For Audrey Grant · Prepared 2026-04-14 · Source: HCP Export 2026-04-13

Email Campaign Brief — HCP Segments A + B

Two audiences, two jobs. Both lists already built and sitting on VM as CSVs. Goal this week: ship email templates so Robert can send by end of week.

Problem. Monday Apr 13: Stephanie approved email campaigns, membership pilot pulled forward. No templates yet. Robert has the audiences ready but needs design direction.

Solution. Two templates from you: one for a warm-toned reactivation to old customers we lost track of, one for a premium-toned invitation to our top-spending customers. Neither should feel like bulk email.

Data. 247 former customers worth $401,791 in lifetime value (Segment A). 277 current customers worth an average of $10,000+ lifetime value each (Segment B). Both verified, all marketable.

Brand Rules (non-negotiable)

Rule	Value
Primary brand color	Navy `#1D1760`
Accent colors	Blue `#30C5FF` + Yellow `#FFEA00`
Typography	Inter
No em dashes in client copy	Use commas, colons, or short sentences instead
No emojis in client emails	Professional tone (internal docs can have them, emails cannot)
Phone	(913) 963-1029
Address	12022 Blue Valley Pkwy, Overland Park, KS 66213
Hero image placement	Below headline text (ADA preferred)

Segment A — Reactivation ("We've Been Thinking of You")

Audience: 247 customers (123 with email, 217 with phone). Spent with us years ago through our older software, never moved to our new system. Collectively $401,791 in past lifetime value. Many may have forgotten us.

Goal

Re-establish a connection. Remind them we still serve their area. Give them a reason to call back. Not a hard sell.

Tone

Warm, neighborly, slightly nostalgic. Short. Acknowledge time has passed without making it awkward. No urgency, no countdown.

Suggested Subject Lines (pick your favorite or pitch others)

Thinking of you, {{first_name}}

It's been a while from Bright Side Plumbing

Your Overland Park neighbors still rely on us

A quick hello from Bright Side

Content Blocks Needed

Hero headline: warm + simple (e.g. "We appreciate the customers who shaped our first decade")
Short body (under 120 words): we remember you, we're still here, our techs still take calls from the same phone number, here's what's new (master plumber on staff, same-day service, free sewer calls)
Two CTAs: call (913) 963-1029 OR book online at callbrightside.com/book
PS line offering a no-dispatch-fee visit if they mention this email (soft incentive, not discount-forward)

What to Avoid

No "we miss you" headers (feels forced)
No big percentage discounts (cheapens the legacy relationship)
No mention that their history is in an "old system" (confusing to the customer)

Segment B — Membership Invitation (VIP tone)

Audience: 277 current customers with email, each worth $5,000 or more in lifetime spending. Top customer is at $137,396. These are the people who already pick us first.

Goal

Pitch membership as an exclusive invitation, not a public offer. Membership = discount container for work they're already going to do. Frame as recognition.

Tone

Premium, appreciative, slightly exclusive. Not salesy. Feel like a thank-you letter with an invitation attached.

Suggested Subject Lines

An invitation for our most loyal customers, {{first_name}}

A thank you and a new program for you

{{first_name}}, we built this for customers like you

Quietly, we're inviting a few people to this

Content Blocks Needed

Hero headline: appreciative (e.g. "You've trusted us for years. Here's something we built for you.")
Short body (under 150 words): you're in a small group of customers who rely on us most, we're piloting a membership with priority scheduling, discounted diagnostic fees, annual plumbing health check, warranty extensions
Primary CTA: book a 10-minute call with Ashton to discuss
Secondary CTA: read the full benefits at callbrightside.com/members (page does not exist yet, Audrey can use placeholder)
Number cap: "We're opening this to the first 50 customers only" creates gentle urgency without desperation

What to Avoid

No "as a VIP" language (corporate, ick)
No "save 20%" framing (positions it as a discount program)
Don't name specific price points in the email (keep for the call)

Deliverables from You (what Robert needs)

Two HTML email templates (one per segment) — responsive, brand-compliant, merge-tag ready for {{first_name}}, {{last_service_date}}, {{lifetime_value}} (Segment B only)
Two subject lines per segment (your final picks)
One hero image per segment (your call — could be a warm team photo for A, and a clean brand-color composition for B)
Accessibility check per your usual standard (alt text, contrast ratios, ADA-friendly hero placement)

What Robert's Handling

Task	Owner
Segment list generation (CSVs on VM)	Robert — already done
Email platform + sending (likely Hostinger Reach or similar)	Robert
Merge-tag mapping from CSV columns	Robert
Send schedule + throttle	Robert
Reply monitoring / lead capture into ST	Robert + Ashton

Timeline

Item	By
Audrey: template drafts v1 (both segments)	End of week
Robert: review + merge-tag + test send	Over weekend
First send (Segment A batch 1, ~50 customers)	Next Monday
Segment B batch 1 (first 25 members)	Following Wednesday

Segment CSVs live at: /opt/nexus/nexus/scripts/output/hcp_segment_A_pure_hcp_reengagement.csv (247 rows), /opt/nexus/nexus/scripts/output/hcp_segment_B_membership_5k_plus.csv (277 rows). Source: BrightSidePlumbing customer export 2026-04-13 20:58. Full data report: BSP_HCP_Intelligence_Report.html. Executive context: BSP_HCP_Executive_Brief.html.