| name | 07-email-marketing-strategy |
| description | Generates a complete standalone email marketing strategy — covering list building, segmentation, welcome sequences, newsletter planning, promotional emails, reactivation, KPIs, and subject line formulas. Invoke when a client has or wants an email list and needs a structured email programme, or when 06-digital-marketing-strategy has been commissioned and requires the email sub-strategy to be built out in full. |
Email Marketing Strategy Generator
Produce a complete email marketing strategy document. This is the authoritative email deliverable in the suite. Every section must be populated with client-specific content and guidance a non-specialist could follow. Apply British English throughout. Default to Uganda/East Africa context unless the client specifies otherwise.
Assume Mailchimp or Brevo as the email platform. Note differences between the two where relevant. Brevo (formerly Sendinblue) is often more cost-effective for EA clients due to send-volume pricing; Mailchimp is more widely known and has stronger third-party integrations.
Use when
- Generates a complete standalone email marketing strategy — covering list building, segmentation, welcome sequences, newsletter planning, promotional emails, reactivation, KPIs, and subject line formulas. Invoke when a client has or wants an email list and needs a structured email programme, or when 06-digital-marketing-strategy has been commissioned and requires the email sub-strategy to be built out in full.
- Use this skill when it is the closest match to the requested deliverable or workflow.
Do not use when
- Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
- Do not use it when another skill in this repository is clearly more specific to the requested deliverable.
Workflow
- Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
- Follow the section order and decision rules in this
SKILL.md; do not skip mandatory steps or required fields.
- Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.
Anti-Patterns
- Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
- Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
- Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.
Outputs
- A structured onboarding, strategy, or planning document in markdown, ready to hand off to the next skill in the workflow.
References
- Use the inline instructions in this skill now. If a
references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.
- Read
playbook-email-funnel/references/launch-sequence-operations.md when the strategy must support a timed launch, staged nurture path, or exact open/close campaign window.
- Read
premium-social-selling/SKILL.md when the email programme must nurture premium, executive, enterprise, luxury/affluent, or high-ticket prospects. Use it to adjust lead magnets, segmentation, proof, invitation CTAs, VIP treatment, and human follow-up.
Required Input
Ask for all of the following before generating the strategy document:
- Client name — trading name
- Industry and sub-sector — e.g. "retail — skincare", "professional services — accounting"
- Country/city — defaults to Kampala, Uganda if not specified
- Primary product or service — what the client sells or offers
- Current email list size — number of subscribers; state zero or none if starting from scratch
- Email platform used — Mailchimp / Brevo / other; if none, recommend based on list size and budget
- Customer purchase cycle length — how long from first contact to purchase (days / weeks / months); and how frequently customers typically re-purchase
- Primary goal for email — lead nurture / customer retention / promotional sales / all three
- Monthly email marketing budget — platform fees plus any content production costs
Document Structure
Generate all eight sections in order. Use markdown headings. Do not omit any section.
1. List Building Strategy
Define how the client will grow their email list. For each opt-in mechanism, specify the incentive, placement, and expected conversion rate.
Website sign-up form
- Incentive: [match to industry — e.g. "Free guide: 5 skincare mistakes Kampala women make" / "10% discount on your first order" / "Free consultation booking"]
- Placement: homepage above the fold, blog sidebar, and exit-intent pop-up (implement via Mailchimp or Brevo embedded form)
- Expected conversion rate: 1–3% of website visitors for a well-positioned form with a strong incentive
- Platform note: Brevo offers unlimited contacts on the free plan; Mailchimp free plan caps at 500 contacts — factor into recommendation
Social media lead magnet
- Incentive: promote the same lead magnet via a pinned Facebook post, Instagram bio link (use Linktree or direct link), and a Facebook Lead Ad if budget permits
- Placement: Instagram bio link, Facebook pinned post, occasional story CTA
- Expected conversion rate: 2–5% of link clicks for a relevant, clearly communicated offer
- Note: Facebook Lead Ads allow in-app form submission without requiring a website visit — effective for mobile-heavy EA audiences
WhatsApp broadcast opt-in
- Incentive: invite existing WhatsApp contacts to opt into a broadcast list in exchange for exclusive offers or early access to new products/services
- Placement: include opt-in ask in every outbound WhatsApp message footer ("Reply YES to join our VIP broadcast list")
- Expected conversion rate: 15–30% of engaged WhatsApp contacts who see the ask
- Note: WhatsApp broadcasts are a parallel channel — co-ordinate messaging with email to avoid duplication
In-store or event QR code
- Incentive: printed QR code at checkout, reception, or event registration — links to a simple mobile-optimised sign-up form
- Placement: receipt slips, counter cards, event programmes, product packaging inserts
- Expected conversion rate: 5–15% of people who see the code and scan it; higher with a verbal ask from staff
For clients starting from zero: prioritise the website form and WhatsApp opt-in first. Set a Month 1 target of 50–100 subscribers as the initial milestone.
