaint webhook. This is the most damaging signal to deliverability — one complaint per thousand sends is the Gmail tolerance ceiling.

04

No engagement for 120 days

Suppressed from broadcast and nurture flows. Eligible for a single sunset email ("Are you still here? Reply YES to stay") at day 120. If no reply within 14 days, suppressed for 180 days. This is the largest single deliverability protector.

05

Unsubscribed

Suppressed permanently from the unsubscribed channel (email or SMS). Preference-centre unsubscribe is per-category (broadcasts vs flows vs transactional) — transactional emails (quote delivery, payment receipts) survive any unsubscribe per ACMA-permitted exemptions.

06

NPS detractor (score 0-6)

Suppressed from review-request flow only (CR-01h). Not suppressed from other flows. The rule prevents asking unhappy customers for public reviews — which is both ethically right and protective of platform reputation.

07

Active-Build "sufficient contact" rule

Suppressed from broadcast and win-back flows for the duration of an active build + 30 days. The customer is receiving 1-2 PM updates per week already; additional marketing email damages the relationship and the trust the PM is building.

CR-09 · DELIVERABILITY PROTECTION

Deliverability: Warmup · List Hygiene · Spam Triggers

Deliverability is the foundation under every other metric in this manual. If emails don't reach the inbox, no flow converts, no segment matters, no test runs. Three workstreams own deliverability: sending-domain warmup, ongoing list hygiene, and content/structure spam-trigger avoidance.

1 · Sending Domain Warmup (one-time, month 1)

  • Dedicated subdomain: All marketing email sends from mail.ymtgroup.com.au — never the root domain. Protects the corporate domain from any spam-folder risk.
  • SPF, DKIM, DMARC: All three records published. DMARC policy starts at p=none for week 1-2 monitoring, escalates to p=quarantine by week 4, and p=reject by month 3.
  • BIMI (Brand Indicators for Message Identification): Once DMARC reaches reject, register BIMI to surface the YMT logo in Gmail/Yahoo inboxes — lifts open rate by ~12% in the consumer cohort.
  • Warmup schedule: Day 1-3: 500 sends/day to most-engaged contacts (opens in last 30 days). Day 4-7: 1,500/day. Week 2: 5,000/day. Week 3: full deployment. Klaviyo's automated warmup mode handles this.
  • Postmaster Tools: Register at Gmail Postmaster Tools, Microsoft SNDS. Monitor sender reputation weekly.

2 · Ongoing List Hygiene (continuous)

  • Pre-send validation: Run new captures through ZeroBounce or NeverBounce before adding to active sends. Klaviyo's built-in validation handles obvious typos.
  • Engagement-based segmentation: All broadcasts and most flows send only to contacts engaged in last 90 days. The remainder go to the 120-day sunset path (CR-08 rule 4).
  • Quarterly purge: Every quarter, contacts with 0 engagement events in 180+ days are archived (not deleted — retrievable if they re-engage from another channel).
  • Bot-trap protection: Honeypot fields on all forms. Submissions hitting the honeypot are tagged and quarantined for review.

3 · Content + Structure Spam Triggers

  • Subject line: No ALL CAPS, no excessive punctuation (!!!), no spam-trigger words (FREE, GUARANTEE, ACT NOW). Klaviyo's subject-line tester flags issues before send.
  • Body HTML: Plain-text version always included alongside HTML. HTML images-only emails (no text) are spam-classified by Gmail.
  • Image-to-text ratio: Minimum 40% text content. Image-heavy emails (newsletters with stock photos) score worse than text-heavy founder-voice emails.
  • Link count: Maximum 8 links per email; excessive linking is a spam signal. Browse Abandon and Build-in-Progress emails are the exceptions (one specific URL each).
  • Sender reputation alerts: Klaviyo deliverability score must remain > 85/100. Drops below 75 trigger a 7-day broadcast pause and a forensic review.
CR-10 · PERSONALISATION RULES

Personalisation: What Dynamic Content Goes Where

Personalisation is only an asset when it is accurate. Inaccurate personalisation — "Hi {first_name|default:there}" — actively damages trust. The rule is: only use a personalisation token if the underlying data is verified, and gracefully degrade when not. The schedule below tells YDT exactly where each token can be used and what the fallback is when data is missing.

