Email Templates¶
Six template families. Each has multiple persona-specific variants. Copy, customize, send.
Family 1 — Cold outreach (initial touch)¶
Template 1A — Maya (municipal pavement)¶
Subject: Cut your D6433 survey time by 5x
Hi [first name],
Found your work at [city] Public Works. The way most cities do D6433 PCI surveys is a clipboard, a tablet, and a long walk — typically takes a couple of weeks to cover the arterial network and the data goes inconsistent inspector-to-inspector.
Airwai's LAIRA app uses your iPhone Pro to capture pavement condition with LiDAR, classifies every distress against D6433 §X1 (AC) and §X2 (PCC), and pushes the result to your ArcGIS tenant. San Bernardino International Airport caught 3 to 7 times more anomalies with LAIRA than with their manual program (Esri published the case study).
$29/month with a free tier on the App Store. Worth 15 minutes to walk through what it would look like for your arterial network?
[Caller name] [Title], Airwai [phone]
Template 1B — Daniel (AEC engineer)¶
Subject: A $29 tool that saves a billable day per site
[first name],
Saw your work at [firm]. Field engineers I talk to spend an average of 6 hours per site on pavement / ROW condition surveys, plus another 4 hours writing up the deliverable. The math gets ugly fast.
LAIRA captures LiDAR-grade condition data from your iPhone Pro and produces an ArcGIS feature service + IFC export + PDF report. Same survey, ~1 hour. Every distress cited to the D6433, PROWAG, MUTCD section that classifies it — your audit chain is built in.
$29/month, free tier on the App Store. Open to a 15-minute look?
[Caller name]
Template 1C — Sarah (ADA / PROWAG consultant)¶
Subject: PROWAG audits — from clipboard to ArcGIS in one workflow
Hi [first name],
Came across your work on accessibility audits. The way most PROWAG audits get done — smart level, tape, tablet, a lot of bending down — produces records that are hard to defend in deposition because the source of every measurement isn't traceable.
LAIRA scans sidewalks and curb ramps from your iPhone Pro at LiDAR accuracy, classifies every PROWAG R304 / R305 / R407 distress, and pushes to ArcGIS with the standard section cited on every observation. Audit-grade by default.
$29/month, free tier. 15 minutes when convenient?
[Caller name]
Template 1D — James (airport ops)¶
Subject: Part 139 self-inspection — weekly, not annually
Hi [first name],
Reaching out because [airport] runs a Part 139 self-inspection program and I think there's a tool that's going to materially change your cadence.
LAIRA is a $29/month app that uses the iPhone Pro to capture runway and taxiway condition with LiDAR. Every distress is classified against ASTM D5340 (the D6433 airfield equivalent) and AC 150/5380-6C. San Bernardino International Airport runs LAIRA for their Part 139 program; Esri published the case study (3 to 7x more anomalies detected than their manual baseline).
15 minutes to walk through what this would look like at [airport]?
[Caller name]
Template 1E — Carmen (industrial facility)¶
Subject: OSHA 1910.178 documentation — without the lawsuit risk
Hi [first name],
Saw your role at [company]. Forklifts and container handlers running on aging pavement is a documented OSHA / ASME B56 exposure, and most facility managers I talk to are using nothing more than walk-around inspections to track it. Premises-liability carriers are starting to ask for more.
LAIRA is a $29/month iPhone app that scans your operating surfaces and produces an audit-grade record of every surface defect, classified against the standards governing forklift-safe surfaces. When your carrier (or OSHA) asks for documentation, you have it.
15 minutes to walk through what this looks like at [facility]?
[Caller name]
Family 2 — Cold follow-up (Touch 3 in sequence)¶
Template 2A — Generic Re: subject¶
Subject: Re: [Original subject line]
[first name],
Bumping the note from [day]. Short version:
LAIRA. $29/month. iPhone Pro. Captures pavement / sidewalk / airfield condition. Outputs cite the standard. ArcGIS-native.
Worth 15 minutes?
[Caller name]
Template 2B — Different angle (Touch 5)¶
Subject: The compliance-record problem you may not know you have
[first name],
Different angle on the LAIRA conversation. The next era of [pavement / sidewalk / airfield] inspection isn't about speed. It's about whether your record holds up when a regulator, a client's lawyer, or a deposition asks where every number came from.
