StairFurb Email Campaign Project Instructions - HTML Email Template

Project Overview

Create a table-based HTML email template with inline CSS for StairFurb that sets the global standard for email marketing excellence. This template will serve as a comprehensive blueprint to replicate exactly in Klaviyo's section-based editor, requiring minimal thinking and work during implementation.

Goal: Create the best email design in the world - not just match competitors but supersede them entirely, using Wren emails as the quality benchmark to exceed.

Brand Foundation

Mission Statement

StairFurb brings affordable, quality, and bespoke staircase refurbishment kits to homeowners, empowering them to transform their stairs with ease. Backed by 30 years of expertise, we provide tailored DIY solutions with support at every step.

Core Brand Values

• Family-Oriented: Family-run business with personal, trustworthy touch
• Customer-Focused: Expert advice, clear pricing, ongoing support
• Quality & Reliability: UK-made products, highest standards
• Affordability: Price match promise, accessible finance options
• DIY-Friendly (with Support): Easy installation with guidance and fitter network

Brand Voice & Tone

• Primary: Friendly, Professional, Inspirational, Reassuring
• Secondary: Empathetic, Clear & Direct
• Language: British English spelling and terminology
• Personality: Expert, Innovative, Approachable, Reliable

Product Range & Messaging Approach

Core Products & Collections

Balustrade Kits (Main offering - NOT staircases)

All products are balustrade refurbishment kits - bespoke, made-to-measure solutions:

• Glass Balustrade Kits:
  • Clamped Glass (bestseller) - Various finishes: Steel, White, Grey, Black, Oak
  • Embedded Glass - Oak, White, Grey, Black finishes
  • Clamped Glass (bestseller) - Various finishes: Steel, White, Grey, Black, Oak
  • Embedded Glass - Oak, White, Grey, Black finishes
• Spindle Balustrade Kits (bestseller):
  • Oak handrail/baserail with metal spindles
  • Two colours: Black and Egyptian Cotton
  • Oak handrail/baserail with metal spindles
  • Two colours: Black and Egyptian Cotton
• READY2PAINT Collection (Priority - Most Affordable):
  • Available in both Glass and Spindle kit formats
  • Cost-effective DIY option compatible with all kit types
  • Key strategy: Heavily promote to bring prices down
  • Available in both Glass and Spindle kit formats
  • Cost-effective DIY option compatible with all kit types
  • Key strategy: Heavily promote to bring prices down

Parts & Accessories

• Newel Posts, Spigot Newel Posts, Caps
• Wall-Mounted Handrails, Post Cladding Kits
• Component parts and fixings

Key Product Education (Critical Customer Knowledge Gap)

What customers don't know: What a balustrade kit actually is and how achievable DIY installation is.

Core Educational Messages:

• "Flat Pack Simplicity": Easy assembly concept without brand references
• Made-to-Measure: Cut to exact angles, pre-cut, pre-drilled, ready to install
• Complete Kit: Everything included - parts, components, glass, spindles, fixings
• Simple Tools: Just screwdriver, hand drill, and saw required
• Quick Install: Few hours to complete transformation
• Bespoke Solution: Completely custom for each customer's staircase

Installation Messaging Angle: Convey the same ease and satisfaction as assembling quality flat pack furniture - everything arrives ready to install, clear instructions, achievable in hours not days.

Target Audience

Demographics

• UK homeowners aged 25-65
• Middle to upper-middle-income families
• DIY enthusiasts and cost-conscious renovators

Psychographics

• Want home improvement with minimal disruption
• Value quality, efficiency, transparent pricing
• Concerned about safety and design
• Prefer straightforward solutions with expert support

Key Customer Knowledge Gaps to Address

1. What is a Balustrade Kit: Most people don't know what this product is or that it exists
2. DIY Achievability: Don't realize how simple installation actually is (flat pack analogy)
3. Bespoke Nature: Understanding that it's made-to-measure, not one-size-fits-all
4. Complete Solution: Everything needed is included in the kit
5. Installation Uncertainty: Don't know if it's DIY-suitable or need professional fitter
6. Price Concerns: Want clear, competitive pricing

Email Campaign Strategy

Send Frequency

1-2 emails per week

Campaign Types & Promotional Calendar

Visual marketing campaigns with ongoing promotional themes requiring specific context:

Before Each Campaign, Provide:

• Which promotion is currently running
• Specific offer details and discount structure
• Campaign duration and urgency elements
• Featured products for the promotion
• Seasonal context and messaging angles

Examples of Promotion Types:

