# Nurture Sequence > Builds drip email campaigns for leads not ready to buy. Determines segment and buying stage, selects content per stage, and generates a complete 5-7 email sequence over 30 days with timing and content. - Skill: `ekatasingh1107/nurture-sequence` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds@latest add ekatasingh1107/nurture-sequence` - Raw SKILL.md: https://api.skillmd.com/api/skills/ekatasingh1107/nurture-sequence/raw - Safety review: PASS (external: skill-scanner PASS, skillspector PASS) - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Productivity - Author: ekatasingh1107 (https://skillmd.com/u/ekatasingh1107) - Updated: 2026-08-19 - Page: https://skillmd.com/skills/ekatasingh1107/nurture-sequence --- # Nurture Sequence Generates a complete drip email campaign for leads that are qualified but not ready to buy. Maps the lead's segment and buying stage to a content strategy, selects the right content progression (educational, case study, social proof, offer), and outputs a full 5-7 email sequence with subject lines, body copy, timing, and performance benchmarks. ## Prerequisites - `agency.config.json` populated (services, ICP, brand voice, content library) - Lead data with segment and qualification status - Content library or `case_studies[]` for reference material - Optional: `brand-voice` capability output for tone consistency ## Capabilities Used 1. `email-copywriter` -- write individual nurture emails 2. `brand-voice` -- maintain consistent tone across the sequence 3. `crm-writer` -- set up the sequence in CRM with timing 4. `cold-email-drafter` -- for the transition-to-sales emails at the end 5. `carousel-creator` -- for generating linked content assets ## Phase 0: Intake Read `agency.config.json`: - `services[]` -- services to eventually pitch - `case_studies[]` -- available social proof content - `icp.segments[]` -- for segment-specific messaging - `brand_voice` -- tone and style guidelines - `content_library` -- available content assets (blogs, guides, videos) - `nurture_config` -- default nurture settings if defined: ```json { "nurture_config": { "default_length": 7, "default_duration_days": 30, "max_emails_per_week": 2, "unsubscribe_handling": "respect_immediately", "send_times": { "preferred_days": ["tuesday", "thursday"], "preferred_hours": "10:00-11:00" } } } ``` Accept parameters: - `lead` -- (required) lead object with segment and stage info - `segment` -- ICP segment override (if not in lead data) - `buying_stage` -- `awareness` | `consideration` | `decision`. Default: auto-detect from lead score - `sequence_length` -- number of emails. Default: from config or 7 - `duration_days` -- total campaign duration. Default: from config or 30 - `goal` -- `book_demo` | `start_trial` | `request_proposal` | `download_resource`. Default: `book_demo` - `include_case_study` -- boolean. Default: `true` ## Phase 1: Segment and Stage Analysis ### Determine Buying Stage If not explicitly provided, infer from lead data: ``` Awareness stage (score 1.5-2.5): - Lead knows they have a problem but hasn't started evaluating solutions - Content focus: education, thought leadership, industry insights - Tone: helpful, no sales pressure Consideration stage (score 2.5-3.5): - Lead is actively researching solutions and evaluating options - Content focus: comparisons, case studies, ROI frameworks - Tone: consultative, show expertise Decision stage (score 3.5+): - Lead is close to choosing a partner, needs final push - Content focus: case studies, testimonials, specific proposals - Tone: confident, create urgency ``` ### Segment-Specific Messaging Map the lead's segment to relevant messaging angles: ``` Post-PMF D2C India: Pain points: scaling beyond 1 SKU, store doesn't match growth, basic Shopify theme Content angles: "scaling your D2C store", "CRO for growing brands", "catalog management for new SKUs" Case studies: reference similar-stage Indian D2C brands Midmarket D2C India: Pain