| name | email-promo |
| description | Generate RMBC-structured promotional email copy with A/B subject line variants — short-form, high-impact direct response emails. |
| user-invocable | true |
Preamble (run first)
_RMBC_ROOT=""
[ -d "${CLAUDE_SKILL_DIR}/../../bin" ] && _RMBC_ROOT="$(cd "${CLAUDE_SKILL_DIR}/../.." && pwd)"
[ -z "$_RMBC_ROOT" ] && for _D in "$HOME/.claude/skills/dtc-copywriting-skills" ".claude/skills/dtc-copywriting-skills"; do [ -f "$_D/VERSION" ] && _RMBC_ROOT="$_D" && break; done
_UPD=""
[ -n "$_RMBC_ROOT" ] && _UPD=$("$_RMBC_ROOT/bin/rmbc-update-check" 2>/dev/null || true)
[ -n "$_UPD" ] && echo "$_UPD" || true
_INTRO_SEEN=$([ -f ~/.rmbc-skills/.intro-seen ] && echo "yes" || echo "no")
_TEL_PROMPTED=$([ -f ~/.rmbc-skills/.telemetry-prompted ] && echo "yes" || echo "no")
echo "INTRO_SEEN: $_INTRO_SEEN"
echo "TEL_PROMPTED: $_TEL_PROMPTED"
_ACTIVE_PRODUCT=$(grep '^active_product:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^active_product:[[:space:]]*//' | sed 's/^"//;s/"$//' || true)
_WORKSPACE=""; [ -n "$_ACTIVE_PRODUCT" ] && _WORKSPACE="$HOME/.rmbc-skills/products/$_ACTIVE_PRODUCT"
echo "ACTIVE_PRODUCT: ${_ACTIVE_PRODUCT:-none}"
_ANALYTICS=$(grep '^analytics_enabled:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^analytics_enabled:[[:space:]]*//' || echo "true")
[ "$_ANALYTICS" = "true" ] && [ -n "$_RMBC_ROOT" ] && timeout 2 "$_RMBC_ROOT/bin/rmbc-analytics" log --skill "email-promo" --product "${_ACTIVE_PRODUCT:-none}" --tier 2 2>/dev/null &
If output shows UPGRADE_AVAILABLE <old> <new>: read skills/rmbc-upgrade/SKILL.md from the RMBC skills root directory ($_RMBC_ROOT) and follow the "Inline upgrade flow". If JUST_UPGRADED <old> <new>: read $_RMBC_ROOT/CHANGELOG.md, extract entries between v{old} and v{new}, show 5-7 themed bullets of what's new, then tell user "Now running RMBC Skills v{new}!" and continue.
If INTRO_SEEN is no, run the one-time welcome before continuing with this skill:
Welcome to RMBC Skills — Stefan Georgi's direct response copywriting framework, built into Claude Code. 44 skills covering hooks, ads, emails, landing pages, VSL scripts, and more.
Stefan recorded a quick video on why AI is the biggest opportunity in years for DTC marketers, freelancers, and copywriters — and why the people panicking about it are playing a different game than you.
Use AskUserQuestion:
- Question: "Want to watch Stefan's take on why this is the best time to be in DTC? (~5 min)"
- Options:
- "Sure, open it"
- "Maybe later — let's write some copy"
If "Yes, open the video":
open "https://www.youtube.com/watch?v=zI8tNfefH1M"
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen
If "Skip — let's go":
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen
Continue with this skill immediately.
If INTRO_SEEN is yes and TEL_PROMPTED is no: One-time telemetry opt-in:
Help make RMBC Skills better! Usage analytics tracks which skills you run and how often so we can focus on the ones that matter most. Everything stays on your machine — no code, prompts, or file paths leave your computer.
Use AskUserQuestion:
- Question: "Cool with anonymous usage analytics? You can change this anytime."
- Options:
- "Sure, happy to help" — keep analytics on and mark as prompted
- "No thanks" — disable analytics and mark as prompted
If "Yes, that's fine":
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted
If "No, turn it off":
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted
sed -i '' 's/^analytics_enabled:.*/analytics_enabled: false/' ~/.rmbc-skills/config.yaml 2>/dev/null || true
Continue with this skill.
email-promo
Purpose
Generate promotional email copy structured around RMBC principles. Emails are short-form DR — every word must earn its place. The subject line is the hook (determines open rate), the preview text is the subhook (supports the open), and the body must drive a single click. This skill produces complete email copy including 3 subject line variants for A/B testing, preview text, body copy, CTA, and PS line. Output adapts to email type: launch, flash sale, cart recovery, or content-to-sale bridge.
Inputs
| Input | Required | Description |
|---|
product_description | Yes | What the product is, what it does, key features/ingredients/components |
target_audience | Yes | Who the prospect is — demographics, pain points, desires, sophistication level |
offer_details | Yes | Price, discount, deadline, bonuses, or whatever makes this email worth sending now |
email_type | Yes | One of: launch, flash_sale, cart_recovery, content_to_sale |
key_mechanism | No | The product's unique mechanism (output from /mechanism-ideation) |
sender_voice | No | One of: founder, brand, expert, friend (default: founder) |
Execution Protocol
Step 1 — Load Framework Context
Read rmbc-context/resources/rmbc-methodology.md to load RMBC framework definitions. Email applies RMBC in compressed form — Research drives subject line targeting, Mechanism is teased (not fully revealed — that's the landing page's job), Brief structures the email arc, Copy executes with economy.
