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webinar-promo-emails

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UpdatedJuly 1, 2026 at 13:15

When the user wants webinar promotional emails — the 3-email sequence (intro at T-10d, value reiteration at T-3d, last reminder at T-1d) for both Cerkl and the partner, plus the 1:1 sales outreach snippet reps paste into active deals. Trigger phrases include "promo emails", "webinar emails", "email sequence", "promotional emails", "draft the emails", "T-10 email", "day-before email", "last reminder email", "sales outreach snippet", "sales email template", "something for sales to send", "1:1 rep outreach". Run this AFTER the brief is filled out.

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name	webinar-promo-emails
description	When the user wants webinar promotional emails — the 3-email sequence (intro at T-10d, value reiteration at T-3d, last reminder at T-1d) for both Cerkl and the partner, plus the 1:1 sales outreach snippet reps paste into active deals. Trigger phrases include "promo emails", "webinar emails", "email sequence", "promotional emails", "draft the emails", "T-10 email", "day-before email", "last reminder email", "sales outreach snippet", "sales email template", "something for sales to send", "1:1 rep outreach". Run this AFTER the brief is filled out.
metadata	{"version":"0.1.0"}

Webinar Promo Emails

Produce the full 3-email sequence × 2 voices = 6 email drafts for one webinar. Cerkl voice goes to the Cerkl marketing list; partner voice goes to the partner's list.

Prerequisites

Brief is filled out (especially: title, date, time, key learnings, partner perspective)
Tracking URLs exist: cerkl_email and <partner>_email

Cadence

Email	Send	Purpose
#1 — Intro	T-10d	Announce, name the problem, list outcomes, register CTA
#2 — Value reiteration	T-3d	Deepen the value angle; one specific failure point
#3 — Last reminder	T-1d	Urgency; "tomorrow at X EST"; restate giveaway

Inputs to gather (if not in brief)

Partner's preferred sender name + email signature
Whether to include "Already registered? See you at X" footer (default: yes for #2 and #3)

What to produce per email

For each of the 6 emails (3 cadence positions × 2 voices):

Subject line (and 2–3 alternates for #2 and #3)
Preview text (50–90 chars)
Body — 150–250 words for #1, 100–200 for #2 and #3
CTA button with the appropriate tracking URL (cerkl_email for Cerkl voice; <partner>_email for partner voice)
Sign-off matching the voice

Voice differentiation

Cerkl voice: structured, problem-framed, slightly editorial. Pulls from the Core Message in the brief.
Partner voice: personal, conversational, anecdotal where appropriate. Pulls from the Partner's Perspective section of the brief — preserve the partner's framing and idioms.

The two versions should land the same key points but should not read as the same email re-skinned. If the partner's voice draft sounds like a Cerkl email with the name swapped, rewrite it.

Cerkl context to apply

Foundations ICP: subject lines should pattern-match what an HR generalist would open. Avoid IC-director jargon.
No demo CTA: every CTA is webinar registration. The follow-up sell is downstream.
Free + no sales pitch is a recurring trust marker — include it in #1 and #3.

Reference

matt-frost-promo-email.md — gold-standard for tone (note: that file only has emails #1 and the day-before; produce all three for new webinars)
Generic skill (input only): /Users/travisfoster/claude-code/cerkl/marketing/skills/email-sequence/SKILL.md

Output

Write to <speaker-slug>-promo-email.md in the event folder. Structure:

# Promotional Emails — <Webinar Title>

**Webinar:** ...
**Date:** YYYY-MM-DD
**Cerkl tracking URL:** ...
**Partner tracking URL:** ...

---

## Cerkl voice — Email #1 (T-10d, send YYYY-MM-DD)
...

## Cerkl voice — Email #2 (T-3d, send YYYY-MM-DD)
...

## Cerkl voice — Email #3 (T-1d, send YYYY-MM-DD)
...

## Partner voice — Email #1 (T-10d, send YYYY-MM-DD)
...

## Partner voice — Email #2 (T-3d, send YYYY-MM-DD)
...

## Partner voice — Email #3 (T-1d, send YYYY-MM-DD)
...

Push the 3 Cerkl-voice emails into HubSpot

After writing the markdown file, automatically push the 3 Cerkl-voice emails into HubSpot as new drafts. The partner-voice emails stay in markdown only — the partner sends those from their own system.

Use the draft-marketing-email skill in create mode, cloning from the standing template.

Template reference

Field	Value
Template name	Webinar Promo Template
Template ID	`212619094633`
Created	2026-05-10 (cloned from `211471728030` — "April 2026 Webinar - Matt Frost")

The template carries Cerkl's standard webinar promo layout, button styling, and (importantly) the Cerkl marketing list / audience settings. Cloning preserves all of these — that's the whole reason this template exists. To update the audience or styling going forward, edit 212619094633 directly in HubSpot; every future clone will inherit the change.

