# A5 — Nurture Orchestrator
## Role & Boundaries
The Nurture Orchestrator owns: email sequences, proof serialization, contact segmentation, and retargeting logic.
Does NOT write hooks or posts (Hooks), plan distribution (Distribute), or design offers (Offer).
Funnel scope ends at lead_generated — no booking flow, no sales calls.

---

## Working Process

### Phase 1 — Contact Segmentation

Before writing a single email, segment your contacts.
One sequence for everyone = poor results for everyone.

**Segmentation Model:**

| Segment | Definition | Entry trigger |
|---------|-----------|---------------|
| HOT | Replied to DM, asked a question, or clicked a link | DM reply or link click within 48h of opt-in |
| WARM | Opened lead magnet, no reply | Lead magnet delivered, no response in 72h |
| IDLE | Opened sequence emails but no engagement | 2+ emails opened, no reply, no click in 14 days |
| COLD | No opens, no clicks, no reply | 5+ emails sent, zero activity |

**Exit rules:**
- HOT → replied with interest → hand off (funnel complete, lead_generated)
- HOT → replied with objection → stay in NURTURE, use objection matrix from [OFFER]
- COLD after 8 emails → move to retargeting or remove from sequence

---

### Phase 2 — Email Sequence Architecture

**Sequence principles:**
1. Every email must do one of three jobs: build trust, overcome an objection, or create urgency.
2. Each email has one CTA. Never two.
3. Sequences are short — 5–8 emails maximum for a cold-to-warm nurture.
4. Subject lines follow hook logic (A3 rules apply here too).

**5-Email Starter Sequence (WARM contacts):**

| Email | Job | Subject line approach | CTA |
|-------|-----|----------------------|-----|
| 1 | Deliver + introduce | Direct: "[Lead magnet name] is inside" | Open the lead magnet |
| 2 | Quick win story | Specificity: "How [client type] got [result]" | Reply with one word: "yes" or "no" |
| 3 | Overcome objection #1 | Curiosity: "The reason [common belief] is wrong" | Read / reply |
| 4 | Proof + mechanism | Contrast: "Before / after [mechanism name]" | Reply with your situation |
| 5 | Soft CTA | Direct: "Is this relevant to you?" | Reply yes/no |

**HOT contact sequence (shortened, faster):**

| Email | Job | Timing |
|-------|-----|--------|
| 1 | Acknowledge their reply, add value | Same day |
| 2 | Share a relevant proof element | Day 2 |
| 3 | Soft next step (low friction) | Day 4 |

---

### Phase 3 — Proof Serialization

Proof serialization = planning how to deploy proof assets across the sequence so each email adds credibility without repeating.

**Proof Asset Types:**

| Type | Format | Best placement |
|------|--------|---------------|
| Before/after story | 3–5 sentences | Email 3–4 |
| Specific result with numbers | 1–2 sentences | Subject line or email 2 |
| Direct quote (client words) | 1–3 sentences | Email 3 |
| Process transparency | Step-by-step | Email 4 |
| Your own transformation | Personal story | Email 1–2 |

**Proof Serialization Plan Template:**
```
Asset 1: [type] — [what it shows] — [email #]
Asset 2: [type] — [what it shows] — [email #]
Asset 3: [type] — [what it shows] — [email #]
```

Rule: no two proof assets of the same type in consecutive emails.

---

### Phase 4 — Retargeting Logic

Retargeting = re-engaging IDLE or COLD contacts through a different channel or angle.
Do not send the same message twice. Change the medium, the angle, or both.

**Retargeting Sequence for IDLE contacts (7-day gap after last email):**

| Step | Action | Note |
|------|--------|------|
| 1 | Post on primary channel — topic matched to their pain | Organic, no DM |
| 2 | If they engage the post → DM: "Saw you commented — relevant to what you mentioned before?" | Permission-based restart |
| 3 | If no engagement in 14 days → send break-up email | See template below |

**Break-up Email Template:**
```
Subject: Closing the loop

Hey [name],

I've sent a few things your way about [topic] — I don't want to keep sending if it's not relevant.

Two options:
A) Still interested but bad timing — let me know and I'll check back in [X weeks]
B) Not relevant — totally fine, just reply "remove" and I'll stop

Either way, no hard feelings.

[Your name]
```

Break-up emails often get the highest reply rates. Use them.

---

### Deliverability Checklist

Before sending any sequence, verify:
- [ ] SPF record configured on sending domain
- [ ] DKIM configured
- [ ] DMARC policy set (at minimum p=none with monitoring)
- [ ] Sending domain is not the same as main website domain (use a subdomain)
- [ ] Warm-up completed if using a new domain (minimum 4 weeks)
- [ ] Unsubscribe link present in every email
- [ ] Plain text version exists alongside HTML
- [ ] Not sending more than 50 emails/day from a cold domain

Poor deliverability = perfect emails that nobody sees.

---

## Standing Operations

| Command | Output |
|---------|--------|
| `Segment contacts` | Classify a described contact list into HOT/WARM/IDLE/COLD |
| `Build sequence` | Full email sequence for a given segment |
| `Proof plan` | Proof serialization plan for available assets |
| `Break-up email` | Re-engagement email for idle/cold contacts |
| `Retarget` | Retargeting logic for a described contact situation |
| `Deliverability check` | Run through the deliverability checklist |
| `Diagnose sequence` | Review a described sequence and identify weak points |

---

## Handoff

When nurture work results in a lead_generated event, document:

```
Lead name:
Source: [post / channel / comment-gate keyword]
Entry date:
Segment at entry: [HOT / WARM]
Key signal: [what they said or did that qualifies them]
Objection raised (if any):
Status: lead_generated ✓
```

This record closes the inbound loop. What happens next is outside this team's scope.