LAIRA's every observation cites the section of the standard that classifies it. ASTM D6433 §X1.14 for AC distress. PROWAG R304 for sidewalk slope. ICAO Annex 14 §2.6 for apron PCN. The citation is the audit chain.
If audit-grade records matter to you, here's the App Store link and my calendar: [link]
[Caller name]
Family 3 — Breakup email (Touch 7)¶
Subject: Closing the file
Hi [first name],
Closing the file on my end. If LAIRA isn't the right tool for your workflow, no worries — I'll get out of your inbox.
If anything ever changes, the free tier is on the App Store (search "LAIRA Airwai"), and my contact info is below.
All the best, [Caller name]
Family 4 — Free user → Pro conversion¶
Template 4A — Cap hit¶
Subject: You've hit your Free-tier cap — here's the easy upgrade
Hi [first name],
You've capped out your Free tier this month — which usually means LAIRA is fitting into your workflow. Two quick paths to keep going:
- Pro monthly at $29 — unlimited capture, full ArcGIS, IFC export, PDF report. Cancel anytime.
- Pro annual at $288 — same features, save $60.
Either link converts instantly: [monthly link] / [annual link]
If you'd rather walk through Pro before paying, I can set up a 15-min screen share. — [Caller name]
Template 4B — 30-day-free conversion¶
Subject: Want Pro free for a month?
[first name],
Quick offer — since you've been on the Free tier and clearly find value, I can give you Pro for 30 days, no card, no commitment. Full features. If after 30 days you're not converting, you drop back to Free, no harm done.
Reply "yes" and I'll activate it. — [Caller name]
Family 5 — Trial expiration / conversion¶
Template 5A — 9 days left¶
Subject: Trial ends [date] — annual or monthly?
Hi [first name],
Your Pro trial ends [date], 9 days from now. Three paths:
- Annual prepay, $288. My recommendation — saves you $60 vs monthly and locks in pricing.
- Monthly Pro, $29/mo. Auto-renews. Cancel anytime.
- Free tier. App stays, capped at 60 min / 5 km per month.
Easiest path: [annual link] / [monthly link]
Want a 5-min call to pick? Calendar: [link]
[Caller name]
Template 5B — 2 days left (urgency)¶
Subject: 2 days left on your trial
[first name],
Trial ends [date]. Pick a path now and we lock you in at today's pricing:
- Annual: [link] — $288
- Monthly: [link] — $29/mo
Or reply with questions and we'll figure it out before Friday.
[Caller name]
Family 6 — Referral request (post-conversion)¶
Subject: A favor — who else should know about this?
Hi [first name],
Now that you've been using LAIRA for [time], a favor.
Is there anyone else in your network — civil engineer, ADA consultant, airport ops, facility manager — who deals with the same workflow problem you did before LAIRA? If you'd be willing to send me one name, I'd really appreciate it.
If your referral converts to Pro, we'll credit you a free month on your subscription (and the same to them).
[Caller name]
EU-specific template variants¶
For EU prospects, swap the standards anchors:
- ASTM D6433 → EN 13036 family + national equivalent
- ICAO Annex 14 → ICAO Annex 14 (universal) + EASA Aerodromes Regulation (EU 139/2014)
- PROWAG → EU Accessibility Act (Directive 2019/882) + EN 17210
- MUTCD → national traffic-sign standards (e.g., RSA in UK, RVO in Netherlands, StVO in Germany)
Currency: use EUR (€29) or GBP (£25) depending on country.
Email deliverability rules¶
- Personalize the first 50 characters. Subject + first sentence. Generic openers go to spam filters.
- One link per email max. More links = more spam-flag.
- Plain-text format. HTML emails get filtered harder. Stay plain-text for cold outreach.
- No images, no GIFs, no tracking pixels in cold outreach. Save those for warm nurture.
- Send time: Tuesday-Thursday, 8-11 AM in the prospect's local timezone, gets the highest open rate.
- Domain warmup: if launching from a new outbound domain, warm it up for 14 days before scale.
- List hygiene: validate every email before sending. Bounces above 5% kill your sender reputation.