| name | marketing-emails |
| version | 1.0.0 |
| description | Email sequence generation — welcome, nurture, launch, re-engagement, and upgrade
sequences with subject lines, body copy, timing, and segmentation strategies.
Produces EMAIL-SEQUENCES.md. Use via /marketing emails <topic/url>.
|
| allowed-tools | ["Bash","Read","WebFetch","Write"] |
Email Sequence Generation
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.
When This Skill Is Invoked
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.
Phase 1: Context Gathering
1.1 Business Understanding
Before writing any emails, establish:
| Context Element | How to Determine | Why It Matters |
|---|
| Business type | Fetch URL or ask user | Determines sequence type and tone |
| Target audience | Infer from site copy or ask | Shapes language, pain points, examples |
| Product/service | Fetch product/pricing pages | Drives value propositions in emails |
| Price point | Check pricing page | Determines sequence length (higher price = longer nurture) |
| Primary CTA | Identify main conversion action | Every email builds toward this |
| Lead magnet | Check for download offers, free trials | Determines welcome sequence entry point |
| Voice and tone | Analyze existing copy | Emails must match brand voice |
1.2 Sequence Type Selection
Based on context, recommend the appropriate sequence(s):
| Sequence Type | When to Use | Emails | Goal |
|---|
| Welcome | New subscriber / lead magnet download | 5-7 | Build trust, deliver value, introduce product |
| Nurture | Warm leads not yet ready to buy | 6-8 | Educate, build authority, overcome objections |
| Launch | New product or feature release | 8-12 | Build anticipation, drive purchases |
| Re-engagement | Inactive subscribers (30-90 days) | 3-4 | Win back attention or clean list |
| Onboarding | New trial users or new customers | 5-7 | Drive activation, reduce churn, show value |
| Cart Abandonment | E-commerce abandoned checkout | 3-4 | Recover lost sales |
| Cold Outreach | B2B prospecting | 3-5 | Book meetings, start conversations |
Generate at least 2 sequence types unless the user specifies one.
Phase 2: Email Frameworks
2.1 Core Email Philosophy: One Email, One Job
Every email must have exactly ONE primary purpose:
- ONE main idea or story
- ONE call-to-action (secondary CTA optional but de-emphasized)
- ONE desired reader action
Never combine multiple asks in a single email. Violating this rule is the number one cause of low click-through rates.
2.2 Email Structure Frameworks
Value Before Ask:
Email 1: Pure value (no ask)
Email 2: Pure value (no ask)
Email 3: Value + soft mention of product
Email 4: Value + case study showing product results
Email 5: Direct ask with urgency
Use this for welcome and nurture sequences. The ratio should be approximately 3:1 value-to-ask.
Story-Driven:
Hook: Open with a story, observation, or surprising fact (2-3 sentences)
Bridge: Connect the story to the reader's situation (1-2 sentences)
Lesson: Extract the actionable insight (2-3 sentences)
CTA: Link the lesson to the next step (1 sentence + button/link)
Use this for nurture emails and any sequence targeting a sophisticated audience.
Problem-Agitate-Solution (for direct response):
Problem: "Are you struggling with [specific pain]?"
Agitate: "Every day you wait, [consequence]. Your competitors are already..."
Solution: "[Product] solves this by [mechanism]. Here's how..."
CTA: "Start your free trial and see the difference in 24 hours."
Use this for launch emails and cart abandonment.
2.3 Subject Line Optimization
Subject Line Formulas:
| Formula | Example | Best For |
|---|
| Number + Benefit | "3 ways to double your conversion rate" | Educational content |
| Curiosity Gap | "The pricing mistake that cost me $50K" | Story-driven emails |
| Direct Benefit | "Your copy report is ready" | Delivery / welcome emails |
| Personalization | "[Name], your trial expires tomorrow" | Urgency / onboarding |
| Question | "Are you making this SEO mistake?" | Problem-awareness |
| How-To | "How to write landing pages that convert at 10%" | Educational content |
| Social Proof | "Why 5,000 marketers switched this month" | Nurture / launch |
| Urgency | "Last chance: 40% off ends at midnight" | Launch / cart abandonment |
| Pattern Interrupt | "I was wrong about email marketing" | Re-engagement |
| Negative | "Stop wasting money on ads that don't work" | Problem-awareness |
Subject Line Rules:
- Keep under 50 characters for mobile optimization (40 is ideal)
- Front-load the most important words
- Use numbers when possible (odd numbers outperform even)
- Avoid spam trigger words: "free," "guarantee," "act now," "limited time" in excess
- Personalize with first name in 20-30% of emails (not every one)
- Test emoji usage: one emoji can increase open rates 2-5%, but overuse decreases them
- Preview text (preheader) is as important as the subject line — always write both
2.4 Send Timing and Cadence
Recommended Cadence by Sequence Type:
| Sequence | Day 1 | Day 2 | Day 3 | Day 4 | Day 5 | Day 6 | Day 7+ |
|---|
| Welcome | Email 1 | Email 2 | — | Email 3 | — | Email 4 | Email 5 (Day 8) |
| Nurture | Email 1 | — | Email 2 | — | — | Email 3 | Every 3-4 days |
| Launch | Announce | — | Teaser | — | Open Cart | Reminder | Close Cart |
| Re-engagement | Email 1 | — | — | — | Email 2 | — | Email 3 (Day 10) |
| Onboarding | Email 1 | Email 2 | — | Email 3 | — | Email 4 | Email 5 (Day 10) |
| Cart Abandon | 1hr | — | 24hr | — | 72hr | — | — |
| Cold Outreach | Email 1 | — | — | Email 2 | — | — | Email 3 (Day 10) |
Best Send Times (general benchmarks):
- B2B: Tuesday-Thursday, 9-11 AM recipient's local time
- B2C: Tuesday-Thursday, 10 AM or 7-9 PM recipient's local time
- E-commerce: Thursday-Sunday for promotional, Tuesday-Wednesday for educational
- Avoid: Monday mornings, Friday afternoons, weekends (except e-commerce)
Phase 3: Sequence Templates
3.1 Welcome Sequence (5-7 Emails)
Email 1 (Immediate): DELIVER + INTRODUCE
Subject: "Your [lead magnet] is ready — plus a quick question"
Body: Deliver the promised resource. Set expectations for future emails.
