Campaign Plan
luma.com/irok8vln
Send times are staggered intentionally to cycle through the windows when people are most likely to open email — evening, late morning, afternoon, early morning, and midday before the event. This is not arbitrary; it's designed to catch different members of the list at their most receptive moment.
| Date | Send Time (EDT) | Label | Job | |
|---|---|---|---|---|
| Pre-Event — Registration Sequence | ||||
| Pre-Sell (not sent) | Mon, June 22 | 7:30 PM EDT | Short Blind | Planned but not sent. Left in for reference. |
| Email 1 | Tue, June 23 | 7:22 PM EDT | The Surprise | Prove relevance across every vertical and stage. Build credibility through surprise. |
| Email 2A | Wed, June 24 | 9:30 AM EDT | The Agenda | Day-before specificity. Exactly what you'll walk away with, and who Mallory is. Head, in the morning. |
| Email 2B | Wed, June 24 | 4:30 PM EDT | The Shift | Make the cost of the current path feel real. Shift belief before the ask. Heart, in the afternoon. |
| Email 3A | Thu, June 25 | 8:00 AM EDT | Event Day Morning | Full reveal. Direct promo. Remove final objections. Drive registrations. |
| Email 3B | Thu, June 25 | 1:40 PM EDT | 20-Minute Warning | One job: get them to click the link before the session starts at 2PM EDT. |
| Post-Event — Replay Sequence | ||||
| Email 4 | Fri, June 26 | 7:45 AM EDT | Yesterday Was the Real Thing | Hype the value Mallory delivered. Make people who missed it feel like they need to watch. Warm, not spammy. |
| Email 5A | Sat, June 27 | 12:00 PM EDT | Replay → Apply | Bridge from the replay to the cohort. Introduce the Scale benefit and the North advisor access. The fuller case. |
| Email 5B | Sat, June 27 | 7:30 PM EDT | The Cost of Waiting | Loss-aversion close. Names how "later" quietly becomes a year, with the advisor 1:1 as the concrete thing being deferred. Act while it's fresh. |
| Email 6 | Sun, June 28 | 6:00 PM EDT | Code Expires Tonight | The true closer. Real deadline: the GTM10 code expires tonight at 11:59 PM ET. Short, human, one last nudge before it's gone. |
| Angle | Objections Addressed | |
|---|---|---|
| Pre-Event — Registration Sequence | ||
| Pre-Sell | Growth That Doesn't Reset on Monday | None — pure curiosity, no ask |
| Email 1 | What Mercury, Cameo, and Lovable Figured Out | "Not for my vertical" + "Not at my stage yet" |
| Email 2A | Here's Exactly What You'll Walk Away With | "Is this worth an hour?" + "Will it apply to me?" |
| Email 2B | They Told You to Build Community Instead of Writing You a Check | "My GTM is working fine" + "I need customers not frameworks" + "Free events are fluff" |
| Email 3A | Mallory Goes Live Today | "I don't have time" + "I'll just watch the replay" |
| Email 3B | Starting in 20 Minutes | Last-mile inertia only |
| Post-Event — Replay Sequence | ||
| Email 4 | Yesterday Was the Real Thing | "I missed it" + "Was it worth it?" |
| Email 5A | Most Replays Don't Get Watched → Now Go Build It | "I'll watch it later" + "I just watched a free thing, now you're selling me?" |
| Email 5B | The Cost of Waiting (Future You) | "I'll get to it later" + "A cohort is a big commitment" + "what do I actually get?" |
| Email 6 | Your Code Expires Tonight | "I'll deal with it later" → the discount is literally gone at midnight |
Pre-Sell · Not sent
This pre-sell was planned but did not go out. Kept here for reference.
Angle & Objective
Framework: Short Blind. Maximum curiosity, zero reveal. This email has one job: make the reader feel the problem and create enough curiosity that she opens Email 1 tomorrow morning.