2. List Segmentation
Define four core segments. For each, state the definition, how to identify subscribers in it, and the communication approach.
Segment 1 — Leads (subscribed but not yet purchased)
- Definition: subscribers who have opted in but have not made a purchase or confirmed engagement
- How to identify: in Mailchimp — use a tag or group applied at sign-up; in Brevo — use a list or attribute field
- Communication approach: welcome sequence (see Section 3), then educational and value-driven content. Minimise hard sells. Nurture with proof points and testimonials. Frequency: weekly until purchase, then move to Active Customers segment.
Segment 2 — Active Customers (purchased within the past 90 days)
- Definition: subscribers who have made at least one purchase in the last 90 days
- How to identify: tag or label applied manually or via e-commerce integration at point of purchase
- Communication approach: deepen the relationship. Share usage tips, complementary products, behind-the-scenes content, and referral incentives. Frequency: weekly or fortnightly. Tone: warm and appreciative.
Segment 3 — Lapsed Customers (no purchase in 90+ days)
- Definition: previously active customers who have not purchased or engaged meaningfully in over 90 days
- How to identify: filter by last purchase date; or by email engagement (no opens in 90 days)
- Communication approach: reactivation sequence (see Section 6). After the sequence, move non-responders to a suppression list to protect sender reputation.
Segment 4 — VIPs (top 20% by purchase frequency or value)
- Definition: the client's highest-value customers — frequent buyers or high-spend individuals
- How to identify: manually tag the top 20% by purchase frequency or total spend; review quarterly
- Communication approach: early access, exclusive offers, personal thank-you messages, invitations to provide feedback or feature in testimonials. Frequency: as needed plus standard newsletter. Tone: personally addressed; never generic.
For clients with small lists (under 200 subscribers), simplified segmentation is acceptable: Leads and Customers only. Expand to four segments once the list exceeds 500.
3. Welcome Sequence
Define a 5-email onboarding flow. Every new subscriber enters this sequence automatically. For each email, provide the subject line formula, preview text approach, body structure, and CTA.
Email 1 — Thank You and What to Expect
Send timing: immediately on sign-up
Subject line formula: "Welcome to [Brand Name] — here's what happens next"
Preview text: "Your [incentive] is inside — plus what you can expect from us"
Body structure: (1) Deliver the lead magnet or promised incentive immediately. (2) One short paragraph introducing the brand — warm and human, not corporate. (3) Tell them what kind of emails they will receive and how often. (4) Invite a reply: "Hit reply and tell us one thing you'd like help with."
CTA: Download lead magnet / Visit website
Email 2 — Your Story and Brand Introduction
Send timing: Day 2
Subject line formula: "Why [Founder Name] started [Brand Name] (the honest version)"
Preview text: "It started with a problem we couldn't solve anywhere else"
Body structure: (1) Founder story or brand origin in 100–150 words — personal, specific, honest. (2) Connect the origin to the subscriber's problem. (3) Brief summary of what the brand offers.
CTA: [Most relevant product/service page or about page]
Email 3 — Most Useful Content or Resource
Send timing: Day 4
Subject line formula: "The [number] things every [target customer] should know about [topic]"
Preview text: "We wish someone had told us this sooner"
Body structure: (1) Brief introduction — why this content matters to the subscriber. (2) The resource itself (3–5 tips, a short guide, or a link to the most valuable blog post). (3) One sentence positioning the brand as the expert source for this topic.
