Howl at the Moon — Email Drip Campaigns (DRAFT for review)

Two sequences for Mailchimp. Voice = Alisa, first-person, warm, wolf/pack ("do less, bathe more"). Honesty rails: feel/identity language only (no medical claims), all-genders, "payment plans" (count depends on months left), real scarcity, bookings via Wandering Roots, consult = Calendly. — EMG, 2026-06-23

Shared assets: Landing page (Iceland) · Itinerary & Packing List PDF (lead magnet) · Free consult: calendly.com/howlatthemoonsaunaco/30min · Trip: Nov 2–8, 2026 · 7 days/6 nights · private lakefront home on Lake Gíslholtsvatn, southern Iceland · 5+ bathing experiences · all meals by Chef Abbey · from $6,600 · payment plans · 8 of 10 spots left.

Campaign 1 — "Iceland Interest" (HOT: people who inquired about the trip)

Trigger: subscriber tagged iceland-interest (filled the /iceland interest form, requested the itinerary, or came in from an ad). Goal: book the free consult → deposit. Cadence: 7 emails over ~18 days, front-loaded, then they move to a slow nurture. Tone: warm + momentum; time-sensitive (trip fills before November). From: Alisa.

Email 1 — Instant (on signup): deliver the goods

• Subject A: Your Iceland itinerary (and what to pack) 🌋
• Subject B: Here's everything — the Iceland Bathing Expedition
• Preview: The full itinerary, what's included, and how to grab a spot.
• Body:

  Hi {{FNAME}}, So glad you're curious about Iceland. Here's the full itinerary and packing list — everything we'll do, where we'll stay, and what to bring. [Open the itinerary & packing list →] The short version: 7 days, 6 nights on a private lakefront home in southern Iceland. Geothermal lagoons, wild hot rivers, mobile saunas, the Gúsa ritual — and every meal handled by our private chef. You just soak. If you'd rather talk it through, grab a free 30-minute consult with me — no pressure, every question welcome. [Book a free consult →] — Alisa

• CTA: Itinerary PDF + consult.

Email 2 — Day 2: the transformation (why it's worth it)

• Subject A: What you'll carry home from Iceland
• Subject B: It's not the photos you'll remember
• Preview: The part that lasts longer than the tan.
• Body:

  The trip is seven days. What you bring home is the point. A nervous system that finally exhaled. Proof you can stop. A heat-and-cold ritual you can keep on an ordinary Tuesday. And a small group of people who get it. You don't come home tan. You come home different. [See the week →] · [Book a free consult →]

• Notes: feel/identity language only; no "cures/heals."

Email 3 — Day 4: what's actually included (justify the premium)

• Subject A: Everything but the flight
• Subject B: What "all-inclusive" really means here
• Preview: Private chef, private home, 5+ bathing experiences — handled.
• Body:

  A fair question at this price: what's included? Basically everything once you land. • 6 nights in a private lakefront home (just our group) • Every meal, from scratch, by Chef Abbey • 5+ bathing experiences — Sky Lagoon, the Secret Lagoon, wild hot springs, mobile saunas, the Gúsa ritual • A Super-Jeep day into Þórsmörk, the Friðheimar greenhouses, a sound bath • Airport + in-country transport, and help booking your flights & insurance From $6,600/person, with payment plans to spread it out. [See full details & pricing →]

• CTA: page + consult.

Email 4 — Day 7: you're in good hands (proof)

• Subject A: Who you'll be traveling with
• Subject B: ★★★★★ (62 of them)
• Preview: A working sauna host, a seasoned retreat designer, and a private chef.
• Body:

  A week like this lives or dies on who's running it. So: Me (Alisa) — I run Howl at the Moon Sauna Co. and live this bathing-culture life; my sauna guests have left 62 five-star reviews. I've also scouted this exact trip in advance, so I know precisely what you're walking into. Anna (Wandering Roots) — 25+ hosted retreats; she makes the logistics disappear. Chef Abbey — every meal from scratch; past guests still talk about it. "This trip changed my life… it nourished my body, soul, and spirit." — JG, Wandering Roots retreat [Book a free consult →]

• Notes: 62 reviews = company reputation (honest framing); testimonials are real, attributed.

Email 5 — Day 10: answering the real hesitations

• Subject A: "But what if I'm going alone?"
• Subject B: The questions everyone asks me first
• Preview: Solo travel, unplugging, dietary needs, payments — answered.
• Body:

  The things people ask before they say yes: Coming solo? Most do. We're very good at making strangers into a pack. Can I unplug? There's Wi-Fi if you truly need it — but the whole point is there's nothing to get back to. Dietary needs? Chef Abbey handles anything, with ease. The money? Payment plans available, split across the months before the trip. Payments are non-refundable, so we help you set up "cancel-for-any-reason" travel insurance for peace of mind. Still wondering something? Just hit reply — it comes straight to me. [Book a free consult →]

• Notes: ⚠️ cancellation/insurance wording is Stacy's to finalize (placeholder reflects her real policy).

