The project in 30 seconds
- Client
- Healthy Little Cooks (Passport to Wellness)
- Industry
- Kids' nutrition & wellness education
- Location
- United States
- When
- July 2026
- Engagement
- Fiverr · about 6 weeks
- My role
- CRM build, outreach setup, training
Where Healthy Little Cooks started
Healthy Little Cooks runs Passport to Wellness, a nutrition and family-engagement program for schools, principals and PTA/PTO groups across the US. The program was good and the brand was trusted. The problem was getting in front of the right people, consistently.
Outreach was done by hand. Contacts sat in spreadsheets, follow-ups depended on someone remembering, and nobody could say at a glance who had been emailed, who replied, or who was ready for a call.
What had to be solved
Before we could send a single email, a few real risks had to be solved:
How I tackled it, step by step
- 1
Map the audience
Split contacts into schools, principals, PTA/PTO, early childhood and district offices, and agreed what each group should receive.
- 2
Build the CRM
A Folk workspace with a 9-stage pipeline, a tag system and saved views for each segment.
- 3
Write & test the sequences
Four 4-email sequences, with an A/B test on the subject line of email one.
- 4
Launch safely
A separate, warmed-up sending domain, recipient filters that exclude clients and districts, and stop-on-reply turned on.
- 5
Measure & hand over
A live dashboard, a booking tracker, a reconciliation routine and a full team guide.
Inside the system
9 real screenshots from the build. Click any image to enlarge.
01A pipeline the whole team can read
Every school and PTA moves through nine clear stages, from Lead to Closed Won. Tags such as PTA/PTO, Title 1, Judy Center and Head Start decide who gets which sequence, and saved views give each person the list they need.
02Sequences built to be tested, not guessed
I proposed two subject lines for the first email of each sequence, so half the list got one and half got the other. The client reviewed the copy, tweaked it, and approved the plan. Each sequence has four emails spaced 4–5 days apart, and stops automatically when someone replies.
03Numbers the team can trust
A Folk dashboard shows the whole partner pipeline at a glance. A separate booking tracker logs every meeting and how it moved from booked to showed to signed.
04A system they can run without me
I wrote a 35-page team guide with 30 annotated screenshots. It covers daily replies, moving contacts through the pipeline, importing new lists, creating and stopping sequences, and reading the numbers. A twice-weekly reconciliation routine keeps bookings and sequences in sync.
What changed for Healthy Little Cooks
Most of the people who booked a meeting came because of Healthy Little Cooks' reputation, and many asked about its other services as well. That's useful: the next campaign leads with the brand's reputation and track record, and the follow-up treats those conversations as near-term revenue.
The calls that made it work
Good systems come from good decisions. Here's what I chose, and why.
Judge the A/B test on replies, not opens
School email filters auto-open and auto-click every link to scan it, which made opens and clicks unreliable. Replies were the clean signal, so that's what we used.
Send cold email from a separate domain
It protects the main address the team uses with clients and partners, even if a cold campaign gets complaints.
Keep stop-on-reply on
Holiday auto-replies were pausing some contacts, but turning it off would keep emailing people who asked to stop. That's the fastest way to hurt deliverability. We re-enrolled the auto-replies later instead.
Exclude clients and district offices by filter
Recipient rules are set once in the sequence, so nobody has to remember who not to email.
"We had a fantastic experience working with Damilare. Looking forward to continuing to work together for our ongoing projects. I didn't know how much I didn't realize was wrong with my system until working with him. It was a great overall experience."
A similar system could help if…
- You sell to schools, institutions or other organisations with many decision-makers.
- Your outreach lives in spreadsheets and inboxes.
- You want cold email that doesn't put your main domain at risk.
- Your team needs to run the system without a consultant on call.
Contact names and email addresses are blurred in every screenshot. Every screenshot on this page comes from the real project; nothing is a mock-up.