# Branded Email Templates — Worker Outreach
**Created:** 2026-02-19 | **Status:** ⏳ Awaiting Michael's approval
**Priority:** HIGH (worker acquisition campaign)

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## Templates Created (3 total)

### 1. Worker Welcome / General Outreach
**File:** `email-template-worker-welcome.html`
**Preview:** `email-preview-worker-welcome.png`
**Audience:** All workers — local tradies and WHV holders
**Purpose:** General worker acquisition — get them to sign up

**Content:**
- Hero: "Get Construction Work in Sydney" (Sydney in brand green)
- 5 benefit blocks with icons: free, matched, 2-min signup, upfront rates, reputation
- Dual CTA buttons → rateright.com.au
- Branded footer with ABN, unsubscribe

### 2. Backpacker / WHV-Specific
**File:** `email-template-worker-backpacker.html`
**Preview:** `email-preview-worker-backpacker.png`
**Audience:** Working Holiday Visa holders (417/462)
**Purpose:** Backpacker-targeted acquisition — hostel list drops, Facebook group outreach

**Content:**
- Hero: "Construction Work in Sydney. No Agency. No Bullshit."
- **The Receipt** — visual maths comparison (agency $32/hr vs RateRight $45/hr)
- "What You Need" checklist (WHV, White Card, ABN, willingness)
- Trades listing: steelfixing, formwork, concrete, labouring, scaffolding, demo
- Michael quote: "We just removed the part where someone takes a massive cut..."
- Dual CTA buttons → rateright.com.au
- Branded footer with ABN, tagline, unsubscribe

### 3. Hostel Manager Introduction
**File:** `email-template-hostel-manager.html`
**Preview:** `email-preview-hostel-manager.png`
**Audience:** Hostel owners/managers — the gatekeepers
**Purpose:** Get the poster on their jobs board + give them a link to forward to guests

**Content:**
- Personal intro from Michael — founder, 30 years construction
- 4 benefits for their guests: free, fast, transparent rates, Sydney-wide
- "What I'm asking" callout block — pin the poster (attached as PDF)
- "Why it helps you" — guests with work stay longer, pay on time, tell mates
- Forward option with CTA button → rateright.com.au
- Sign-off as Michael McLoughlin, Founder

**Send strategy:** Email directly to hostel front desks with poster PDF attached. Hostel manager either pins it or forwards the link. Two conversion paths from one email.

**Suggested subject lines:**
1. "Construction jobs for your WHV guests — free poster for your jobs board"
2. "Quick favour — your guests are looking for work"
3. "Free construction job matching for your backpacker guests"

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## Brand Alignment

| Element | Implementation |
|---------|---------------|
| **Colors** | Black backgrounds (#0F0F0F), lime green (#9ACD32) accents, white text |
| **Logo** | `cid:rateright-logo` — attach `RateRight-White.png` as inline attachment when sending |
| **Typography** | Helvetica Neue / Arial (web-safe sans-serif) |
| **Voice** | Michael Test ✅ — straight-talking, specific numbers, no corporate speak |
| **Footer** | Company name, ABN 46 689 397 582, Sydney, unsubscribe link |
| **CTAs** | All point to `rateright.com.au` (production domain) |
| **Style** | Matches FB/IG posts — dark theme, green accents, high contrast, dot-less clean version |

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## Technical Notes

### Logo Embedding
The templates use `cid:rateright-logo` as the image source. When sending:
- Attach `branding-assets/RateRight-White.png` (or the small version) as an inline/embedded attachment
- Set Content-ID header to `<rateright-logo>`
- Most ESPs (Mailchimp, SendGrid, etc.) handle this via their template editors — just drag the logo in

### Email Client Compatibility
- ✅ Table-based layout (works in Outlook, Gmail, Apple Mail)
- ✅ MSO conditional comments for Outlook-specific rendering
- ✅ Inline styles throughout (no external CSS dependency)
- ✅ Mobile responsive via media queries
- ✅ Emoji icons used (✔, 📍, ⚡, 💰, ⭐) — render natively across modern clients
- ⚠️ Older Outlook may not render border-radius (degrades gracefully to square)

### Template Variables
- `{{unsubscribe_url}}` — replace with ESP unsubscribe link
- `cid:rateright-logo` — replace with hosted logo URL or inline attachment

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## Send Strategy

| Template | Use Case | Channel |
|----------|----------|---------|
| Worker Welcome | General worker signup | Email list, social ads landing |
| Backpacker WHV | Hostel lists, Facebook groups, hostel email boards | Direct outreach, printed QR → email capture |
| Hostel Manager | Get poster on jobs boards, forward link to guests | Direct email to hostel front desk / manager |

### Suggested Subject Lines
**Worker Welcome:**
1. "Construction work in Sydney — sign up free"
2. "Get matched to construction jobs. No agency."
3. "Steelfixers, formworkers, labourers wanted — Sydney"

**Backpacker WHV:**
1. "Working holiday? Construction pays $35-55/hr. No agency cut."
2. "Construction work Sydney — keep 100% of your pay"
3. "WHV holders: construction jobs, no agency, no fee"

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## Assets Required for Sending
- `branding-assets/RateRight-White.png` — logo (white on transparent, for dark bg)
- Email sending capability (ESP or rateright.com.au email)
- Unsubscribe mechanism (legal requirement)

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## Michael Decision Needed
1. **Approve templates** for use?
2. **Email sending tool** — what are we using? (Mailchimp? SendGrid? Direct Gmail?)
3. **Subject lines** — pick preferred or suggest alternatives
4. **Recipient lists** — Susan has prospect data; do we have a worker email list yet?

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*Nothing goes external without Michael's go-ahead.*