Email 6 — Day 14: honest scarcity / decision

• Subject A: 8 of 10 spots left for November
• Subject B: A gentle nudge about Iceland
• Preview: The group is small on purpose — and it's filling.
• Body:

  The group is just ten, on purpose — so it stays intimate. We're more than halfway full, with 8 of 10 spots left for November 2–8. If part of you keeps coming back to this, that's worth listening to. The simplest next step is a 15-minute talk with me. [Book a free consult →]

• Notes: update the count as it fills; keep it true.

Email 7 — Day 18: soft close, then taper

• Subject A: Is this your year for Iceland?
• Subject B: No pressure — just checking in
• Preview: If now's not the time, I'll still be here.
• Body:

  I'll stop filling your inbox after this one. If Iceland this November is a yes (or a strong maybe), let's talk — I'd love to have you. If the timing's not right, no worries at all; I'll keep you in the loop for what's next. [Book a free consult →] · reply anytime. — Alisa

• After this: move tag to iceland-slow (occasional updates only).

Campaign 2 — "The Pack" (WARM/COOL: regular sauna mailing list, sporadic)

Audience: ~350 mostly-local Michigan sauna customers. Most are not Iceland buyers — treat this list gently. Goal: nurture the relationship, deliver value, surface events, run the referral lever — and let the genuinely curious self-select into the Iceland interest drip (Campaign 1). Cadence: a short welcome series for new subscribers, then ongoing ~every 2 weeks (matches her real, sporadic rhythm — quality over frequency). Tone: warm, community, zero hard-sell. From: Alisa.

Welcome 1 — Instant: join the pack

• Subject A: Welcome to the pack 🐺
• Subject B: You're in — here's what to expect
• Preview: Heat, cold, and good company. Glad you're here.
• Body:

  Hi {{FNAME}}, welcome. I'm Alisa — founder of Howl at the Moon Sauna Co. and your slightly sauna-obsessed host. What started as a converted trailer is now a whole community built around heat, cold water, and being present. You'll hear from me when there's something worth your time — events, the occasional tip, a story. Never spam. New to sauna? Start here: [The Beginner's Guide to Sauna →] See you in the heat, — Alisa

• CTA: lead magnet (beginner guide).

Welcome 2 — Day 4: value (build authority, no ask)

• Subject A: Hot, cold, repeat — the why behind the ritual
• Subject B: What the Finns (and Estonians) know
• Preview: A 2-minute primer on bathing culture.
• Body:

  The magic isn't the heat alone — it's the contrast. Hot, then cold, then quiet, again and again, until your whole system lets go. That's the heart of bathing culture, and it's what we build every session around (including the Gúsa ritual — ask me sometime). Want to feel it? Here's what's coming up: [See upcoming sessions →]

• CTA: events/booking. Pure value + soft event nudge.

Welcome 3 — Day 10: proof + community

• Subject A: 62 five-star reasons to come hang
• Subject B: What people say after a session
• Preview: Come find out what the fuss is about.
• Body:

  I don't take it for granted that folks drive out to sit in a hot box with strangers — and then leave as friends. "Magical, cozy, and rejuvenating… I left feeling so relaxed." — Nordic Nights guest 62 five-star reviews and counting. Come see for yourself. [Book a session →]

• CTA: book local session.

Ongoing A — Referral lever (low-cost growth)

• Subject A: Bring your people (and earn a free rental)
• Subject B: The best sessions have your friends in them
• Preview: Refer a friend, get a free sauna rental.
• Body:

  Sauna's better with your people. Refer a friend and when they book, your next rental's on me. [Refer a friend →]

• Notes: cheap to her, generates warm word-of-mouth; she already has the audience + the goodwill.

Ongoing B — The Iceland "is this you?" bridge (the segmentation email)

The one email that connects this list to the trip — sent once to the whole list, then only as needed. Anyone who clicks gets tagged iceland-interest and enters Campaign 1. This is how we surface buyers without blasting a $6,600 trip at local sauna renters. - Subject A: I'm taking a few people to Iceland - Subject B: This one's not for everyone (and that's okay) - Preview: A bathing-culture week in Iceland this November — if it's calling you. - Body:

Quick one, and totally fine to ignore. This November I'm hosting a small group in Iceland for a week of geothermal bathing — lagoons, wild hot springs, mobile saunas, a private chef, the works. It's a bigger adventure than a Tuesday session, and it's not for everyone. But if some part of you just leaned in: [Tell me more about Iceland →] (and I'll send the itinerary). No worries if it's not your thing — I'll see you in the sauna. — Alisa - CTA: link tagged so a click → iceland-interest → Campaign 1 fires. This is the bridge between the two campaigns.

Ongoing (steady state)

Roughly every 2 weeks, rotate: upcoming events / a seasonal session (Nordic Nights) / a short bathing-culture tip / a member story. Keep selling light; keep the relationship warm.

