# Lead Outreach Plan - May 15, 2026 ## Strategy Send a social proof + price increase email to warm leads. Theme: "Students are joining and loving it. We're raising prices soon. Here's your chance." Include 2-3 student quotes, the platform stats, and a clear CTA. Segment by warmth level - hot leads get a discount code, warm leads get social proof only, cold leads get a lighter touch or skip. --- ## TIER 1: SEND NOW (hot - high conversion probability) ### kejinexy@gmail.com **Status:** Registered TRIAL, no trial activated **History:** Abandoned-cart email clicked May 14. Viewed checkout TWICE that night. Never received a discount. **What to send:** SHEP30 discount email ($99 final price). She's seen the $129 price and hesitated. $30 off might be all she needs. **Angle:** "You were checking us out last night. Here's $30 off - students are loving the feedback. [Quote 2 + 3 from Osaga]. Code: SHEP30" **Action:** /send-student-30code kejinexy@gmail.com ### castillojessika@gmail.com **Status:** TRIAL_ACTIVE, expires May 21 **History:** Blast conversion. Wrote Torts essays until 6 AM. No discount sent. TRIALCONVERT30 auto-fires ~May 16. **What to send:** Nothing manual - let the TRIALCONVERT30 promo fire automatically on day 4. She's already deeply engaged. The auto-offer at the right moment (after she's gotten value) is better than a premature push. **Action:** Monitor. If she goes quiet before May 16, consider a personal check-in. ### conorbonfil@gmail.com **Status:** TRIAL_ACTIVE, expires May 22 **History:** Blast conversion. Explored essays, submitted feedback. Already received SHEP40 before trial. TRIALCONVERT30 auto-fires ~May 17. **What to send:** Reply to his feedback email personally. He reached out - that's an opening. Acknowledge his feedback, mention other students are joining, ask if he has questions. Don't push a discount yet - TRIALCONVERT30 fires in 2 days. **Action:** Reply to feedback at help@shepbarprep.com. Personal tone. --- ## TIER 2: SEND SOCIAL PROOF EMAIL (warm - needs a push) ### chillastella5@gmail.com **Status:** Registered TRIAL, no activation **History:** Has received EVERYTHING - welcome, demo nudge, personal outreach, SHEP40 x2 (clicked pricing!), trial blast (opened 3x). She reads every email but won't act. **What to send:** Social proof email with student quotes. She's seen discounts already ($89 with SHEP40). Price isn't the blocker - confidence is. She needs to see other students succeeding. **Angle:** "Students are writing essays at 5 AM and telling us the feedback is exactly what their professors say. [Quote 2 + 3 + stat line]. Your SHEP40 code is still active." **Action:** Draft in Fastmail. Don't repeat the discount amount in subject - she's seen it. Lead with social proof. ### crisalaimo@gmail.com **Status:** Unregistered lead (diagnostic_leads only) **History:** Completed demo twice. Score report sent + opened. No register nudge fired yet. No discount. **What to send:** Register nudge with social proof. She's done the demo twice and opened the score report - she knows the product works. She just hasn't registered. **Angle:** "You've already seen what SHEP can do with your essay. Students are joining and the feedback is helping them fix exactly what they need. [Quote 3]. Ready to keep going?" **Action:** Wait for register_nudge cron to fire first. If it doesn't fire within 24h, send manually. ### nolanhen19@gmail.com **Status:** Registered TRIAL, no activation **History:** Blast email opened. No click. No other emails beyond welcome. **What to send:** Social proof email. He opened the blast but didn't act. Needs a reason to come back. **Angle:** Same social proof template as the group email. No discount. **Action:** Include in group social proof send. ### famulawgrl@yahoo.com **Status:** Registered TRIAL, no activation **History:** Score report sent (completed demo). Blast email opened. Yahoo user. **What to send:** Social proof email. She completed the demo and got her score report - she knows her weaknesses. Social proof that other students are fixing those same weaknesses could work. **Action:** Include in group social proof send. Note: Yahoo may suppress - low open rate expected. --- ## TIER 3: SPECIAL CASES ### sheetal201412@gmail.com **Status:** Unregistered lead, Feb 2027 bar **History:** Score report sent. Register nudge sent. SHEP30 sent - she opened it, clicked checkout, opened Stripe modal at 4 AM May 14, and DIDN'T complete. **What to send:** Nothing now. She's a Feb 2027 taker - buying in May 2026 is 9 months early. Her Stripe modal open shows she'll buy when the time is right. The "prices going up" angle actually works perfectly for her - "lock in the current price before we raise it." **Action:** Include in the price-increase email IF you decide to send one. She's the ideal "lock your price now" candidate. Don't send another SHEP30 - she already has it. ### jdyboys@gmail.com **Status:** Registered TRIAL, exam_type null **History:** Registered May 12 10:55 PM. Saw get-started page. Bounced. Opened welcome email next morning. Never returned. **What to send:** Personal email asking what exam they're preparing for. They registered but got stuck at the "choose your exam" step. **Angle:** "Hey - saw you signed up but hadn't picked your exam yet. Are you prepping for the MEE? We just had a student tell us [Quote 2]. Let me know and I'll get you set up." **Action:** Draft personal email in Fastmail. Short, friendly, asks a question. ### tevieca@gmail.com **Status:** Registered TRIAL, FLORIDA exam **History:** Blast email opened. No click. Only Florida user. **What to send:** FL-specific social proof if we have it. We don't have FL student reviews yet. The generic social proof email might not resonate since all our reviews are from MEE students. **Action:** Include in group send but acknowledge FL. "We just launched the Florida module with all 12 subjects. Students are practicing and the feedback is spot-on. [Stats only, no MEE-specific quotes]." ### dc3760@nyu.edu **Status:** Unregistered lead, NYU student **History:** Blast email clicked /trial/start but never registered. Register nudge sent. **What to send:** Nothing additional. He clicked but didn't register - probably window shopping. One more email won't change that. **Action:** Skip. --- ## TIER 4: SKIP (cold / dead) | Lead | Why Skip | |------|----------| | ummetul7@gmail.com | Demo nudge sent, not opened. No activity since signup. | | cwang51229@gmail.com | Blast never opened. No engagement signals. | | maryamjami52@gmail.com | No exam type, no activity, no opens. Dead. | | mamadousy9@gmail.com | No exam type, no activity, no opens. Dead. | | joyhesq@gmail.com | No exam type, no activity. Dead. | | danieldevera@yahoo.com | Gave email mid-draft, never finished. No engagement. | | doramaher4@gmail.com | Price lock expired. CA bar. Gone cold. | | claricr99@gmail.com | Score report + register nudge already sent. Opened blast. Low signal. | --- ## THE GROUP EMAIL (social proof + price signal) **Recipients:** chillastella5, nolanhen19, famulawgrl, tevieca, kejinexy (with discount), sheetal201412 (with "lock your price" angle) **Subject options (no em dashes):** - "Students are joining. Here's what they're saying." - "Real feedback from real bar takers" - "8 students are practicing right now" **Body structure:** 1. Opening: "We wanted to share something with you." 2. Student quotes: Osaga quotes 1, 2, 3 3. Behavioral proof: "Students are writing essays at 5 AM. One converted from the free demo to full access in 5 minutes." 4. Stats: 154+ essays scored, 20s feedback, 0 grading errors 5. Price signal: "As more students join, we expect to adjust our pricing. Right now, access is $129." 6. CTA: "Try the free demo" or "Start your trial" 7. Sign-off: The SHEP Team **Personalization per recipient:** - kejinexy: Add SHEP30 code and "$99 with code SHEP30" line - sheetal201412: Add "Lock in the current price - it won't last" - tevieca: Reference Florida module specifically - Others: Generic CTA --- ## EXECUTION ORDER 1. **Now:** /send-student-30code kejinexy@gmail.com (hottest lead, viewed checkout twice) 2. **Now:** Reply to Conor's feedback at help@ (personal, builds relationship) 3. **Today:** Draft personal email to jdyboys (ask about exam type) 4. **Today:** Draft group social proof email for Tier 2 recipients 5. **Wait:** Let TRIALCONVERT30 fire for castillojessika (May 16) and conorbonfil (May 17) 6. **Monitor:** crisalaimo register nudge cron