points: in-house team overwhelmed, need outside expertise, store refresh Content angles: "agency vs in-house", "CRO audit framework", "managing ecomm at scale" Case studies: reference mid-size brands with outsourced ecomm Early-stage D2C US/UK/AU: Pain points: basic store, no ecomm expertise, growing fast but store is limiting Content angles: "store foundations for fast-growing D2C", "why CRO matters early", "Shopify best practices" Case studies: reference international D2C brands if available ``` ## Phase 2: Content Strategy Design the content progression for the sequence: ### Awareness Stage Sequence (7 emails, 30 days) ``` Email 1 (Day 1): Welcome + Value Purpose: Establish relationship, deliver immediate value Content: Industry insight or quick win they can implement today CTA: Soft -- read the full article / download the guide Email 2 (Day 4): Educational Content Purpose: Position as expert, teach something useful Content: "3 things [segment] brands get wrong about [service area]" CTA: Soft -- reply with their biggest challenge Email 3 (Day 8): Thought Leadership Purpose: Build trust with original perspective Content: Industry trend analysis or data-backed insight CTA: Soft -- share if useful Email 4 (Day 13): Case Study (light) Purpose: Introduce social proof without hard sell Content: "How [similar brand] solved [problem]" -- story format, not sales format CTA: Medium -- read the full case study Email 5 (Day 18): Interactive / Engagement Purpose: Get a response, build two-way relationship Content: Question, poll, or mini-audit offer ("Reply with your URL, I'll send you 3 quick wins") CTA: Medium -- reply to engage Email 6 (Day 24): Value Stack Purpose: Demonstrate breadth of expertise Content: Curated resource (tools, templates, checklist relevant to their segment) CTA: Medium -- download or bookmark Email 7 (Day 30): Soft Transition Purpose: Open the door to a conversation Content: Recap value delivered, mention availability for deeper help CTA: Strong -- book a 15-min call (no commitment framing) ``` ### Consideration Stage Sequence (6 emails, 25 days) ``` Email 1 (Day 1): Welcome + Positioning Content: Quick intro, why they're hearing from you, one key insight CTA: Soft Email 2 (Day 4): Comparison / Framework Content: "How to evaluate a [service] partner" or "Agency vs freelancer vs in-house" CTA: Soft Email 3 (Day 9): Case Study (detailed) Content: Full Problem-Solution-Results with metrics CTA: Medium -- "Want similar results?" Email 4 (Day 14): Social Proof Stack Content: 3 quick client wins (mini case studies, 2-3 sentences each) CTA: Medium -- book a call Email 5 (Day 20): ROI / Value Proof Content: ROI calculator, cost-of-inaction framing, or audit results CTA: Strong -- "Let me show you what this looks like for your brand" Email 6 (Day 25): Direct Offer Content: Specific proposal teaser or free audit offer CTA: Strong -- book demo / request proposal ``` ### Decision Stage Sequence (5 emails, 14 days) ``` Email 1 (Day 1): Direct Value Proposition Content: "Here's exactly how we'd help [company]" -- specific to their needs CTA: Strong Email 2 (Day 3): Case Study Match Content: Most relevant case study to their exact situation CTA: Strong Email 3 (Day 6): Objection Crusher Content: Address the top objection for their segment (price, timing, risk) CTA: Strong Email 4 (Day 10): Urgency / Scarcity Content: Timing element (seasonal, competitive, capacity) CTA: Strong -- book this week Email 5 (Day 14): Final Touch Content: Respectful last touch, door stays open CTA: Strong but not pushy ``` ## Phase 3: Email Generation For each email in the sequence, generate using `email-copywriter`: ### Email Specifications ``` For each email: Subject line: [specific, benefit-driven, under 50 characters] Preview text: [extends the subject, under 90 characters] Body: - Opening: [hook, 1-2 sentences] - Value: [main content, 3-5 sentences] - CTA: [clear, single action] - Sign-off: [personal, from a human] Word