Ask one engaging question to prompt a reply (boosts deliverability).
CTA: Download/access the lead magnet
Email 2 (Day 1): STORY + VALUE
Subject: "Why I built [product] (the honest version)"
Body: Founder story or origin story. Connect to the reader's problem.
Demonstrate empathy and shared experience.
CTA: Read the full story / reply with your biggest challenge
Email 3 (Day 3): EDUCATE + AUTHORITY
Subject: "[Number] [topic] mistakes that cost you [outcome]"
Body: Educational content that demonstrates expertise.
Solve a real problem without requiring the product.
CTA: Read the full guide / watch the video
Email 4 (Day 5): SOCIAL PROOF + SOFT PITCH
Subject: "How [customer name] achieved [specific result]"
Body: Case study or testimonial. Specific numbers and timeline.
Natural transition to how the product helped.
CTA: See more customer stories / start your trial
Email 5 (Day 7): DIRECT PITCH + OBJECTION HANDLING
Subject: "Is [product] right for you? (honest assessment)"
Body: Direct pitch. Address the top 3 objections.
Include risk reversal (guarantee, trial, refund).
CTA: Start your free trial / book a demo
Email 6 (Day 10, optional): URGENCY + FINAL PUSH
Subject: "Your exclusive offer expires in 48 hours"
Body: Limited-time incentive for welcome subscribers.
Recap the key benefits and social proof.
CTA: Claim your offer before it expires
Email 7 (Day 14, optional): TRANSITION
Subject: "What's next for you and [brand]"
Body: Set expectations for ongoing emails. Segment by asking
what topics they care about most.
CTA: Click to choose your email preferences
3.2 Cold Outreach Sequence (3-5 Emails)
Email 1 (Day 1): RELEVANCE + VALUE
Subject: "[Mutual connection/trigger event] + quick question"
Body: 3-4 sentences max. Lead with research about their company.
Offer specific value (not a generic pitch).
CTA: "Would it make sense to chat for 15 minutes this week?"
Email 2 (Day 4): FOLLOW-UP + SOCIAL PROOF
Subject: "Re: [original subject]"
Body: 2-3 sentences. Reference Email 1. Share a relevant case study
result that matches their situation.
CTA: "I put together a quick breakdown of how this could work for [company]. Want me to send it over?"
Email 3 (Day 8): BREAKUP + VALUE DROP
Subject: "Closing the loop on [topic]"
Body: 2-3 sentences. Acknowledge they're busy. Offer a no-strings
resource (report, benchmark, article). Make it easy to say no.
CTA: "Either way, here's [resource] — thought you'd find it useful."
Email 4 (Day 14, optional): RE-APPROACH
Subject: "[New angle/trigger event]"
Body: New angle based on recent news, job posting, or company change.
Different value proposition from Email 1.
CTA: "Saw [trigger event] — this might be relevant now."
Email 5 (Day 21, optional): FINAL BREAKUP
Subject: "Not the right time?"
Body: 1-2 sentences. Graceful close. Leave the door open.
CTA: "If timing changes, here's my calendar link: [link]"
3.3 Cart Abandonment Sequence (3-4 Emails)
Email 1 (1 hour after abandonment): REMINDER
Subject: "You left something behind"
Body: Show the abandoned product(s) with image. Simple reminder,
no discount yet. Address potential technical issues.
CTA: "Complete your order"
Email 2 (24 hours): OBJECTION HANDLING
Subject: "Still thinking about [product]?"
Body: Address top purchase objections (shipping, returns, quality).
Include a customer review or testimonial.
CTA: "Complete your order — free shipping included"
Email 3 (72 hours): INCENTIVE
Subject: "[Name], here's 10% off your cart"
Body: Time-limited discount. Create urgency with expiration.
Restate the key product benefits.