Angle: Growth That Doesn't Reset on Monday. The quiet feeling every founder knows — Monday morning means the ad budget resets, the algorithm shifted, the work starts over. The email names that feeling without explaining it and hints that something different exists.
Body Copy
Hi [First Name],
Something's been on my mind this week.
The founders growing the fastest right now aren't the ones with the biggest ad budgets. They found a way to grow that actually gets stronger over time instead of more expensive.
More on this tomorrow.
Pre-Event
Angle & Objections
Angle: What Mercury, Cameo, and Lovable Figured Out. Uses the implausibility of the combination to earn curiosity before asking for belief. A bank, a celebrity marketplace, and an AI tool should have nothing in common. The fact that they do stops the scroll.
Body Copy
Hi [First Name],
Sit with this for a second.
Mercury is a banking platform for startups. Cameo is a marketplace where fans pay celebrities for personal video messages. Lovable might be the fastest-growing AI tool in the world right now.
Nothing about these companies should overlap. Different products, different customers, completely different business models.
But they all grew through the same strategy.
Not paid ads, not a viral moment they stumbled into. A deliberate system built around community, trust, and relationships that keep compounding over time.
Mallory Contois helped build the community growth programs at all three, and at Maven and Pinterest too. She's been in those rooms. She knows the difference between what actually scales and what just sounds good in a deck.
If you're thinking this is a tech company thing and not relevant to what you're building, stay with me.
Community-led growth is actually more natural in consumer, DTC, wellness, fashion, and food than it ever was in SaaS. Your customers are real people with social lives who trust a recommendation from someone who looks like them far more than any ad you could run. The best founders building today aren't treating word of mouth like a lucky bonus. It's the whole strategy.
The real question isn't whether this applies to you. It's whether you're treating it like the actual strategy it is, or just a nice-to-have while you wait for your ad returns to improve.
Mallory is joining us this Thursday for a live conversation about what modern GTM actually looks like right now, across every category. One hour, completely free, and worth showing up for.
Email 2A · Day Before · Morning
Two emails go out June 24, working as one moment. Email 2A in the morning is the head — exactly what you'll walk away with and who Mallory is. Email 2B in the afternoon is the heart — the belief shift below. Skimmable agenda first, deeper why second.
Angle & Objections
Angle: Here's Exactly What You'll Walk Away With. Pure specificity and credibility. The day before the event, the reader does not need more persuasion. She needs to know it is worth the hour. This email lays out the agenda and the résumé, plainly, so saying yes feels easy.
Body Copy
Hi [First Name],
Mallory Contois goes live with us tomorrow, and I want you to know exactly what you are signing up for.
In one hour, here is what she is walking through:
• What has actually changed about go-to-market in the last five years
• How community drives real acquisition, retention, and loyalty
• What to prioritize when you do not have a big marketing budget
• How to build word of mouth and turn customers into advocates
• What founder-led growth looks like in practice
• How to treat relationships, content, and partnerships as growth channels
She has built community and growth programs at Lovable, Mercury, Maven, Cameo, and Pinterest. This is someone who has done the work at the companies people point to as the examples.
Whether you are building in SaaS, AI, fintech, consumer, or something in between, you will leave with a framework you can actually use.
It is one hour, it happens tomorrow, and there is no cost to join.
Email 2B · Day Before · Afternoon
Angle & Objections
Angle: They Told You to Build Community Instead of Writing You a Check. Takes a real dynamic female founders have experienced and flips it. What felt like a consolation prize turns out to be the most defensible growth asset in the market right now. This is the most emotionally resonant email in the sequence.
Benefits Highlighted
Body Copy
Hi [First Name],
For years, "build community" was the advice you got from the people who weren't going to fund you.
Be authentic, cultivate your audience, earn trust, build real relationships.
Good advice, all of it. But if you're honest, it sometimes felt like a polite way of saying something else. A way of saying we're not going to give you the resources to run paid acquisition at scale, so here's something you can do instead.
Meanwhile, the well-capitalized companies ran ads.
