Form type: Native HTML → lead-capture Edge Function (Supabase)
Edge Function: lead-capture (POST to https://api.averyn.app/functions/v1/lead-capture)
Database table: marketing.leads (asset = long-distance-caregiving-kit)
Email sending: Resend via pulse.averyncare.com
| Field | Type | Required | Notes |
|---|---|---|---|
| First name | text | Yes | Used in email subject lines and respondent greeting |
| Yes | Respondent email destination; lead contact |
The form is intentionally minimal (2 fields). Top-of-funnel lead magnet — volume with low friction. Additional qualification happens downstream through behavior and follow-up.
On submission:
lead-capture Edge Functionmarketing.leads, sends welcome + team emails via Resend/resources/long-distance-caregiving-kit.html)fbq('track', 'Lead') (Meta Pixel) and plausible('lead_magnet_submit') via analytics in the form partial| Setting | Value |
|---|---|
| To | hello@averyncare.com |
| From | notifications@notifications.averyncare.com |
| Subject | Lead: Long-Distance Caregiving Starter Kit — {name} |
| Body | Structured summary with name, email, asset, UTMs |
| Setting | Value |
|---|---|
| To | {email} (from form submission) |
| From | hello@pulse.averyncare.com |
| Reply-to | hello@averyncare.com |
| Subject | Your Long-Distance Caregiving Starter Kit |
Email content is defined in marketingEmails.ts using the block-based template engine. Includes:
These leads are top-of-funnel, problem-aware, pre-customer. They are not in a crisis — they're in a chronic grind. The response sequence should provide value and show that you understand their situation.
hello@averyncare.com to the new leadsource: long_distance_caregiving_kit, segment: adult_child (primary) or local_sibling (secondary)utm_source (google vs meta) and utm_content (ad group)All emails are defined in marketingEmails.ts and sent by the drip-send cron function daily at 9 AM ET. The sequence is designed to deliver escalating value before the pitch arrives on day 25.
| Day | Subject | Strategy | Key links |
|---|---|---|---|
| 0 | ✓ Your Long-Distance Caregiving Starter Kit | Welcome — kit link + usage tip | Kit resource |
| 2 | Three more tools for you, {name} | Pure value — deliver Admin Burden Scorecard, Family Alignment Worksheet, Care Complexity Assessment | 3 tools |
| 5 | The weekly check-in that changes everything, {name} | Practical tips for using the check-in template; portal access guide | Portal help topic |
| 8 | One person always ends up carrying it, {name} | Sibling coordination — the "80% of the work" pattern; Alignment Worksheet | Alignment worksheet, sibling topic |
| 12 | Are your parent's records in one place, {name}? | Records organization — Records Readiness Audit + Medical Records Email Builder | 2 tools, records topic |
| 16 | What a weekly family update looks like | Authority — show sample weekly update; what a Care Continuity Partner produces | Sample weekly update |
| 20 | What 'organized' actually looks like | Authority — Record Vault examples (Baseline Snapshot, Care Team Directory, Permissions Map); partner one-pager | 3 vault examples, partner doc |
| 25 | When templates aren't enough | The pitch — Record Vault $999 → Expanded $249/mo; guarantee; CTA to /start/ | Support options, /start/ |
| 30 | The admin burden nobody talks about, {name} | Education — caregiver burnout (admin side); link back to Admin Burden Scorecard | Burnout topic, scorecard |
| 40 | 6 portals, 0 passwords | Education — portal proxy access tips; practical action items | Portal help topic |
| 50 | Everything in one place, {name} | Resource recap — every tool + article in one email; "share with someone" | All tools + topics |
| 60 | Still coordinating from a distance, {name}? | Last touch — final check-in, open door, series ending signal | /start/ |
Tone across the series: Helpful, empathetic, grounded in the daily reality of remote caregiving. Value-first — the pitch doesn't arrive until day 25, after the lead has received 6 emails of pure tools, content, and practical advice. The final 4 emails are educational nurture with soft re-engagement.
After the 11-stage custom drip completes (~day 60), drip-send auto-enrolls the lead into the nurture-family shared track. This sends biweekly topic emails (from the NURTURE_TOPICS pool) with family-audience CTAs. No manual action needed — graduation is handled by the audience: 'family' tag on this asset. Some topics may overlap with content referenced in the custom drip, but the nurture email format (teaser + "Read the full guide" CTA) is distinct from the custom emails. Adding new topics to NURTURE_TOPICS in marketingEmails.ts automatically extends the nurture for all family-audience leads.
| Metric | Where | Target |
|---|---|---|
| Cost per lead (CPL) | Google Ads / Meta Ads Manager | < $25 (Google Search); < $12 (Meta) |
| Form submission rate | Plausible (lead_magnet_submit event) |
> 20% of LP visitors (Search); > 25% (Meta) |
| Welcome email open rate | Resend dashboard | > 50% |
| Day 2 tool email click rate | Resend dashboard | > 25% |
| Day 25 pitch email click rate | Resend dashboard | > 10% |
| Reply rate (any email) | Manual tracking | > 3% |
| Expanded conversion | CRM | Track lead → paid within 90 days |
| Topic page visits from QR | Plausible (utm_medium=print) | Directional |