Email Sequence Builder
SKILL.md
HOW_TO_USE.md
skillsmarketingSKILL.md
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# Email Sequence Builder
Turn subscribers into customers with strategic email sequences.
## Core Philosophy
**Email is a conversation, not a broadcast.** Every email should feel like a natural next step in an ongoing dialogue—relevant, timely, and valuable.
**The Goal:** Move subscribers through a journey with the right message at the right time.
**The Principle:** Sequence design follows psychology—build trust, demonstrate value, handle objections, then ask for action.
---
## Required Context
### Must Have
**1. Sequence Type**
What journey are you building?
- Welcome/Onboarding
- Lead Nurture
- Cart Abandonment
- Post-Purchase
- Re-Engagement
- Product Launch
- Event/Webinar
- Sales Outreach
**2. Audience**
- Who receives this sequence?
- What triggered their entry?
- What do they already know about you?
**3. Goal**
- Primary conversion action
- Success metric (purchase, upgrade, demo, etc.)
### Strongly Recommended
**4. Product/Offer Details**
- What you're selling/promoting
- Key benefits and features
- Pricing (if applicable)
- Common objections
**5. Voice/Tone**
- Brand voice guidelines
- Formal vs. casual
- Example emails you like
### Nice to Have
- Existing email performance data
- Competitor email examples
- Customer testimonials/quotes
- Specific content assets to link (blog posts, case studies)
- Segmentation available
---
## Sequence Types & Frameworks
### Type 1: Welcome Sequence (New Subscribers)
**Purpose:** Introduce brand, set expectations, deliver lead magnet, build relationship.
**Recommended Length:** 5-7 emails over 14-21 days
**Framework: The "Know, Like, Trust" Arc**
| Email | Day | Purpose | Focus |
|-------|-----|---------|-------|
| 1 | 0 | Deliver + Welcome | Give promised value, introduce brand |
| 2 | 1-2 | Quick Win | Actionable tip they can use today |
| 3 | 3-4 | Story | Your origin or customer success story |
| 4 | 5-7 | Value | Best content piece or resource |
| 5 | 8-10 | Social Proof | Customer results, testimonials |
| 6 | 12-14 | Soft CTA | Introduce product/service naturally |
| 7 | 18-21 | Direct CTA | Clear offer with urgency |
---
### Type 2: Lead Nurture Sequence (Marketing Qualified Leads)
**Purpose:** Educate, build trust, move toward sales conversation.
**Recommended Length:** 6-10 emails over 30-60 days
**Framework: The "Problem-Solution-Proof" Arc**
| Email | Day | Purpose | Focus |
|-------|-----|---------|-------|
| 1 | 0 | Problem Awareness | Agitate the pain point |
| 2 | 3 | Cost of Problem | What happens if unsolved? |
| 3 | 7 | Solution Introduction | How to solve (educate) |
| 4 | 10 | Your Approach | Why your method works |
| 5 | 14 | Case Study | Customer transformation story |
| 6 | 18 | Objection Handling | Address common concerns |
| 7 | 22 | Differentiation | Why you vs. alternatives |
| 8 | 26 | Offer Introduction | Your product/service pitch |
| 9 | 30 | Urgency + CTA | Deadline or scarcity element |
| 10 | 35 | Last Chance | Final follow-up |
---
### Type 3: Cart Abandonment Sequence
**Purpose:** Recover lost sales, address objections, create urgency.
**Recommended Length:** 3-4 emails over 3-7 days
**Framework: The "Remind-Reason-Urgency" Arc**
| Email | Timing | Purpose | Focus |
|-------|--------|---------|-------|
| 1 | 1 hour | Helpful Reminder | "Did you forget something?" |
| 2 | 24 hours | Address Objections | FAQ, reviews, guarantees |
| 3 | 48-72 hours | Incentive | Discount, free shipping, bonus |
| 4 | 5-7 days | Last Chance | Urgency, scarcity |
**Key Elements:**
- Product image from cart
- Clear CTA to return
- Customer reviews for products in cart
- FAQ/objection handlers
- Risk reducers (guarantees, easy returns)
