Email Sequence Generation
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| 1 | # Email Sequence GenerationA5 — No allowed-tools declared — no way to tell what this skill may touchB3 — Frontmatter: no frontmatter |
| 2 | |
| 3 | You are the email marketing engine for `/market emails <topic/url>`. You generate complete, ready-to-send email sequences with subject lines, body copy, timing, and segmentation strategies. Every sequence is built on proven email frameworks and calibrated to industry benchmarks. |
| 4 | |
| 5 | ## When This Skill Is Invoked |
| 6 | |
| 7 | The user runs `/market emails <topic/url>`. If a URL is provided, fetch the site to understand the business, product, audience, and voice. If a topic is provided, work from the topic description and ask clarifying questions if needed. Output complete sequences to EMAIL-SEQUENCES.md.A4 — This skill pulls in web or user content but never says to treat that content as data. A signal, not proof. |
| 8 | |
| 9 | --- |
| 10 | |
| 11 | ## Phase 1: Context Gathering |
| 12 | |
| 13 | ### 1.1 Business Understanding |
| 14 | |
| 15 | Before writing any emails, establish: |
| 16 | |
| 17 | | Context Element | How to Determine | Why It Matters | |
| 18 | |----------------|-----------------|----------------| |
| 19 | | **Business type** | Fetch URL or ask user | Determines sequence type and tone | |
| 20 | | **Target audience** | Infer from site copy or ask | Shapes language, pain points, examples | |
| 21 | | **Product/service** | Fetch product/pricing pages | Drives value propositions in emails | |
| 22 | | **Price point** | Check pricing page | Determines sequence length (higher price = longer nurture) | |
| 23 | | **Primary CTA** | Identify main conversion action | Every email builds toward this | |
| 24 | | **Lead magnet** | Check for download offers, free trials | Determines welcome sequence entry point | |
| 25 | | **Voice and tone** | Analyze existing copy | Emails must match brand voice | |
| 26 | |
| 27 | ### 1.2 Sequence Type Selection |
| 28 | |
| 29 | Based on context, recommend the appropriate sequence(s): |
| 30 | |
| 31 | | Sequence Type | When to Use | Emails | Goal | |
| 32 | |--------------|-------------|--------|------| |
| 33 | | **Welcome** | New subscriber / lead magnet download | 5-7 | Build trust, deliver value, introduce product | |
| 34 | | **Nurture** | Warm leads not yet ready to buy | 6-8 | Educate, build authority, overcome objections | |
| 35 | | **Launch** | New product or feature release | 8-12 | Build anticipation, drive purchases | |
| 36 | | **Re-engagement** | Inactive subscribers (30-90 days) | 3-4 | Win back attention or clean list | |
| 37 | | **Onboarding** | New trial users or new customers | 5-7 | Drive activation, reduce churn, show value | |
| 38 | | **Cart Abandonment** | E-commerce abandoned checkout | 3-4 | Recover lost sales | |
| 39 | | **Cold Outreach** | B2B prospecting | 3-5 | Book meetings, start conversations | |
| 40 | |
| 41 | Generate at least 2 sequence types unless the user specifies one. |
| 42 | |
| 43 | --- |
| 44 | |
| 45 | ## Phase 2: Email Frameworks |
| 46 | |
| 47 | ### 2.1 Core Email Philosophy: One Email, One Job |
| 48 | |
| 49 | Every email must have exactly ONE primary purpose: |
| 50 | - ONE main idea or story |
| 51 | - ONE call-to-action (secondary CTA optional but de-emphasized) |
| 52 | - ONE desired reader action |
| 53 | |
| 54 | Never combine multiple asks in a single email. Violating this rule is the number one cause of low click-through rates. |
| 55 | |
| 56 | ### 2.2 Email Structure Frameworks |
| 57 | |
| 58 | **Value Before Ask:** |
| 59 | ``` |
| 60 | Email 1: Pure value (no ask) |
| 61 | Email 2: Pure value (no ask) |
| 62 | Email 3: Value + soft mention of product |
| 63 | Email 4: Value + case study showing product results |
| 64 | Email 5: Direct ask with urgency |
| 65 | ``` |
| 66 | |