Here's what nobody said out loud at the time. Those companies are now paying more every quarter to stay on the same treadmill, because ad costs keep rising, attention keeps fragmenting, and the platforms keep changing the rules. The return that made the whole model work just keeps getting harder to find.
And the founders who built community because they had to, who earned loyalty instead of buying reach, are sitting on the only growth asset in modern business that actually appreciates over time.
The consolation prize turned out to be the real prize.
If your GTM is working right now, that's genuinely great. But working today and working in 18 months are two different things. The founders who figure this out now aren't scrambling to catch up later, and the ones who wait usually are.
Tomorrow, Mallory Contois is joining us live. She's the Community GTM Lead at Lovable, the founder of Old Girls Club, and the person who built community growth programs at Mercury, Maven, Cameo, and Pinterest. Her whole career has lived at the intersection of community and growth.
This is a real conversation, not a keynote. She's going to be specific about what's changed in GTM, what to prioritize when budgets are tight, and how to build a growth engine that compounds instead of constantly resetting.
It's one hour, it's free, and there's a live Q&A at the end.
Email 3A of 4 · Day 2 of Final Two Days · Event Day
Angle & Objections
Angle: Mallory Goes Live Today. Not a concept or a credential — access. The session is happening right now. The previous emails built the belief. This one converts it into action before the window closes.
Most Compelling Benefits + Urgency + Scarcity
Body Copy
Hi [First Name],
Today is the day.
At 2PM ET (11AM PT), Mallory Contois goes live with us to talk about how the best technology companies are growing right now.
Mallory is the Community GTM Lead at Lovable and the founder of Old Girls Club. Before that, she built community and growth programs at Mercury, Maven, Cameo, and Pinterest. She's been inside the growth stories of companies that millions of people genuinely love, and today she's walking through the mechanics of how they got there.
Not the polished version, the actual framework.
In one hour you'll walk away with a clear picture of what's changed in GTM over the last five years, what founders across every category should prioritize right now, how to build real word-of-mouth and turn customers into advocates, and what founder-led growth actually looks like in practice.
Your schedule is full. We know. This is one hour that earns its place.
The replay will be up afterward, but the live Q&A is only in the room. If there's a question you've been sitting on about your growth strategy, today is your chance to ask someone who's actually built this at scale.
Join us at 2PM ET. RSVP takes 30 seconds.
Email 3B of 4 · 20-Minute Warning
Body Copy
Post-Event · Email 4 of 9
Angle & Objective
Angle: Yesterday Was the Real Thing. The event energy is still in the air. This email's job is to make people who missed it feel like they missed something worth seeing — without overpromising or sounding like a highlight reel. Kalli's authentic personal reaction to the session is the proof point.
Cohort weave (soft): This is the first post-event touch, so the replay stays the primary action. The Scale tech cohort gets one warm, low-pressure mention at the end that plants the seed. Emails 5 and 6 escalate the apply pitch from here.
Body Copy
Hi [First Name],
I'm still thinking about something Mallory said.
[Fill in after the event — one specific line or moment from the session. Something that shifted how you see the problem, or landed in a way you weren't expecting. Keep it short. No setup needed.]
The whole session was good. But that one thing is the part that's going to stay with me.
If you were live, you know what I mean. If you missed it, this is exactly why the replay is worth your time.
It's up now.
One more thing. If the session got you thinking about your own growth, that is exactly what we built our Scale tech cohort around. And here is something I love: Mallory is now one of our advisors on The North, and she is supporting this cohort directly. More on what that means over the next day or two, but if you already know you want in, you can start your application here.
Post-Event · Email 5A of 9 · Closing Push 1 of 2
Two emails close out June 27. Email 5A at midday bridges from the replay to the cohort and makes the full case, including the North advisor benefit. Email 5B in the evening is the loss-aversion close: how "later" quietly turns into a year in the same spot, with the advisor 1:1 as the thing you would be deferring. Both carry the Tech Cohort apply message the client requires.