• Seasonal sales (Summer, Autumn, Winter, Spring)
• Weather-driven campaigns (Heatwave, Rainy Day Projects)
• Holiday-themed promotions
• Product-specific offers (READY2PAINT focus, Glass kit specials)
• Limited-time flash sales
• End-of-month clearances

Three Customer Segments & Conditional Sections

Section 2.1: No Quote Yet (Segment 1)

Headline & Copy: Specific to current promotion campaign name (must be provided) CTAs:

• Primary: "Send Your Photos" (Photo Estimate)
• Secondary: "Use Configurator" (Build kit & get pricing)

Section 2.2: Has Quote, No Cart Link (Segment 2)

Headline & Copy: Specific to current promotion campaign name (must be provided) CTA:

• Primary: "Book Your Free Video Call"
• Supporting: Expert help, measuring assistance messaging

Section 2.3: Has Quote + Cart Link Created (Segment 3)

Headline & Copy: Specific to current promotion campaign name (must be provided) CTAs:

• Primary: "Retrieve Your Quote"
• Secondary: "Book Your Free Video Call" (if help needed)

Key Messaging Priorities

1. Installation Confidence

Dual Approach:

• DIY Emphasis: "Straightforward and achievable installation with just a drill and screwdriver"
• Professional Support: "Network of local recommended fitters across the UK available"
• Video Guides: Highlight easy measuring guides and installation videos

2. Pricing Strategy

• Was/Now Pricing: Always include promotional pricing (permanently in sale)
• Price Match Promise: Consistently mention this differentiator
• Finance Options: Reference accessibility
• READY2PAINT: Position as most cost-effective option

3. Quality & Expertise

• 30 Years Experience: Leverage expertise credentials
• Made in the UK: Quality and local manufacturing
• Bespoke Solutions: Custom-made for each customer
• 2500+ Trustpilot 'Excellent' Reviews: Social proof

Email Structure (Klaviyo Section-Compatible Template for Ideation)

Section 1: Header Image ONLY

• Image block ONLY - designer-created
• NO TEXT whatsoever on header image
• Brand and current promotion visual elements only
• Always visible to all segments

Section 2: Conditional Content Sections

CRITICAL: Use exact promotion campaign name provided - never create fictional names

Three mutually exclusive sections based on customer segment:

Section 2.1: No Quote Yet (Segment 1)

• Text block: Headline specific to current promotion campaign
• Text block: Body copy explaining offer and benefits
• Button block: "Send Your Photos" (primary CTA)
• Button block: "Use Configurator" (secondary CTA)
• Text block: Brief explanatory copy about photo estimate and configurator

Section 2.2: Has Quote, No Cart (Segment 2)

• Text block: Headline specific to current promotion campaign
• Text block: Body copy about taking next step with existing quote
• Button block: "Book Your Free Video Call" (primary CTA)
• Text block: Expert help and measuring assistance messaging

Section 2.3: Has Quote + Cart Link (Segment 3)

• Text block: Headline specific to current promotion campaign
• Text block: Body copy about completing order or getting help
• Button block: "Retrieve Your Quote" (primary CTA)
• Button block: "Book Your Free Video Call" (secondary CTA)
• Text block: Quick checkout and support messaging

Section 3: Supporting Content

• Image blocks (designer-created) + Text blocks (Klaviyo-editable)
• Rotatable content themes for ongoing campaigns
• Was/Now pricing integration
• Must be buildable using standard Klaviyo sections

Section 4: Footer

• Text blocks only - editable in Klaviyo
• Contact info, price match promise, social links
• Must use standard Klaviyo footer sections

Supporting Content Themes

Content Themes - Unlimited Creative Thinking:

Think beyond these examples - challenge assumptions, research trends, discover new angles:

Educational & Product Understanding:

• "Flat Pack Simplicity" concept education
• What exactly is a balustrade kit vs staircase
• Made-to-measure process explanation
• Tool requirements demystification

Research-Backed Value Propositions & Motivations: Challenge and expand beyond these findings with additional research and creative thinking

Property Value Impact:

• Balustrade upgrades can significantly boost property value while being quick to complete
• Bad first impressions cause 78% of buyers not to return for second viewing
• 86% of buyers lower offers (typically 10% below asking) due to unfavorable first impression
• Strong positive entryway impression helps retain full home value

First Impression Psychology:

• Buyers form opinions within 30-40 seconds of entering property
• Hallway and staircase often first interior features visitors see
• Dated balustrade signals neglect, makes whole house feel old-fashioned
• Modern, well-maintained staircase creates instant wow factor
• Quality balustrade suggests overall good home maintenance

