Optimize skill files for AI agent use with progressive disclosure
- Fix marketplace.json: add 2 missing skills (content-strategy, product-marketing-context) - Refactor 10 skills over 500 lines to use references/ folders: - email-sequence: 926 → 291 lines - social-content: 809 → 276 lines - competitor-alternatives: 750 → 253 lines - pricing-strategy: 712 → 226 lines - programmatic-seo: 628 → 235 lines - referral-program: 604 → 239 lines - schema-markup: 598 → 175 lines - free-tool-strategy: 576 → 176 lines - paywall-upgrade-cro: 572 → 224 lines - marketing-ideas: 566 → 165 lines Each skill now has core workflow in SKILL.md (<500 lines) with detailed content in references/ folder for progressive disclosure. Co-Authored-By: Claude Opus 4.5 <noreply@anthropic.com>
This commit is contained in:
Corey Haines
@@ -107,675 +107,104 @@ Consider:
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---
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## Sequence Templates
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## Sequence Types Overview
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### Welcome Sequence (Post-Signup)
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**Length**: 5-7 emails over 12-14 days
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**Goal**: Activate, build trust, convert
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**Email 1: Welcome (Immediate)**
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- Subject: Welcome to [Product] — here's your first step
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- Deliver what was promised (lead magnet, access, etc.)
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- Single next action
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- Set expectations for future emails
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**Email 2: Quick Win (Day 1-2)**
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- Subject: Get your first [result] in 10 minutes
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- Enable small success
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- Build confidence
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- Link to helpful resource
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**Email 3: Story/Why (Day 3-4)**
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- Subject: Why we built [Product]
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- Origin story or mission
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- Connect emotionally
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- Show you understand their problem
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**Email 4: Social Proof (Day 5-6)**
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- Subject: How [Customer] achieved [Result]
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- Case study or testimonial
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- Relatable to their situation
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- Soft CTA to explore
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**Email 5: Overcome Objection (Day 7-8)**
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- Subject: "I don't have time for X" — sound familiar?
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- Address common hesitation
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- Reframe the obstacle
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- Show easy path forward
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**Email 6: Core Feature (Day 9-11)**
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- Subject: Have you tried [Feature] yet?
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- Highlight underused capability
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- Show clear benefit
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- Direct CTA to try it
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**Email 7: Conversion (Day 12-14)**
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- Subject: Ready to [upgrade/buy/commit]?
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- Summarize value
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- Clear offer
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- Urgency if appropriate
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- Risk reversal (guarantee, trial)
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---
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Key emails:
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1. Welcome + deliver promised value (immediate)
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2. Quick win (day 1-2)
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3. Story/Why (day 3-4)
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4. Social proof (day 5-6)
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5. Overcome objection (day 7-8)
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6. Core feature highlight (day 9-11)
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7. Conversion (day 12-14)
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### Lead Nurture Sequence (Pre-Sale)
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**Length**: 6-8 emails over 2-3 weeks
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**Goal**: Build trust, demonstrate expertise, convert
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**Email 1: Deliver + Introduce (Immediate)**
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- Deliver the lead magnet
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- Brief intro to who you are
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- Preview what's coming
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**Email 2: Expand on Topic (Day 2-3)**
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- Related insight to lead magnet
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- Establish expertise
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- Light CTA to content
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**Email 3: Problem Deep-Dive (Day 4-5)**
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- Articulate their problem deeply
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- Show you understand
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- Hint at solution
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**Email 4: Solution Framework (Day 6-8)**
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- Your approach/methodology
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- Educational, not salesy
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- Builds toward your product
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**Email 5: Case Study (Day 9-11)**
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- Real results from real customer
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- Specific and relatable
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- Soft CTA
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**Email 6: Differentiation (Day 12-14)**
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- Why your approach is different
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- Address alternatives
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- Build preference
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**Email 7: Objection Handler (Day 15-18)**
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- Common concern addressed
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- FAQ or myth-busting
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- Reduce friction
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**Email 8: Direct Offer (Day 19-21)**
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- Clear pitch
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- Strong value proposition
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- Specific CTA
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- Urgency if available
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---
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Key emails:
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1. Deliver lead magnet + intro (immediate)
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2. Expand on topic (day 2-3)
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3. Problem deep-dive (day 4-5)
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4. Solution framework (day 6-8)
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5. Case study (day 9-11)
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6. Differentiation (day 12-14)
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7. Objection handler (day 15-18)
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8. Direct offer (day 19-21)
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### Re-Engagement Sequence
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**Length**: 3-4 emails over 2 weeks
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**Trigger**: 30-60 days of inactivity
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**Goal**: Win back or clean list
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**Email 1: Check-In (Day 30-60 of inactivity)**
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- Subject: Is everything okay, [Name]?
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- Genuine concern
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- Ask what happened
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- Easy win to re-engage
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**Email 2: Value Reminder (Day 2-3 after)**
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- Subject: Remember when you [achieved X]?
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- Remind of past value
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- What's new since they left
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- Quick CTA
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**Email 3: Incentive (Day 5-7 after)**
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- Subject: We miss you — here's something special
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- Offer if appropriate
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- Limited time
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- Clear CTA
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**Email 4: Last Chance (Day 10-14 after)**
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- Subject: Should we stop emailing you?
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- Honest and direct
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- One-click to stay or go
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- Clean the list if no response
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---
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Key emails:
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1. Check-in (genuine concern)
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2. Value reminder (what's new)
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3. Incentive (special offer)
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4. Last chance (stay or unsubscribe)
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### Onboarding Sequence (Product Users)
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**Length**: 5-7 emails over 14 days
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**Goal**: Activate, drive to aha moment, upgrade
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**Note**: Coordinate with in-app onboarding—email supports, doesn't duplicate
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Coordinate with in-app onboarding. Email supports, doesn't duplicate.
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Key emails:
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1. Welcome + first step (immediate)
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2. Getting started help (day 1)
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3. Feature highlight (day 2-3)
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4. Success story (day 4-5)
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5. Check-in (day 7)
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6. Advanced tip (day 10-12)
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7. Upgrade/expand (day 14+)
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**Email 1: Welcome + First Step (Immediate)**
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- Confirm signup
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- One critical action
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- Link directly to that action
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**Email 2: Getting Started Help (Day 1)**
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- If they haven't completed step 1
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- Quick tip or video
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- Support option
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**Email 3: Feature Highlight (Day 2-3)**
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- Key feature they should know
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- Specific use case
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- In-app link
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**Email 4: Success Story (Day 4-5)**
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- Customer who succeeded
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- Relatable journey
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- Motivational
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**Email 5: Check-In (Day 7)**
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- How's it going?
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- Ask for feedback
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- Offer help
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**Email 6: Advanced Tip (Day 10-12)**
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- Power feature
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- For engaged users
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- Level-up content
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**Email 7: Upgrade/Expand (Day 14+)**
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- For trial users: conversion push
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- For free users: upgrade prompt
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- For paid: expansion opportunity
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**For detailed templates**: See [references/sequence-templates.md](references/sequence-templates.md)
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---
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## Email Types Reference
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A comprehensive guide to lifecycle and campaign emails. Use this as an audit checklist and implementation reference.
