email-retention-sequences

name	email-retention-sequences
description	Generate retention/nurture email sequences (5-7 emails) to reduce churn, reinforce purchase decisions, and increase customer lifetime value using RMBC principles.
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: ${_ACTIVE_PRODUCT:-none}"
if [ -n "$_WORKSPACE" ] && [ -d "$_WORKSPACE" ]; then
  _R_DONE=$([ -f "$_WORKSPACE/research.md" ] && echo "yes" || echo "no")
  _M_DONE=$([ -f "$_WORKSPACE/mechanism.md" ] && echo "yes" || echo "no")
  _B_DONE=$([ -f "$_WORKSPACE/brief.md" ] && echo "yes" || echo "no")
  echo "PHASES: R=$_R_DONE M=$_M_DONE B=$_B_DONE"
fi
_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-retention-sequences" --product "${_ACTIVE_PRODUCT:-none}" --tier 4 2>/dev/null &
_SESSION_COUNT=$(ls /tmp/rmbc-session-* 2>/dev/null | wc -l | tr -d ' '); touch "/tmp/rmbc-session-$$"
echo "SESSIONS: $_SESSION_COUNT"

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:
  1. "Sure, open it"
  2. "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:
  1. "Sure, happy to help" — keep analytics on and mark as prompted
  2. "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-retention-sequences

Purpose

Generate a retention email sequence (5-7 emails) for existing customers that reduces churn and increases lifetime value. Unlike upsell sequences, retention emails are NOT about selling the next thing — they're about making the current purchase successful. The sequence reinforces the buying decision, delivers usage value, builds relationship, surfaces wins, and prevents cancellation before it starts. RMBC principles apply differently here: Research drives personalization, Mechanism explains how to get results, Brief structures the nurture arc, Copy executes with warmth over urgency.

Inputs

Input	Required	Description
product_name	Yes	The product the customer owns — name and core promise
target_audience	Yes	Who the customer is — demographics, goals, experience level
key_benefits	Yes	Top 3-5 benefits the product delivers when used correctly
subscription_model	Yes	One of: one-time (prevent refunds, encourage repeat purchase) or subscription (prevent cancellation)
sequence_length	No	Number of emails: 5, 6, or 7 (default: 7)
churn_triggers	No	Known reasons customers leave — objections, confusion points, competitor pull
send_timing	No	Days between emails (default: Day 1, 3, 7, 14, 21, 30, 45)

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/resources/rmbc-methodology.md to load RMBC framework definitions. Retention sequences invert the typical RMBC sales arc — instead of moving toward a purchase, they reinforce an existing one. Mechanism explains HOW to get results, not WHY to buy.

Step 2 — Map the Retention Arc

Email	Role	Emotional Need	Focus
1 — Welcome/Onboard	Set expectations, quick win	Excited but unsure	Show them step 1 — reduce overwhelm
2 — Quick Win	Deliver the fastest visible result	Needs early proof it works	One specific action → one specific result
3 — Deeper Value	Teach an advanced use case or hidden feature	Curious, engaged	Mechanism: HOW the product works behind the scenes
4 — Social Proof	Show other customers' wins	Needs validation	Stories of people like them succeeding
5 — Objection Preempt	Address the #1 reason people quit	Doubt creeping in	Name the objection, resolve it directly
6 — Milestone Check	Celebrate progress, survey for feedback	Wants acknowledgment	"You've been with us X days — here's what you've achieved"
7 — Renewal/Advocacy	Reinforce commitment, invite community or referral	Loyal, ready to advocate	Subscription: renewal framing. One-time: referral or repeat

For 5-email sequences: combine 2+3 and 5+6. For 6-email sequences: combine 5+6.