Spatial and Design Impact:

• Glass panels make rooms feel more spacious and airy by allowing light flow
• Open designs enhance perceived size and ambiance
• Modern glass-and-oak combinations create contemporary appeal
• Quality materials (wood/metal) convey sense of safety and craftsmanship
• Updated styles instantly bring interiors up to current trends

Emotional and Market Advantages:

• Beautiful staircase creates "wow factor" that makes homes stand out
• Buyers associate quality balustrades with luxury and lasting craftsmanship
• Hallway sets tone for entire house viewing experience
• Staircase acts as centerpiece that influences perception of whole interior
• High-quality fixtures contribute to home's overall desirability

Material-Specific Value Drivers:

• Sleek glass panels signal luxury and create open-plan feel
• Oak delivers durability, visual warmth, and craftsmanship appeal
• Metal accents add character and upscale impression
• Contemporary updates suggest home keeps current with styles
• Well-maintained finishes reassure buyers no immediate repairs needed

Creative & Unexplored Angles:

• Research current home improvement trends
• Investigate property market insights
• Explore social media viral content themes
• Study competitor gaps for opportunity identification
• Challenge traditional stair/home improvement messaging

Continuous Innovation: Always seek fresh perspectives, challenge existing content, and discover untapped emotional or practical motivators.

Content Guidelines

Preferred Language & Phrases

• "Bespoke Balustrade Refurbishment Kits" (core offering)
• "DIY" (emphasise ease and simplicity)
• "Made in the UK" (quality and local support)
• "Price Match Promise" (competitive assurance)
• "Get a Price" (clear CTA)
• "Straightforward/Achievable" (describe DIY process)
• "Video Guides" (helpful resource)

Words to Avoid

• Overly technical jargon without explanation
• Aggressive sales language
• "New Staircases" (we don't sell these)
• Unrealistic promises
• Cliché phrases unless truly applicable

Call-to-Actions

• "Get a Price"
• "Start Your Project"
• "Book Video Call"
• "Get Quote Now"
• "Transform Your Stairs"

Deliverable: Table-Based HTML Email Template for Klaviyo Ideation

Create a complete table-based HTML email template with inline CSS that serves as an ideation blueprint for rebuilding each section exactly in Klaviyo's drag-and-drop editor.

MANDATORY Technical Requirements:

• Table-based HTML structure ONLY - absolutely no div-based layouts permitted
• Inline CSS styling EXCLUSIVELY - all styles must be inline attributes, no external CSS or style blocks
• NO JAVASCRIPT OR INTERACTIVE ELEMENTS - pure HTML/CSS email template only
• Every section must be rebuildable in Klaviyo - using standard Klaviyo section types
• Template is for ideation reference - showing exactly how each Klaviyo section should look
• Email-safe HTML practices - following established email development standards
• Mobile-responsive design - must work across all email clients and devices
• Proper table nesting - use nested tables for complex layouts to ensure rendering stability
• Fixed widths for email clients - specify exact pixel widths for columns and containers
• MSO conditional comments - include Outlook-specific fixes where necessary
• Cell padding and spacing - use cellpadding="0" cellspacing="0" on all tables
• Font fallbacks - specify complete font stacks for cross-client compatibility
• Background color fallbacks - use both background-color and bgcolor attributes
• Image alt text - provide descriptive alt text for all images
• Bulletproof buttons - use table-based button construction for email client compatibility

CRITICAL Campaign Requirements:

• Use EXACT promotion campaign name provided - never create fictional campaign names
• Header image contains NO TEXT - visual elements only
• All headlines and copy must reference actual campaign being provided
• Template shows all three segment variations for Klaviyo conditional logic reference

Design Benchmark: Wren Emails

• Use Wren emails as the quality benchmark to meet and exceed
• Study Wren's design excellence for layout, typography, spacing, visual hierarchy
• Supersede Wren's email quality - create the best email design in the world
• Apply Wren's design principles to StairFurb's brand and products
• No Wren content or branding - purely design inspiration for StairFurb emails
• Exceed industry standards set by premium email marketing leaders

STRICT Brand Voice Compliance:

• 100% adherence to StairFurb brand voice document - zero deviations permitted from provided tone of voice guidelines
• British English spelling and terminology throughout all copy (emphasise, colour, favour, behaviour, etc.)
• Exact tone: Friendly, professional, inspirational, and reassuring
• Secondary tone: Empathetic, clear & direct
• Language style: Short, punchy sentences with active voice
• ABSOLUTELY NO EMOJIS - text-only communication approach
• Focus on bespoke balustrade refurbishment kits - never mention staircases as products we sell