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## Email Types by Category
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### Onboarding Emails
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#### New Users Series
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**Trigger**: User signs up (free or trial)
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**Goal**: Activate user, drive to aha moment
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**Typical sequence**: 5-7 emails over 14 days
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- Email 1: Welcome + single next step (immediate)
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- Email 2: Quick win / getting started (day 1)
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- Email 3: Key feature highlight (day 3)
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- Email 4: Success story / social proof (day 5)
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- Email 5: Check-in + offer help (day 7)
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- Email 6: Advanced tip (day 10)
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- Email 7: Upgrade prompt or next milestone (day 14)
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**Key metrics**: Activation rate, feature adoption
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---
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#### New Customers Series
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**Trigger**: User converts to paid
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**Goal**: Reinforce purchase decision, drive adoption, reduce early churn
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**Typical sequence**: 3-5 emails over 14 days
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- Email 1: Thank you + what's next (immediate)
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- Email 2: Getting full value — setup checklist (day 2)
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- Email 3: Pro tips for paid features (day 5)
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- Email 4: Success story from similar customer (day 7)
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- Email 5: Check-in + introduce support resources (day 14)
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**Key point**: Different from new user series—they've committed. Focus on reinforcement and expansion, not conversion.
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---
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#### Key Onboarding Step Reminder
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**Trigger**: User hasn't completed critical setup step after X time
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**Goal**: Nudge completion of high-value action
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**Format**: Single email or 2-3 email mini-sequence
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**Example triggers**:
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- Hasn't connected integration after 48 hours
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- Hasn't invited team member after 3 days
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- Hasn't completed profile after 24 hours
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**Copy approach**:
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- Remind them what they started
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- Explain why this step matters
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- Make it easy (direct link to complete)
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- Offer help if stuck
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---
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#### New User Invite
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**Trigger**: Existing user invites teammate
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**Goal**: Activate the invited user
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**Recipient**: The person being invited
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- Email 1: You've been invited (immediate)
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- Email 2: Reminder if not accepted (day 2)
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- Email 3: Final reminder (day 5)
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**Copy approach**:
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- Personalize with inviter's name
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- Explain what they're joining
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- Single CTA to accept invite
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- Social proof optional
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---
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- New users series
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- New customers series
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- Key onboarding step reminders
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- New user invites
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### Retention Emails
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#### Upgrade to Paid
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**Trigger**: Free user shows engagement, or trial ending
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**Goal**: Convert free to paid
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**Typical sequence**: 3-5 emails
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**Trigger options**:
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- Time-based (trial day 10, 12, 14)
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- Behavior-based (hit usage limit, used premium feature)
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- Engagement-based (highly active free user)
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**Sequence structure**:
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- Value summary: What they've accomplished
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- Feature comparison: What they're missing
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- Social proof: Who else upgraded
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- Urgency: Trial ending, limited offer
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- Final: Last chance + easy path
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---
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#### Upgrade to Higher Plan
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**Trigger**: User approaching plan limits or using features available on higher tier
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**Goal**: Upsell to next tier
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**Format**: Single email or 2-3 email sequence
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**Trigger examples**:
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- 80% of seat limit reached
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- 90% of storage/usage limit
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- Tried to use higher-tier feature
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- Power user behavior patterns
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**Copy approach**:
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- Acknowledge their growth (positive framing)
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- Show what next tier unlocks
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- Quantify value vs. cost
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- Easy upgrade path
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---
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#### Ask for Review
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**Trigger**: Customer milestone (30/60/90 days, key achievement, support resolution)
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**Goal**: Generate social proof on G2, Capterra, app stores
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**Format**: Single email
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**Best timing**:
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- After positive support interaction
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- After achieving measurable result
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- After renewal
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- NOT after billing issues or bugs
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**Copy approach**:
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- Thank them for being a customer
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- Mention specific value/milestone if possible
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- Explain why reviews matter (help others decide)
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- Direct link to review platform
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- Keep it short—this is an ask
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---
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#### Offer Support Proactively
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**Trigger**: Signs of struggle (drop in usage, failed actions, error encounters)
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**Goal**: Save at-risk user, improve experience
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**Format**: Single email
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**Trigger examples**:
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- Usage dropped significantly week-over-week
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- Multiple failed attempts at action
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- Viewed help docs repeatedly
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- Stuck at same onboarding step
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**Copy approach**:
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- Genuine concern tone
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- Specific: "I noticed you..." (if data allows)
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- Offer direct help (not just link to docs)
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- Personal from support or CSM
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- No sales pitch—pure help
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---
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#### Product Usage Report
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**Trigger**: Time-based (weekly, monthly, quarterly)
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**Goal**: Demonstrate value, drive engagement, reduce churn
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**Format**: Single email, recurring
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**What to include**:
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- Key metrics/activity summary
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- Comparison to previous period
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- Achievements/milestones
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- Suggestions for improvement
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- Light CTA to explore more
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**Examples**:
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- "You saved X hours this month"
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- "Your team completed X projects"
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- "You're in the top X% of users"
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**Key point**: Make them feel good and remind them of value delivered.
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---
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#### NPS Survey
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**Trigger**: Time-based (quarterly) or event-based (post-milestone)
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**Goal**: Measure satisfaction, identify promoters and detractors
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**Format**: Single email
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**Best practices**:
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- Keep it simple: Just the NPS question initially
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- Follow-up form for "why" based on score
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- Personal sender (CEO, founder, CSM)
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- Tell them how you'll use feedback
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**Follow-up based on score**:
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- Promoters (9-10): Thank + ask for review/referral
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- Passives (7-8): Ask what would make it a 10
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- Detractors (0-6): Personal outreach to understand issues
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---
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#### Referral Program
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**Trigger**: Customer milestone, promoter NPS score, or campaign
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**Goal**: Generate referrals
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**Format**: Single email or periodic reminders
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**Good timing**:
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- After positive NPS response
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- After customer achieves result
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- After renewal
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- Seasonal campaigns
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**Copy approach**:
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- Remind them of their success
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- Explain the referral offer clearly
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- Make sharing easy (unique link)
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- Show what's in it for them AND referee
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---
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- Upgrade to paid
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- Upgrade to higher plan
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- Ask for review
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- Proactive support offers
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- Product usage reports
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- NPS survey
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- Referral program
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### Billing Emails
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#### Switch to Annual
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**Trigger**: Monthly subscriber at renewal time or campaign
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**Goal**: Convert monthly to annual (improve LTV, reduce churn)
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**Format**: Single email or 2-email sequence
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**Value proposition**:
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- Calculate exact savings
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- Additional benefits (if any)
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- Lock in current price messaging
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- Easy one-click switch
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**Best timing**:
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- Around monthly renewal date
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- End of year / new year
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- After 3-6 months of loyalty
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- Price increase announcement (lock in old rate)
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---
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#### Failed Payment Recovery
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**Trigger**: Payment fails
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**Goal**: Recover revenue, retain customer
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**Typical sequence**: 3-4 emails over 7-14 days
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**Sequence structure**:
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- Email 1 (Day 0): Friendly notice, update payment link
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- Email 2 (Day 3): Reminder, service may be interrupted
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- Email 3 (Day 7): Urgent, account will be suspended
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- Email 4 (Day 10-14): Final notice, what they'll lose
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**Copy approach**:
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- Assume it's an accident (card expired, etc.)