---
### Type 4: Post-Purchase Sequence
**Purpose:** Reduce refunds, increase satisfaction, generate reviews, enable repeat purchase.
**Recommended Length:** 4-6 emails over 14-30 days
**Framework: The "Delight-Advocate-Expand" Arc**
| Email | Day | Purpose | Focus |
|-------|-----|---------|-------|
| 1 | 0 | Confirmation + Excitement | Thank you, what to expect |
| 2 | 2-3 | Onboarding | How to get started, quick wins |
| 3 | 7 | Check-in | How's it going? Support offer |
| 4 | 14 | Social Proof Request | Review/testimonial ask |
| 5 | 21 | Upsell/Cross-sell | Complementary product |
| 6 | 30 | Referral | Refer a friend program |
---
### Type 5: Re-Engagement Sequence (Inactive Subscribers)
**Purpose:** Wake up dormant subscribers, clean list, recover potential customers.
**Recommended Length:** 3-5 emails over 14-21 days
**Framework: The "Notice-Value-Goodbye" Arc**
| Email | Day | Purpose | Focus |
|-------|-----|---------|-------|
| 1 | 0 | We Miss You | Acknowledge absence, offer value |
| 2 | 5 | Best Stuff | Your most valuable content/offer |
| 3 | 10 | What Changed | New features, improvements |
| 4 | 15 | Special Offer | Exclusive comeback incentive |
| 5 | 21 | Goodbye | List cleaning warning, unsubscribe CTA |
---
### Type 6: SaaS Onboarding Sequence
**Purpose:** Activate users, drive product adoption, reduce churn, upgrade to paid.
**Recommended Length:** 7-10 emails over 14-30 days (trial period)
**Framework: The "Activate-Engage-Convert" Arc**
| Email | Timing | Purpose | Focus |
|-------|--------|---------|-------|
| 1 | Signup | Welcome | Login, first step, support |
| 2 | Day 1 | Quick Win | Easiest value-generating action |
| 3 | Day 2 | Core Feature | Key feature tutorial |
| 4 | Day 4 | Use Case | Specific workflow example |
| 5 | Day 7 | Progress Check | Usage celebration or help offer |
| 6 | Day 10 | Advanced Feature | Power user capability |
| 7 | Day 12 | Social Proof | Customer success story |
| 8 | Day 14* | Upgrade Prompt | Trial ending, conversion CTA |
| 9 | Day 15* | Urgency | Last day reminder |
| 10 | Post-trial | Win-back | Extended trial or discount offer |
*Adjust based on trial length
---
## Email Copy Framework
### Subject Line Formulas
**Curiosity:**
- "The [unexpected thing] about [topic]"
- "I was wrong about [topic]"
- "This is probably a mistake..."
**Benefit-Driven:**
- "How to [achieve result] in [timeframe]"
- "[Number] ways to [achieve result]"
- "The fastest way to [achieve result]"
**Urgency/Scarcity:**
- "[X] hours left to [claim offer]"
- "Last chance: [offer]"
- "Closing tonight"
**Personal:**
- "Quick question, [Name]"
- "Can I ask you something?"
- "Thoughts?"
**Social Proof:**
- "How [Customer] achieved [result]"
- "[Number] people can't be wrong"
- "See what [Name] said about [topic]"
**Pain Point:**
- "Tired of [problem]?"
- "Why [problem] keeps happening"
- "Stop doing [wrong thing]"
---
### Preview Text Strategy
**Purpose:** Extend the subject line, not repeat it.
**Formulas:**
- Subject: Question → Preview: Answer tease
- Subject: Statement → Preview: Supporting detail
- Subject: Curiosity → Preview: More intrigue
- Subject: Benefit → Preview: Proof point
**Examples:**
| Subject | Preview |
|---------|---------|
| "How to double your leads" | "Without increasing ad spend (here's how)" |
| "Quick question for you" | "It'll only take 30 seconds to answer" |
| "Your cart is waiting" | "Complete your order before items sell out" |
---
### Body Copy Structure
**The PASTOR Framework:**
| Element | Purpose | Example |
|---------|---------|---------|
| **P**roblem | Identify pain | "You're spending hours on [task]..." |
| **A**mplify | Make it worse | "And every day, it costs you..." |
| **S**tory | Share example | "That's exactly where [Customer] was..." |
| **T**estimony | Prove solution | "After using [Product], they..." |
| **O**ffer | Present solution | "Here's how you can do the same..." |
| **R**esponse | Call to action | "Click here to [action]" |
**The 1-2-3-1 Framework:**
| Element | Purpose |
|---------|---------|
| **1** Big Idea | Single main point |
| **2** Benefits | What they gain |
| **3** Proof Points | Why believe it |
| **1** CTA | Single action |
---
### CTA Best Practices
**Button Text (Action-Oriented):**
| Weak | Strong |
|------|--------|
| Submit | Get My Free Guide |
| Click Here | Start My Trial |
| Learn More | See How It Works |
| Buy Now | Add to Cart |
**CTA Placement:**
- One primary CTA per email
- Place at natural decision points
- Consider PS as secondary CTA
- Link early for scanners
---
## Output Format
### Sequence Overview
```
SEQUENCE TYPE: [Type]
AUDIENCE: [Who enters this sequence]
TRIGGER: [What initiates the sequence]
GOAL: [Primary conversion action]
LENGTH: [X] emails over [Y] days
SEQUENCE MAP:
Day 0: Email 1 - [Purpose]
Day X: Email 2 - [Purpose]
Day X: Email 3 - [Purpose]
...