Mailchimp setup notes (for the build)

• Tags/segments: iceland-interest (hot → Campaign 1), iceland-slow (post-sequence taper), sauna-list (general → Campaign 2). Keep retreat sends OFF the general list except the one "is this you?" bridge email.
• Triggers: Campaign 1 = on tag iceland-interest added (form/ad/itinerary request, or a click on the bridge email). Campaign 2 welcome = on new subscribe to the general list; ongoing = scheduled/broadcast.
• Import the standing ad leads into iceland-interest so they start Campaign 1 (per the plan — these are Alisa's existing leads).
• Suppression: anyone who books → remove from both drips (avoid awkward "still thinking about Iceland?" after they've paid).
• Merge fields: {{FNAME}}; link the itinerary PDF + Calendly + the landing page.
• A/B: test the Subject A/B pairs above on the bigger sends.

Open items (Stacy's calls)

• Final cancellation / travel-insurance wording (used in Campaign 1, Email 5) — needs your exact policy language.
• Confirm the beginner-guide lead magnet link + whether the welcome series should also offer the itinerary PDF.
• Confirm cadence fits her capacity (the general list is intentionally light).

Campaign 3 — "Pre-Departure" (BOOKED guests: deposit paid → departure)

Trigger: tag iceland-booked (deposit paid). Goal: prevent cancellations/cold feet, handle logistics, and build community + anticipation so guests arrive ready and relaxed (and rave afterward → reviews, referrals, the case study). Cadence: a short onboarding burst right after booking, then ~weekly until Nov 2; a few are date-anchored to the trip. From: Alisa (a couple from "Alisa & Anna"). Suppress these guests from Campaigns 1 & 2.

Onboarding 1 — Instant: You're in! (the important one)

• Subject A: You're going to Iceland 🌋 (here's what's next)
• Subject B: Welcome aboard — your spot is confirmed
• Preview: Three quick things to square away this week.
• Body:

  {{FNAME}}, it's official — you're coming to Iceland, and I couldn't be happier. A few things to handle while it's fresh: 1) Travel insurance — please get a policy with "cancel-for-any-reason" coverage. Because deposits are non-refundable, this is your safety net; I'll send options and help you pick. 2) Passport — valid at least 6 months past Nov 8, 2026. 3) Payments — your plan is set up with Wandering Roots; questions anytime. That's it for now. I'll send a little each week so you arrive ready, not frazzled. — Alisa

• ⚠️ insurance line = Stacy's exact policy wording.

Onboarding 2 — Week 1: let's meet before we go (community)

• Subject: Let's meet before we fly
• Preview: An online welcome — and, if you're local, a sauna night.
• Body:

  The best part of these trips is the people. So before we go: • Online meet & greet (Zoom) — meet me, Anna, Chef Abbey, and the group; bring every question. [RSVP →] • Local to Michigan? Come to a private Howl sauna night, just for our Iceland crew. [RSVP →] Can't wait to put faces to names.

• Ties to the pre-trip engagement ideas.

Onboarding 3 — Week 2: The Iceland Departure Shelf (anticipation)

• Subject: A little Iceland to get you in the mood
• Preview: A short reading & watch list — no homework, just anticipation.
• Body: the curated reading/watch list (see meeting-agenda appendix) + "save it for a cozy night." Low-key, delightful.

Weekly anticipation track (weeks 3+ until ~4 weeks out — rotate)

• Meet Chef Abbey + a taste of the table — food anticipation; nudge the dietary-needs form.
• Bathing culture 101 / the Gúsa ritual — what to expect, how heat-cold works (feel language, no medical claims).
• Place spotlight (one per email): Sky Lagoon · Secret Lagoon · the Þórsmörk Super-Jeep day · the lakefront home.
• Meet the group — light intros / recap of the Zoom; melts solo-traveler nerves.
• Iceland in November — weather, short daylight, northern-lights odds → why we pack in layers (sets up the packing email).

Final stretch (date-anchored to Nov 2)

• ~4 weeks out — Packing, for real: the full packing list PDF, final-payment reminder, confirm insurance is in place.
• ~2 weeks out — Logistics: arrival plan; day-one Sky Lagoon; note the arrival-day Keflavík→Sky Lagoon transfer is the one piece not included; phone/Wi-Fi, currency, what day 1 looks like.
• ~1 week out — Permission to unplug: the mindset email — set the out-of-office, leave the to-do list at home; here's our contact info; see you soon.
• Day before / arrival — Welcome to Iceland: the plan, who to find, emergency contacts. (From Alisa & Anna.)

After the trip (2 bonus — fuels referrals + the case study)

• Day +2 — Welcome home / keep the ritual: a simple heat-cold-pause to do at home; thank you.
• Day +7 — Would you share your experience? ask for a review + photos (feeds real testimonials + Stacy's case study); gentle "who do you know who needs this next year?"

Mailchimp build

• Onboarding 1–3 = automation relative to the iceland-booked tag · weekly track = automation (or scheduled) · final-stretch + arrival + post-trip = date-scheduled broadcasts keyed to Nov 2 (so they hit the same calendar moment for everyone regardless of when they booked).
• Suppress booked guests from Campaigns 1 & 2 the moment the tag is added.

Open items (Stacy's calls)

• Cancellation/insurance wording (same as page/PDF).
• Dates for the meet & greet and pre-trip sauna night.
• Confirm the post-trip review email feeds the case study.