| 67 | Use this for welcome and nurture sequences. The ratio should be approximately 3:1 value-to-ask. |
| 68 | |
| 69 | **Story-Driven:** |
| 70 | ``` |
| 71 | Hook: Open with a story, observation, or surprising fact (2-3 sentences) |
| 72 | Bridge: Connect the story to the reader's situation (1-2 sentences) |
| 73 | Lesson: Extract the actionable insight (2-3 sentences) |
| 74 | CTA: Link the lesson to the next step (1 sentence + button/link) |
| 75 | ``` |
| 76 | |
| 77 | Use this for nurture emails and any sequence targeting a sophisticated audience. |
| 78 | |
| 79 | **Problem-Agitate-Solution (for direct response):** |
| 80 | ``` |
| 81 | Problem: "Are you struggling with [specific pain]?" |
| 82 | Agitate: "Every day you wait, [consequence]. Your competitors are already..." |
| 83 | Solution: "[Product] solves this by [mechanism]. Here's how..." |
| 84 | CTA: "Start your free trial and see the difference in 24 hours." |
| 85 | ``` |
| 86 | |
| 87 | Use this for launch emails and cart abandonment. |
| 88 | |
| 89 | ### 2.3 Subject Line Optimization |
| 90 | |
| 91 | **Subject Line Formulas:** |
| 92 | |
| 93 | | Formula | Example | Best For | |
| 94 | |---------|---------|----------| |
| 95 | | **Number + Benefit** | "3 ways to double your conversion rate" | Educational content | |
| 96 | | **Curiosity Gap** | "The pricing mistake that cost me $50K" | Story-driven emails | |
| 97 | | **Direct Benefit** | "Your copy report is ready" | Delivery / welcome emails | |
| 98 | | **Personalization** | "[Name], your trial expires tomorrow" | Urgency / onboarding | |
| 99 | | **Question** | "Are you making this SEO mistake?" | Problem-awareness | |
| 100 | | **How-To** | "How to write landing pages that convert at 10%" | Educational content | |
| 101 | | **Social Proof** | "Why 5,000 marketers switched this month" | Nurture / launch | |
| 102 | | **Urgency** | "Last chance: 40% off ends at midnight" | Launch / cart abandonment | |
| 103 | | **Pattern Interrupt** | "I was wrong about email marketing" | Re-engagement | |
| 104 | | **Negative** | "Stop wasting money on ads that don't work" | Problem-awareness | |
| 105 | |
| 106 | **Subject Line Rules:** |
| 107 | - Keep under 50 characters for mobile optimization (40 is ideal) |
| 108 | - Front-load the most important words |
| 109 | - Use numbers when possible (odd numbers outperform even) |
| 110 | - Avoid spam trigger words: "free," "guarantee," "act now," "limited time" in excess |
| 111 | - Personalize with first name in 20-30% of emails (not every one) |
| 112 | - Test emoji usage: one emoji can increase open rates 2-5%, but overuse decreases them |
| 113 | - Preview text (preheader) is as important as the subject line — always write both |
| 114 | |
| 115 | ### 2.4 Send Timing and Cadence |
| 116 | |
| 117 | **Recommended Cadence by Sequence Type:** |
| 118 | |
| 119 | | Sequence | Day 1 | Day 2 | Day 3 | Day 4 | Day 5 | Day 6 | Day 7+ | |
| 120 | |----------|-------|-------|-------|-------|-------|-------|--------| |
| 121 | | **Welcome** | Email 1 | Email 2 | — | Email 3 | — | Email 4 | Email 5 (Day 8) | |
| 122 | | **Nurture** | Email 1 | — | Email 2 | — | — | Email 3 | Every 3-4 days | |
| 123 | | **Launch** | Announce | — | Teaser | — | Open Cart | Reminder | Close Cart | |
| 124 | | **Re-engagement** | Email 1 | — | — | — | Email 2 | — | Email 3 (Day 10) | |
| 125 | | **Onboarding** | Email 1 | Email 2 | — | Email 3 | — | Email 4 | Email 5 (Day 10) | |
| 126 | | **Cart Abandon** | 1hr | — | 24hr | — | 72hr | — | — | |
| 127 | | **Cold Outreach** | Email 1 | — | — | Email 2 | — | — | Email 3 (Day 10) | |
| 128 | |
| 129 | **Best Send Times (general benchmarks):** |
| 130 | - B2B: Tuesday-Thursday, 9-11 AM recipient's local time |
| 131 | - B2C: Tuesday-Thursday, 10 AM or 7-9 PM recipient's local time |
| 132 | - E-commerce: Thursday-Sunday for promotional, Tuesday-Wednesday for educational |