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- Clear, direct, no guilt
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- Single CTA to update payment
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- Explain what happens if not resolved
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**Key metrics**: Recovery rate, time to recovery
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||||
---
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#### Cancellation Survey
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**Trigger**: User cancels subscription
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**Goal**: Learn why, opportunity to save
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**Format**: Single email (immediate)
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**Options**:
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- In-app survey at cancellation (better completion)
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- Follow-up email if they skip in-app
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- Personal outreach for high-value accounts
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**Questions to ask**:
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- Primary reason for cancelling
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- What could we have done better
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- Would anything change your mind
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- Can we help with transition
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**Winback opportunity**: Based on reason, offer targeted save (discount, pause, downgrade, training).
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||||
---
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||||
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#### Upcoming Renewal Reminder
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**Trigger**: X days before renewal (14 or 30 days typical)
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**Goal**: No surprise charges, opportunity to expand
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**Format**: Single email
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**What to include**:
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- Renewal date and amount
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- What's included in renewal
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- How to update payment/plan
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- Changes to pricing/features (if any)
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- Optional: Upsell opportunity
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**Required for**: Annual subscriptions, high-value contracts
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---
|
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- Switch to annual
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- Failed payment recovery
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- Cancellation survey
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- Upcoming renewal reminders
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### Usage Emails
|
||||
|
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#### Daily/Weekly/Monthly Summary
|
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**Trigger**: Time-based
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**Goal**: Drive engagement, demonstrate value
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**Format**: Single email, recurring
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**Content by frequency**:
|
||||
- **Daily**: Notifications, quick stats (for high-engagement products)
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- **Weekly**: Activity summary, highlights, suggestions
|
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- **Monthly**: Comprehensive report, achievements, ROI if calculable
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||||
|
||||
**Structure**:
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||||
- Key metrics at a glance
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- Notable achievements
|
||||
- Activity breakdown
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||||
- Suggestions / what to try next
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||||
- CTA to dive deeper
|
||||
|
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**Personalization**: Must be relevant to their actual usage. Empty reports are worse than no report.
|
||||
|
||||
---
|
||||
|
||||
#### Key Event or Milestone Notifications
|
||||
**Trigger**: Specific achievement or event
|
||||
**Goal**: Celebrate, drive continued engagement
|
||||
**Format**: Single email per event
|
||||
|
||||
**Milestone examples**:
|
||||
- First [action] completed
|
||||
- 10th/100th [thing] created
|
||||
- Goal achieved
|
||||
- Team collaboration milestone
|
||||
- Usage streak
|
||||
|
||||
**Copy approach**:
|
||||
- Celebration tone
|
||||
- Specific achievement
|
||||
- Context (compared to others, compared to before)
|
||||
- What's next / next milestone
|
||||
|
||||
---
|
||||
- Daily/weekly/monthly summaries
|
||||
- Key event notifications
|
||||
- Milestone celebrations
|
||||
|
||||
### Win-Back Emails
|
||||
|
||||
#### Expired Trials
|
||||
**Trigger**: Trial ended without conversion
|
||||
**Goal**: Convert or re-engage
|
||||
**Typical sequence**: 3-4 emails over 30 days
|
||||
|
||||
**Sequence structure**:
|
||||
- Email 1 (Day 1 post-expiry): Trial ended, here's what you're missing
|
||||
- Email 2 (Day 7): What held you back? (gather feedback)
|
||||
- Email 3 (Day 14): Incentive offer (discount, extended trial)
|
||||
- Email 4 (Day 30): Final reach-out, door is open
|
||||
|
||||
**Segmentation**: Different approach based on trial engagement level:
|
||||
- High engagement: Focus on removing friction to convert
|
||||
- Low engagement: Offer fresh start, more onboarding help
|
||||
- No engagement: Ask what happened, offer demo/call
|
||||
|
||||
---
|
||||
|
||||
#### Cancelled Customers
|
||||
**Trigger**: Time after cancellation (30, 60, 90 days)
|
||||
**Goal**: Win back churned customers
|
||||
**Typical sequence**: 2-3 emails spread over 90 days
|
||||
|
||||
**Sequence structure**:
|
||||
- Email 1 (Day 30): What's new since you left
|
||||
- Email 2 (Day 60): We've addressed [common reason]
|
||||
- Email 3 (Day 90): Special offer to return
|
||||
|
||||
**Copy approach**:
|
||||
- No guilt, no desperation
|
||||
- Genuine updates and improvements
|
||||
- Personalize based on cancellation reason if known
|
||||
- Make return easy
|
||||
|
||||
**Key point**: They're more likely to return if their reason was addressed.
|
||||
|
||||
---
|
||||
- Expired trials
|
||||
- Cancelled customers
|
||||
|
||||
### Campaign Emails
|
||||
- Monthly roundup / newsletter
|
||||
- Seasonal promotions
|
||||
- Product updates
|
||||
- Industry news roundup
|
||||
- Pricing updates
|
||||
|
||||
#### Monthly Roundup / Newsletter
|
||||
**Trigger**: Time-based (monthly)
|
||||
**Goal**: Engagement, brand presence, content distribution
|
||||
**Format**: Single email, recurring
|
||||
|
||||
**Content mix**:
|
||||
- Product updates and tips
|
||||
- Customer stories
|
||||
- Educational content
|
||||
- Company news
|
||||
- Industry insights
|
||||
|
||||
**Best practices**:
|
||||
- Consistent send day/time
|
||||
- Scannable format
|
||||
- Mix of content types
|
||||
- One primary CTA focus
|
||||
- Unsubscribe is okay—keeps list healthy
|
||||
|
||||
---
|
||||
|
||||
#### Seasonal Promotions
|
||||
**Trigger**: Calendar events (Black Friday, New Year, etc.)
|
||||
**Goal**: Drive conversions with timely offer
|
||||
**Format**: Campaign burst (2-4 emails)
|
||||
|
||||
**Common opportunities**:
|
||||
- New Year (fresh start, annual planning)
|
||||
- End of fiscal year (budget spending)
|
||||
- Black Friday / Cyber Monday
|
||||
- Industry-specific seasons
|
||||
- Back to school / work
|
||||
|
||||
**Sequence structure**:
|
||||
- Announcement: Offer reveal
|
||||
- Reminder: Midway through promotion
|
||||
- Last chance: Final hours
|
||||
|
||||
---
|
||||
|
||||
#### Product Updates
|
||||
**Trigger**: New feature release
|
||||
**Goal**: Adoption, engagement, demonstrate momentum
|
||||
**Format**: Single email per major release
|
||||
|
||||
**What to include**:
|
||||
- What's new (clear and simple)
|
||||
- Why it matters (benefit, not just feature)
|
||||
- How to use it (direct link)
|
||||
- Who asked for it (community acknowledgment)
|
||||
|
||||
**Segmentation**: Consider targeting based on relevance:
|
||||
- Users who would benefit most
|
||||
- Users who requested feature
|
||||
- Power users first (for beta feel)