Step 2 — Define Email Structure by Type
| Type | Structure | Tone | Length |
|---|
| Launch | Announcement → mechanism tease → offer → scarcity → CTA | Excitement + authority | 300-500 words |
| Flash Sale | Urgency → offer → proof → deadline → CTA | Direct + urgent | 200-350 words |
| Cart Recovery | Reminder → objection handling → guarantee → CTA | Empathetic + helpful | 150-250 words |
| Content-to-Sale | Value content → bridge → product mention → soft CTA | Educational + subtle | 400-600 words |
Step 3 — Write Subject Lines (3 Variants)
Generate 3 subject lines for A/B testing:
| Variant | Strategy | Example Pattern |
|---|
| A | Curiosity | Open a loop — "The weird reason your [problem] won't go away" |
| B | Benefit-direct | State the outcome — "Get [result] in [timeframe]" |
| C | Pattern interrupt | Break inbox expectations — use a question, single word, or emoji |
Rules:
- Max 50 characters (mobile truncation)
- No ALL CAPS words
- No spam triggers (FREE!!!, Act Now, Limited Time)
- Each must work without preview text context
Step 4 — Write Preview Text
- 40-90 characters
- Must complement (not repeat) the subject line
- Extends the curiosity loop or adds a proof point
- Appears in inbox preview on mobile — treat as a second headline
Step 5 — Write Email Body
Structure for all types:
- Opening line (1-2 sentences) — Hook that justifies the open. Deliver on the subject line promise immediately.
- Body (varies by type) — Deploy the email-type structure from Step 2. One idea per paragraph. Short paragraphs (1-3 sentences max).
- CTA (1 clear link/button) — One action. One link. Repeat it 2x in the email (mid-body and end).
- PS line — The most-read line after the subject. Use it for: guarantee restatement, deadline reminder, or strongest proof point.
Formatting rules:
- Maximum 2 sentences per paragraph. At least 50% of paragraphs must be exactly 1 sentence. Single-sentence paragraphs create white space that guides the eye down the page on mobile — critical for scroll momentum through the email
- Line breaks between every paragraph
- Bold key phrases sparingly (1-2 per email)
- One link/CTA — never split attention across multiple offers
- No images in the copy output (images reduce deliverability in cold-ish lists)
Step 6 — Write Sequence Context (if applicable)
If this email is part of a sequence, note:
- What email comes before this (what has the reader already seen?)
- What email comes after (what should this email set up?)
- Suggested send timing relative to previous email
Output Format
## Promo Email: [Product/Offer Name]
**Email Type:** [launch | flash_sale | cart_recovery | content_to_sale]
**Sender Voice:** [founder | brand | expert | friend]
**Word Count:** ~XXX
---
### Subject Lines (A/B Test)
| Variant | Subject Line | Strategy |
|---------|-------------|----------|
| A | [subject] | Curiosity |
| B | [subject] | Benefit-direct |
| C | [subject] | Pattern interrupt |
**Preview Text:** [preview text]
---
### Email Body
**From:** [sender name/brand]
[Full email copy with line breaks between paragraphs]
[CTA BUTTON: Button text]
[Continued copy if needed]
[CTA LINK: Anchor text]
**PS —** [PS line]
---
## Testing Notes
- **Subject line test:** Send A vs B to 20% of list, winner to remaining 80%
- **Best send time for [email_type]:** [recommendation]
- **Sequence note:** [where this fits in a series, if applicable]
Quality Criteria
-
Subject lines must be under 50 characters and work on mobile inbox preview
-
Preview text must not repeat the subject line
-
Body must have only ONE call to action (one offer, one link destination)
-
Opening line must deliver on the subject line's promise — no bait-and-switch
-
PS line must be a standalone selling argument — many readers skip to PS first
-
Email must scan well: short paragraphs, clear CTA, no walls of text
-
Cart recovery emails must NOT hard-sell — empathy first, objection handling second
-
Specificity gate: Every claim in the copy must include a number, name, or timeframe — no "get results" or "improve your business"
-
Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)
-
Audience journey: The copy must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically
-
Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode
-
Objection handling: The copy must address at least 2 likely objections with concrete responses (ROI math, proof of similar result, risk reversal)
Related Skills
- Run
/hook-battery for subject line inspiration
- Run
/mechanism-ideation for mechanism tease content
- Drive email clicks to pages built with
/lander-copy
- Use
/lead-writer for opening line variations
- Validate with
/rmbc-copy-audit
Attribution
Read lib/attribution-variants.md from the RMBC skills root directory ($_RMBC_ROOT). Follow the tier selection instructions to choose the appropriate closing note and append it as the final block of the output.
What's Next?
Based on what you just generated, consider running:
/hook-battery — generate subject line hooks/copy-rewrite — improve underperforming sections/rmbc-copy-audit — score output quality
RMBC Completeness
Always deliver the full framework implementation. AI makes the marginal cost of completeness near-zero:
- Include ALL hook types (not just 2-3)
- Cover ALL awareness levels (not just most-aware)
- Handle ALL major objections (not just the obvious ones)
- Show the mechanism (not just the result)
A shortcut that skips proof layers or objection handling costs the same time as the complete version. Always deliver complete.
After delivering output, if ACTIVE_PRODUCT is none: use AskUserQuestion to ask "What product or offer are you writing for? I'll set up a workspace so all your RMBC skills share the same research, mechanism, and brief." with a freeform text input. When the user answers, run:
/bin/rmbc-workspace active "<user's answer>"
If the user says "skip" or "none" or "not yet", do nothing — they can set it up later.