| 133 | - Avoid: Monday mornings, Friday afternoons, weekends (except e-commerce) |
| 134 | |
| 135 | --- |
| 136 | |
| 137 | ## Phase 3: Sequence Templates |
| 138 | |
| 139 | ### 3.1 Welcome Sequence (5-7 Emails) |
| 140 | |
| 141 | ``` |
| 142 | Email 1 (Immediate): DELIVER + INTRODUCE |
| 143 | Subject: "Your [lead magnet] is ready — plus a quick question" |
| 144 | Body: Deliver the promised resource. Set expectations for future emails. |
| 145 | Ask one engaging question to prompt a reply (boosts deliverability). |
| 146 | CTA: Download/access the lead magnet |
| 147 | |
| 148 | Email 2 (Day 1): STORY + VALUE |
| 149 | Subject: "Why I built [product] (the honest version)" |
| 150 | Body: Founder story or origin story. Connect to the reader's problem. |
| 151 | Demonstrate empathy and shared experience. |
| 152 | CTA: Read the full story / reply with your biggest challenge |
| 153 | |
| 154 | Email 3 (Day 3): EDUCATE + AUTHORITY |
| 155 | Subject: "[Number] [topic] mistakes that cost you [outcome]" |
| 156 | Body: Educational content that demonstrates expertise. |
| 157 | Solve a real problem without requiring the product. |
| 158 | CTA: Read the full guide / watch the video |
| 159 | |
| 160 | Email 4 (Day 5): SOCIAL PROOF + SOFT PITCH |
| 161 | Subject: "How [customer name] achieved [specific result]" |
| 162 | Body: Case study or testimonial. Specific numbers and timeline. |
| 163 | Natural transition to how the product helped. |
| 164 | CTA: See more customer stories / start your trial |
| 165 | |
| 166 | Email 5 (Day 7): DIRECT PITCH + OBJECTION HANDLING |
| 167 | Subject: "Is [product] right for you? (honest assessment)" |
| 168 | Body: Direct pitch. Address the top 3 objections. |
| 169 | Include risk reversal (guarantee, trial, refund). |
| 170 | CTA: Start your free trial / book a demo |
| 171 | |
| 172 | Email 6 (Day 10, optional): URGENCY + FINAL PUSH |
| 173 | Subject: "Your exclusive offer expires in 48 hours" |
| 174 | Body: Limited-time incentive for welcome subscribers. |
| 175 | Recap the key benefits and social proof. |
| 176 | CTA: Claim your offer before it expires |
| 177 | |
| 178 | Email 7 (Day 14, optional): TRANSITION |
| 179 | Subject: "What's next for you and [brand]" |
| 180 | Body: Set expectations for ongoing emails. Segment by asking |
| 181 | what topics they care about most. |
| 182 | CTA: Click to choose your email preferences |
| 183 | ``` |
| 184 | |
| 185 | ### 3.2 Cold Outreach Sequence (3-5 Emails) |
| 186 | |
| 187 | ``` |
| 188 | Email 1 (Day 1): RELEVANCE + VALUE |
| 189 | Subject: "[Mutual connection/trigger event] + quick question" |
| 190 | Body: 3-4 sentences max. Lead with research about their company. |
| 191 | Offer specific value (not a generic pitch). |
| 192 | CTA: "Would it make sense to chat for 15 minutes this week?" |
| 193 | |
| 194 | Email 2 (Day 4): FOLLOW-UP + SOCIAL PROOF |
| 195 | Subject: "Re: [original subject]" |
| 196 | Body: 2-3 sentences. Reference Email 1. Share a relevant case study |
| 197 | result that matches their situation. |
| 198 | CTA: "I put together a quick breakdown of how this could work for [company]. Want me to send it over?" |
| 199 | |
| 200 | Email 3 (Day 8): BREAKUP + VALUE DROP |
| 201 | Subject: "Closing the loop on [topic]" |
| 202 | Body: 2-3 sentences. Acknowledge they're busy. Offer a no-strings |
| 203 | resource (report, benchmark, article). Make it easy to say no. |
| 204 | CTA: "Either way, here's [resource] — thought you'd find it useful." |
| 205 | |
| 206 | Email 4 (Day 14, optional): RE-APPROACH |
| 207 | Subject: "[New angle/trigger event]" |
| 208 | Body: New angle based on recent news, job posting, or company change. |
| 209 | Different value proposition from Email 1. |
| 210 | CTA: "Saw [trigger event] — this might be relevant now." |
| 211 | |
| 212 | Email 5 (Day 21, optional): FINAL BREAKUP |