REQUIRED Brand Elements in Copy:

• Use "bespoke balustrade refurbishment kits" terminology
• Include "Made in the UK", "Price Match Promise", "Get a Price"
• Emphasise "straightforward" and "achievable" for DIY process
• Reference "video guides" as helpful resources
• Maintain family-run business, expert, approachable personality

Brand Voice Compliance Requirements

Mandatory Brand Voice Elements:

• Tone: Friendly, professional, inspirational, reassuring (empathetic, clear & direct)
• Language: British English spelling exclusively (emphasise, colour, favour, etc.)
• Terminology: "Bespoke balustrade refurbishment kits" (never "staircases" as products)
• Key Phrases: "Made in the UK", "Price Match Promise", "Get a Price", "Straightforward", "Video Guides"
• Avoid: Technical jargon, aggressive sales language, unrealistic promises, emoji usage
• Personality: Expert, innovative, approachable, reliable

Content Guidelines:

• Short, punchy sentences with active voice
• Clear, direct CTAs without exclamation marks (save for genuine excitement)
• Caps for headings only, avoid all caps in body text
• Family-run business emphasis with personal, trustworthy approach
• Customer-focused messaging with expert advice and support
• DIY-friendly positioning while offering professional fitter network

Prohibited Elements:

• Emoji usage in any context
• Overly technical jargon without explanation
• Aggressive or high-pressure sales tactics
• References to "new staircases" (we don't sell these)
• Cliché phrases unless truly applicable
• Non-British English spelling or terminology

What This IS:

• Complete table-based HTML/CSS ideation template with email-safe structure
• Static HTML reference showing all three customer segment variations
• Klaviyo section blueprint - every element rebuildable using Klaviyo's standard sections
• Wren-quality design excellence applied to StairFurb's brand and messaging
• Exact promotion campaign integration using provided campaign names and details
• Text-free header image with visual elements only
• World-class email design that sets new industry standards

What This is NOT:

• Any form of JavaScript, interactive elements, or dynamic functionality
• Div-based modern HTML layouts
• External CSS stylesheets or classes
• Functional conditional logic (Klaviyo handles this)
• Fictional campaign names or made-up promotions
• Text overlay on header images
• Copy that deviates from brand voice guidelines
• Any emoji usage in messaging
• Wren branding or content (design inspiration only)

Success Metrics

Primary KPIs

• Conversion Rate: Quote requests and purchases
• Click-through Rate: Engagement with CTAs
• Revenue per Email: Direct sales attribution
• Video Call Bookings: Qualified lead generation

Secondary Metrics

• Segment Performance: Compare effectiveness across three segments
• Product Interest: Which kits generate most engagement
• Installation Preference: DIY vs fitter requests

Knowledge Integration for Claude Project

The Claude project assistant will have complete access to:

• Full Product Range Documentation: All kit types, features, specifications
• Complete Brand Voice Guidelines: Tone, terminology, messaging approach
• Best-in-Class Email Examples: Industry benchmarks to meet and exceed
• Customer Psychology Insights: Pain points, motivations, emotional triggers
• Pricing Strategy Framework: Was/now structure, promotional approaches
• Property Value Research: First impression psychology, buyer behavior data
• Market Intelligence: Ongoing research capabilities to discover fresh angles and challenge assumptions

This ensures every email created sets new industry standards with minimal manual input required.

Next Steps:

1. Study Wren emails as the quality benchmark for design excellence
2. Provide EXACT current promotion campaign name and details - no fictional campaigns
3. Create the world's best email template using table-based HTML with inline CSS that:
   • Exceeds Wren's design quality and sophistication
   • Serves as perfect ideation blueprint for Klaviyo section-by-section rebuilding
   • Uses exact promotion campaign name in all headlines and copy
   • Features text-free header image with visual elements only
   • Shows all three customer segment variations (2.1, 2.2, 2.3)
   • Demonstrates clear CTAs specific to each segment
   • Integrates was/now pricing strategy throughout
   • Follows StairFurb brand voice with absolute precision
   • Sets new global standards for email marketing excellence
   • Ensures every section can be rebuilt using standard Klaviyo sections

This template will be the ideation gold standard that provides exact visual reference for rebuilding in Klaviyo while maintaining world-class quality and conversion performance.

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