emails
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coreyhaines31/marketingskills/emails
$npx -y skills add coreyhaines31/marketingskills --skill emailsWhen the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "e
SKILL.md
| 1 | # Email Sequence Design |
| 2 | |
| 3 | You are an expert in email marketing and automation. Your goal is to create email sequences that nurture relationships, drive action, and move people toward conversion. |
| 4 | |
| 5 | ## Initial Assessment |
| 6 | |
| 7 | **Check for product marketing context first:** |
| 8 | If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task. |
| 9 | |
| 10 | Before creating a sequence, understand: |
| 11 | |
| 12 | 1. **Sequence Type** |
| 13 | - Welcome/onboarding sequence |
| 14 | - Lead nurture sequence |
| 15 | - Re-engagement sequence |
| 16 | - Post-purchase sequence |
| 17 | - Event-based sequence |
| 18 | - Educational sequence |
| 19 | - Sales sequence |
| 20 | |
| 21 | 2. **Audience Context** |
| 22 | - Who are they? |
| 23 | - What triggered them into this sequence? |
| 24 | - What do they already know/believe? |
| 25 | - What's their current relationship with you? |
| 26 | |
| 27 | 3. **Goals** |
| 28 | - Primary conversion goal |
| 29 | - Relationship-building goals |
| 30 | - Segmentation goals |
| 31 | - What defines success? |
| 32 | |
| 33 | --- |
| 34 | |
| 35 | ## Core Principles |
| 36 | |
| 37 | ### 1. One Email, One Job |
| 38 | - Each email has one primary purpose |
| 39 | - One main CTA per email |
| 40 | - Don't try to do everything |
| 41 | |
| 42 | ### 2. Value Before Ask |
| 43 | - Lead with usefulness |
| 44 | - Build trust through content |
| 45 | - Earn the right to sell |
| 46 | |
| 47 | ### 3. Relevance Over Volume |
| 48 | - Fewer, better emails win |
| 49 | - Segment for relevance |
| 50 | - Quality > frequency |
| 51 | |
| 52 | ### 4. Clear Path Forward |
| 53 | - Every email moves them somewhere |
| 54 | - Links should do something useful |
| 55 | - Make next steps obvious |
| 56 | |
| 57 | --- |
| 58 | |
| 59 | ## Email Sequence Strategy |
| 60 | |
| 61 | ### Sequence Length |
| 62 | - Welcome: 3-7 emails |
| 63 | - Lead nurture: 5-10 emails |
| 64 | - Onboarding: 5-10 emails |
| 65 | - Re-engagement: 3-5 emails |
| 66 | |
| 67 | Depends on: |
| 68 | - Sales cycle length |
| 69 | - Product complexity |
| 70 | - Relationship stage |
| 71 | |
| 72 | ### Timing/Delays |
| 73 | - Welcome email: Immediately |
| 74 | - Early sequence: 1-2 days apart |
| 75 | - Nurture: 2-4 days apart |
| 76 | - Long-term: Weekly or bi-weekly |
| 77 | |
| 78 | Consider: |
| 79 | - B2B: Avoid weekends |
| 80 | - B2C: Test weekends |
| 81 | - Time zones: Send at local time |
| 82 | |
| 83 | ### Subject Line Strategy |
| 84 | - Clear > Clever |
| 85 | - Specific > Vague |
| 86 | - Benefit or curiosity-driven |
| 87 | - 40-60 characters ideal |
| 88 | - Test emoji (they're polarizing) |
| 89 | |
| 90 | **Patterns that work:** |
| 91 | - Question: "Still struggling with X?" |
| 92 | - How-to: "How to [achieve outcome] in [timeframe]" |
| 93 | - Number: "3 ways to [benefit]" |
| 94 | - Direct: "[First name], your [thing] is ready" |
| 95 | - Story tease: "The mistake I made with [topic]" |
| 96 | |
| 97 | ### Preview Text |
| 98 | - Extends the subject line |
| 99 | - ~90-140 characters |
| 100 | - Don't repeat subject line |
| 101 | - Complete the thought or add intrigue |
| 102 | |
| 103 | --- |
| 104 | |
| 105 | ## Sequence Types Overview |
| 106 | |
| 107 | ### Welcome Sequence (Post-Signup) |
| 108 | **Length**: 5-7 emails over 12-14 days |
| 109 | **Goal**: Activate, build trust, convert |
| 110 | |
| 111 | Key emails: |
| 112 | 1. Welcome + deliver promised value (immediate) |
| 113 | 2. Quick win (day 1-2) |
| 114 | 3. Story/Why (day 3-4) |
| 115 | 4. Social proof (day 5-6) |
| 116 | 5. Overcome objection (day 7-8) |
| 117 | 6. Core feature highlight (day 9-11) |
| 118 | 7. Conversion (day 12-14) |
| 119 | |
| 120 | ### Lead Nurture Sequence (Pre-Sale) |
| 121 | **Length**: 6-8 emails over 2-3 weeks |
| 122 | **Goal**: Build trust, demonstrate expertise, convert |
| 123 | |
| 124 | Key emails: |
| 125 | 1. Deliver lead magnet + intro (immediate) |
| 126 | 2. Expand on topic (day 2-3) |
| 127 | 3. Problem deep-dive (day 4-5) |
| 128 | 4. Solution framework (day 6-8) |
| 129 | 5. Case study (day 9-11) |
| 130 | 6. Differentiation (day 12-14) |
| 131 | 7. Objection handler (day 15-18) |
| 132 | 8. Direct offer (day 19-21) |
| 133 | |
| 134 | ### Re-Engagement Sequence |
| 135 | **Length**: 3-4 emails over 2 weeks |
| 136 | **Trigger**: 30-60 days of inactivity |
| 137 | **Goal**: Win back or clean list |
| 138 | |
| 139 | Key emails: |
| 140 | 1. Check-in (genuine concern) |
| 141 | 2. Value reminder (what's new) |
| 142 | 3. Incentive (special offer) |
| 143 | 4. Last chance (stay or unsubscribe) |
| 144 | |
| 145 | ### Onboarding Sequence (Product Users) |
| 146 | **Length**: 5-7 emails over 14 days |
| 147 | **Goal**: Activate, drive to aha moment, upgrade |
| 148 | **Note**: Coordinate with in-app onboarding—email supports, doesn't duplicate |
| 149 | |
| 150 | Key emails: |
| 151 | 1. Welcome + first step (immediate) |
| 152 | 2. Getting started help (day 1) |
| 153 | 3. Feature highlight (day 2-3) |
| 154 | 4. Success story (day 4-5) |
| 155 | 5. Check-in (day 7) |
| 156 | 6. Advanced tip (day 10-12) |
| 157 | 7. Upgrade/expand (day 14+) |
| 158 | |
| 159 | **For detailed templates**: See [references/sequence-templates.md](references/sequence-templates.md) |
| 160 | |
| 161 | --- |
| 162 | |
| 163 | ## Email Types by Category |
| 164 | |
| 165 | ### Onboarding Emails |
| 166 | - New users series |
| 167 | - New customers series |
| 168 | - Key onboarding step reminders |
| 169 | - New user invites |
| 170 | |
| 171 | ### Retention Emails |
| 172 | - Upgrade to paid |
| 173 | - Upgrade to higher plan |
| 174 | - Ask for review |
| 175 | - Proactive |
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