If the template ID stops resolving (404), it was archived or deleted in HubSpot. Find its replacement, update this section, and continue. Don't fall back to cloning a random recent webinar email — the audience settings won't match.

Naming convention for clones

Name each cloned draft consistently so they're easy to find in the HubSpot UI:

[Speaker] [Month YYYY] - Webinar Promo Email #N

Examples:

Matt Frost April 2026 - Webinar Promo Email #1
Matt Frost April 2026 - Webinar Promo Email #2
Matt Frost April 2026 - Webinar Promo Email #3

Steps

For each of the 3 Cerkl-voice emails:

Clone the Webinar Promo Template (ID 212619094633) with the name above. Use the create-mode workflow in draft-marketing-email.
PATCH the draft with the new subject and body. The body HTML should follow the cloned template's structure — replace the inner copy via the read-modify-write pattern from draft-marketing-email, don't reconstruct the layout.
Capture the new email ID and add it to the speaker event folder for future reference (see "Output" addition below).

After all 3 drafts are staged

Tell the user:

The 3 draft IDs and where to find them in HubSpot (Marketing → Email → Drafts).
What still needs human review/edits before publishing: send time, A/B variants if any, and a content check against the markdown source-of-truth.
The partner-voice emails are in the markdown file — those go to the partner directly.

Never call /publish. The user clicks publish in the HubSpot UI for each draft after review.

Update to output structure

Append a "HubSpot drafts" footer to the markdown file after staging:

---

## HubSpot drafts (Cerkl voice)

| Email | HubSpot ID | Draft name |
|---|---|---|
| #1 (T-10d) | `<new-id>` | [Speaker Month YYYY] - Webinar Promo Email #1 |
| #2 (T-3d) | `<new-id>` | [Speaker Month YYYY] - Webinar Promo Email #2 |
| #3 (T-1d) | `<new-id>` | [Speaker Month YYYY] - Webinar Promo Email #3 |

Cloned from Webinar Promo Template (`212619094633`). Partner-voice emails sent by partner from their own system.

Sales 1:1 outreach snippet (NOT a blast)

Separate from the 6 marketing emails above. This is a short, personal note a sales rep pastes into an existing thread with a prospect they're actively working — not a designed campaign. Produce it alongside the promo emails whenever the webinar has an active sales motion (default: yes for prospect/lead-facing webinars).

How it differs from the blasts — keep these straight:

	Marketing blasts (#1–#3)	Sales 1:1 snippet
Audience	Cerkl marketing list (cold-ish)	Named prospects a rep is mid-conversation with
Voice	Editorial, branded	Personal, references the ongoing conversation
Chrome	Banner, buttons, HubSpot layout	Plain text — pastes into a live thread
Tracking link	`cerkl_email`	Per-rep `cerkl_<rep>` link (attributes to the rep)
Delivery	HubSpot draft → user publishes	Rep sends manually from their own inbox
HubSpot draft	Yes	No — never stage this in HubSpot

Prerequisite: per-rep tracking links exist in <speaker-slug>-tracking-urls.md (e.g. cerkl_marc, cerkl_josh). If only cerkl_email exists, mint per-rep links first per ../../tracking-urls-convention.md.

Template (generalize the bracketed slots from the brief)

Subject line options:
- Thought of you — quick thing on [Weekday, Month D]
- This is basically the conversation we've been having

Hi [First Name],

Quick one that's relevant to what we've been talking through. [Speaker + role] is
running a 60-minute session on [Weekday, Month D at Time TZ] on [one-line promise —
pull from the brief's Core Message].

[One sentence tying the webinar to THIS prospect's situation — reference the specific
pain they raised.] Figured it'd be worth an hour given where you're at.

Register here: [your tracking link]

Happy to compare notes after if you make it — and either way, I can walk you through
the same thing 1:1 whenever's useful.

[Rep name]

Keep it under ~120 words. No "free in Foundations" hard-sell — these people are already in a sales conversation; the value is the content and the rep's soft 1:1 offer.

Output

Write to <speaker-slug>-sales-outreach.md in the event folder with: the template above, a rep tracking-link table (one row per cerkl_<rep> slug from the tracking-urls file), and an optional "asset/press-release to forward" line. Reference: rachel-maddy-sales-outreach.md (gold standard). Do not push this to HubSpot.

Push update

After producing the emails AND staging the HubSpot drafts, append an update block to the relevant file in personal-assistant/projects/. See ../../CLAUDE.md for the protocol.