One email framework runs the whole Cement Gardens campaign. What changes per brand is the opener and a couple of variables; the rest is a single block you approve once. Below is a real Touch 1 for Liquid Death taken apart line by line, the engine that personalizes it, the angle you choose, and the four-touch sequence it lives in, plus who it goes to.
A real Touch 1 for a Beverage target. Every section does one job on the reader.
To Jeanne Irwin, Brand Manager · Liquid Death
Subject Liquid Death + Red Rocks?
Touch 1 of 4 (Day 0)
~90 words · plain text · no links
Touch 1 · the full email
Read it whole, then decoded below
Hey Jeanne,
The Country Club at Lolla looked like it crushed it this year. Getting a festival crowd to line up for water is not easy.
Chris from All But 6 here, we manage Pouya and a few others. This October we're presenting Cement Gardens at Red Rocks with Live Nation, the first festival to put hip hop (Pouya, Freddie Dredd) and hardcore (Paleface Swiss, Peelingflesh) on one stage. The crowd is exactly yours: 9,000 in the room, 18 to 34, 14.5M monthly listeners.
No challenger beverage owns a night like this yet. Before I send anything over, worth exploring a Red Rocks partnership?
Best,
Chris
Decoded, section by section
SubjectThe envelope
Liquid Death + Red Rocks?
Two proper nouns and a question, no hype words. It reads like a one to one email a person would send, not a campaign, and the question opens a curiosity gap the reader wants closed. Job: earn the open.
Opener · per-lead variableReader-first
The Country Club at Lolla looked like it crushed it this year. Getting a festival crowd to line up for water is not easy.
The email opens on them, before we even say who we are. It proves a human researched this brand specifically, and it is the one line that separates this from a blast. Generated per lead from the brand's most recent real moment, and you choose the angle (see section 03). Job: prove we did the homework.
Intro + eventCredibility
Chris from All But 6 here, we manage Pouya and a few others. This October we're presenting Cement Gardens at Red Rocks with Live Nation, the first festival to put hip hop (Pouya, Freddie Dredd) and hardcore (Paleface Swiss, Peelingflesh) on one stage.
Artists a brand can recognize position us as a peer, not a vendor. Then the offer is planted plainly: Red Rocks, Live Nation, this October. The hip hop meets hardcore line is the hook, it is the first festival of its kind, so a brand that fits the room (like Liquid Death's punk side) has a reason to move now. Job: establish standing.
Audience + one numberRelevance
The crowd is exactly yours: 9,000 in the room, 18 to 34, 14.5M monthly listeners.
The audience is described as theirs, so the ask becomes "reach your people," not "sponsor us." One concrete number does the proof, not a data dump. Job: make it their audience.
Open lane + soft askThe close
No challenger beverage owns a night like this yet. Before I send anything over, worth exploring a Red Rocks partnership?
The open-lane line creates quiet urgency (the first mover takes it), then the ask is for interest, not a meeting. A soft yes costs almost nothing to give, which is why it out-replies a hard calendar ask when cold. Job: make saying yes easy.
What is absentBy design
No links, no attachments, no calendar, around 90 words. The $50 economics and package tiers are saved for Touch 2 so this first email stays light. It is built to land in the primary inbox and be read in ten seconds. Job: get delivered and get read.
Only the opener and a few variables change per brand. The body is one block you approve once, so every email stays personal without a rewrite each time. Think of it as two layers: a fixed template, and a handful of blanks the tool fills from its research on each brand.
The Touch 1 template
Highlighted = filled per lead. Everything else is fixed.
Subject
{{subject_line}} e.g. "Liquid Death + Red Rocks?"
Body
Hey {{first_name}},
{{opener}}
Chris from All But 6 here, we manage Pouya and a few others. This October we're presenting Cement Gardens at Red Rocks with Live Nation, the first festival to put hip hop (Pouya, Freddie Dredd) and hardcore (Paleface Swiss, Peelingflesh) on one stage. The crowd is exactly yours: 9,000 in the room, 18 to 34, 14.5M monthly listeners.
No challenger beverage owns a night like this yet. Before I send anything over, worth exploring a Red Rocks partnership?
Best,
Chris
filled per lead · the rest is one approved block
The variables
| Variable | What it holds | Filled |
|---|
| {{subject_line}} | The subject, with the brand name slotted in | Per lead |
| {{first_name}} | First name, used across all four touches | Per lead |
| {{opener}} | The researched opening line for Touch 1 | Per lead |
| {{activation_idea}} | The on-site activation for this brand, used in Touch 2 | Per lead |
What you control
Can I edit the emails, or does it just auto-send?
You can open any icebreaker in the lead card and edit it before it ships. Nothing goes out that you haven't seen. But reviewing all 500 by hand would defeat the point, so instead you set the recipe once (the angle below) and the tool applies it to everyone.
How do I test the output?
Two ways. Preview the generated openers in the lead card, or talk to Claude directly, "make this one about their punk side," and it rewrites on the fly. You see it before anyone else does.
Where does the personalization come from?
