reengagement-sequence

name	reengagement-sequence
description	Generate a 3-5 email reengagement sequence for inactive subscribers — from "we miss you" through exclusive offer to sunset warning 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 "reengagement-sequence" --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.

reengagement-sequence

Purpose

Generate a reengagement email sequence (3-5 emails) that reactivates inactive subscribers or cleanly removes them from the list. Inactive subscribers hurt deliverability, inflate costs, and drag down open rates — but many are recoverable with the right approach. This sequence gives them compelling reasons to re-engage, escalates with an exclusive offer, and ends with a clear sunset warning that either wakes them up or lets you remove them cleanly. RMBC applies as re-persuasion architecture: Research identifies why they disengaged, Mechanism reminds them what makes you different, Brief structures the win-back arc, Copy executes with honesty and value.

Inputs

Input	Required	Description
brand_name	Yes	Brand or sender name they originally subscribed to
target_audience	Yes	Who the subscriber was — demographics, original interest, likely pain points
key_value_prop	Yes	The core reason they subscribed — what value they were expecting
win_back_offer	Yes	Exclusive offer for re-engagement — discount, free resource, or special access
sequence_length	No	Number of emails: 3, 4, or 5 (default: 4)
inactivity_threshold	No	How long they've been inactive — used for copy calibration (default: 90 days)

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/resources/rmbc-methodology.md to load RMBC framework definitions. Reengagement sequences re-deploy RMBC against a cooled audience — these subscribers once found you valuable enough to opt in. The job is reminding them why, delivering fresh value, and forcing a decision: re-engage or unsubscribe.

Step 2 — Map the Reengagement Arc

Email	Role	Emotional Lever	Approach
1 — "We Miss You"	Acknowledge absence, re-introduce value	Nostalgia + curiosity	Warm, personal, non-pushy. Remind them why they subscribed. Show what they've missed.
2 — Value Reminder	Deliver a high-value piece of content	Proof you're still worth their attention	Best recent content, tip, or insight — demonstrate value immediately
3 — Exclusive Offer	Present the win-back incentive	Feeling special, exclusive access	Offer available only to returning subscribers — make them feel valued, not desperate
4 — "Last Chance"	Final nudge with clear consequences	Loss aversion + clarity	"We don't want to see you go, but we only want to email people who want to hear from us"
5 — Sunset Warning	Administrative: unsubscribe notice	Clean break	"We're removing you from our list in 48 hours unless you click below to stay"

For 3-email sequences: combine 1+2 (miss you + value), keep 3 (offer), combine 4+5 (last chance + sunset). For 4-email sequences: combine 4+5 into one final email.

Step 2b — Apply Three-Part Reorder Framework

Layer this emotional arc across the sequence regardless of length:

Phase	Email(s)	Core Message
Progress	1	"You were making progress" — acknowledge what the reader achieved while using the product
Momentum	2-3	"You'll make even more if you continue" — paint the acceleration and compounding benefit
Backtrack	3-4	"If you stop now, you'll backtrack" — regression warning with mechanism explanation of WHY results reverse

Every email must map to one of these three phases, escalating from acknowledgment to aspiration to consequence.

Step 3 — Diagnose Disengagement Reasons

Before writing, identify likely reasons for inactivity:

Reason	Signal	Sequence Adjustment
Inbox overwhelm	High volume sender	Lead with "we've improved" — less frequent, more valuable
Content mismatch	Subscribed for X, got Y	Re-qualify: "What are you most interested in?"
Got what they needed	Lead magnet download, no further need	Show new value they haven't seen
Forgot who you are	Long gap between emails	Reintroduce the brand — "Quick reminder: I'm [name] and I..."
Switched to competitor	Market shift	Differentiate — deploy mechanism to show what's unique

Email 1 should address the most likely disengagement reason for this audience.