|
||||
|
||||
---
|
||||
|
||||
#### Industry News Roundup
|
||||
**Trigger**: Time-based (weekly or monthly)
|
||||
**Goal**: Thought leadership, engagement, brand value
|
||||
**Format**: Curated newsletter
|
||||
|
||||
**Content**:
|
||||
- Curated news and links
|
||||
- Your take / commentary
|
||||
- What it means for readers
|
||||
- How your product helps
|
||||
|
||||
**Best for**: B2B products where customers care about industry trends.
|
||||
|
||||
---
|
||||
|
||||
#### Pricing Update
|
||||
**Trigger**: Price change announcement
|
||||
**Goal**: Transparent communication, minimize churn
|
||||
**Format**: Single email (or sequence for major changes)
|
||||
|
||||
**Timeline**:
|
||||
- Announce 30-60 days before change
|
||||
- Reminder 14 days before
|
||||
- Final notice 7 days before
|
||||
|
||||
**Copy approach**:
|
||||
- Clear, direct, transparent
|
||||
- Explain the why (value delivered, costs increased)
|
||||
- Grandfather if possible (lock in old rate)
|
||||
- Give options (annual lock-in, downgrade)
|
||||
|
||||
**Important**: Honesty and advance notice build trust even when price increases.
|
||||
|
||||
---
|
||||
|
||||
## Email Audit Checklist
|
||||
|
||||
Use this to audit your current email program:
|
||||
|
||||
### Onboarding
|
||||
- [ ] New users series
|
||||
- [ ] New customers series
|
||||
- [ ] Key onboarding step reminders
|
||||
- [ ] New user invite sequence
|
||||
|
||||
### Retention
|
||||
- [ ] Upgrade to paid sequence
|
||||
- [ ] Upgrade to higher plan triggers
|
||||
- [ ] Ask for review (timed properly)
|
||||
- [ ] Proactive support outreach
|
||||
- [ ] Product usage reports
|
||||
- [ ] NPS survey
|
||||
- [ ] Referral program emails
|
||||
|
||||
### Billing
|
||||
- [ ] Switch to annual campaign
|
||||
- [ ] Failed payment recovery sequence
|
||||
- [ ] Cancellation survey
|
||||
- [ ] Upcoming renewal reminders
|
||||
|
||||
### Usage
|
||||
- [ ] Daily/weekly/monthly summaries
|
||||
- [ ] Key event notifications
|
||||
- [ ] Milestone celebrations
|
||||
|
||||
### Win-Back
|
||||
- [ ] Expired trial sequence
|
||||
- [ ] Cancelled customer sequence
|
||||
|
||||
### Campaigns
|
||||
- [ ] Monthly roundup / newsletter
|
||||
- [ ] Seasonal promotion calendar
|
||||
- [ ] Product update announcements
|
||||
- [ ] Pricing update communications
|
||||
**For detailed email type reference**: See [references/email-types.md](references/email-types.md)
|
||||
|
||||
---
|
||||
|
||||
@@ -799,84 +228,20 @@ Use this to audit your current email program:
|
||||
- Conversational, not formal
|
||||
- First-person (I/we) and second-person (you)
|
||||
- Active voice
|
||||
- Match your brand but lean friendly
|
||||
- Read it out loud—does it sound human?
|
||||
|
||||
### Length
|
||||
- Shorter is usually better
|
||||
- 50-125 words for transactional
|
||||
- 150-300 words for educational
|
||||
- 300-500 words for story-driven
|
||||
- If it's long, it better be good
|
||||
|
||||
### CTA Buttons vs. Links
|
||||
- Buttons: Primary actions, high-visibility
|
||||
- Links: Secondary actions, in-text
|
||||
### CTA Guidelines
|
||||
- Buttons for primary actions
|
||||
- Links for secondary actions
|
||||
- One clear primary CTA per email
|
||||
- Button text: Action + outcome
|
||||
|
||||
---
|
||||
|
||||
## Personalization
|
||||
|
||||
### Merge Fields
|
||||
- First name (fallback to "there" or "friend")
|
||||
- Company name (B2B)
|
||||
- Relevant data (usage, plan, etc.)
|
||||
|
||||
### Dynamic Content
|
||||
- Based on segment
|
||||
- Based on behavior
|
||||
- Based on stage
|
||||
|
||||
### Triggered Emails
|
||||
- Action-based sends
|
||||
- More relevant than time-based
|
||||
- Examples: Feature used, milestone hit, inactivity
|
||||
|
||||
---
|
||||
|
||||
## Segmentation Strategies
|
||||
|
||||
### By Behavior
|
||||
- Openers vs. non-openers
|
||||
- Clickers vs. non-clickers
|
||||
- Active vs. inactive
|
||||
|
||||
### By Stage
|
||||
- Trial vs. paid
|
||||
- New vs. long-term
|
||||
- Engaged vs. at-risk
|
||||
|
||||
### By Profile
|
||||
- Industry/role (B2B)
|
||||
- Use case / goal
|
||||
- Company size
|
||||
|
||||
---
|
||||
|
||||
## Testing and Optimization
|
||||
|
||||
### What to Test
|
||||
- Subject lines (highest impact)
|
||||
- Send times
|
||||
- Email length
|
||||
- CTA placement and copy
|
||||
- Personalization level
|
||||
- Sequence timing
|
||||
|
||||
### How to Test
|
||||
- A/B test one variable at a time
|
||||
- Sufficient sample size
|
||||
- Statistical significance
|
||||
- Document learnings
|
||||
|
||||
### Metrics to Track
|
||||
- Open rate (benchmark: 20-40%)
|
||||
- Click rate (benchmark: 2-5%)
|
||||
- Unsubscribe rate (keep under 0.5%)
|
||||
- Conversion rate (specific to sequence goal)
|
||||
- Revenue per email (if applicable)
|
||||
**For detailed copy, personalization, and testing guidelines**: See [references/copy-guidelines.md](references/copy-guidelines.md)
|
||||
|
||||
---
|
||||
|
||||
|
||||
103
skills/email-sequence/references/copy-guidelines.md
Normal file
103
skills/email-sequence/references/copy-guidelines.md
Normal file
@@ -0,0 +1,103 @@
|
||||
# Email Copy Guidelines
|
||||
|
||||
## Structure
|
||||
|
||||
1. **Hook**: First line grabs attention
|
||||
2. **Context**: Why this matters to them
|
||||
3. **Value**: The useful content
|
||||
4. **CTA**: What to do next
|
||||
5. **Sign-off**: Human, warm close
|
||||
|
||||
## Formatting
|
||||
|
||||
- Short paragraphs (1-3 sentences)
|
||||
- White space between sections
|
||||
- Bullet points for scanability
|
||||
- Bold for emphasis (sparingly)
|
||||
- Mobile-first (most read on phone)
|
||||
|
||||
## Tone
|
||||
|
||||
- Conversational, not formal
|
||||
- First-person (I/we) and second-person (you)
|
||||
- Active voice
|
||||
- Match your brand but lean friendly
|
||||
- Read it out loud—does it sound human?
