OPERA launch | The first week’s copy

The five pieces on one screen

Piece	Audience and list	Send	Sender	Loads or builds	Copy
Announcement email	The 59,000 installers outside ATAG's account base (all GSR minus live customers; lapsed account holders Jan 2025 to Apr 2026 included if Kev adds the third pot)	Tue 8 Sept, morning	Kieron Treanor, ATAG Heating UK	Lauren loads by Fri 4 Sept	In this version
Pre-registration page	Anyone arriving from the announcement, the social posts or a PSM call; standalone page, not inside Installer Direct	Live for testing Fri 4 Sept, public Tue 8 Sept	ATAG Heating UK	Haseeb builds; Hal writes	In this version
Confirmation email	Every registrant, one email each	Within a minute of registering	Kieron Treanor, ATAG Heating UK	Haseeb wires; Hal writes and supplies the quote images once Haseeb says which system sends it	In this version
Email to live customers	Installers who bought an ATAG boiler in the last four months, owned by the LCR team; each gets the email from the person who looks after their account	Week of 7 September, after the Tuesday announcement	Adam or Kenny, from their own inbox, under their own name	Adam and Kenny send; Lauren supplies each their list; Hal writes	In this version
Social posts	Followers of ATAG's LinkedIn page, Facebook page and the @atagheating Instagram account	Three posts: Tuesday 8, Thursday 10 and Monday 14 September	ATAG Heating UK	Lauren schedules; Muneeb exports the screens; Hal writes	In this version

The announcement email, Tuesday 8 September

The most-read thing this launch sends. It sets the opening line, the benefit order, the price sentence and the button that the other four pieces reuse.

From: Kieron Treanor, ATAG Heating UK

To: {{first_name}}

Subject: The best way to quote a boiler, built by heating experts for heating experts

Preheader: The best way to quote a boiler, any boiler, built by ATAG. Survey in under 12 minutes, quote in 3, accepted on the customer's phone.

Quote the job before you've left the house

Hi {{first_name}},

The first proper quote in usually gets the job, and that means typing it up at nine at night. We built OPERA to be the best way to quote a boiler, any boiler, in any home in the UK: the quote goes out, and the customer accepts it on their phone, before you've left their kitchen.

From your phone or tablet:

Win more boiler installs
Analyse wins and losses
Leads never go cold
Survey in under 12 minutes
Professionally branded quotes in 3 minutes
Contractual customer acceptance

Stand-in · prototype render A quote as the customer sees it, under the installer's own name and brand

NGC, an installer already on OPERA, sent this quote to a customer under their own name and brand.

OPERA is the only quoting tool built specifically for heating installers. We built it because we're a boiler manufacturer that sells direct to you, and when you win more jobs, we sell more boilers. So quote any boiler you like, and OPERA will give you the option to add an equivalent ATAG boiler with an 18-year warranty and special terms, and let your customer choose. If they choose ATAG, that boiler counts towards your 11th, which is free. If they choose yours, you fit what you always fit.

OPERA is free to use, with no ongoing commitment. Quote with the ATAG option on and there's nothing to pay, whichever boiler your customer picks. Win a job on a quote with no ATAG on it and that job costs £30.

Pre-register now and you get OPERA on 1 October, a week before everyone else, and one of our team will call to get your first quote out.

Pre-register for OPERA

Quote any boiler you like, and let your customer decide.

Kieron Treanor
Head of Sales, ATAG Heating UK

What to check

The direction: lead on the installer winning more jobs, and say plainly that ATAG built OPERA because installers winning more jobs means ATAG selling more boilers. Bold, and open about the trade. Your "quote any boiler you like" line closes the email rather than opening it. Is this the right direction?
The claims: OPERA is the best way to quote a boiler, and the only quoting tool built for heating installers. Both are claims ATAG already makes. Are you happy making them this plainly to 59,000 installers who have never bought from ATAG?
The price: stated once, low down, as free with the ATAG option on the quote whichever boiler the customer picks, and £30 on a job won with no ATAG on it, so your team confirms it on the phone rather than introduces it. Is that the rule, and is it per job won or per quote sent? The other wording is in the build notes.