Step 3 — Adapt for Subscription vs One-Time

Subscription model adjustments:

• Email 5 must address cancellation directly: "Thinking about canceling? Here's what you'd lose"
• Email 7 frames renewal: "Your next billing cycle starts [date] — here's what's coming"
• Urgency = loss aversion (what they lose), not scarcity

One-time model adjustments:

• Email 5 addresses buyer's remorse: "Was this the right choice? Let's look at the evidence"
• Email 7 frames repeat purchase or referral: "Know someone who needs this?"
• Urgency = results timeline (they need to USE the product to get value)

Step 4 — Write Each Email

For each email, produce:

• Subject line (under 50 characters, warm tone — not salesy)
• Preview text (40-90 characters)
• Body copy following the email's role from the arc
• CTA — always a value action (use the product, read a guide, reply with feedback), never a purchase CTA until email 7

Rules:

• Tone: helpful, warm, peer-to-peer. Not salesy. These people already bought.
• Short paragraphs: 1-3 sentences. Retention emails compete with inbox fatigue.
• Every email must give them a reason to USE the product — not just read the email.
• Personalization cues: reference their purchase, their timeline, their likely stage.

Step 5 — Validate Anti-Churn Coverage

Check that the sequence addresses:

1. Early overwhelm (emails 1-2)
2. "Is this working?" doubt (emails 3-4)
3. Active cancellation consideration (email 5)
4. Relationship deepening (emails 6-7)

If any stage is missing, revise.

Output Format

## Retention Sequence: [Product Name]

**Model:** [one-time | subscription]
**Sequence Length:** [5-7] emails
**Send Schedule:** [Day 1, 3, 7, ...]
**Audience:** [target audience summary]

---

### Email 1: [Role Label] — Day [X]

**Subject:** [subject line]
**Preview:** [preview text]

[Full email body]

[Value CTA — action to take with the product]

---

### Email 2: [Role Label] — Day [X]

[...continue for each email...]

---

## Retention Strategy Notes

- **Churn window:** Highest risk at Day [X] — Email [Y] addresses this
- **Key objection handled:** Email [5] — [the specific objection]
- **Subscription/one-time adaptation:** [how email 7 differs by model]
- **Success metric:** [what to measure — open rate, product usage, reply rate, churn rate]

Quality Criteria

• No selling in emails 1-6 — pure value delivery and relationship building

• Every email must include a specific action the customer can take with the product

• Subject lines must feel personal and warm — not promotional

• Email 5 must name the actual objection/cancellation reason — not a vague "still happy?"

• Social proof in email 4 must feature customers similar to the target audience

• Sequence must adapt clearly between subscription and one-time models

• Tone must be peer-to-peer throughout — never "Dear Valued Customer"

• 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 /upsell-sequence-writer AFTER retention sequence (ascend only after value is delivered)
• Run /email-promo for promotional emails to retained customers
• Run /mechanism-ideation to explain how the product works (feeds email 3)
• 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:

• /upsell-sequence-writer — ascend after retention
• /email-promo — promote to retained customers
• /welcome-sequence — build onboarding flow
• /rmbc-copy-audit — score sequence 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.

Completion Protocol

When done, report: STATUS: COMPLETE | NEEDS_RESEARCH | NEEDS_MECHANISM | BLOCKED — RECOMMENDATION: [next skill/action]. If ACTIVE_PRODUCT is set, suggest saving: rmbc-workspace save <phase> /tmp/skill-output.md

Prerequisite Detection

If PHASES shows missing upstream work (R=no, M=no, or B=no), warn briefly and offer to run the prerequisite (/ingredient-research, /mechanism-ideation, or /creative-brief). Present "[Run prerequisite] [Skip — generate anyway]" via AskUserQuestion. Never block.

Eureka Logging

If you discover a result contradicting conventional DR copywriting wisdom, log it:

"$_RMBC_ROOT/bin/rmbc-analytics" eureka log '{"skill":"email-retention-sequences","product":"PRODUCT","insight":"DESCRIPTION","conventional":"WHAT_WAS_EXPECTED","evidence":"WHAT_WAS_OBSERVED"}'

Only log genuine surprises — not every result.

Sequence Coherence Check

Before delivering, verify:

• Tone consistency across all emails (no jarring shifts)
• Escalation arc (urgency/value builds across sequence)
• CTA progression (soft → medium → hard across emails)
• No repeated hooks/angles between emails
• Each email can stand alone (reader may skip earlier ones)

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.