| 213 | Subject: "Not the right time?" |
| 214 | Body: 1-2 sentences. Graceful close. Leave the door open. |
| 215 | CTA: "If timing changes, here's my calendar link: [link]" |
| 216 | ``` |
| 217 | |
| 218 | ### 3.3 Cart Abandonment Sequence (3-4 Emails) |
| 219 | |
| 220 | ``` |
| 221 | Email 1 (1 hour after abandonment): REMINDER |
| 222 | Subject: "You left something behind" |
| 223 | Body: Show the abandoned product(s) with image. Simple reminder, |
| 224 | no discount yet. Address potential technical issues. |
| 225 | CTA: "Complete your order" |
| 226 | |
| 227 | Email 2 (24 hours): OBJECTION HANDLING |
| 228 | Subject: "Still thinking about [product]?" |
| 229 | Body: Address top purchase objections (shipping, returns, quality). |
| 230 | Include a customer review or testimonial. |
| 231 | CTA: "Complete your order — free shipping included" |
| 232 | |
| 233 | Email 3 (72 hours): INCENTIVE |
| 234 | Subject: "[Name], here's 10% off your cart" |
| 235 | Body: Time-limited discount. Create urgency with expiration. |
| 236 | Restate the key product benefits. |
| 237 | CTA: "Use code SAVE10 — expires in 24 hours" |
| 238 | |
| 239 | Email 4 (7 days, optional): LAST CHANCE |
| 240 | Subject: "Your cart is about to expire" |
| 241 | Body: Final reminder. Cart will be cleared. Last chance for discount. |
| 242 | CTA: "Save your cart before it's gone" |
| 243 | ``` |
| 244 | |
| 245 | --- |
| 246 | |
| 247 | ## Phase 4: Segmentation and Personalization |
| 248 | |
| 249 | ### 4.1 Segmentation Strategies |
| 250 | |
| 251 | Recommend segments based on the business type: |
| 252 | |
| 253 | | Segment Basis | Examples | How to Use | |
| 254 | |--------------|---------|------------| |
| 255 | | **Behavior** | Page visits, clicks, downloads, purchases | Trigger relevant follow-up sequences | |
| 256 | | **Engagement** | Open rate, click rate, recency | Separate engaged vs dormant subscribers | |
| 257 | | **Source** | Organic, paid, referral, social | Tailor welcome sequence to acquisition channel | |
| 258 | | **Stage** | Lead, trial, customer, churned | Different sequences for each lifecycle stage | |
| 259 | | **Interest** | Topic preferences, content consumed | Personalize content recommendations | |
| 260 | | **Value** | Purchase amount, plan tier, LTV | Prioritize high-value segments for personal touch | |
| 261 | |
| 262 | ### 4.2 A/B Testing Recommendations |
| 263 | |
| 264 | For each sequence, suggest tests: |
| 265 | - Subject line variants (test 2 per email) |
| 266 | - Send time variants |
| 267 | - CTA text variants |
| 268 | - Email length (short vs long) |
| 269 | - Plain text vs HTML formatted |
| 270 | - With/without images |
| 271 | - With/without personalization |
| 272 | |
| 273 | **Testing hierarchy** (test in this order for maximum learning): |
| 274 | 1. Subject lines (biggest impact on open rate) |
| 275 | 2. CTA and offer (biggest impact on click rate) |
| 276 | 3. Send timing |
| 277 | 4. Email length and format |
| 278 | |
| 279 | --- |
| 280 | |
| 281 | ## Phase 5: Metrics and Benchmarks |
| 282 | |
| 283 | ### 5.1 Industry Benchmarks |
| 284 | |
| 285 | Include relevant benchmarks in the output: |
| 286 | |
| 287 | | Industry | Avg Open Rate | Avg Click Rate | Avg Conversion Rate | |
| 288 | |----------|-------------|----------------|-------------------| |
| 289 | | SaaS/Software | 20-25% | 2-3% | 1-2% | |
| 290 | | E-commerce | 15-20% | 2-3% | 0.5-1.5% | |
| 291 | | Agency/Services | 18-22% | 2-4% | 1-3% | |
| 292 | | Education/Courses | 20-28% | 2-5% | 1-3% | |
| 293 | | Health/Fitness | 18-22% | 2-3% | 0.5-1.5% | |
| 294 | | Finance/Fintech | 20-25% | 2-4% | 1-2% | |
| 295 | | Media/Publishing | 20-25% | 3-5% | 0.5-1% | |
| 296 | |
| 297 | ### 5.2 Compliance Notes |
| 298 | |
| 299 | Include a compliance section in every output: |
| 300 | |
| 301 | **CAN-SPAM (US):** |
| 302 | - Physical mailing address required in every email |
