Design and write complete email automation sequences for SaaS and B2B products. Covers welcome/onboarding, lead nurture, re-engagement, post-purchase, trial expiration, and sales sequences. Outputs ready-to-send drafts with subject lines, preview text, full body copy, CTAs, timing, and segmentation logic. Use when building drip campaigns, improving trial-to-paid conversion, or designing lifecycle email programs.
Design and write complete email automation sequences for SaaS and B2B products. Covers welcome/onboarding, lead nurture, re-engagement, post-purchase, trial expiration, and sales sequences. Outputs ready-to-send drafts with subject lines, preview text, full body copy, CTAs, timing, and segmentation logic. Use when building drip campaigns, improving trial-to-paid conversion, or designing lifecycle email programs.
Email Sequence Design creates complete, ready-to-implement email automation flows. Every output includes subject lines, preview text, full body copy, CTAs, send timing, and exit conditions. The goal is sequences that nurture relationships and drive specific conversion actions -- not just "stay top of mind" email noise.
This skill writes the sequences. For email HTML templates and rendering infrastructure, use email-template-builder. For tracking email performance, use analytics-tracking.
Sequence Types
Type
Trigger
Goal
Typical Length
Welcome/Onboarding
New signup
Activate user, show core value
5-7 emails over 14 days
Trial Expiration
Trial nearing end
Convert to paid
4-5 emails over 7 days
Lead Nurture
Content download, webinar
Qualify and convert
6-8 emails over 30 days
Re-engagement
Inactive 30+ days
Bring back or clean list
3-4 emails over 14 days
Post-Purchase
Subscription start
Reduce churn, expand
4-6 emails over 30 days
Event-Based
Specific user action
Drive next action
2-3 emails over 7 days
Sales (Warm)
MQL or PQL signal
Book meeting or start trial
4-5 emails over 14 days
Design Process
Step 1: Define Sequence Architecture
Before writing any email, define the architecture:
Sequence Name: [Name]
Trigger: [What starts the sequence]
Primary Goal: [Single conversion action]
Secondary Goals: [Relationship building, data collection]
Length: [Number of emails]
Duration: [Total time span]
Exit Conditions: [When they leave the sequence]
Suppression: [Other sequences to suppress while active]
Step 2: Map the Emotional Journey
Each email serves a purpose in a progression:
Email
Emotional State
Purpose
Key Message
1
Curious, uncertain
Welcome, set expectations
"Here's what to expect"
2
Exploring, evaluating
Demonstrate core value
"Here's the one thing to try first"
3
Engaged or dropping off
Social proof
"Here's how others succeeded"
4
Considering commitment
Remove objections
"Common concerns addressed"
5
Ready to decide
Create urgency
"Your trial ends in X days"
Step 3: Write Each Email
For every email in the sequence, deliver:
Email [#]: [Name/Purpose]
Send: [Timing from trigger or previous email]
Segment: [Conditions -- who receives this variant]
Subject: [Subject line - under 50 characters]
Preview: [Preview text - 80-120 characters, complements subject]
Body:
[Complete copy -- not an outline, not bullets, the actual words]
CTA: [Button text] → [Destination URL]
P.S.: [Optional -- works for urgency or human touch]
Step 4: Define Branching Logic
Not everyone follows the same path. Define branches:
After Email 2:
IF user activated core feature → Skip to Email 4 (post-activation)
IF user has not logged in → Send Email 2B (re-engagement variant)
IF user unsubscribed → Exit sequence
After Email 4:
IF user converted → Exit sequence, enter post-purchase sequence
IF user visited pricing 2+ times → Send Email 4B (pricing objection handler)
ELSE → Continue to Email 5