CTA: Read the full guide / Watch the video / Book a call
Email 4 — Social Proof and Community
Send timing: Day 7
Subject line formula: "What [customer name or 'our clients'] say about [Brand Name]"
Preview text: "[Specific result or quote snippet]"
Body structure: (1) Share 2–3 testimonials or customer stories. Be specific — include names (with permission) and measurable outcomes. (2) Invite the subscriber to join the brand's community (WhatsApp group, Facebook group, or Instagram follow). (3) Short brand values statement.
CTA: Join the WhatsApp group / Follow on Instagram / Read more reviews
Email 5 — Soft Offer and CTA
Send timing: Day 10
Subject line formula: "A special welcome offer — just for you" or "[First name], this is for you"
Preview text: "We don't do this often — but you've earned it"
Body structure: (1) Acknowledge that the subscriber has been on the list for 10 days. (2) Present a genuine welcome offer: discount, free consultation, bonus, or priority booking. (3) Explain the terms clearly — expiry date, how to redeem. (4) Reassure them this is not a high-pressure sell.
CTA: Claim your offer / Book your session / Shop now
After Email 5: move the subscriber to the standard newsletter cadence. If they have not opened any of the 5 emails, move to the lapsed segment after 30 days.
4. Newsletter Strategy
Define the ongoing broadcast newsletter programme.
Frequency recommendation:
- Weekly: appropriate for e-commerce, news-driven industries, or clients with high content output
- Fortnightly: recommended for most service businesses — sustainable without overwhelming subscribers
- Monthly: minimum viable frequency; suitable for low-purchase-cycle industries (e.g. annual insurance, property)
Recommend frequency based on client's purchase cycle and content capacity. Default: fortnightly.
Content mix:
- 60% value: tips, how-to content, industry news, useful resources — no sales message
- 30% brand news: product updates, behind-the-scenes, team news, events, milestones
- 10% promotional: offers, sales, launches, special promotions — with a clear CTA
Newsletter structure template:
- Header: brand logo and tagline
- Opening line: personal, conversational — 1–2 sentences. Acknowledge something current (season, local event, shared experience).
- Main story or value piece: 150–250 words. The core content of this issue.
- Secondary item(s): 1–2 short items — news, tip, product spotlight, customer story
- CTA: one clear call to action per newsletter. Do not include more than two links in the body.
- Footer: unsubscribe link (mandatory), contact details, social media links
Subject line approach — three proven styles:
- Curiosity: "The one thing we stopped doing — and why" (works well for value-driven issues)
- Direct: "New arrivals: [Product name] is now in stock" (works for product businesses with time-sensitive content)
- Personal: "[First name], your [month] update from [Brand Name]" (works for service businesses with warm relationships)
Test subject line styles. Use Mailchimp's A/B testing (available on paid plans) or Brevo's A/B test feature. Test one variable at a time.
5. Promotional Email Framework
Individual offer email structure:
- Subject line: benefit-first (e.g. "Save 20% on [Product] — this week only")
- Preview text: reinforce urgency or secondary benefit
- Opening: acknowledge the reader directly; one sentence
- Offer: state it clearly in the first 50 words — what it is, what it costs, what they save
- Product/service description: 50–100 words; benefits not features
- Social proof: one testimonial or stat
- CTA button: clear and specific (e.g. "Claim 20% discount" not "Click here")
- Urgency line: "Offer expires [date]" — only use if genuine
- Footer: standard
Product launch sequence — 3 emails:
Email 1: Announcement (Day 1 of launch)
Subject formula: "Introducing [Product Name] — [one-sentence benefit]"
Purpose: generate awareness and excitement; encourage early action
CTA: Pre-order / Join the waitlist / Shop now
Email 2: Build-up (Day 3)
Subject formula: "The story behind [Product Name]" or "Why we built [Product Name]"
Purpose: deepen interest; address objections; add social proof from early adopters
CTA: Read the full story / Buy now before stock runs out
Email 3: Last chance (Day 6 or 7)
Subject formula: "Last chance: [Product Name] offer ends tonight"
Purpose: urgency and FOMO; serve as the final push for those who have not yet acted
CTA: Buy now — offer ends at midnight
Re-promotion of evergreen offers:
For offers without an expiry date (e.g. consultations, memberships, standing discounts), re-promote to Leads segment every 8 weeks. Vary the framing — use a different angle each time (social proof, urgency, education, testimonial) to avoid appearing repetitive.