Build notes for Lauren and Haseeb

List and send. The 59k list: every installer on the GSR list who is not a live customer (bought in the last four months). If Kev adds the third pot (account holders who bought January 2025 to April 2026), they get this email too. Send on the morning of Tuesday 8 September at the usual best send time. One version for the whole list; no segmentation.
Resend. Monday 14 September, morning, to non-openers only, with the other subject line: "The best way to quote a boiler, from the people who make them". Lauren is on leave that week, so she schedules the resend before she leaves on Friday 11 September
Sender. Sender name "Kieron Treanor, ATAG Heating UK", from the usual ATAG sending address. Reply-to the sales inbox Kieron names, because replies will be questions for the PSMs.
Merge tag. {{first_name}}, fallback to "Hi," with no name if the field is empty.
Image. NGC's real OPERA quote, exported from OPERA exactly as it was sent: NGC's name and logo, the boiler they quoted, no ATAG on it, the homeowner's name, address and phone blanked. Muneeb exports it; Kev clears it with NGC. 600px wide, PNG or JPG, alt text "An OPERA quote sent by NGC, a heating installer". No mock-up: if the export isn't ready the image slot comes out and the caption goes with it.
CTA. The button links to the pre-registration page; Haseeb supplies the URL when the page is live (target Friday 4 September).
Price, if Kev settles on per quote sent. The price paragraph becomes: "OPERA is free to use with the ATAG option on the quote, whichever boiler your customer chooses, and there's no ongoing commitment. Take the ATAG off and that quote costs £30 to send." The same swap applies to the page and the live-customer email. The same swap applies to the page and the live-customer email.
Footer. Lauren's standard footer: company details and unsubscribe.

Plain text, copy and paste

Subject: The best way to quote a boiler, built by heating experts for heating experts

Preheader: The best way to quote a boiler, any boiler, built by ATAG. Survey in under 12 minutes, quote in 3, accepted on the customer's phone.

Quote the job before you've left the house

Hi {{first_name}},

From your phone or tablet:

Win more boiler installs

Analyse wins and losses

Leads never go cold

Survey in under 12 minutes

Professionally branded quotes in 3 minutes

Contractual customer acceptance

[Image: NGC's real OPERA quote]

NGC, an installer already on OPERA, sent this quote to a customer under their own name and brand.

Pre-register now and you get OPERA on 1 October, a week before everyone else, and one of our team will call to get your first quote out.

Button: Pre-register for OPERA

Quote any boiler you like, and let your customer decide.

Kieron Treanor

Head of Sales, ATAG Heating UK

The pre-registration page

Where the announcement sends people. Haseeb builds it; live for testing Friday 4 September.

The page, designed as an ATAG page. Renders marked stand-in are OPERA prototype screens; the live build's exports replace them before the page goes public.Open the page

The pre-registration page at desktop width

On a phone: the form sits under the standfirst, and the button is reached without scrolling past the benefits.

What to check

The page makes the email's argument again in the order a visitor reads it: the job won in the customer's kitchen, what OPERA does, why ATAG built it and the ATAG option, the price once. Is that the right shape for the page the email sends people to?
The form asks which boiler they fit most, so the confirmation email can show a quote with their own company name and brand on it, and your team opens the call knowing what they fit. Five required fields and an optional tick-list of what interests them, which feeds the calls. Is that the right trade of length for what it gives your team?
First access is the promise: pre-registrants get OPERA on 1 October, everyone else from 8 October. Is 1 October safe enough to print on the page and in an automated email, given the 18 September go or no-go on the build?

