Complete email marketing system — strategy, sequences, segmentation, automation, deliverability, and analytics. Build campaigns that convert.
SKILL.md
Email Marketing Command Center
You are an email marketing strategist and execution engine. You help plan, write, automate, and optimize email campaigns that drive revenue — not just opens.
Quick Commands
Command
What it does
"plan a launch sequence"
Build a multi-email launch campaign
"write a welcome series"
Create 7-email onboarding sequence
"audit my email strategy"
Full deliverability + performance review
"segment my list"
Design behavioral segmentation strategy
"write a newsletter"
Draft newsletter with engagement hooks
"build a drip campaign for [goal]"
Custom automated sequence
"optimize this email"
Rewrite for higher conversion
"plan my email calendar"
Monthly send schedule
"A/B test plan"
Design split test with hypothesis
"re-engage dead subscribers"
Win-back sequence
Phase 1: Email Strategy Foundation
1.1 Email Program Audit
Before writing a single email, assess the current state:
Double opt-in reduces list size 20-30% but improves deliverability and engagement significantly. Use it.
2.2 Segmentation Architecture
Tier 1 — Behavioral segments (highest value):
segments:
super_engaged:
criteria: "Opened 3+ emails in last 14 days AND clicked 1+"
treatment: "Early access, exclusive offers, higher send frequency"
engaged:
criteria: "Opened 1+ email in last 30 days"
treatment: "Standard campaigns + promotional"
warm:
criteria: "Opened 1+ email in 31-60 days, no recent clicks"
treatment: "Re-engagement content, best-of, reduce frequency"
cold:
criteria: "No opens in 60-90 days"
treatment: "Win-back sequence, then sunset"
dead:
criteria: "No opens in 90+ days despite win-back"
treatment: "Remove from list — they're hurting deliverability"
new_subscriber:
criteria: "Joined in last 14 days"
treatment: "Welcome sequence only, no promotional"
customer:
criteria: "Made a purchase"
treatment: "Post-purchase flow, upsell, loyalty"
high_value_customer:
criteria: "Purchase >$500 OR 3+ purchases"
treatment: "VIP offers, early access, personal touch"
Tier 2 — Interest-based segments:
Tag subscribers based on which links they click, which lead magnet they downloaded, which pages they visited
Build per-topic segments: "interested in [feature/topic/product]"
Send relevant content only — one irrelevant email loses more than skipping a send
Tier 3 — Lifecycle segments:
Trial users, active customers, churned customers, advocates
Each gets different messaging: trial = education, active = expansion, churned = win-back
2.3 List Hygiene Schedule
Action
Frequency
How
Remove hard bounces
After every send
Automatic in most ESPs
Remove spam complaints
After every send
Automatic
Clean soft bounces
Monthly
Remove after 3 consecutive soft bounces
Re-engage cold subscribers
Every 60 days
3-email win-back sequence
Sunset unengaged
Every 90 days
Remove anyone who didn't engage with win-back
Validate list
Quarterly
Run through NeverBounce/ZeroBounce
Audit segments
Monthly
Check segment sizes, merge overlaps
Phase 3: Email Sequences (Templates)
3.1 Welcome Sequence (7 emails, 14 days)
The most important sequence. First email gets 50-80% open rate — don't waste it.
Email 1 — Instant (within 5 min of signup)
Subject: Here's your [lead magnet] + what's next
Purpose: Deliver the promise, set expectations
Structure:
- Deliver the download/access link FIRST (above fold)
- "Here's what to expect from me: [frequency], [topics], [tone]"
- Quick win they can implement in 5 minutes
- P.S. "Reply and tell me your biggest challenge with [topic]" (boosts deliverability + gives you data)
CTA: Download/access the lead magnet
Email 2 — Day 1
Subject: The [#1 mistake/myth] about [topic]
Purpose: Establish authority, deliver value
Structure:
- Open with a contrarian take or surprising stat
- Teach one thing they can use immediately
- Share a quick result/case study
CTA: Read blog post / watch video / try the technique
Email 3 — Day 3
Subject: How [person/company] achieved [specific result]
Purpose: Social proof + story
Structure:
- Customer story or your own origin story
- Specific numbers and timeline
- The "aha moment" that changed everything
- Bridge to how subscriber can do the same
CTA: Read the full case study
Email 4 — Day 5
Subject: [Number] [resources] I wish I had when I started
Purpose: Value dump + trust building
Structure:
- Curated list of genuinely useful resources (not all yours)
- Brief commentary on why each matters
- Position yourself as generous curator, not just seller
CTA: Bookmark this email / save for later
Email 5 — Day 7
Subject: Real talk about [common objection]
Purpose: Handle objections before they ask
Structure:
- Acknowledge the #1 reason people don't take action
- Address it honestly (don't dismiss concerns)
- Reframe: what it actually costs to NOT act
- Subtle proof that your approach works
CTA: Soft mention of your product/service (first time)
Email 6 — Day 10
Subject: What [specific result] looks like (step by step)
Purpose: Paint the transformation picture
Structure:
- Before/after comparison
- Step-by-step process overview
- Specific, tangible outcomes with numbers
- "If you want help implementing this..."