|
||||
|
||||
## Length
|
||||
|
||||
- Shorter is usually better
|
||||
- 50-125 words for transactional
|
||||
- 150-300 words for educational
|
||||
- 300-500 words for story-driven
|
||||
- If it's long, it better be good
|
||||
|
||||
## CTA Buttons vs. Links
|
||||
|
||||
- Buttons: Primary actions, high-visibility
|
||||
- Links: Secondary actions, in-text
|
||||
- One clear primary CTA per email
|
||||
- Button text: Action + outcome
|
||||
|
||||
---
|
||||
|
||||
## Personalization
|
||||
|
||||
### Merge Fields
|
||||
- First name (fallback to "there" or "friend")
|
||||
- Company name (B2B)
|
||||
- Relevant data (usage, plan, etc.)
|
||||
|
||||
### Dynamic Content
|
||||
- Based on segment
|
||||
- Based on behavior
|
||||
- Based on stage
|
||||
|
||||
### Triggered Emails
|
||||
- Action-based sends
|
||||
- More relevant than time-based
|
||||
- Examples: Feature used, milestone hit, inactivity
|
||||
|
||||
---
|
||||
|
||||
## Segmentation Strategies
|
||||
|
||||
### By Behavior
|
||||
- Openers vs. non-openers
|
||||
- Clickers vs. non-clickers
|
||||
- Active vs. inactive
|
||||
|
||||
### By Stage
|
||||
- Trial vs. paid
|
||||
- New vs. long-term
|
||||
- Engaged vs. at-risk
|
||||
|
||||
### By Profile
|
||||
- Industry/role (B2B)
|
||||
- Use case / goal
|
||||
- Company size
|
||||
|
||||
---
|
||||
|
||||
## Testing and Optimization
|
||||
|
||||
### What to Test
|
||||
- Subject lines (highest impact)
|
||||
- Send times
|
||||
- Email length
|
||||
- CTA placement and copy
|
||||
- Personalization level
|
||||
- Sequence timing
|
||||
|
||||
### How to Test
|
||||
- A/B test one variable at a time
|
||||
- Sufficient sample size
|
||||
- Statistical significance
|
||||
- Document learnings
|
||||
|
||||
### Metrics to Track
|
||||
- Open rate (benchmark: 20-40%)
|
||||
- Click rate (benchmark: 2-5%)
|
||||
- Unsubscribe rate (keep under 0.5%)
|
||||
- Conversion rate (specific to sequence goal)
|
||||
- Revenue per email (if applicable)
|
||||
506
skills/email-sequence/references/email-types.md
Normal file
506
skills/email-sequence/references/email-types.md
Normal file
@@ -0,0 +1,506 @@
|
||||
# Email Types Reference
|
||||
|
||||
A comprehensive guide to lifecycle and campaign emails. Use this as an audit checklist and implementation reference.
|
||||
|
||||
## Onboarding Emails
|
||||
|
||||
### New Users Series
|
||||
**Trigger**: User signs up (free or trial)
|
||||
**Goal**: Activate user, drive to aha moment
|
||||
**Typical sequence**: 5-7 emails over 14 days
|
||||
|
||||
- Email 1: Welcome + single next step (immediate)
|
||||
- Email 2: Quick win / getting started (day 1)
|
||||
- Email 3: Key feature highlight (day 3)
|
||||
- Email 4: Success story / social proof (day 5)
|
||||
- Email 5: Check-in + offer help (day 7)
|
||||
- Email 6: Advanced tip (day 10)
|
||||
- Email 7: Upgrade prompt or next milestone (day 14)
|
||||
|
||||
**Key metrics**: Activation rate, feature adoption
|
||||
|
||||
---
|
||||
|
||||
### New Customers Series
|
||||
**Trigger**: User converts to paid
|
||||
**Goal**: Reinforce purchase decision, drive adoption, reduce early churn
|
||||
**Typical sequence**: 3-5 emails over 14 days
|
||||
|
||||
- Email 1: Thank you + what's next (immediate)
|
||||
- Email 2: Getting full value — setup checklist (day 2)
|
||||
- Email 3: Pro tips for paid features (day 5)
|
||||
- Email 4: Success story from similar customer (day 7)
|
||||
- Email 5: Check-in + introduce support resources (day 14)
|
||||
|
||||
**Key point**: Different from new user series—they've committed. Focus on reinforcement and expansion, not conversion.
|
||||
|
||||
---
|
||||
|
||||
### Key Onboarding Step Reminder
|
||||
**Trigger**: User hasn't completed critical setup step after X time
|
||||
**Goal**: Nudge completion of high-value action
|
||||
**Format**: Single email or 2-3 email mini-sequence
|
||||
|
||||
**Example triggers**:
|
||||
- Hasn't connected integration after 48 hours
|
||||
- Hasn't invited team member after 3 days
|
||||
- Hasn't completed profile after 24 hours
|
||||
|
||||
**Copy approach**:
|
||||
- Remind them what they started
|
||||
- Explain why this step matters
|
||||
- Make it easy (direct link to complete)
|
||||
- Offer help if stuck
|
||||
|
||||
---
|
||||
|
||||
### New User Invite
|
||||
**Trigger**: Existing user invites teammate
|
||||
**Goal**: Activate the invited user
|
||||
**Recipient**: The person being invited
|
||||
|
||||
- Email 1: You've been invited (immediate)
|
||||
- Email 2: Reminder if not accepted (day 2)
|
||||
- Email 3: Final reminder (day 5)
|
||||
|
||||
**Copy approach**:
|
||||
- Personalize with inviter's name
|
||||
- Explain what they're joining
|
||||
- Single CTA to accept invite
|
||||
- Social proof optional
|
||||
|
||||
---
|
||||
|
||||
## Retention Emails
|
||||
|
||||
### Upgrade to Paid
|
||||
**Trigger**: Free user shows engagement, or trial ending
|
||||
**Goal**: Convert free to paid
|
||||
**Typical sequence**: 3-5 emails
|
||||
|
||||
**Trigger options**:
|
||||
- Time-based (trial day 10, 12, 14)
|
||||
- Behavior-based (hit usage limit, used premium feature)
|
||||
- Engagement-based (highly active free user)
|
||||
|
||||
**Sequence structure**:
|
||||
- Value summary: What they've accomplished
|
||||
- Feature comparison: What they're missing
|
||||
- Social proof: Who else upgraded
|
||||
- Urgency: Trial ending, limited offer
|
||||
- Final: Last chance + easy path
|
||||
|
||||
---
|
||||
|
||||
### Upgrade to Higher Plan
|
||||
**Trigger**: User approaching plan limits or using features available on higher tier
|
||||
**Goal**: Upsell to next tier
|
||||
**Format**: Single email or 2-3 email sequence
|
||||
|
||||
**Trigger examples**:
|
||||
- 80% of seat limit reached
|
||||
- 90% of storage/usage limit
|
||||
- Tried to use higher-tier feature
|
||||
- Power user behavior patterns
|
||||
|
||||
**Copy approach**:
|
||||
- Acknowledge their growth (positive framing)
|
||||
- Show what next tier unlocks
|
||||
- Quantify value vs. cost
|
||||
- Easy upgrade path
|
||||
|
||||
---
|
||||
|
||||
### Ask for Review
|
||||