Angle & Objective
Angle: The Insight Was Free. Acting On It Isn't Automatic. This is the bridge email. It honors the replay (and nudges anyone who hasn't watched), then makes the turn the whole campaign was built for: a great session changes nothing on its own. The Scale tech cohort is the room where founders actually implement what Mallory described, and the North advisor benefit is the proof it is real (a 1:1 with a North advisor included, plus 10% off after, with Mallory now among the advisors supporting this cohort). Urgency comes from recency, not a deadline countdown. July 22 is mentioned as a fact only.
Body Copy
Hi [First Name],
Here is the honest truth about sessions like Thursday's. They feel great in the moment, and then Monday comes and nothing actually changes.
The insight was free. Acting on it is the part that counts, and that part is never automatic.
If you missed the session, the replay is still up and it is worth the hour. Watch it here. But watching is not the goal. Doing something with it is.
That is exactly why our Scale tech cohort exists.
Mallory walked through the mechanics of how community-led growth works at companies like Lovable, Mercury, and Cameo. The cohort is where you build that for your own company, alongside other founders doing the same thing, with the structure and the people to keep you moving instead of stalling out three weeks from now.
This is not a bait and switch. The session was the preview, and the cohort is where the work actually happens.
Here is the part I am most excited about. Mallory is now one of our advisors on The North, our advisory platform, and she is supporting this cohort directly. When you join Scale, you get a complimentary 1:1 session with a North advisor and 10% off every session after that. The expert you spent an hour with on Thursday can be in your corner, one on one, looking at your business.
Applications are open through July 22, but the real reason to move is simpler than a deadline. You are motivated right now, while it is fresh, and that feeling has a short shelf life.
Post-Event · Email 5B of 9 · Closing Push 2 of 2
Angle & Objections
Angle: The Cost of Waiting. Email 5A at midday made the full case. This evening close goes after the real enemy, which is not a competitor or a price, it is inertia. It names the quiet way founders defer this, "it is only a few weeks away," and fast-forwards them to a year later in the same spot. Loss aversion, not a deadline clock. The advisor benefit is still the payoff they would be putting off. Final send before the campaign goes quiet.
Body Copy
Hi [First Name],
I want to be straight with you, because I have watched this exact thing play out too many times.
Right now, this is top of mind. You watched Mallory on Thursday, you felt that pull, and you can probably already picture what you would do differently in your own business.
Here is what tends to happen from here. The week gets busy, something urgent lands on your desk, and the cohort quietly slides to "later." Later becomes next month, next month becomes next quarter, and one day you look up and a whole year has gone by. Same desk, same problems, same questions, still wondering why nothing really moved.
It never feels like a decision. It feels like "it is only a few weeks away, I will get to it." But the progress you could have made in those weeks, the introductions, the feedback, the momentum of building alongside other founders, that is the thing you quietly hand back.
And here is exactly what you would be putting off. Mallory just joined The North as an advisor, and she is supporting this cohort. When you join Scale, you get a 1:1 session with a North advisor and 10% off every session after that. The person you spent an hour learning from on Thursday can sit with you, one on one, and look at your actual numbers.
That is not a someday thing. It is right in front of you today, while you still care enough to do something about it.
Applications are open through July 22, but waiting until the deadline is exactly how this slips away. Do the version where, a year from now, you are glad you moved while it was fresh.
Post-Event · Email 6 of 10 · Final Close
The true last send, added by FFC. It fires roughly six hours before the GTM10 code expires, so for the first time in the sequence the urgency is a real deadline, not a far-off date. Picks up 5B's "later" thread and finishes it with a concrete tonight-or-never.
Angle & Objections
Angle: Your Code Expires Tonight. This is the rational, hard-deadline bookend to 5B. 5B did the emotional future-pacing without a real deadline; this one lands the concrete one, the GTM10 code disappears at 11:59 PM tonight. That lets the close stay short and human instead of pushy. A light callback to 5B's "later" keeps the two feeling like one finished thought.
Body Copy
Hi [First Name],
A quick one on a Sunday evening, because this is the last call.