TokenWhere usedFallbackConfidence threshold
first_nameAll emails greeting, SMS opener"Hi there"Email-validated form submit only
suburbBrowse Abandon Email 02 (case-studies-near-you), Lead Nurture Email 04, Win-Back Track B"in your area" / soft genericValidated against Australia Post API or self-declared in form
lob_primaryWelcome Email 03 (LOB branch), Browse Abandon, Lead Nurture, all post-sale flowsn/a — gate the email insteadSelf-declared OR Klaviyo Viewed Product event on 2+ LOB pages
pm_first_namePre-meeting Email 03, Post-Sale Onboarding, Build-in-Progress, Review Request"your project manager"Set manually by Estimating when assigned
project_scope_summaryCR-01e (Post-Consult) emails 01 and 02n/a — gate the email insteadPopulated by PM in CRM during/after discovery call
quote_valueCR-01e Email 04 ("X-dollar quote awaiting your decision") only when band > $50K"your quote"Estimating field, real-time webhook
last_engagement_dateWin-Back Track A Email 01 ("Three months on...")"a while back"Klaviyo native field
warranty_expiry_dateWin-Back Track B Email 01n/a — gate the email insteadSet by Estimating per LOB warranty terms
recent_case_studiesLead Nurture Email 04, Browse Abandon Email 02Generic top-3 case studies fallback3 case studies within 8km of suburb token; falls back to LOB-only if fewer than 2 within range
build_statusBuild-in-Progress weekly status (template variable)n/a — gate the email insteadSet by PM in tracker

The "gate the email" principle: When the data is not available to support meaningful personalisation, the correct response is to not send the email — not to send a generic version with awkward fallback. The schedule above tagged "gate the email instead" means the flow waits for the data, exits the contact from the flow, or routes to a different, more generic email entirely.

CR-11 · A/B TEST BACKLOG

First 12 A/B Tests, in Priority Order

A test backlog turns CRM into a learning function rather than a static system. The twelve tests below are sequenced by expected lift × ease of execution × statistical detectability. Each is sized to reach 95% confidence within ≤ 4 weeks at YMT's send volume. YDT runs one at a time within each flow (parallel tests across flows are permitted) to avoid contamination.

01

Welcome Email 01 — founder-signed vs. brand-signed

Hypothesis: founder-signed lifts open + click 25%+. Variables: from name, signature block. Sample size: 4 weeks at ~600 new subs/wk = 2,400. Detectable lift: 4pp difference in click. Decision: keep winner, reroll loser to graveyard.

02

Browse Abandon Email 01 — question-led subject vs. cost-led subject

"Still thinking about [topic]?" vs. "[Topic] typically costs $X-$Y." Hypothesis: cost-led wins open rate but question-led wins click. Decision logic: optimise for click (closer to revenue).

03

Lead Nurture Email 02 — three-slot calendar vs. full Calendly embed

Three pre-selected slots (1-click confirm) vs. full Calendly. Hypothesis: pre-selected wins by friction reduction. Decision: 4-week test, winner becomes default.

04

Post-Consult Email 04 — three-option decision button vs. single CTA

Three buttons (sign / need-time / lost) vs. single CTA + reply prompts. Hypothesis: three buttons lifts decision-capture rate by 30pp because it normalises "no".

05

Welcome SMS opt-in — discovery-call form vs. quote-request form

Opt-in checkbox shown at discovery-call form only vs. both forms. Hypothesis: limiting to higher-intent moment improves SMS engagement quality.

06

Review Request — Email 02 prompt question count

One open prompt vs. three structured prompts. Hypothesis: three structured prompts lift review length by 3× per Bond data — confirm in YMT's cohort.

07

Win-Back Track A — cross-LOB at Email 03 vs. cross-LOB at Email 01

When to surface the cross-LOB pivot. Hypothesis: Email 03 wins because contact has been re-warmed; Email 01 feels like bait-and-switch.