6. Reactivation Sequence
A 3-email series sent to lapsed subscribers (no purchase or email open in 90+ days).
Email 1 — Re-engagement Hook
Send timing: Day 1 of sequence
Subject formula: "We miss you, [First name]" or "Has something changed?"
Body: short and personal — 3–4 sentences. Acknowledge the gap. Offer a compelling reason to re-engage: a new product, a changed service, a relevant piece of content, or a special returning-customer offer.
CTA: Come back and see what's new
Email 2 — What You Missed
Send timing: Day 4
Subject formula: "Here's what happened while you were away"
Body: summarise 2–3 highlights from the past 90 days — new products, customer wins, useful content. Frame as genuinely useful updates, not a guilt trip.
CTA: Explore the updates / Book a catch-up call
Email 3 — Last Chance to Stay
Send timing: Day 8
Subject formula: "Should we say goodbye, [First name]?" or "One last thing before you go"
Body: honest and respectful — tell them this is the last email if they do not re-engage. Offer a final incentive if appropriate. Give them an easy way to update their preferences instead of unsubscribing.
CTA: Stay subscribed + claim offer / Update my preferences / Unsubscribe
After Email 3: suppress non-openers from future sends. Do not delete from the list — they may still be reached via other channels. Review suppressed contacts every 6 months.
Eleven Psychological Principles of Copywriting
Apply these principles when writing any email campaign, subject line, or marketing message:
(Edwards, Edwards and Douglas, 1991)
| # | Principle | Application |
|---|
| 1 | Self-interest (WIIFM) | Every subject line and opener leads with what the reader gets, not what the sender wants |
| 2 | Specificity | Specific claims are more credible than general ones ("34% more enquiries" beats "great results") |
| 3 | Social proof | Testimonials, named clients, or subscriber counts build trust before the ask |
| 4 | Scarcity / urgency | A genuine deadline or limited availability increases action rate |
| 5 | Authority | Credentials, publications, and client names signal expertise |
| 6 | Reciprocity | Give something of value first — a tip, a guide, a free audit — before making an offer |
| 7 | Consistency | People act in ways consistent with prior commitments — reference past interactions |
| 8 | Liking | Warm, human tone increases open and click rates; robotic copy reduces them |
| 9 | Fear of loss | Loss framing ("Don't miss…") outperforms gain framing ("You could gain…") |
| 10 | Novelty | "New" and "first" consistently attract attention in subject lines |
| 11 | Story | A brief narrative outperforms a list of facts in both engagement and recall |
7A. Strategic Email Programme Principles
The 90/90 Rule (Bly, 2018): 90% of email subscribers who will ever purchase do so within 90 days of joining the list. The first 90 days must be front-loaded with the highest-value, highest-frequency nurture content. Every email strategy must specify how send frequency and content intensity in weeks 1–12 differs from the steady-state cadence in months 4–12. For most EA clients: weeks 1–12 → 2 emails per week; months 4–12 → weekly or fortnightly. Do not apply a flat cadence across the full 12 months.
Content-to-Sales Ratio (Bly, 2018): A minimum of 50% of all emails sent must be pure content emails — educational, insightful, or entertaining with no promotional intent. If more than half of sends carry a sales message, opt-out rates rise and list health deteriorates. Track the content-to-sales ratio monthly. Report it to the client as part of list health monitoring, alongside bounce rate and opt-out rate.
AI Send-Time Optimisation (Johnsen, 2024): AI-driven per-subscriber optimal send time — rather than a single blast time for the whole list — produces measurable uplift in open rates and click-through rates. Define this as a distinct deliverable within the email strategy: specify which email platform supports per-subscriber send-time optimisation (Mailchimp: available on Standard plan and above; Brevo: available on Business plan), how to activate it, and how improvement is measured (compare CTOR pre and post activation over a 60-day period).