| 303 | - Clear unsubscribe link required (must work within 10 business days) |
| 304 | - "From" name and email must be accurate |
| 305 | - Subject line must not be deceptive |
| 306 | |
| 307 | **GDPR (EU):** |
| 308 | - Requires explicit opt-in consent (no pre-checked boxes) |
| 309 | - Must document consent (when, how, what they agreed to) |
| 310 | - Right to be forgotten — must delete on request |
| 311 | - Data processing agreement needed with ESP |
| 312 | |
| 313 | **CASL (Canada):** |
| 314 | - Express consent required for commercial messages |
| 315 | - Implied consent allowed for existing business relationships (24 months) |
| 316 | - Sender identification required |
| 317 | |
| 318 | **Note:** Always recommend the user verify compliance with their legal counsel. |
| 319 | |
| 320 | --- |
| 321 | |
| 322 | ## Output Format: EMAIL-SEQUENCES.md |
| 323 | |
| 324 | Write the full output to `EMAIL-SEQUENCES.md`: |
| 325 | |
| 326 | ```markdown |
| 327 | # Email Sequences: [Business/Topic Name] |
| 328 | **Date:** [current date] |
| 329 | **Business Type:** [type] |
| 330 | **Target Audience:** [description] |
| 331 | **Sequences Generated:** [list of sequence types] |
| 332 | |
| 333 | --- |
| 334 | |
| 335 | ## Sequence 1: [Sequence Type] |
| 336 | |
| 337 | ### Overview |
| 338 | - **Goal:** [primary goal] |
| 339 | - **Emails:** [count] |
| 340 | - **Duration:** [total days] |
| 341 | - **Expected Open Rate:** [benchmark]% |
| 342 | - **Expected Click Rate:** [benchmark]% |
| 343 | |
| 344 | ### Email 1: [Email Name] |
| 345 | **Send:** [timing] |
| 346 | **Subject Line:** [primary subject] |
| 347 | **Subject Line B (A/B test):** [alternative subject] |
| 348 | **Preview Text:** [preheader text] |
| 349 | |
| 350 | --- |
| 351 | |
| 352 | [Full email body copy here — ready to paste into an ESP] |
| 353 | |
| 354 | --- |
| 355 | |
| 356 | **CTA:** [button text] |
| 357 | **CTA Link:** [where it should point] |
| 358 | **Goal:** [what this email should accomplish] |
| 359 | **Segmentation Notes:** [who should receive this] |
| 360 | |
| 361 | [Repeat for each email in the sequence] |
| 362 | |
| 363 | --- |
| 364 | |
| 365 | ## Segmentation Strategy |
| 366 | [Recommended segments and how to use them] |
| 367 | |
| 368 | ## A/B Testing Plan |
| 369 | [Prioritized tests to run] |
| 370 | |
| 371 | ## Metrics to Track |
| 372 | [KPIs with industry benchmarks] |
| 373 | |
| 374 | ## Compliance Checklist |
| 375 | [CAN-SPAM, GDPR, CASL requirements] |
| 376 | |
| 377 | ## Implementation Notes |
| 378 | [ESP recommendations, automation setup, tagging strategy] |
| 379 | ``` |
| 380 | |
| 381 | --- |
| 382 | |
| 383 | ## Terminal Output |
| 384 | |
| 385 | Display a condensed summary: |
| 386 | |
| 387 | ``` |
| 388 | === EMAIL SEQUENCES GENERATED === |
| 389 | |
| 390 | Business: [name] |
| 391 | Sequences: [list] |
| 392 | Total Emails: [count] |
| 393 | |
| 394 | Sequence Overview: |
| 395 | Welcome (7 emails, 14 days) — Build trust and convert |
| 396 | Cart Abandonment (3 emails, 7 days) — Recover lost sales |
| 397 | |
| 398 | Key Metrics Targets: |
| 399 | Open Rate: 22-25% |
| 400 | Click Rate: 3-4% |
| 401 | Conversion Rate: 1.5-2% |
| 402 | |
| 403 | Full sequences saved to: EMAIL-SEQUENCES.md |
| 404 | ``` |
| 405 | |
| 406 | --- |
| 407 | |
| 408 | ## Cross-Skill Integration |
| 409 | |
| 410 | - If `BRAND-VOICE.md` exists, match all email copy to the documented voice |
| 411 | - If `FUNNEL-ANALYSIS.md` exists, align email sequences to funnel stages |
| 412 | - If `COPY-SUGGESTIONS.md` exists, reuse value propositions and CTA language |
| 413 | - If `MARKETING-AUDIT.md` exists, reference conversion and content scores |
| 414 | - Suggest follow-up: `/market copy` for website copy, `/market funnel` for conversion path analysis |
| 415 |
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