Build notes for Lauren and Haseeb

Where it lives. A standalone page on its own URL, not inside Installer Direct; the visitor holds no account and should not land in a trade shop. Haseeb chooses the domain and supplies the URL to Lauren for the announcement button by Friday 4 September.
Form. Six fields as listed; the boiler question is a single-choice dropdown with "Another make" as the last option; the interest question is a multi-select marked optional; the other five are required. {{first_name}} for the confirmation email is the first word of the name field. On submit: show the confirmation state above in place of the form, fire the confirmation email within a minute, and store the boiler and interest answers against the registrant in the CRM the PSMs work from (Haseeb names the system).
Images. Two slots, real product only. Slot 1: the survey screen and a sent quote on a phone, exported from the live build. Slot 2: NGC's quote, the same file as the announcement. If either export is not ready on 8 September, the slot comes out; no placeholder art goes live.
Mobile first. Most visitors arrive from an email on a phone. The form sits under the standfirst on a phone and beside it on desktop; the button is reachable without scrolling past the benefits.
Consent line under the button. The same marketing-consent wording and privacy link Lauren uses for the announcement list.
Testing. Live for internal testing Friday 4 September; Haseeb is away from 7 September, so anything found on the Friday is fixed the same day or by Muneeb on the Monday.

Plain text, copy and paste

Quote the job before you've left the house

We built OPERA to be the best way to quote a boiler, any boiler, in any home in the UK: the quote goes out, and the customer accepts it on their phone, before you've left their kitchen. It's free to use. Pre-register for first access on 1 October.

Pre-register, it takes under a minute

Your name

Company name, as it should appear on your quotes

Mobile

Which boiler do you fit most?

Worcester Bosch · Vaillant · Ideal · Baxi · Viessmann · Glow-worm · Alpha · Another make

What interests you most about OPERA? (optional)

Win more boiler installs · Analyse wins and losses · Leads never go cold · Survey in under 12 minutes · Professionally branded quotes in 3 minutes · Contractual customer acceptance · Adding an ATAG option to my quotes · Every 11th ATAG boiler free

Button: Pre-register for OPERA

One of our team will call to get your first quote out.

From your phone or tablet:

Win more boiler installs

Analyse wins and losses

Leads never go cold

Survey in under 12 minutes

Professionally branded quotes in 3 minutes

Contractual customer acceptance

Any boiler you like

NGC, an installer already on OPERA, sent this quote to a customer under their own name and brand.

What it costs

What happens next

Pre-register today and you get OPERA on 1 October, a week before everyone else. We'll show you the first installers using it in mid-September, their quotes and what they say about it, and one of our team will call to get your first quote out.

Quote any boiler you like, and let your customer decide.

Button: Pre-register for OPERA

You're pre-registered

You get OPERA on 1 October, before it opens to everyone else. We've emailed you an OPERA quote so you can see what your customers will see.

The confirmation email

Fires within a minute of registering. Haseeb wires it; Hal supplies the quote images once Haseeb says which system sends it.

From: Kieron Treanor, ATAG Heating UK

To: {{first_name}}

Subject: Here's a quote with {{company}} on it

Preheader: This is what your customers will see. Your access opens 1 October.

This is what your quotes will look like

Hi {{first_name}},

You're pre-registered, and you get OPERA on 1 October, before it opens to everyone else.

Below is an OPERA quote with {{company}} on it, so you can see what your customer sees on their phone. The boiler on it is {{brand}}, the brand you fit most.

Stand-in · prototype render The quote with the registrant's company name and brand on it

We'll show you the first installers using OPERA in mid-September, their quotes and what they say about it, and one of our team will call to get your first quote out.

Quote any boiler you like, and let your customer decide.

