Email — Always-On Cadence

Weekly Newsletter (to full list)

One email per week mixing educational content with a conversion CTA. Every newsletter should include at minimum one of: free trial prompt, seed/product feature, workshop promo, or member story with join CTA.

Campaign Sends (additional, as needed)

Dedicated sales emails during key campaigns layered on top of the weekly newsletter. Maximum 3 sends per week during peak periods. Segment aggressively by subscription status.

Lifecycle Automations

1. Free Trial Welcome (5–7 emails / 30 days): Onboard trialists, show GIL+ value, introduce experts, prompt planting. Include tier upgrade messaging from email 3. Single most important automation.
2. Trial-to-Paid Conversion (final 7 days): Urgency sequence. Feature starter kits (from March), welcome pack, upcoming workshops, next seed delivery.
3. Seed Shop → GIL+ Upsell (post-purchase, 3–4 emails): For seed buyers who aren’t members. “You liked the seeds — imagine getting them every season.”
4. Product Bundle → GIL+ Upsell (post-purchase, 3–4 emails): For bundle buyers who aren’t members. “You’ve got the tools — now get the seeds and knowledge.” Members save 15–20%.
5. New Subscriber Welcome (3–4 emails): Confirm subscription, introduce experts, show workshops and Ask an Expert. Grower/Pro: feature incoming starter kit.
6. Tier Upgrade Sequence (quarterly, for Base members): Timed to seed deliveries. Feature starter kit value and product bundle savings.
7. Renewal / Churn Prevention (30 days before renewal): Remind of value, preview upcoming seeds. Retention offer for at-risk members.
8. Win-Back (lapsed, 3–4 emails / 30 days): Re-engage with “what’s new” messaging. Expanded range gives genuinely new things to say.
9. Abandoned Cart / Browse Abandonment: Recovery emails for seed shop, product bundle, and GIL+ page abandonment.
10. Seasonal Bundle Pre-Order (4 weeks before each season): Announce upcoming bundle, early member access, countdown to shipping.