Step 3b — Calibrate Product-State Awareness

Assess where the lapsed buyer is and adjust mechanism reinforcement density:

Time Lapsed	Product-State	Copy Calibration
30-60 days	Fading recall	Light mechanism reminder — they still remember the basics
60-120 days	Disconnected	Full re-education — explain HOW the product works as if new
120+ days	Reset to zero	Near-cold prospect — re-establish the problem before the solution

Step 4 — Write Each Email

For each email, produce:

• Subject line (under 50 characters, designed to break through inbox blindness)
• Preview text (40-90 characters, complements subject)
• Body copy following the email's role from the arc
• CTA appropriate to the email's purpose

Rules:

• Email 1: Personal, warm, curious. No selling. Ask a question or invite a reply.
• Email 2: Pure value delivery — best content, not a pitch. Prove you're still worth reading.
• Email 3: Present the exclusive offer clearly — limited to returning subscribers only.
• Email 4-5: Honest, direct, no guilt trips. "We respect your inbox" framing.
• Subject lines must break through inbox blindness — these people have been ignoring you.
• Use their name/personalization tokens aggressively — trigger recognition.
• Short emails: inactive subscribers have even less patience than active ones.

Additional rules (RMBC 2):

• Email 1 MUST open with the "noticing something?" pattern: lead with a question about the reader's current state ("Feeling more tired lately?", "Notice your skin looking dull again?") connecting dissatisfaction to product absence WITHOUT naming the product in the first paragraph.
• CTA buttons must be progress-framed: "Get back on track", "Resume your progress", "Don't lose what you built" — never generic "Buy now" or "Shop again".
• Every email must include at least one mechanism reinforcement at the depth calibrated in Step 3b.

Step 5 — Validate Reengagement Coverage

Check that the sequence addresses:

1. Re-introduction (email 1 — they remember who you are and why they subscribed)
2. Value demonstration (email 2 — proof you're still worth their time)
3. Incentive to act (email 3 — exclusive offer creates urgency)
4. Clean resolution (email 4-5 — clear choice: stay or go)

If any stage is missing, revise.

Output Format

## Reengagement Sequence: [Brand Name]

**Sequence Length:** [3-5] emails
**Send Schedule:** Day 1, 3, 5, 7, 10
**Audience:** [target audience — inactive segment]
**Inactivity Threshold:** [90 days | 120 days | etc.]
**Win-Back Offer:** [summary of exclusive offer]

---

### Email 1: "We Miss You" — Day 1

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

[Full email body]

[CTA — reply, click to re-engage, or preference center]

---

### Email 2: [Role Label] — Day [X]

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

---

## Reengagement Strategy Notes

- **Likely disengagement reason:** [identified reason and how email 1 addresses it]
- **Win-back offer placement:** Email [3] — exclusive to returning subscribers
- **Sunset deadline:** Email [4/5] — [48-72 hour] window to act
- **List hygiene:** Non-openers after full sequence → suppress or unsubscribe
- **Success metrics:** [reactivation rate, open rate recovery, list size reduction, deliverability improvement]
- **Re-engaged subscribers:** Move to [welcome-back flow or main broadcast list]

Quality Criteria

• "We miss you" email must feel personal, not automated — use specific references to their original interest

• Value email must deliver genuinely useful content — not a dressed-up pitch

• Exclusive offer must feel exclusive — not the same discount everyone gets

• Sunset warning must be clear and honest — state exactly what will happen and when

• No guilt-tripping or desperation language — respect their right to leave

• Subject lines must break through inbox blindness — these subscribers have been ignoring you

• Sequence must lead to a clean binary outcome: re-engaged or removed

• Non-responders after the full sequence must be suppressed — never keep emailing inactive subscribers

• 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)

• "Noticing something?" opening: Email 1 must open by describing the reader's current dissatisfaction — not by naming the product. First paragraph connects felt experience to product absence.

• Three-part reorder arc: Sequence must follow progress-momentum-backtrack framework, escalating from acknowledgment to aspiration to consequence.

• Progress-framed CTAs: All CTA buttons use progress language ("Get back on track", "Resume your progress") — never generic reorder language.

• Mechanism reinforcement: Every email includes at least one HOW-it-works explanation, calibrated to lapsed buyer's product-state awareness.

Related Skills

• Run /welcome-sequence for re-engaged subscribers returning to active status
• Run /broadcast-email for ongoing engagement after reactivation
• Run /hook-battery for subject lines that break through inbox blindness
• Run /email-promo for promotional offers to the reactivated segment
• 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:

• /email-promo — offer for re-engaged subscribers
• /hook-battery — generate re-engagement hooks
• /welcome-sequence — restart if fully lapsed
• /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":"reengagement-sequence","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.