email-sequences

What this skill does

# Email Sequences

This skill creates automated email sequences that move subscribers through the customer journey - from stranger to subscriber to customer to advocate.

## Objective

Build email sequences that deliver the right message at the right time, nurturing relationships and driving conversions without manual effort.

## Intake Questions

Before creating email sequences, gather context:

1. **Entry point**: How do people join this sequence? (Lead magnet, purchase, signup)
2. **Desired outcome**: What should they do after the sequence? (Buy, book, engage)
3. **Product/Offer**: What are you eventually selling or promoting?
4. **Timeline**: Over what period should the sequence run?
5. **Audience knowledge**: How familiar are they with you/your solution?
6. **Objections**: What prevents people from taking the desired action?
7. **Existing sequences**: What automation already exists?

## The 6 Sequence Types

### 1. Welcome Sequence
**Trigger**: New subscriber (lead magnet, newsletter signup)
**Goal**: Build relationship, set expectations, introduce brand
**Length**: 3-7 emails over 1-2 weeks

**Email structure**:
1. **Email 1 (Immediate)**: Deliver promised content + set expectations
2. **Email 2 (Day 1-2)**: Share your story/origin
3. **Email 3 (Day 3-4)**: Deliver unexpected value (bonus content)
4. **Email 4 (Day 5-7)**: Social proof + best content
5. **Email 5 (Day 7-10)**: Soft intro to paid offer (optional)

**Key principles**:
- Deliver on lead magnet promise immediately
- Set email frequency expectations
- Show personality and build connection
- Don't hard sell too early

### 2. Nurture Sequence
**Trigger**: After welcome sequence ends
**Goal**: Stay top of mind, continue providing value
**Length**: Ongoing, 1-4 emails per week

**Content rotation**:
- Educational content
- Case studies and examples
- Behind-the-scenes
- Curated resources
- Occasional promotional content (20% max)

**Key principles**:
- Maintain consistent schedule
- 80/20 rule: 80% value, 20% promotional
- Segment based on engagement
- Re-engage inactive subscribers

### 3. Conversion Sequence
**Trigger**: Interest signal (page visit, link click, webinar signup)
**Goal**: Convert interest to purchase
**Length**: 4-7 emails over 5-10 days

**Email structure**:
1. **Email 1**: Acknowledge interest, expand on benefits
2. **Email 2**: Handle main objection #1
3. **Email 3**: Case study/success story
4. **Email 4**: Handle main objection #2
5. **Email 5**: FAQ compilation
6. **Email 6**: Urgency/scarcity (if real)
7. **Email 7**: Last chance + final push

**Key principles**:
- One email, one focus
- Address objections directly
- Use social proof strategically
- Create urgency without being sleazy

### 4. Launch Sequence
**Trigger**: Product launch or promotion period
**Goal**: Maximize sales during limited window
**Length**: 7-14 emails over launch period

**Three phases**:

**Pre-Launch (3-5 emails)**:
- Build anticipation
- Warm up to the offer
- Share relevant content
- Hint at what's coming

**Launch Week (4-7 emails)**:
1. Doors open + full details
2. Deep dive on specific benefit
3. Case study/proof
4. FAQ + objection handling
5. Bonuses (if applicable)
6. Urgency: limited time/spots
7. Final hours + cart close

**Post-Launch (2-3 emails)**:
- Thank buyers, onboard them
- Waitlist for non-buyers
- Reset expectations

### 5. Onboarding Sequence
**Trigger**: New purchase/signup
**Goal**: Help customers succeed and reduce churn
**Length**: 5-10 emails over first 30 days

**Email structure**:
1. **Email 1 (Immediate)**: Welcome + quick start guide
2. **Email 2 (Day 1)**: First milestone to complete
3. **Email 3 (Day 3)**: Common mistake to avoid
4. **Email 4 (Day 5)**: Success story inspiration
5. **Email 5 (Day 7)**: Check-in + support offer
6. **Emails 6-10**: Progressive feature introduction

**Key principles**:
- Focus on one action per email
- Celebrate early wins
- Anticipate confusion points
- Make support easy to access

### 6. Re-engagement Sequence
**Trigger**: Inactive subscriber (30-90 days no opens)
**Goal**: Win back or clean list
**Length**: 3-5 emails over 1-2 weeks

**Email structure**:
1. **Email 1**: "We miss you" + best content
2. **Email 2**: "What's changed" + new value
3. **Email 3**: Incentive or exclusive offer
4. **Email 4**: "Last chance before we part ways"
5. **Email 5**: Goodbye + unsubscribe

**Key principles**:
- Acknowledge the gap honestly
- Lead with value, not guilt
- Give a real reason to re-engage
- Clean list if no response

## Email Structure Template

Each email should follow this structure:

### Subject Line
- See newsletter skill for formulas
- Test curiosity vs. clarity

### Preview Text
- First 40-90 characters
- Complement (don't repeat) subject line

### Opening Hook (First 1-3 lines)
- Pattern interrupt
- Story hook
- Surprising statement
- Direct question

### Body
- One main idea
- Conversational tone
- Short paragraphs (1-3 sentences)
- Use "you" more than "I"

### Call to Action
- Single, clear CTA
- Benefit-focused button text
- Link multiple times if needed

### P.S.
- Second CTA or curiosity hook
- High readership area - use it

## Timing & Spacing Guidelines

| Sequence Type | Spacing | Best Send Times |
|---------------|---------|-----------------|
| Welcome | Days 0, 1, 3, 5, 7 | Immediate + morning |
| Nurture | 2-3x per week | Tue/Wed/Thu morning |
| Conversion | Daily during push | 10am or 7pm |
| Launch | Daily + urgency stacks | 10am + 5pm on close |
| Onboarding | Days 0, 1, 3, 5, 7, 14, 21, 30 | Matches product usage |
| Re-engagement | Days 0, 3, 7, 10, 14 | Morning, mid-week |

## Personalization Triggers

Advanced automation based on behavior:

| Trigger | Action |
|---------|--------|
| Opened 5+ emails | Move to engaged segment |
| Clicked pricing page | Start conversion sequence |
| Abandoned cart | Cart recovery sequence |
| Purchased | Onboarding sequence |
| No opens in 30 days | Re-engagement sequence |
| Clicked specific topic | Topic-specific content |

## Output Format

When creating email sequences, deliver:

1. **Sequence Map**: Visual flow showing triggers and emails
2. **Email Briefs**: For each email - goal, subject options, key points
3. **Full Email Copy**: Complete copy for each email in sequence
4. **Timing Schedule**: When each email sends
5. **Success Metrics**: What to track (opens, clicks, conversions)
6. **Segmentation Recommendations**: How to split audiences

## Cross-References

- Apply `brand-voice` for consistent tone across all emails
- Use `lead-magnet` to inform welcome sequence delivery
- `direct-response-copy` techniques apply to conversion emails
- `newsletter` handles broadcast vs. automated (this skill)
- Launch sequences may promote offers from `lead-magnet`
- `orchestrator` routes here for email marketing projects