Friendly Nooks is a community agency helping build and nurture vibrant and profitable community spaces. They supports ambitious and values-driven community founders with community strategy, implementation and ongoing community management and maintenance.

As part of their marketing efforts, they regularly run seasonal launches, using free workshops as lead generators.

Each launch requires multiple automated follow-ups:

Sending event recordings 24 hours after the workshop

Running a sequence of sales emails promoting the season’s offers

Converting the event into an evergreen recording once it ends, instead of just sending an event confirmation

These follow-ups also need to integrate with other tools in their tech stack, including Squarespace and Luma.

Because these campaigns repeat across seasons, Friendly Nooks needed a system that could automate the process without having to rebuild workflows from scratch each time. Communications also had to feel personal and human, supporting engagement and a consistent 12-star experience for participants.

Friendly Nooks has been a Kit customer for some time, and we worked together to turn their seasonal launch workflows into a repeatable, streamlined system. By organizing automations, creating conditional subscriber paths, and integrating with their website, each launch can run smoothly without rebuilding processes from scratch—all while keeping the experience personal for every subscriber.

Upon signup, event registrants are filtered based on whether they are new or existing subscribers. Kit figures out if they’re a new subscriber or already part of the community, and shows them the right next steps. New subscribers get guided into the welcome sequence, while existing subscribers don’t get the same messages over and over.

Sales email sequences and recording emails are set up as standalone, templatized workflows in Kit. Each new launch can reuse these templates without starting from scratch each time. We also implemented conditional filters to exclude VIPs or other groups from getting certain offers.

We also wanted to give people real choices. Using Kit’s click rules and segmentation, we created opt-out links that let subscribers skip the sales offers without leaving the newsletter entirely. Those who opt out are automatically excluded from follow-up emails and future launches, so everyone only gets the content that matters to them.

Once the event wraps up, we set up a process that automatically turns event signups into recording signups using Kit forms embedded on Squarespace. This keeps the resources on Friendly Nooks’ website while still connecting all the data seamlessly to Kit.

With these systems in place, Friendly Nooks can focus on creating a 12-star experience for their audience instead of worrying about email logistics.

Main impacts over the years:

Because people can choose to skip sales offers without leaving the newsletter entirely, each launch sees very few unsubscribes.

Evergreen recordings and follow-up emails keep capturing new signups from the website long after the live event has ended.

With repeatable, templatized automations in place, the team spends less time setting up emails and more time hanging out with their people.