**Trigger**: Customer milestone (30/60/90 days, key achievement, support resolution)
|
||||
**Goal**: Generate social proof on G2, Capterra, app stores
|
||||
**Format**: Single email
|
||||
|
||||
**Best timing**:
|
||||
- After positive support interaction
|
||||
- After achieving measurable result
|
||||
- After renewal
|
||||
- NOT after billing issues or bugs
|
||||
|
||||
**Copy approach**:
|
||||
- Thank them for being a customer
|
||||
- Mention specific value/milestone if possible
|
||||
- Explain why reviews matter (help others decide)
|
||||
- Direct link to review platform
|
||||
- Keep it short—this is an ask
|
||||
|
||||
---
|
||||
|
||||
### Offer Support Proactively
|
||||
**Trigger**: Signs of struggle (drop in usage, failed actions, error encounters)
|
||||
**Goal**: Save at-risk user, improve experience
|
||||
**Format**: Single email
|
||||
|
||||
**Trigger examples**:
|
||||
- Usage dropped significantly week-over-week
|
||||
- Multiple failed attempts at action
|
||||
- Viewed help docs repeatedly
|
||||
- Stuck at same onboarding step
|
||||
|
||||
**Copy approach**:
|
||||
- Genuine concern tone
|
||||
- Specific: "I noticed you..." (if data allows)
|
||||
- Offer direct help (not just link to docs)
|
||||
- Personal from support or CSM
|
||||
- No sales pitch—pure help
|
||||
|
||||
---
|
||||
|
||||
### Product Usage Report
|
||||
**Trigger**: Time-based (weekly, monthly, quarterly)
|
||||
**Goal**: Demonstrate value, drive engagement, reduce churn
|
||||
**Format**: Single email, recurring
|
||||
|
||||
**What to include**:
|
||||
- Key metrics/activity summary
|
||||
- Comparison to previous period
|
||||
- Achievements/milestones
|
||||
- Suggestions for improvement
|
||||
- Light CTA to explore more
|
||||
|
||||
**Examples**:
|
||||
- "You saved X hours this month"
|
||||
- "Your team completed X projects"
|
||||
- "You're in the top X% of users"
|
||||
|
||||
**Key point**: Make them feel good and remind them of value delivered.
|
||||
|
||||
---
|
||||
|
||||
### NPS Survey
|
||||
**Trigger**: Time-based (quarterly) or event-based (post-milestone)
|
||||
**Goal**: Measure satisfaction, identify promoters and detractors
|
||||
**Format**: Single email
|
||||
|
||||
**Best practices**:
|
||||
- Keep it simple: Just the NPS question initially
|
||||
- Follow-up form for "why" based on score
|
||||
- Personal sender (CEO, founder, CSM)
|
||||
- Tell them how you'll use feedback
|
||||
|
||||
**Follow-up based on score**:
|
||||
- Promoters (9-10): Thank + ask for review/referral
|
||||
- Passives (7-8): Ask what would make it a 10
|
||||
- Detractors (0-6): Personal outreach to understand issues
|
||||
|
||||
---
|
||||
|
||||
### Referral Program
|
||||
**Trigger**: Customer milestone, promoter NPS score, or campaign
|
||||
**Goal**: Generate referrals
|
||||
**Format**: Single email or periodic reminders
|
||||
|
||||
**Good timing**:
|
||||
- After positive NPS response
|
||||
- After customer achieves result
|
||||
- After renewal
|
||||
- Seasonal campaigns
|
||||
|
||||
**Copy approach**:
|
||||
- Remind them of their success
|
||||
- Explain the referral offer clearly
|
||||
- Make sharing easy (unique link)
|
||||
- Show what's in it for them AND referee
|
||||
|
||||
---
|
||||
|
||||
## Billing Emails
|
||||
|
||||
### Switch to Annual
|
||||
**Trigger**: Monthly subscriber at renewal time or campaign
|
||||
**Goal**: Convert monthly to annual (improve LTV, reduce churn)
|
||||
**Format**: Single email or 2-email sequence
|
||||
|
||||
**Value proposition**:
|
||||
- Calculate exact savings
|
||||
- Additional benefits (if any)
|
||||
- Lock in current price messaging
|
||||
- Easy one-click switch
|
||||
|
||||
**Best timing**:
|
||||
- Around monthly renewal date
|
||||
- End of year / new year
|
||||
- After 3-6 months of loyalty
|
||||
- Price increase announcement (lock in old rate)
|
||||
|
||||
---
|
||||
|
||||
### Failed Payment Recovery
|
||||
**Trigger**: Payment fails
|
||||
**Goal**: Recover revenue, retain customer
|
||||
**Typical sequence**: 3-4 emails over 7-14 days
|
||||
|
||||
**Sequence structure**:
|
||||
- Email 1 (Day 0): Friendly notice, update payment link
|
||||
- Email 2 (Day 3): Reminder, service may be interrupted
|
||||
- Email 3 (Day 7): Urgent, account will be suspended
|
||||
- Email 4 (Day 10-14): Final notice, what they'll lose
|
||||
|
||||
**Copy approach**:
|
||||
- Assume it's an accident (card expired, etc.)
|
||||
- Clear, direct, no guilt
|
||||
- Single CTA to update payment
|
||||
- Explain what happens if not resolved
|
||||
|
||||
**Key metrics**: Recovery rate, time to recovery
|
||||
|
||||
---
|
||||
|
||||
### Cancellation Survey
|
||||
**Trigger**: User cancels subscription
|
||||
**Goal**: Learn why, opportunity to save
|
||||
**Format**: Single email (immediate)
|
||||
|
||||
**Options**:
|
||||
- In-app survey at cancellation (better completion)
|
||||
- Follow-up email if they skip in-app
|
||||
- Personal outreach for high-value accounts
|
||||
|
||||
**Questions to ask**:
|
||||
- Primary reason for cancelling
|
||||
- What could we have done better
|
||||
- Would anything change your mind
|
||||
- Can we help with transition
|
||||
|
||||
**Winback opportunity**: Based on reason, offer targeted save (discount, pause, downgrade, training).
|
||||
|
||||
---
|
||||
|
||||
### Upcoming Renewal Reminder
|
||||
**Trigger**: X days before renewal (14 or 30 days typical)
|
||||
**Goal**: No surprise charges, opportunity to expand
|
||||
**Format**: Single email
|
||||
|
||||
**What to include**:
|
||||
- Renewal date and amount
|
||||
- What's included in renewal
|
||||
- How to update payment/plan
|
||||
- Changes to pricing/features (if any)
|
||||
- Optional: Upsell opportunity
|
||||
|
||||
**Required for**: Annual subscriptions, high-value contracts
|
||||
|
||||
---
|
||||
|
||||
## Usage Emails
|
||||
|
||||
### Daily/Weekly/Monthly Summary
|
||||
**Trigger**: Time-based
|
||||
**Goal**: Drive engagement, demonstrate value
|
||||
**Format**: Single email, recurring
|
||||
|
||||
**Content by frequency**:
|
||||
- **Daily**: Notifications, quick stats (for high-engagement products)
