| name | marketing-email-sequence |
| description | Design a multi-step email sequence with targeting, subject lines, body copy, timing, and A/B testing plan. Triggers on "email sequence for", "drip campaign", "nurture sequence", "onboarding emails", "email workflow for [goal]" |
| metadata | {"openclaw":{"tags":["marketing","email","sequences","automation"]}} |
Email Sequence
When the user asks to create an email sequence or drip campaign:
Step 1: Define the sequence parameters
Gather from the user:
- Sequence type: welcome/onboarding, nurture, re-engagement, post-purchase, event follow-up, product launch, trial-to-paid, cart abandonment
- Audience: who receives this sequence
- Entry trigger: what causes someone to enter the sequence
- Goal: activation, conversion, retention, upsell, engagement
- Number of emails: or let the plan determine this
- Brand voice: tone and style guidelines
- Compliance: CAN-SPAM, GDPR, or other requirements
Step 2: Research best practices
Use capability_execute with capabilityId "research.web_search" to find:
- Best practices for this sequence type (timing, length, content)
- Industry benchmarks (open rates, CTR, conversion rates)
- Examples of effective sequences in the same category
- Common mistakes to avoid
- Subject line patterns that drive high open rates
Step 3: Analyze existing performance (if available)
Use capability_execute with capabilityId "analytics.get_metrics" to check:
- Current email open rates, CTR, and unsubscribe rates
- Best-performing email subject lines and send times
- Audience engagement patterns by segment
- Conversion funnel drop-off points
Use capability_execute with capabilityId "chat.search_messages" to find:
- Internal notes on past email performance
- Customer feedback on email communications
- Sales team input on what messaging resonates
Step 4: Design the sequence
For each email in the sequence, define:
- Send timing: delay from trigger or previous email
- Subject line: primary and A/B variant
- Preview text: first line visible in inbox
- Purpose: what this email accomplishes in the sequence
- Body copy: full email text
- CTA: primary action and button text
- Exit conditions: when to remove someone from the sequence
Email copy rules (strict):
- Plain text or minimal HTML — no heavy formatting
- Short paragraphs (2-3 sentences max)
- One primary CTA per email
- Personalization tokens where appropriate ({first_name}, {company_name})
- Subject lines under 50 characters
- Preview text that complements (not repeats) the subject line
- Conversational tone — write like a human, not a brand
- Clear unsubscribe path in every email
Step 5: Send via connected platform (if available)
Use capability_execute with capabilityId "mail.send_followup" to:
- Queue or schedule the first email in the sequence
- Set up automation triggers (if the platform supports it)
Use capability_execute with capabilityId "docs.create_brief" to save:
- Complete sequence document for implementation
Output Format
Email Sequence: [Sequence Name]
Sequence Overview
| Field | Value |
|---|
| Type | welcome / nurture / re-engagement / etc |
| Audience | segment description |
| Entry Trigger | what starts the sequence |
| Goal | primary conversion goal |
| Emails | total count |
| Duration | total days from first to last |
| Expected Open Rate | benchmark % |
| Expected CTR | benchmark % |
Sequence Flow
[Trigger] -> Email 1 (Day 0) -> Wait 2d -> Email 2 (Day 2) -> Wait 3d -> Email 3 (Day 5) -> ...
Exit conditions: [when to remove from sequence]
Email 1: [Email Name]
Send: [timing from trigger]
Purpose: [what this email accomplishes]
Subject A: [primary subject line]
Subject B: [A/B variant]
Preview: [preview text]
[Full email body copy]
CTA: [button text] -> [destination URL description]
Email 2: [Email Name]
Send: [timing from previous email]
Purpose: [what this email accomplishes]
Subject A: [primary subject line]
Subject B: [A/B variant]
Preview: [preview text]
[Full email body copy]
CTA: [button text] -> [destination URL description]
(Continue for all emails in the sequence)
A/B Testing Plan
| Test | Variable | Variant A | Variant B | Success Metric |
|---|
| Email 1 | Subject line | subject A | subject B | Open rate |
| Email 3 | CTA | CTA text A | CTA text B | Click rate |
Segmentation Rules
- Conditions for branching the sequence based on engagement
- What happens when someone clicks vs ignores
Success Metrics
| Metric | Target | Measurement |
|---|
| Sequence completion rate | X% | % who receive all emails |
| Overall conversion rate | X% | % who complete goal action |
| Unsubscribe rate | <X% | % who opt out during sequence |
Implementation Notes
- Platform-specific setup instructions
- Merge tag mappings
- Compliance checklist