CTA: "Use code SAVE10 — expires in 24 hours"
Email 4 (7 days, optional): LAST CHANCE
Subject: "Your cart is about to expire"
Body: Final reminder. Cart will be cleared. Last chance for discount.
CTA: "Save your cart before it's gone"
Phase 4: Segmentation and Personalization
4.1 Segmentation Strategies
Recommend segments based on the business type:
| Segment Basis | Examples | How to Use |
|---|
| Behavior | Page visits, clicks, downloads, purchases | Trigger relevant follow-up sequences |
| Engagement | Open rate, click rate, recency | Separate engaged vs dormant subscribers |
| Source | Organic, paid, referral, social | Tailor welcome sequence to acquisition channel |
| Stage | Lead, trial, customer, churned | Different sequences for each lifecycle stage |
| Interest | Topic preferences, content consumed | Personalize content recommendations |
| Value | Purchase amount, plan tier, LTV | Prioritize high-value segments for personal touch |
4.2 A/B Testing Recommendations
For each sequence, suggest tests:
- Subject line variants (test 2 per email)
- Send time variants
- CTA text variants
- Email length (short vs long)
- Plain text vs HTML formatted
- With/without images
- With/without personalization
Testing hierarchy (test in this order for maximum learning):
- Subject lines (biggest impact on open rate)
- CTA and offer (biggest impact on click rate)
- Send timing
- Email length and format
Phase 5: Metrics and Benchmarks
5.1 Industry Benchmarks
Include relevant benchmarks in the output:
| Industry | Avg Open Rate | Avg Click Rate | Avg Conversion Rate |
|---|
| SaaS/Software | 20-25% | 2-3% | 1-2% |
| E-commerce | 15-20% | 2-3% | 0.5-1.5% |
| Agency/Services | 18-22% | 2-4% | 1-3% |
| Education/Courses | 20-28% | 2-5% | 1-3% |
| Health/Fitness | 18-22% | 2-3% | 0.5-1.5% |
| Finance/Fintech | 20-25% | 2-4% | 1-2% |
| Media/Publishing | 20-25% | 3-5% | 0.5-1% |
5.2 Compliance Notes
Include a compliance section in every output:
CAN-SPAM (US):
- Physical mailing address required in every email
- Clear unsubscribe link required (must work within 10 business days)
- "From" name and email must be accurate
- Subject line must not be deceptive
GDPR (EU):
- Requires explicit opt-in consent (no pre-checked boxes)
- Must document consent (when, how, what they agreed to)
- Right to be forgotten — must delete on request
- Data processing agreement needed with ESP
CASL (Canada):
- Express consent required for commercial messages
- Implied consent allowed for existing business relationships (24 months)
- Sender identification required
Note: Always recommend the user verify compliance with their legal counsel.
Output Format: EMAIL-SEQUENCES.md
Write the full output to EMAIL-SEQUENCES.md:
# Email Sequences: [Business/Topic Name]
**Date:** [current date]
**Business Type:** [type]
**Target Audience:** [description]
**Sequences Generated:** [list of sequence types]
---
## Sequence 1: [Sequence Type]
### Overview
- **Goal:** [primary goal]
- **Emails:** [count]
- **Duration:** [total days]
- **Expected Open Rate:** [benchmark]%
- **Expected Click Rate:** [benchmark]%
### Email 1: [Email Name]
**Send:** [timing]
**Subject Line:** [primary subject]
**Subject Line B (A/B test):** [alternative subject]
**Preview Text:** [preheader text]
---
[Full email body copy here — ready to paste into an ESP]
---
**CTA:** [button text]
**CTA Link:** [where it should point]
**Goal:** [what this email should accomplish]
**Segmentation Notes:** [who should receive this]
[Repeat for each email in the sequence]
---
## Segmentation Strategy
[Recommended segments and how to use them]
## A/B Testing Plan
[Prioritized tests to run]
## Metrics to Track
[KPIs with industry benchmarks]
## Compliance Checklist
[CAN-SPAM, GDPR, CASL requirements]
## Implementation Notes
[ESP recommendations, automation setup, tagging strategy]
Terminal Output
Display a condensed summary:
=== EMAIL SEQUENCES GENERATED ===
Business: [name]
Sequences: [list]
Total Emails: [count]
Sequence Overview:
Welcome (7 emails, 14 days) — Build trust and convert
Cart Abandonment (3 emails, 7 days) — Recover lost sales
Key Metrics Targets:
Open Rate: 22-25%
Click Rate: 3-4%
Conversion Rate: 1.5-2%
Full sequences saved to: EMAIL-SEQUENCES.md
Cross-Skill Integration
- If
BRAND-VOICE.md exists, match all email copy to the documented voice
- If
FUNNEL-ANALYSIS.md exists, align email sequences to funnel stages
- If
COPY-SUGGESTIONS.md exists, reuse value propositions and CTA language
- If
MARKETING-AUDIT.md exists, reference conversion and content scores
- Suggest follow-up:
/market copy for website copy, /market funnel for conversion path analysis