count: 80-150 words (nurture emails must be short) Tone: [from brand_voice + stage-appropriate adjustments] Personalization tokens: [{{first_name}}, {{company}}, {{industry}}, {{detected_need}}] ``` ### Content Rules - NO sales language in awareness stage emails - Every email delivers standalone value (reader learns something even if they don't click) - Subject lines vary in style (question, number, statement, curiosity gap) - Never start two consecutive emails with the same opening style - Include a "PS:" in at least 2 emails (high readership zone) - Link to real content when referencing articles or case studies - Each email has a different angle -- never repeat the same message ## Phase 4: Timing and Delivery Rules ### Send Timing ``` Preferred days: [from nurture_config.send_times.preferred_days] Preferred hours: [from nurture_config.send_times.preferred_hours] Max per week: [from nurture_config.max_emails_per_week] Timezone: [lead's timezone if known, else agency timezone] ``` ### Spacing Rules - Minimum 3 days between emails - No emails on weekends (unless config overrides) - No emails on major holidays (country-specific based on lead location) - Respect global suppression list ### Exit Conditions Stop the sequence if: - Lead replies (transition to manual follow-up or `follow-up-engine`) - Lead books a meeting (mark as converted) - Lead unsubscribes (respect immediately) - Lead marked as disqualified - Sequence completes all steps ## Phase 5: Output Return structured JSON: ```json { "sequence_name": "nurture_awareness_d2c_india", "lead": { "contact_name": "Priya Mehta", "company_name": "FreshSkin Co", "segment": "Post-PMF D2C India", "buying_stage": "awareness" }, "sequence_config": { "total_emails": 7, "duration_days": 30, "goal": "book_demo", "send_days": ["tuesday", "thursday"], "send_time": "10:00 IST" }, "emails": [ { "position": 1, "send_day": 1, "send_date": "2026-03-08", "type": "welcome_value", "subject": "The one metric most D2C brands ignore", "preview": "It's not conversion rate -- and it's costing you", "body": "[full email copy]", "cta": "Read the full breakdown", "cta_link": "[content URL]", "word_count": 120, "personalization_tokens": ["first_name", "company"] }, { "position": 2, "send_day": 4, "send_date": "2026-03-11", "type": "educational", "subject": "3 product page mistakes killing your AOV", "preview": "Quick fixes that take 30 minutes", "body": "[full email copy]", "cta": "Reply with your URL for a free quick audit", "cta_link": null, "word_count": 135, "personalization_tokens": ["first_name", "industry"] } ], "exit_conditions": [ "lead_replies", "meeting_booked", "unsubscribe", "disqualified", "sequence_complete" ], "post_sequence_action": "re_evaluate_qualification", "benchmarks": { "expected_open_rate": "35-45%", "expected_click_rate": "3-5%", "expected_reply_rate": "5-8%", "expected_conversion_rate": "10-15%" }, "generated_at": "2026-03-07T10:00:00Z" } ``` ## Phase 6: Review Present the full sequence. **APPROVAL GATE**: "[N]-email nurture sequence for [segment] leads. Review before activating?" After approval: - Write sequence to CRM via `crm-writer` - Set first email send date - Configure exit condition triggers - Set re-evaluation reminder at sequence end ## Phase 7: Performance Tracking Setup Set up benchmarks for `sequence-analyzer` to evaluate later: ``` SEQUENCE BENCHMARKS --- Sequence: [name] Created: [date] Target metrics: Open rate: [benchmark]% Click rate: [benchmark]% Reply rate: [benchmark]% Conversion rate (booked demo): [benchmark]% Unsubscribe rate: < 1% Review date: [30 days from start] ``` ## Example Usage Trigger phrases: - "Build a nurture sequence for [lead]" - "Create a drip campaign for awareness-stage leads in [segment]" - "This lead isn't ready to buy, set up a nurture sequence" - "Generate a 7-email nurture campaign for D2C brands" - "Build a consideration-stage email sequence for [prospect]" - "[Lead] was routed to nurture, build the sequence"