email-sequence

What this skill does

# Email Sequence Design

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.

## Initial Assessment

Before creating a sequence, understand:

1. **Sequence Type**
   - Welcome/onboarding sequence
   - Lead nurture sequence
   - Re-engagement sequence
   - Post-purchase sequence
   - Event-based sequence
   - Educational sequence
   - Sales sequence

2. **Audience Context**
   - Who are they?
   - What triggered them into this sequence?
   - What do they already know/believe?
   - What's their current relationship with you?

3. **Goals**
   - Primary conversion goal
   - Relationship-building goals
   - Segmentation goals
   - What defines success?

---

## Core Principles

### 1. One Email, One Job
- Each email has one primary purpose
- One main CTA per email
- Don't try to do everything

### 2. Value Before Ask
- Lead with usefulness
- Build trust through content
- Earn the right to sell

### 3. Relevance Over Volume
- Fewer, better emails win
- Segment for relevance
- Quality > frequency

### 4. Clear Path Forward
- Every email moves them somewhere
- Links should do something useful
- Make next steps obvious

---

## Email Sequence Strategy

### Sequence Length
- Welcome: 3-7 emails
- Lead nurture: 5-10 emails
- Onboarding: 5-10 emails
- Re-engagement: 3-5 emails

Depends on:
- Sales cycle length
- Product complexity
- Relationship stage

### Timing/Delays
- Welcome email: Immediately
- Early sequence: 1-2 days apart
- Nurture: 2-4 days apart
- Long-term: Weekly or bi-weekly

Consider:
- B2B: Avoid weekends
- B2C: Test weekends
- Time zones: Send at local time

### Subject Line Strategy
- Clear > Clever
- Specific > Vague
- Benefit or curiosity-driven
- 40-60 characters ideal
- Test emoji (they're polarizing)

**Patterns that work:**
- Question: "Still struggling with X?"
- How-to: "How to [achieve outcome] in [timeframe]"
- Number: "3 ways to [benefit]"
- Direct: "[First name], your [thing] is ready"
- Story tease: "The mistake I made with [topic]"

### Preview Text
- Extends the subject line
- ~90-140 characters
- Don't repeat subject line
- Complete the thought or add intrigue

---

## Sequence Templates

### Welcome Sequence (Post-Signup)

**Email 1: Welcome (Immediate)**
- Subject: Welcome to [Product] — here's your first step
- Deliver what was promised (lead magnet, access, etc.)
- Single next action
- Set expectations for future emails

**Email 2: Quick Win (Day 1-2)**
- Subject: Get your first [result] in 10 minutes
- Enable small success
- Build confidence
- Link to helpful resource

**Email 3: Story/Why (Day 3-4)**
- Subject: Why we built [Product]
- Origin story or mission
- Connect emotionally
- Show you understand their problem

**Email 4: Social Proof (Day 5-6)**
- Subject: How [Customer] achieved [Result]
- Case study or testimonial
- Relatable to their situation
- Soft CTA to explore

**Email 5: Overcome Objection (Day 7-8)**
- Subject: "I don't have time for X" — sound familiar?
- Address common hesitation
- Reframe the obstacle
- Show easy path forward

**Email 6: Core Feature (Day 9-11)**
- Subject: Have you tried [Feature] yet?
- Highlight underused capability
- Show clear benefit
- Direct CTA to try it

**Email 7: Conversion (Day 12-14)**
- Subject: Ready to [upgrade/buy/commit]?
- Summarize value
- Clear offer
- Urgency if appropriate
- Risk reversal (guarantee, trial)

---

### Lead Nurture Sequence (Pre-Sale)

**Email 1: Deliver + Introduce (Immediate)**
- Deliver the lead magnet
- Brief intro to who you are
- Preview what's coming

**Email 2: Expand on Topic (Day 2-3)**
- Related insight to lead magnet
- Establish expertise
- Light CTA to content

**Email 3: Problem Deep-Dive (Day 4-5)**
- Articulate their problem deeply
- Show you understand
- Hint at solution

**Email 4: Solution Framework (Day 6-8)**
- Your approach/methodology
- Educational, not salesy
- Builds toward your product