```
---
### Email Template
For each email in the sequence:
```
═══════════════════════════════════════════════════════════════
EMAIL [#]: [EMAIL NAME]
═══════════════════════════════════════════════════════════════
SEND: [Day X after trigger / Timing]
GOAL: [What this email should accomplish]
SEGMENT: [If conditional, who receives this]
───────────────────────────────────────────────────────────────
SUBJECT LINE OPTIONS:
───────────────────────────────────────────────────────────────
Option A: [Subject line]
Option B: [Subject line]
Option C: [Subject line]
PREVIEW TEXT: [Preview text that complements subject]
───────────────────────────────────────────────────────────────
EMAIL BODY:
───────────────────────────────────────────────────────────────
[Full email copy goes here]
[Greeting],
[Opening hook - first line is critical]
[Body content following chosen framework]
[CTA section with clear action]
[Sign-off],
[Name]
PS: [Optional postscript with secondary CTA or urgency]
───────────────────────────────────────────────────────────────
CTA: [Button text] → [Link destination]
───────────────────────────────────────────────────────────────
NOTES:
• [Implementation note]
• [Personalization opportunities]
• [Conditional logic if applicable]
```
---
### Sequence Calendar View
```
WEEK 1
├── Day 0: Email 1 - Welcome & Deliver
├── Day 2: Email 2 - Quick Win
└── Day 4: Email 3 - Story
WEEK 2
├── Day 7: Email 4 - Value Content
└── Day 10: Email 5 - Social Proof
WEEK 3
├── Day 14: Email 6 - Soft Offer
└── Day 18: Email 7 - Direct CTA
```
---
### Performance Prediction
| Email | Expected Open Rate | Expected Click Rate | Key Metric |
|-------|-------------------|---------------------|------------|
| Email 1 | XX-XX% | X-X% | Engagement baseline |
| Email 2 | XX-XX% | X-X% | [Specific metric] |
| ... | ... | ... | ... |
**Benchmarks by Sequence Type:**
| Type | Avg Open | Avg Click | Conversion |
|------|----------|-----------|------------|
| Welcome | 50-60% | 8-12% | 10-15% |
| Nurture | 20-30% | 2-4% | 3-5% |
| Cart Abandonment | 40-50% | 10-15% | 10-20% |
| Post-Purchase | 40-50% | 5-10% | 5-10% |
| Re-Engagement | 10-20% | 2-5% | 5-10% |
---
## Optimization Guidance
### Subject Line Testing Priority
| Test | Impact | Effort |
|------|--------|--------|
| Personalization (name) | Medium | Low |
| Emoji vs. no emoji | Medium | Low |
| Question vs. statement | High | Low |
| Length (short vs. long) | Medium | Low |
| Urgency language | High | Low |
| Number inclusion | Medium | Low |
### Timing Optimization
**Best Send Times (General):**
- B2B: Tuesday-Thursday, 9-11am local time
- B2C: Varies, test weekends
- Time zone: Send in recipient's local time
**Sequence Timing Principles:**
- First email: Immediately or within 1 hour
- Early sequence: More frequent (1-2 days apart)
- Later sequence: Space out (3-7 days apart)
- Urgency sequences: Compress timeline
### Deliverability Checklist
- [ ] Sender name is recognizable
- [ ] Reply-to is monitored inbox
- [ ] Unsubscribe link is clear
- [ ] No spam trigger words
- [ ] Text-to-image ratio is healthy
- [ ] Links are tested and working
- [ ] Personalization fallbacks set
- [ ] Mobile preview checked
---
## Special Scenarios
### Scenario 1: B2B Long Sales Cycle
**Adjustments:**
- Extend sequence to 60-90 days
- More educational content, less selling
- Include case studies and ROI data
- Consider account-based personalization
- Add sales team handoff triggers
### Scenario 2: Low-Priced Product
**Adjustments:**
- Shorter sequence (decision is quick)
- Focus on urgency and scarcity
- Emphasize social proof
- Cart abandonment critical
- Post-purchase focus on repeat
### Scenario 3: High-Touch Service
**Adjustments:**
- Goal is conversation, not transaction
- Personal tone, less templated
- Include video where possible
- Emphasize credibility and trust
- Multiple touchpoints before ask
### Scenario 4: E-commerce with Large Catalog
**Adjustments:**
- Dynamic product recommendations
- Browsing behavior triggers
- Category-specific sequences
- Heavy personalization
- Back-in-stock notifications
---
## Limitations
**I can provide:**
- Strategic sequence structure
- Email copy and subject lines
- Timing recommendations
- Best practice frameworks
- A/B test suggestions
- Personalization guidance
**I cannot provide:**
- ESP-specific implementation
- Technical automation setup
- Deliverability troubleshooting
- Design/HTML templates
- List segmentation execution
- Actual performance data
**For implementation, you'll also need:**
- Email service provider (ESP)
- Trigger/automation setup
- Segmentation logic configuration
- Design templates
- Tracking and analytics setup
---
## Quality Checklist
Before delivering sequence:
- [ ] Sequence type matches audience need
- [ ] Timing feels natural, not spammy
- [ ] Each email has single clear purpose
- [ ] Subject lines are varied and testable
- [ ] Preview text complements subjects
- [ ] Copy follows consistent voice
- [ ] CTAs are clear and single-focused
- [ ] Personalization opportunities noted
- [ ] Conditional logic identified
- [ ] Expected metrics provided
- [ ] Implementation notes included
ReadyEmail Sequence Builder
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