|
||||
- **Weekly**: Activity summary, highlights, suggestions
|
||||
- **Monthly**: Comprehensive report, achievements, ROI if calculable
|
||||
|
||||
**Structure**:
|
||||
- Key metrics at a glance
|
||||
- Notable achievements
|
||||
- Activity breakdown
|
||||
- Suggestions / what to try next
|
||||
- CTA to dive deeper
|
||||
|
||||
**Personalization**: Must be relevant to their actual usage. Empty reports are worse than no report.
|
||||
|
||||
---
|
||||
|
||||
### Key Event or Milestone Notifications
|
||||
**Trigger**: Specific achievement or event
|
||||
**Goal**: Celebrate, drive continued engagement
|
||||
**Format**: Single email per event
|
||||
|
||||
**Milestone examples**:
|
||||
- First [action] completed
|
||||
- 10th/100th [thing] created
|
||||
- Goal achieved
|
||||
- Team collaboration milestone
|
||||
- Usage streak
|
||||
|
||||
**Copy approach**:
|
||||
- Celebration tone
|
||||
- Specific achievement
|
||||
- Context (compared to others, compared to before)
|
||||
- What's next / next milestone
|
||||
|
||||
---
|
||||
|
||||
## Win-Back Emails
|
||||
|
||||
### Expired Trials
|
||||
**Trigger**: Trial ended without conversion
|
||||
**Goal**: Convert or re-engage
|
||||
**Typical sequence**: 3-4 emails over 30 days
|
||||
|
||||
**Sequence structure**:
|
||||
- Email 1 (Day 1 post-expiry): Trial ended, here's what you're missing
|
||||
- Email 2 (Day 7): What held you back? (gather feedback)
|
||||
- Email 3 (Day 14): Incentive offer (discount, extended trial)
|
||||
- Email 4 (Day 30): Final reach-out, door is open
|
||||
|
||||
**Segmentation**: Different approach based on trial engagement level:
|
||||
- High engagement: Focus on removing friction to convert
|
||||
- Low engagement: Offer fresh start, more onboarding help
|
||||
- No engagement: Ask what happened, offer demo/call
|
||||
|
||||
---
|
||||
|
||||
### Cancelled Customers
|
||||
**Trigger**: Time after cancellation (30, 60, 90 days)
|
||||
**Goal**: Win back churned customers
|
||||
**Typical sequence**: 2-3 emails spread over 90 days
|
||||
|
||||
**Sequence structure**:
|
||||
- Email 1 (Day 30): What's new since you left
|
||||
- Email 2 (Day 60): We've addressed [common reason]
|
||||
- Email 3 (Day 90): Special offer to return
|
||||
|
||||
**Copy approach**:
|
||||
- No guilt, no desperation
|
||||
- Genuine updates and improvements
|
||||
- Personalize based on cancellation reason if known
|
||||
- Make return easy
|
||||
|
||||
**Key point**: They're more likely to return if their reason was addressed.
|
||||
|
||||
---
|
||||
|
||||
## Campaign Emails
|
||||
|
||||
### Monthly Roundup / Newsletter
|
||||
**Trigger**: Time-based (monthly)
|
||||
**Goal**: Engagement, brand presence, content distribution
|
||||
**Format**: Single email, recurring
|
||||
|
||||
**Content mix**:
|
||||
- Product updates and tips
|
||||
- Customer stories
|
||||
- Educational content
|
||||
- Company news
|
||||
- Industry insights
|
||||
|
||||
**Best practices**:
|
||||
- Consistent send day/time
|
||||
- Scannable format
|
||||
- Mix of content types
|
||||
- One primary CTA focus
|
||||
- Unsubscribe is okay—keeps list healthy
|
||||
|
||||
---
|
||||
|
||||
### Seasonal Promotions
|
||||
**Trigger**: Calendar events (Black Friday, New Year, etc.)
|
||||
**Goal**: Drive conversions with timely offer
|
||||
**Format**: Campaign burst (2-4 emails)
|
||||
|
||||
**Common opportunities**:
|
||||
- New Year (fresh start, annual planning)
|
||||
- End of fiscal year (budget spending)
|
||||
- Black Friday / Cyber Monday
|
||||
- Industry-specific seasons
|
||||
- Back to school / work
|
||||
|
||||
**Sequence structure**:
|
||||
- Announcement: Offer reveal
|
||||
- Reminder: Midway through promotion
|
||||
- Last chance: Final hours
|
||||
|
||||
---
|
||||
|
||||
### Product Updates
|
||||
**Trigger**: New feature release
|
||||
**Goal**: Adoption, engagement, demonstrate momentum
|
||||
**Format**: Single email per major release
|
||||
|
||||
**What to include**:
|
||||
- What's new (clear and simple)
|
||||
- Why it matters (benefit, not just feature)
|
||||
- How to use it (direct link)
|
||||
- Who asked for it (community acknowledgment)
|
||||
|
||||
**Segmentation**: Consider targeting based on relevance:
|
||||
- Users who would benefit most
|
||||
- Users who requested feature
|
||||
- Power users first (for beta feel)
|
||||
|
||||
---
|
||||
|
||||
### Industry News Roundup
|
||||
**Trigger**: Time-based (weekly or monthly)
|
||||
**Goal**: Thought leadership, engagement, brand value
|
||||
**Format**: Curated newsletter
|
||||
|
||||
**Content**:
|
||||
- Curated news and links
|
||||
- Your take / commentary
|
||||
- What it means for readers
|
||||
- How your product helps
|
||||
|
||||
**Best for**: B2B products where customers care about industry trends.
|
||||
|
||||
---
|
||||
|
||||
### Pricing Update
|
||||
**Trigger**: Price change announcement
|
||||
**Goal**: Transparent communication, minimize churn
|
||||
**Format**: Single email (or sequence for major changes)
|
||||
|
||||
**Timeline**:
|
||||
- Announce 30-60 days before change
|
||||
- Reminder 14 days before
|
||||
- Final notice 7 days before
|
||||
|
||||
**Copy approach**:
|
||||
- Clear, direct, transparent
|
||||
- Explain the why (value delivered, costs increased)
|
||||
- Grandfather if possible (lock in old rate)
|
||||
- Give options (annual lock-in, downgrade)