GTM10, the code we set up for everyone who showed up for Mallory, expires tonight at 11:59 PM ET. If joining the Scale cohort has been on your mind, you can apply right here in a few minutes and lock your code in before it's gone.
Scale is where you actually build the community-led growth Mallory walked through, with the structure and the people to keep you moving. As a member you also get a 1:1 with a North advisor, and Mallory is one of the advisors supporting this cohort. The session you watched can turn into a real conversation about your own business.
After tonight, the code is gone, and the next chance to join on these terms isn't on the calendar yet.
I'll leave it there. You already know how this goes if it waits until "later." If it's been on your mind, do it now, while it's still Sunday and still simple.
June 29 — Quiet Day
The sequence ran ten sends across seven days, finishing with the code-expiry close on Sunday evening, June 28. Monday June 29 stays quiet to let the list breathe and protect deliverability before the next event cycle (the June 30 Live with Alexa von Tobel, which will get its own plan). This is by design, not a hole in the plan.
Production
All ten sends should be built as HubSpot Marketing Email, not Automated or Workflow emails. HubSpot's documentation recommends the Marketing Email format specifically for promotional and event-driven sends to a broad contact list because it routes through HubSpot's dedicated sending infrastructure, handles subscription management automatically, includes the required unsubscribe footer, and is built to protect sender reputation at broadcast scale.
Using an Automated email for a 26,000-person broadcast would bypass those deliverability protections and is not what HubSpot designed that format for. Marketing Email also gives us scheduled send times, list-level suppression, per-email analytics, and optional A/B subject line testing, all useful for this campaign.
Because these are Marketing Emails rather than personal one-to-one sends, confirm the sender before scheduling. Two options:
Either way, set Reply-To to an actively monitored inbox. HubSpot's documentation recommends matching the From domain to your authenticated sending domain to protect deliverability.
Use the existing FFC marketing email template (the one Email 1 was built from). It is a clean, single-column layout on a cream background with a banner image at the top, Arial body copy, and one rounded call-to-action button in the template's lavender. Keep [First Name] personalization with a "Founder" fallback, and the standard FFC footer (unsubscribe, manage preferences, and address).
No new design work needed. Reuse the template as-is so every email in the sequence stays visually consistent with what already went out.
Longer emails link to their target in two places: an inline text link in an early paragraph and the CTA button. An above-the-fold text link gives a second, earlier chance to click and tends to lift click-through. The inline link points to the same destination as the button, with the same UTM. The body copy on this page shows where each inline link sits (the highlighted text), built right into the rich-text module so it carries over when the emails are queued in HubSpot.
Short emails are the exception. Email 3B (20-minute warning) and Email 4 (replay drop) are short enough that the button alone is plenty, so they have no inline link. The Pre-Sell is a deliberately link-free curiosity blind.
Apply UTM tags to every Luma CTA link. Do not send any email without UTMs in place.
Use utm_content values: presell, email1, email2a, email2b, email3a, email3b, email4, email5a, email5b, email6. Post-event apply links point to the 10th House application page (not Luma), but keep the same campaign UTM so the cohort attribution ties back to this sequence.
| Template Weight | Hero Image | CTA Style | |
|---|---|---|---|
| Pre-Sell | Minimal — near plain text | None | No CTA |
| Email 1 | Light | None | Standard button (RSVP) |
| Email 2A | Light | None | Standard button (RSVP) |
| Email 2B | Medium | Optional: Mallory headshot inline | Bold button (RSVP) |
| Email 3A | Full marketing email | Recommended: Mallory headshot hero | Bold, high-contrast button (RSVP) |
| Email 3B | Minimal — near plain text | None | Clean button, above fold (RSVP) |
| Email 4 | Light | None | Replay button + soft apply text link |
| Email 5A | Medium | Optional: cohort/community image | Apply button + replay text link |
| Email 5B | Minimal — near plain text | None | Apply button, above fold |
| Email 6 | Minimal — near plain text | None | Inline apply link + apply button |