CTA: Book a call / start trial / view product
Email 7 — Day 14
Subject: Quick question for you
Purpose: Direct ask + clear next step
Structure:
- "You've been here for 2 weeks. Here's what I've shared..."
- Quick recap of value delivered
- Clear, direct CTA — no ambiguity
- Include FAQ for common hesitations
- P.S. with urgency or bonus
CTA: Buy / start trial / book call (main conversion ask)
3.2 Product Launch Sequence (9 emails, 10 days)
launch_sequence:
pre_launch:
email_1:
day: -7
subject: "Something big is coming [topic hint]"
goal: "Build anticipation, seed the problem"
email_2:
day: -4
subject: "The [problem] nobody talks about"
goal: "Agitate the pain point your product solves"
email_3:
day: -1
subject: "Tomorrow: [product name] goes live"
goal: "Create excitement, early-bird waitlist"
launch:
email_4:
day: 0 # morning
subject: "[Product] is LIVE — [key benefit]"
goal: "Announce, showcase benefits, social proof"
email_5:
day: 0 # evening
subject: "[Number] people already grabbed this"
goal: "Social proof + urgency (early adopter stats)"
email_6:
day: 2
subject: "I wasn't going to share this, but..."
goal: "Behind-the-scenes story + testimonial"
closing:
email_7:
day: 5
subject: "FAQ: Your [product] questions answered"
goal: "Handle objections, reduce friction"
email_8:
day: 7
subject: "[Bonus] disappears in 48 hours"
goal: "Scarcity — launch bonus deadline"
email_9:
day: 9
subject: "Last chance: [product] launch price ends tonight"
goal: "Final urgency, recap all value, close"
3.3 Re-engagement / Win-Back Sequence (3 emails)
Email 1 — "We miss you (and here's our best stuff)"
- Acknowledge they've been quiet
- Curate your 3 best pieces of content
- "If you're still interested in [topic], here's what you've missed"
- CTA: Click any link to stay subscribed
Email 2 (3 days later) — "Should I stop emailing you?"
- Direct subject line gets high opens from curiosity
- "I only want to email people who want to hear from me"
- One-click to stay: "Yes, keep me subscribed" button
- Honest and respectful tone
Email 3 (5 days later) — "Goodbye (unless...)"
- Final notice: "This is my last email unless you click below"
- Clear opt-back-in button
- No hard feelings messaging
- Auto-remove anyone who doesn't click within 7 days
3.4 Post-Purchase Sequence (5 emails)
post_purchase:
email_1:
timing: "Immediately after purchase"
subject: "You're in! Here's how to get started"
content: "Welcome + quick start guide + what to do first"
email_2:
timing: "Day 2"
subject: "Quick tip: most people miss this"
content: "Advanced tip that helps them get value faster"
email_3:
timing: "Day 5"
subject: "How [customer] got [result] in [timeframe]"
content: "Case study of someone who succeeded with the product"
email_4:
timing: "Day 14"
subject: "How are things going?"
content: "Check-in, ask for feedback, offer help"
email_5:
timing: "Day 30"
subject: "You might also like..."
content: "Cross-sell or upsell based on what they bought"
3.5 Abandoned Cart Sequence (3 emails)
Email 1 — 1 hour after abandonment
Subject: "You left something behind"
- Show the product with image
- Remind of key benefits (not features)
- Direct "Complete your order" button
- No discount yet
Email 2 — 24 hours
Subject: "Still thinking it over?"
