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- 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>
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Email Copy Guidelines
Structure
- Hook: First line grabs attention
- Context: Why this matters to them
- Value: The useful content
- CTA: What to do next
- 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)