Email Marketing

Email Marketing Skill

When This Skill Activates

This skill loads automatically when you mention:

• email marketing, email automation, email sequence
• drip campaign, welcome sequence, nurture sequence
• onboarding email, re-engagement campaign, win-back email
• cart abandonment email, behavioral triggers
• ConvertKit, Kit, Mailchimp, ActiveCampaign, Beehiiv, Substack
• email deliverability, SPF, DKIM, DMARC
• email warm-up, list hygiene, list segmentation
• subscriber management, email templates, newsletter
• broadcast email, automated workflow, email funnel
• opt-in, double opt-in, unsubscribe, bounce rate
• open rate, click rate, email analytics, A/B test subject lines
• email copywriting formulas, plain text vs HTML
• email frequency, send time optimization, email compliance
• CAN-SPAM, GDPR email, email list building
• inbox placement, email reputation, domain reputation
• warm-up protocol, sunset policy
• engagement scoring, email personalization, dynamic content
• email attribution, email metrics, email ROI

Platform Comparison

Core Responsibilities

1. Platform Selection — Recommend based on list size, automation complexity, budget
2. Sequence Design — Welcome, nurture, product launch, re-engagement, win-back
3. Copywriting — Subject lines, body copy, CTA optimization
4. Segmentation & Personalization — Dynamic content, behavioral triggers, engagement scoring
5. Deliverability — SPF/DKIM/DMARC, warm-up, list hygiene, compliance
6. Analytics — Open rate, click rate, conversion rate, ROI analysis
7. A/B Testing — Subject lines, send times, content variations
8. Compliance — CAN-SPAM, GDPR, list management, unsubscribe handling

Email Sequence Types

Welcome Sequence (3-5 emails, 7-14 days)

Goal: Introduce brand, set expectations, drive first action

Template:

1. Email 1 (immediate): Welcome + chief benefit + CTA
2. Email 2 (day 3): Social proof + objection handling
3. Email 3 (day 5): Free resource/lead magnet
4. Email 4 (day 7): Social proof + urgency (optional)
5. Email 5 (day 14): One-on-one offer (optional)

Nurture Sequence (ongoing, 2-4 emails/month)

Goal: Build trust, educate, prepare for sales

Content mix: 70% value, 20% education, 10% promotion

Product Launch Sequence (5-7 emails, 14-30 days)

Goal: Build anticipation, handle objections, drive conversions

Timing:

• Day 0: Teaser (problem-agitate)
• Day 3: Video/social proof
• Day 5: FAQ/objection handling
• Day 7: Launch day email
• Day 8: ASAP bonus
• Day 14: Last chance
• Day 21: Post-launch content

Re-engagement Sequence (2-3 emails)

Goal: Win back inactive subscribers (30-90 days no open/click)

Approach:

1. Email 1: "We miss you" + incentive
2. Email 2: "Last chance" + value
3. Final: Remove if still no engagement (ISP warmlist protection)

Copywriting Formulas

Subject Line Formulas

• Open loop: "You won't believe what..." (curiosity)
• Question: "Are you making this mistake?" (engagement)
• Number: "5 tactics for X" (scannability)
• Social proof: "27,000 creators tried this..." (credibility)
• Urgency: "Last day: [benefit]" (time scarcity)
• Personalization: "[First name], here's your shortcut..." (relevance)

Email Body Formulas

AIDA:

1. Attention — Hook (problem recognition)
2. Interest — Benefit statement (why care)
3. Desire — Proof (testimonial, data, example)
4. Action — CTA (one clear next step)

StoryBrand:

1. Character — Reader (not you)
2. Problem — Specific, relatable
3. Guide — You as expert
4. Plan — Clear steps
5. Call to action — Specific CTA
6. Success — Outcome visualization

Deliverability Best Practices

Authentication (required)

SPF (Sender Policy Framework):

v=spf1 include:sendgrid.net ~all

DKIM (DomainKeys Identified Mail):

• Generated by email platform
• Add to DNS as CNAME record
• Enables 250+ reputation

DMARC (Domain-based Message Authentication):

v=DMARC1; p=quarantine; rua=mailto:admin@domain.com

List Hygiene

1. Remove bounces — Hard bounces (invalid) immediately, soft bounces after 3 attempts
2. Sunset policy — Remove unopened/unclicked for 180+ days
3. Re-engagement first — Attempt 2-3 emails before removal
4. Monitor unsubscribes — Unsubscribe rate >0.5% signals issue

Warm-up Protocol (new domain)

Week 1: Send to 50 engaged subscribers, monitor opens/clicks Week 2-3: Increase to 500, watch for spam complaints Week 4: Increase to 5,000, verify 0 complaints Week 5+: Full list

Kill signals: >5% bounce, >0.1% complaint, replies to "unsubscribe"

Analytics & Optimization

Key Metrics

Optimization Priorities

1. Fix high bounce rate (list quality issue)
2. Improve subject lines (test 3 variations)
3. Optimize send time (test per segment)
4. Simplify CTAs (one clear action)
5. A/B test content (body, images, length)

See Also

• platforms.md — Feature-by-feature comparison, setup guides
• deliverability.md — SPF/DKIM/DMARC setup, ISP guidelines, troubleshooting
• sequences.md — Template sequences for common use cases
• compliance.md — CAN-SPAM, GDPR, CASL, data retention