08

Lead score MQL threshold — 25 vs. 30 vs. 20

Calibration test. Hypothesis: threshold of 25 maximises booked-consult-per-PM-hour. Test by routing 33% of contacts to each threshold for 6 weeks, measure downstream conversion.

09

Build-in-Progress — weekly Friday vs. weekly Monday status

Day-of-week test. Hypothesis: Friday wins because customers want closure-for-the-week; Monday loses because it competes with work-mode inbox triage.

10

Welcome Email 06 — soft preference centre vs. direct-stay-or-go

Tonality test. Hypothesis: direct-stay-or-go lifts long-term list health but may lift unsubscribe in the short term. Decide by 90-day RPR of remaining cohort.

11

Post-Sale Email 03 — welcome pack mentioned vs. unmentioned (surprise)

Hypothesis: surprise welcome pack lifts NPS materially; pre-announced lifts perceived value-for-money. Trade-off test.

12

Cross-LOB nudge timing — 18 months vs. 24 months post-completion

Hypothesis: 18 months is the sweet spot where the original project has settled but the next project is becoming top-of-mind. Critical for portfolio CLTV — test budget approved.

Test governance: Each test must have a written hypothesis + minimum detectable effect (MDE) + decision criterion locked before launch. No "let's see what happens" tests — they waste sample and create noise. Test results enter the YMT learning log (a shared doc updated quarterly by YDT) so the CRM accumulates institutional learning rather than re-running the same tests every 18 months.

CR-12 · FAILURE MODES + HEDGES

Eight Ways This CRM Stack Can Fail (and the Hedges)

Every risk register below is paired with an explicit hedge. Hedges that depend on capabilities outside YDT's remit are escalated to Carla for resource decisions.

RISK 01
Estimating-Klaviyo webhook breakage

Webhook fails for > 1 hour → Build-in-Progress and Review Request flows stall, NPS collection breaks, lifecycle stage drifts.

Hedge: Nightly reconciliation batch from Estimating to Klaviyo + Zapier monitor + Slack alert on any > 30min webhook lag.
RISK 02
List health collapse from a single bad send

One newsletter with poor subject line or wrong segment can spike spam complaints, drop sender reputation 15+ points in a week.

Hedge: All broadcasts seed-tested through a 50-person internal seed list 24h before main send · Klaviyo subject-line scorer required > 80 · CFO sign-off on any broadcast to > 5,000 contacts.
RISK 03
PM voice inconsistency in Build-in-Progress

Weekly status emails are PM-written. Style varies wildly → some customers feel cared for, others abandoned.

Hedge: Three-section template with placeholder text · YDT editorial review of every status email in first month per PM · monthly NPS pulse to catch drift.
RISK 04
Detractor leak to Review Request

NPS gate fails (data not captured, sync drift) → low-NPS customer asked for public review → bad review on Google.

Hedge: Review Request flow filter requires positive NPS captured in last 30 days · if NPS missing, send the gating NPS email FIRST, never the review request directly.
RISK 05
Cross-LOB cannibalisation

Win-Back Track B surfaces POE to a customer who is talking to YMT directly about a TDR issue → confusing, can lose both.

Hedge: Suppress all marketing automation to any contact with open opportunity in Estimating in last 30 days · "Active conversation" supersedes lifecycle automation.
RISK 06
Klaviyo deliverability ban from spike

Imported list (e.g. from acquisition or trade show) hits an unwarmed segment → high complaint rate → Klaviyo throttles or suspends.

Hedge: No bulk imports permitted without 30-day double-opt-in re-confirmation · CFO approval required for any list import > 200 contacts.
RISK 07
Personalisation token failure

Token rendering bug or data missing → "Hi {first_name}" goes out raw → trust damaged.

Hedge: Klaviyo preview-render test required for every flow email update · seed-test 50 contacts before flow activation · "gate the email" principle in CR-10.
RISK 08
YDT key-person dependency

YDT lead leaves → tribal knowledge of segment definitions, test history, flow logic lost.