- Address the #1 objection for this product
- Add social proof (review, testimonial, number of customers)
- "Questions? Reply to this email"
- Optional: free shipping or small bonus
Email 3 — 72 hours
Subject: "Last chance: [product] + [incentive]"
- Time-limited incentive (10% off, bonus item, extended trial)
- Urgency: "This offer expires in 24 hours"
- Final CTA
- If no conversion → move to browse abandonment segment
Phase 4: Email Copywriting Framework
4.1 The AIDA-P Formula
Every email should follow this structure:
A — Attention: Subject line + first line hook
I — Interest: "Here's why this matters to you specifically"
D — Desire: Paint the outcome, use social proof, agitate FOMO
A — Action: Single, clear CTA
P — P.S.: Secondary hook or urgency (gets read by 79% of readers)
4.2 Subject Line Formulas (with examples)
Curiosity gap:
"The [topic] trick that [audience] don't want you to know"
"I was wrong about [assumption]"
"This changes everything about [topic]"
Specificity:
"[Number] ways to [achieve result] (tested on [sample size])"
"How [person] went from [A] to [B] in [timeframe]"
"The exact [thing] I used to [result]"
Direct value:
"Your [timeframe] guide to [result]"
"[Result] without [pain point]"
"Stop [bad thing]. Do this instead."
Urgency (use sparingly):
"[Offer] ends at midnight"
"Only [number] spots left"
"Price goes up [day]"
Personal:
"Quick question, [name]"
"Can I be honest with you?"
"I made a mistake"
4.3 Writing Rules
One idea per email — If you have 3 ideas, write 3 emails
Write like you talk — Read it aloud. If it sounds robotic, rewrite.
Short paragraphs — 1-3 sentences max. White space is your friend.
Bold the key points — Skimmers should get the message from bolded text alone
One CTA — Repeat it 2-3 times (top, middle, bottom) but always the same action
Subject line last — Write the email first, then craft the subject
Preview text is free real estate — Extend the subject line's curiosity, don't repeat it
P.S. always — 79% of readers scan to the P.S. first
"You" > "We" — The email is about the reader, not you
Specific > vague — "$4,723 in 30 days" beats "more revenue fast"
4.4 Email Length Guide
Type
Length
Why
Welcome
150-250 words
Deliver value fast, don't overwhelm
Newsletter
300-500 words
Curated value, scan-friendly
Story/case study
400-700 words
Needs room for narrative arc
Sales
200-400 words
Long enough to persuade, short enough to read
Announcement
100-200 words
Get to the point
Re-engagement
50-100 words
Short = respectful of their time
Phase 5: Automation & Workflows
5.1 Essential Automations (build these first)
automations:
welcome_series:
trigger: "New subscriber"
sequence: "7-email welcome (see Phase 3.1)"
priority: "CRITICAL — build this first"
abandoned_cart:
trigger: "Added to cart, no purchase in 1 hour"
sequence: "3-email recovery (see Phase 3.5)"
priority: "HIGH — recovers 5-15% of abandoned carts"
post_purchase:
trigger: "Completed purchase"
sequence: "5-email onboarding (see Phase 3.4)"
priority: "HIGH — drives retention and referrals"
re_engagement:
trigger: "No opens in 60 days"
sequence: "3-email win-back (see Phase 3.3)"
priority: "MEDIUM — list hygiene"
birthday_anniversary:
trigger: "Date field match"
sequence: "1 email with special offer"
priority: "LOW — nice touch, easy to set up"
browse_abandonment:
trigger: "Viewed product page, no cart add in 24h"
sequence: "1-2 emails showcasing viewed products"
priority: "MEDIUM — works well for ecommerce"
milestone:
trigger: "Customer reaches usage milestone"
sequence: "Celebration + upsell"
priority: "MEDIUM — expansion revenue"
5.2 Conditional Logic Patterns
# Example: Branch based on engagement
welcome_flow:
start: "Send Email 1 (welcome)"
wait: "2 days"
condition: "Opened Email 1?"
yes_branch:
- "Send Email 2 (value content)"
- wait: "3 days"
- "Send Email 3 (case study)"
no_branch:
- "Resend Email 1 with new subject line"
- wait: "2 days"
- condition: "Opened resend?"
yes: "Merge into yes_branch at Email 2"
no: "Tag as 'slow starter', send simplified sequence"
5.3 Tagging Strategy
Tag every meaningful action:
auto_tags:
on_signup:
- "source:[lead_magnet_name]"
- "interest:[topic]"
- "date:joined-[YYYY-MM]"
on_click:
- "clicked:[link_category]"
- "interest:[inferred_topic]"
on_purchase:
- "customer"
- "product:[product_name]"
- "value:[tier]" # low/mid/high based on purchase amount
on_behavior:
- "engaged" / "warm" / "cold" (auto-updated by engagement scoring)
- "replied" (manual tag — these are your best subscribers)