|
||||
|
||||
**Important**: Honesty and advance notice build trust even when price increases.
|
||||
|
||||
---
|
||||
|
||||
## Email Audit Checklist
|
||||
|
||||
Use this to audit your current email program:
|
||||
|
||||
### Onboarding
|
||||
- [ ] New users series
|
||||
- [ ] New customers series
|
||||
- [ ] Key onboarding step reminders
|
||||
- [ ] New user invite sequence
|
||||
|
||||
### Retention
|
||||
- [ ] Upgrade to paid sequence
|
||||
- [ ] Upgrade to higher plan triggers
|
||||
- [ ] Ask for review (timed properly)
|
||||
- [ ] Proactive support outreach
|
||||
- [ ] Product usage reports
|
||||
- [ ] NPS survey
|
||||
- [ ] Referral program emails
|
||||
|
||||
### Billing
|
||||
- [ ] Switch to annual campaign
|
||||
- [ ] Failed payment recovery sequence
|
||||
- [ ] Cancellation survey
|
||||
- [ ] Upcoming renewal reminders
|
||||
|
||||
### Usage
|
||||
- [ ] Daily/weekly/monthly summaries
|
||||
- [ ] Key event notifications
|
||||
- [ ] Milestone celebrations
|
||||
|
||||
### Win-Back
|
||||
- [ ] Expired trial sequence
|
||||
- [ ] Cancelled customer sequence
|
||||
|
||||
### Campaigns
|
||||
- [ ] Monthly roundup / newsletter
|
||||
- [ ] Seasonal promotion calendar
|
||||
- [ ] Product update announcements
|
||||
- [ ] Pricing update communications
|
||||
162
skills/email-sequence/references/sequence-templates.md
Normal file
162
skills/email-sequence/references/sequence-templates.md
Normal file
@@ -0,0 +1,162 @@
|
||||
# Email Sequence Templates
|
||||
|
||||
Detailed templates for common email sequences.
|
||||
|
||||
## Welcome Sequence (Post-Signup)
|
||||
|
||||
**Email 1: Welcome (Immediate)**
|
||||
- Subject: Welcome to [Product] — here's your first step
|
||||
- Deliver what was promised (lead magnet, access, etc.)
|
||||
- Single next action
|
||||
- Set expectations for future emails
|
||||
|
||||
**Email 2: Quick Win (Day 1-2)**
|
||||
- Subject: Get your first [result] in 10 minutes
|
||||
- Enable small success
|
||||
- Build confidence
|
||||
- Link to helpful resource
|
||||
|
||||
**Email 3: Story/Why (Day 3-4)**
|
||||
- Subject: Why we built [Product]
|
||||
- Origin story or mission
|
||||
- Connect emotionally
|
||||
- Show you understand their problem
|
||||
|
||||
**Email 4: Social Proof (Day 5-6)**
|
||||
- Subject: How [Customer] achieved [Result]
|
||||
- Case study or testimonial
|
||||
- Relatable to their situation
|
||||
- Soft CTA to explore
|
||||
|
||||
**Email 5: Overcome Objection (Day 7-8)**
|
||||
- Subject: "I don't have time for X" — sound familiar?
|
||||
- Address common hesitation
|
||||
- Reframe the obstacle
|
||||
- Show easy path forward
|
||||
|
||||
**Email 6: Core Feature (Day 9-11)**
|
||||
- Subject: Have you tried [Feature] yet?
|
||||
- Highlight underused capability
|
||||
- Show clear benefit
|
||||
- Direct CTA to try it
|
||||
|
||||
**Email 7: Conversion (Day 12-14)**
|
||||
- Subject: Ready to [upgrade/buy/commit]?
|
||||
- Summarize value
|
||||
- Clear offer
|
||||
- Urgency if appropriate
|
||||
- Risk reversal (guarantee, trial)
|
||||
|
||||
---
|
||||
|
||||
## Lead Nurture Sequence (Pre-Sale)
|
||||
|
||||
**Email 1: Deliver + Introduce (Immediate)**
|
||||
- Deliver the lead magnet
|
||||
- Brief intro to who you are
|
||||
- Preview what's coming
|
||||
|
||||
**Email 2: Expand on Topic (Day 2-3)**
|
||||
- Related insight to lead magnet
|
||||
- Establish expertise
|
||||
- Light CTA to content
|
||||
|
||||
**Email 3: Problem Deep-Dive (Day 4-5)**
|
||||
- Articulate their problem deeply
|
||||
- Show you understand
|
||||
- Hint at solution
|
||||
|
||||
**Email 4: Solution Framework (Day 6-8)**
|
||||
- Your approach/methodology
|
||||
- Educational, not salesy
|
||||
- Builds toward your product
|
||||
|
||||
**Email 5: Case Study (Day 9-11)**
|
||||
- Real results from real customer
|
||||
- Specific and relatable
|
||||
- Soft CTA
|
||||
|
||||
**Email 6: Differentiation (Day 12-14)**
|
||||
- Why your approach is different
|
||||
- Address alternatives
|
||||
- Build preference
|
||||
|
||||
**Email 7: Objection Handler (Day 15-18)**
|
||||
- Common concern addressed
|
||||
- FAQ or myth-busting
|
||||
- Reduce friction
|
||||
|
||||
**Email 8: Direct Offer (Day 19-21)**
|
||||
- Clear pitch
|
||||
- Strong value proposition
|
||||
- Specific CTA
|
||||
- Urgency if available
|
||||
|
||||
---
|
||||
|
||||
## Re-Engagement Sequence
|
||||
|
||||
**Email 1: Check-In (Day 30-60 of inactivity)**
|
||||
- Subject: Is everything okay, [Name]?
|
||||
- Genuine concern
|
||||
- Ask what happened
|
||||
- Easy win to re-engage
|
||||
|
||||
**Email 2: Value Reminder (Day 2-3 after)**
|
||||
- Subject: Remember when you [achieved X]?
|
||||
- Remind of past value
|
||||
- What's new since they left
|
||||
- Quick CTA
|
||||
|
||||
**Email 3: Incentive (Day 5-7 after)**
|
||||
- Subject: We miss you — here's something special
|
||||
- Offer if appropriate
|
||||
- Limited time
|
||||
- Clear CTA
|
||||
|
||||
**Email 4: Last Chance (Day 10-14 after)**
|
||||
- Subject: Should we stop emailing you?
|
||||
- Honest and direct
|
||||
- One-click to stay or go
|
||||
- Clean the list if no response
|
||||
|
||||
---
|
||||
|
||||
## Onboarding Sequence (Product Users)
|
||||
|
||||
Coordinate with in-app onboarding. Email supports, doesn't duplicate.
|
||||
|
||||
**Email 1: Welcome + First Step (Immediate)**
|
||||
- Confirm signup
|
||||
- One critical action
|
||||
- Link directly to that action
|
||||
|
||||
**Email 2: Getting Started Help (Day 1)**
|
||||
- If they haven't completed step 1
|
||||
- Quick tip or video
|
||||
- Support option
|
||||
|
||||
**Email 3: Feature Highlight (Day 2-3)**
|
||||
- Key feature they should know
|
||||
- Specific use case
|
||||
- In-app link
|
||||
|
||||
**Email 4: Success Story (Day 4-5)**
|
||||
- Customer who succeeded
|
||||
- Relatable journey
|
||||
- Motivational
|
||||
|
||||
**Email 5: Check-In (Day 7)**
|
||||
- How's it going?
|
||||
- Ask for feedback
|
||||
- Offer help
|
||||
|
||||
**Email 6: Advanced Tip (Day 10-12)**
|
||||
- Power feature
|
||||
- For engaged users
|
||||
- Level-up content
|
||||
|
||||
**Email 7: Upgrade/Expand (Day 14+)**
|
||||
- For trial users: conversion push
|
||||
- For free users: upgrade prompt
|
||||
- For paid: expansion opportunity
|
||||
Reference in New Issue
Block a user