**Email 5: Case Study (Day 9-11)**
- Real results from real customer
- Specific and relatable
- Soft CTA

**Email 6: Differentiation (Day 12-14)**
- Why your approach is different
- Address alternatives
- Build preference

**Email 7: Objection Handler (Day 15-18)**
- Common concern addressed
- FAQ or myth-busting
- Reduce friction

**Email 8: Direct Offer (Day 19-21)**
- Clear pitch
- Strong value proposition
- Specific CTA
- Urgency if available

---

### Re-Engagement Sequence

**Email 1: Check-In (Day 30-60 of inactivity)**
- Subject: Is everything okay, [Name]?
- Genuine concern
- Ask what happened
- Easy win to re-engage

**Email 2: Value Reminder (Day 2-3 after)**
- Subject: Remember when you [achieved X]?
- Remind of past value
- What's new since they left
- Quick CTA

**Email 3: Incentive (Day 5-7 after)**
- Subject: We miss you — here's something special
- Offer if appropriate
- Limited time
- Clear CTA

**Email 4: Last Chance (Day 10-14 after)**
- Subject: Should we stop emailing you?
- Honest and direct
- One-click to stay or go
- Clean the list if no response

---

### Onboarding Sequence (Product Users)

Coordinate with in-app onboarding. Email supports, doesn't duplicate.

**Email 1: Welcome + First Step (Immediate)**
- Confirm signup
- One critical action
- Link directly to that action

**Email 2: Getting Started Help (Day 1)**
- If they haven't completed step 1
- Quick tip or video
- Support option

**Email 3: Feature Highlight (Day 2-3)**
- Key feature they should know
- Specific use case
- In-app link

**Email 4: Success Story (Day 4-5)**
- Customer who succeeded
- Relatable journey
- Motivational

**Email 5: Check-In (Day 7)**
- How's it going?
- Ask for feedback
- Offer help

**Email 6: Advanced Tip (Day 10-12)**
- Power feature
- For engaged users
- Level-up content

**Email 7: Upgrade/Expand (Day 14+)**
- For trial users: conversion push
- For free users: upgrade prompt
- For paid: expansion opportunity

---

## Email Types Reference

A comprehensive guide to lifecycle and campaign emails. Use this as an audit checklist and implementation reference.

### Onboarding Emails

#### New Users Series
**Trigger**: User signs up (free or trial)
**Goal**: Activate user, drive to aha moment
**Typical sequence**: 5-7 emails over 14 days

- Email 1: Welcome + single next step (immediate)
- Email 2: Quick win / getting started (day 1)
- Email 3: Key feature highlight (day 3)
- Email 4: Success story / social proof (day 5)
- Email 5: Check-in + offer help (day 7)
- Email 6: Advanced tip (day 10)
- Email 7: Upgrade prompt or next milestone (day 14)

**Key metrics**: Activation rate, feature adoption

---

#### New Customers Series
**Trigger**: User converts to paid
**Goal**: Reinforce purchase decision, drive adoption, reduce early churn
**Typical sequence**: 3-5 emails over 14 days

- Email 1: Thank you + what's next (immediate)
- Email 2: Getting full value — setup checklist (day 2)
- Email 3: Pro tips for paid features (day 5)
- Email 4: Success story from similar customer (day 7)
- Email 5: Check-in + introduce support resources (day 14)

**Key point**: Different from new user series—they've committed. Focus on reinforcement and expansion, not conversion.

---

#### Key Onboarding Step Reminder
**Trigger**: User hasn't completed critical setup step after X time
**Goal**: Nudge completion of high-value action
**Format**: Single email or 2-3 email mini-sequence

**Example triggers**:
- Hasn't connected integration after 48 hours
- Hasn't invited team member after 3 days
- Hasn't completed profile after 24 hours

**Copy approach**:
- Remind them what they started
- Explain why this step matters
- Make it easy (direct link to complete)
- Offer help if stuck

---

#### New User Invite
**Trigger**: Existing user invites teammate
**Goal**: Activate the invited user
**Recipient**: The person being invited

- Email 1: You've been invited (immediate)
- Email 2: Reminder if not accepted (day 2)
- Email 3: Final reminder (da