7. KPIs and Target Benchmarks
Six Core Email KPIs (Bly, 2018): Track all six metrics monthly. The CTR × conversion rate multiplier is the key revenue lever: optimising both produces compounding revenue gains.
| KPI | Target | Notes |
|---|
| Bounce rate (hard) | <1% | Remove hard bounces within 24 hours of each send |
| Opt-out rate | <0.1% per send | Rates above this indicate content-sales ratio imbalance or audience mismatch |
| Open rate | 10–15% (global floor) | EA benchmark higher — see below; use CTOR as primary quality indicator |
| Click-through rate (CTR) | 1–5% | Optimise subject line and preheader to lift open rate; optimise CTA placement to lift CTR |
| Conversion rate | Client-specific target | Set at onboarding based on current enquiry-to-sale rate; review quarterly |
| Gross revenue per email sent | Calculate from client data | Revenue attributed to send ÷ emails delivered; most important single email programme metric |
Target benchmarks calibrated for the East African market, where mobile-heavy audiences and Gmail/Android dominance affect open tracking behaviour.
| KPI | EA Benchmark Target | How to Measure | Platform |
|---|
| Open rate | 25–35% | Native analytics (note: Apple Mail Privacy Protection inflates open rates on iOS) | Mailchimp / Brevo |
| Click-through rate (CTR) | 2–5% | Clicks ÷ delivered emails | Mailchimp / Brevo |
| Click-to-open rate (CTOR) | 10–20% | Clicks ÷ opens — better indicator of content relevance | Mailchimp / Brevo |
| Unsubscribe rate | Under 0.5% per send | Unsubscribes ÷ delivered | Mailchimp / Brevo |
| Bounce rate (hard) | Under 2% | Hard bounces ÷ sent | Mailchimp / Brevo |
| List growth rate | 5–10% month-on-month (early stage) | Net new subscribers ÷ total list | Manual + platform |
| Revenue per email | Calculate based on client data | Revenue attributed to email send ÷ emails delivered | CRM + platform |
For e-commerce clients: track revenue per email and attribute via UTM links in all email CTAs.
Note: open rates are directional only due to email client privacy features. Use CTOR as the primary engagement quality indicator.
8. Twelve Subject Line Formulas with Uganda/EA Examples
Apply these formulas when writing subject lines. Test two at a time using A/B testing.
-
The number list — "[Number] things every [audience] needs to know about [topic]"
EA example: "5 things every Kampala small business owner should know about cash flow"
-
The direct benefit — "[Do this] and [get result]"
EA example: "Switch to mobile money reconciliation and save 3 hours a week"
-
The curiosity gap — "The [adjective] truth about [topic]"
EA example: "The uncomfortable truth about why your Facebook posts aren't working"
-
The personal address — "[First name], [short statement or question]"
EA example: "Sarah, have you tried this yet?"
-
The how-to — "How to [achieve outcome] without [common obstacle]"
EA example: "How to grow your Instagram following without paying for ads"
-
The social proof — "How [customer or type] [achieved result]"
EA example: "How a Ntinda bakery grew its orders by 40% using WhatsApp"
-
The urgency — "[Offer] ends [timeframe]"
EA example: "End of month sale — closes Friday at midnight"
-
The question — "[Question the reader is already asking themselves]"
EA example: "Is your business actually visible online?"
-
The announcement — "[New thing] is here"
EA example: "Our Jinja branch is now open"
-
The story hook — "The day [something unexpected happened]"
EA example: "The day we nearly lost our biggest client — and what we learned"
-
The exclusive — "For [segment] only: [offer or content]"
EA example: "For our VIP customers only: first access to the new collection"
-
The re-engagement — "We haven't heard from you in a while, [First name]"
EA example: "We haven't heard from you in a while, James — is everything okay?"
Quality Criteria
- List building section provides specific opt-in mechanisms with incentives relevant to the client's industry, not generic examples
- Segmentation definitions are actionable — a non-specialist can identify which segment a subscriber belongs to
- Welcome sequence provides a usable subject line formula, preview text approach, and body structure for every email
- Promotional framework includes the 3-email launch sequence with subject lines and CTAs for each email
- Reactivation sequence concludes with a clear suppression instruction — not left open-ended
- KPI benchmarks are calibrated for the EA market and note the open rate limitation of iOS tracking
- Subject line formulas include Uganda/East Africa specific examples for every formula
- Platform differences between Mailchimp and Brevo are noted where they affect the client's decisions
- British English spelling throughout; all monetary values in UGX where referenced
- Frequency recommendation is justified based on the client's purchase cycle and content capacity