Hedge: This document IS the hedge · all segments documented in Klaviyo with description fields · quarterly playbook review · cross-trained backup at YDT named in the SLA.
PHASE 3 CROSS-WORKSTREAM HANDSHAKES

How CRM Hooks into the Rest of the Strategy Portfolio

WS-10 does not stand alone. Six explicit handshakes connect this CRM manual to the rest of DOC 3. If any of these connections breaks, the lifecycle engine starts running on stale data or wrong assumptions.

→ WS-06 CHANNEL

Lead-source attribution feeds segmentation

Every contact arrives with a lead_source tag set by the channel layer (WS-06 source taxonomy). The CRM segment matrix (CR-02 Dimension 4) reuses these tags exactly — same naming, same definitions. No translation layer.

→ WS-08 GEO/AEO

Content assets reused in flow emails

The 80-piece content map (WS-08) is the asset library for every flow's CTAs. Welcome Email 03, Browse Abandon Email 02, Lead Nurture Email 04, Win-Back Track A Email 02 all link to WS-08 GEO content. The CRM stack does not produce new content — it deploys existing.

→ WS-09 PAID

Offline conversion import closes the loop

WS-09 PM-11 specifies the offline conversion workflow. CRM provides the truth events (form_submit, calendar_book, contract_sign, build_complete) back to Google Ads + Meta + LinkedIn — the data that turns paid platforms from "click optimisation" into "revenue optimisation".

→ WS-02 BRAND

Voice, palette, lockup locked across templates

The three email templates (CR-06) implement the WS-02 brand system exactly: Navy/Timber/Aqua/Cream palette, Fraunces + Inter typography, founder-signed voice rules. No template variation permitted that contradicts WS-02.

→ WS-05 BOWTIE

Lifecycle stages = Bowtie funnel stages

The CRM lifecycle stages (CR-02 Dimension 2) map 1:1 to the WS-05 bowtie funnel: Cold subscriber → Quote-Requested = left lobe; Consult-Booked → Active-Build = neck of bow; Past-Customer → Multi-LOB = right lobe (expansion). Same model, same names.

→ WS-11 KPI CONTRACT

Lifecycle metrics roll up to the CFO board pack

CR-05's eight lifecycle metrics feed directly into the WS-11 KPI contract. Email LTV, Cross-LOB rate, Retention curves, NPS-by-stage are not separate marketing measures — they are line items in the same CFO board pack that tracks revenue and gross margin.

COMPLIANCE

Compliance, Privacy, and Operating Constraints

Spam Act 2003 (Australia)

All marketing email and SMS comply with the Spam Act: clear sender identification, functional unsubscribe processed within 5 business days (YMT processes within 60 seconds via Klaviyo), explicit consent at capture. Transactional emails (quote, contract, build coordination) operate under the inferred-consent exemption.

Australian Privacy Principles (APP)

Privacy collection notice on every form. Personal information stored in Klaviyo (EU + US regions) under EU SCCs. Data retention: contacts not engaged for 36 months are archived (not retained for marketing). Right-to-erasure requests processed within 30 days per APP 13.

ACMA SMS rules

SMS opt-in is double-confirmed before frequency cap unlocks. All SMS sends include sender identifier and REPLY STOP unsubscribe. Sends only 9am-7pm local time. Premium-rate SMS never used.

Klaviyo Acceptable Use Policy

No purchased lists. No imported contacts without verifiable opt-in. Sender reputation monitored weekly via Klaviyo Deliverability Hub. Any complaint rate spike triggers immediate broadcast pause + forensic review.

ACL (consumer guarantees)

Warranty terms surfaced in CR-01f Email 03 (welcome pack) and CR-01i Track B Email 01. No marketing claim contradicts the contractual warranty. Reviews requested only from contracts that have reached final-payment-received status (CR-01h Critical Filter).

YDT operating SLA

YDT operates the Klaviyo account on YMT's behalf with: weekly metric review, monthly flow performance report, quarterly playbook update, and 4-hour emergency response for deliverability or compliance incidents. Named cross-trained backup required at YDT to hedge key-person risk (CR-12 Risk 08).