The enrichment pass researches each brand, then fills the blanks from what it finds: their recent moment, their fit with the room, their audience. Thin data falls back to a safe generic line, so nothing ever ships empty.
The template never changes, only the opener line does. The tool can write that line from three angles. You pick the default (or split it: one angle for edgy challenger brands, another for everyone else), and it runs across the whole campaign. Here are all three for Liquid Death, so you can see the same email three ways.
ATheir recent move“we watched what you did”
The Country Club at Lolla looked like it crushed it this year. Getting a festival crowd to line up for water is not easy.
Best when the brand has a findable recent campaign. Highest “they actually researched me” effect. Needs good enrichment.
BBrand fit“you belong in this room” · leans on the hip hop / hardcore blend
Liquid Death is the rare brand that lives in both worlds we're building Cement Gardens around, the hardcore side (Paleface Swiss, Peelingflesh) and the hip hop side (Pouya). Most sponsors only fit one.
Best for punk / underground challenger brands. Strongest with the “first festival to merge the two” hook.
CShared crowd“your people are our people”
Your crowd and ours are the same 18 to 34 underground, the people who'd rather be in the pit than the VIP section. That overlap is the whole reason I'm reaching out.
Safest default, works even when research on the brand is thin.
—Fallbackused automatically when data is thin, so nothing ships empty
Reaching out because Liquid Death is a natural fit for the crowd we're building Cement Gardens around.
What we locked in
Angle B for edgy, punk-leaning challenger brands (Liquid Death, Ghost, the pouches) — the genre blend hits hardest there — and Angle C as the catch-all for everyone else. This is the confirmed default; we can change it any time.
The complete four-touch sequence for Jeanne, Day 0 to Day 17. Brand deals rarely close on the first email, so each follow-up brings something new and does a different job, never "just checking in." Touch 1 is shown in full above; here are the three follow-ups.
Touch 1 runs in two versions, we A/B test which opens better. Touches 2 to 4 are identical either way, so the test stays clean.
Touch 1 · Version A · Earned attention
Subject: Liquid Death + Red Rocks? · shown in full above ↑
Leads with the audience you can't buy: 9,000 in the room, 18 to 34, ad blocking.
Touch 1 · Version B · Owned assets
Subject: keep the Red Rocks content
Hey Jeanne,
{{opener}}
Chris from All But 6 here, we manage Pouya and a few others. This October we're presenting Cement Gardens at Red Rocks with Live Nation, the first festival to put hip hop (Pouya, Freddie Dredd) and hardcore (Paleface Swiss, Peelingflesh) on one stage. Most sponsorships are over the night the show ends. This one leaves you with content you run all year: the night filmed into recap films, clips and socials, your brand woven through.
Before I send anything over, worth exploring a Red Rocks partnership?
Best,
Chris
Job: earn attention with a researched opener and get a soft yes. Version A sells the room, Version B sells the content you keep, and we let replies decide which wins.
Touch 2 · Day 3 · Proof + vision
Subject: what a Liquid Death night looks like
Hey Jeanne,
Following up with something concrete. We've partnered directly with brands like Zumiez, Pro Club and Rotten Candy, so this isn't just theory.
Here's what a Liquid Death version could look like. The festival presented by Liquid Death, your name on the night, a Liquid Death bar keeping the pit hydrated all day, and we film all of it into content you keep and run long after. The reason it works: one brand keeps the ticket at $50, so the crowd roots for them instead of tuning them out. Packages run $10K to $100K, and we shape it to fit.
Got 15 minutes this week or next to walk through it?
Best,
Chris
Job: now that Touch 1 earned attention, add real brand partners for credibility, make the offer tangible (their night, the content they keep, and the $50 story that puts the crowd on their side), and escalate to the first 15-minute ask.
Touch 3 · Day 10 · The content lock-in
Subject: before we start filming
Hey Jeanne,
One thing worth flagging on timing. We start producing the Cement Gardens content soon, the sponsorship films and event videos we release in the months after. Partners who lock in before then get woven through all of it, so the spend keeps paying you back long after the night.
If there's any interest, a quick call is the fastest way to see if it fits. If the timing is off, no worries at all.
Best,
Chris
Job: give a real reason to move now (the content window), not a fake countdown. If the lead stays fully silent, this swaps to a short "who runs partnerships?" note instead, to find the right person.
Touch 4 · Day 17 · Close the file
Subject: closing the Liquid Death file
Hey Jeanne,
I'll stop cluttering your inbox after this one.
The brand that backs Cement Gardens walks away owning the night: the crowd, the content, and its name on Red Rocks. If that is ever Liquid Death, just reply here and I'll pick it straight back up. And if there's a better person for it, send me their way.
Either way, good luck with the summer run.
Best,
Chris
Job: a clean exit. Loss aversion plus a low-pressure open door reliably lifts replies, and it often surfaces a referral even when the answer is no.
Why the cadence is 0 / 3 / 10 / 17
Spacing that stays present without nagging. Follow-ups carry close to half of all replies, so the sequence, not the first email, is what books the meeting. Every touch is approved before anything sends.