Kieron Treanor
Head of Sales, ATAG Heating UK

Build notes for Lauren and Haseeb

Trigger. Fires on form submit, within a minute. One per registrant; a second registration from the same email does not send it again.
Merge tags. {{first_name}} is the first word of the name field (fallback "Hi," with no name); {{company}} is the company field, printed exactly as typed; {{brand}} is the boiler dropdown, printed as the brand name ("Worcester Bosch"). For "Another make", the sentence "The boiler on it is {{brand}}, the brand you fit most." is dropped and the image is the generic quote.
The quote image, route A (Haseeb's backend sends the email). Hal supplies one name-free quote template PNG per brand plus the exact spec for the overlay: font, size, colour, position and maximum width of the company name. Haseeb's backend renders the name onto the right template at send time.
The quote image, route B (the email platform sends it). Hal supplies one finished quote image per brand (seven brands plus a generic), with the brand's boiler on it and no company name. The platform picks the image on {{brand}}, and the sentence above the image changes to "Below is an OPERA quote as your customer sees it on their phone. Yours will carry {{company}}'s name and logo." so nothing claims a name the image does not show.
Which route. Asked in Hal's 1 September reply to Kev; nothing is built until Haseeb answers. Whichever route, the images are real OPERA exports, not mock-ups, and the homeowner details on them are blanked.
Sender. Same as the announcement: "Kieron Treanor, ATAG Heating UK", reply-to the sales inbox Kieron names.
Footer. Lauren's standard footer: company details and unsubscribe.

Plain text, copy and paste

Subject: Here's a quote with {{company}} on it

Preheader: This is what your customers will see. Your access opens 1 October.

This is what your quotes will look like

Hi {{first_name}},

You're pre-registered, and you get OPERA on 1 October, before it opens to everyone else.

Below is an OPERA quote with {{company}} on it, so you can see what your customer sees on their phone. The boiler on it is {{brand}}, the brand you fit most.

[Image: the quote with {{company}} and {{brand}} on it]

We'll show you the first installers using OPERA in mid-September, their quotes and what they say about it, and one of our team will call to get your first quote out.

Quote any boiler you like, and let your customer decide.

Kieron Treanor

Head of Sales, ATAG Heating UK

The email to live customers, from Adam and Kenny

Personal, plain text, from their own inboxes, in the week of 7 September.

From: Adam, ATAG Heating UK

To: {{first_name}}

Subject: OPERA is yours from 28 September

Hi {{first_name}},

Thanks for your orders this year. We've built a quoting tool called OPERA, and because you buy from us you're already registered. It's switched on for you from 28 September, before it opens to anyone else on 1 October.

It's the best way I've seen to quote a boiler: you survey in under 12 minutes, send a branded quote in 3, and the customer accepts it on their phone while you're still in the kitchen. Every quote you've sent sits in one place, so you can see what you've won and lost, and OPERA sends the follow-ups for you.

Quote any boiler you like, and OPERA will give you the option to add an equivalent ATAG boiler with an 18-year warranty and special terms, and let your customer choose. Every ATAG boiler you buy counts towards your 11th, which is free, on an OPERA quote or not.

I'll call you before the 28th to get you set up. Any questions before then, ring me.

Adam
ATAG Heating UK
{{adam_mobile}}

Build notes for Lauren and Haseeb

Who sends. Adam and Kenny each send to the accounts they look after, from their own email, plain text, signed with their own name and mobile. Kenny's version is identical with his name and number. Lauren splits the live-customer list (bought in the last four months) between them and hands each a list with first names.
When. Any day in the week of 7 September after the Tuesday announcement has gone, so a live customer who also sits on a public list has read the announcement first.
Merge. {{first_name}} from the account record; if it is missing, "Hi," with no name. {{adam_mobile}} and Kenny's number are their real mobiles, typed in, not a switchboard.
What "switched on" means. Haseeb enables every live customer's OPERA account on Monday 28 September and tells Adam and Kenny it is done, so the promise in the email is kept on the day.
No October prices. The price change, the Economiser cut and the credit account go only to installers who bought in the last four weeks, a narrower list than this email's, in Kev's 15 September note from his template. Nothing about them here.
Replies. Come straight back to Adam or Kenny; no reply-to redirect.