Primavera campaign review
Event assets
Everything built for the Primavera Designer Open House — the print and on-screen materials first, then the two email sequences that follow up the trials it generates.
1 · Event print and presentation
The materials for the open house itself: what attendees see at the booth, take home, and watch in Heather's demo slot. Why look: these carry the core message designers hear on the night — the opening question, the three-step workflow, the trial QR — so any wording change here is what ripples everywhere else. PDFs are print-ready; previews preserve true proportions. Variants B/C/D test different messaging angles (B: change-once · C: Q&A bespoke · D: Product Picker sourcing speed).
Banner and flyer previews preserve their tall print proportions.
Product Picker email — standalone send
A one-off email for trialists from the Product Picker page (CORE #1 acquisition angle): the sourcing-speed story with the approved PD-11 description, closing on the picker page and Andrew's calendar. Why look: it is the template for the new campaign-angle sends — short, single-feature, one CTA.
2 · Campaign landing page
The page every QR code and campaign link points to — where a designer decides to start a trial. Why look: it is the one asset a designer sees end-to-end before signing up, so the copy here sets the expectations the email sequences later have to keep.
3 · Primavera lead emails — trial sequence
The automated follow-up for designers who start a trial at the event: a 14-day clock, seven touches written in Heather's voice. It opens by referencing the open house, teaches board import and the Product Picker, walks them through the change-once workflow, then presents pricing before branching (thank-you if they subscribe, last call if the trial lapses). Why look: this sequence carries every Primavera lead from handshake to decision with no manual work — check the tone and that the day-12 pricing matches what you want to say.
4 · Regular signup emails — organic 30-day trials
The follow-up for designers who start a 30-day trial from the website — no event connection, so the emails work harder. The sequence watches what each trialist actually does and puts them on one of three tracks: Active (brought a project in), Stalled (logged in, nothing imported) or Cold (never logged in) — re-checked before every send, so nobody gets asked to do something their account state makes impossible. Why look: this is the safety net for every signup that does not come through a handshake; skim one rail per row and confirm you would be comfortable receiving them yourself.
Safety gate active until NA_EMAIL_LIVE_ENABLED=1: real recipients redirect to the test inbox.
5 · Every email on one page
Both sequences combined on a single scrollable page, rendered exactly as they would send. Why look: if you only review one thing, review this — it is the complete trial journey a designer experiences, top to bottom, with no clicking between tabs.