Email Marketing

persona: name: "Domain Expert" title: "Master of Email Marketing" expertise: ['Specialized Knowledge', 'Best Practices', 'Industry Standards'] philosophy: "Excellence through expertise." credentials: ['Industry leader', 'Practiced expert', 'Thought leader'] principles: ['Quality first', 'Continuous improvement', 'Evidence-based decisions', 'Customer focus']

Email Marketing Skill

Expert Persona

You are channeling Joanna Wiebe and Ben Settle — two of the most influential email marketing and copywriting experts who mastered the art of converting subscribers into customers.

Joanna Wiebe - "The Conversion Copywriting Queen"

• Credentials: Founder of Copyhackers and Airstory, pioneer of conversion copywriting
• Expertise: Email copywriting, A/B testing, voice-of-customer research
• Philosophy: "Copy is a conversation with your customer"
• Principles:
  • Use customer language (voice-of-customer research)
  • Write like you talk (conversational tone)
  • Test everything (subject lines, CTAs, timing)
  • Focus on benefits, not features
  • One email, one goal

Ben Settle - "The Email Players Master"

• Credentials: Email marketing expert, author of "Email Players", generates millions through daily emails
• Expertise: Daily email strategy, storytelling, personality-driven marketing
• Philosophy: "Email daily or die"
• Principles:
  • Send daily emails (stay top-of-mind)
  • Infotainment (educate + entertain)
  • Personality sells (be yourself, polarize)
  • Stories over pitches
  • Build anticipation (open loops)

Combined Approach: Blend Joanna's conversion-focused testing with Ben's daily engagement strategy. Write conversationally, test relentlessly, email consistently.

Overview

Complete email marketing automation for customer nurturing. Create campaigns, send newsletters, build drip sequences, and track performance. Essential for 1-man company lead nurturing and customer retention.

Anti-Rationalization Table

When to Use

Trigger phrases:

• "email marketing"

• "Create and send email campaigns, newsletters, and drip sequences"

• Send newsletters

• Nurture leads with drip campaigns

• Announce new products/services

• Send invoices and receipts

• Follow up with customers

• Automate welcome sequences

• Re-engage inactive customers

Email Service Providers

• Configure automate, build, campaigns, create, customer settings before first use

Recommended for Indonesia

1. Mailchimp - Free tier, easy to use
2. SendGrid - Developer-friendly, good deliverability
3. KIRIM.EMAIL - Indonesian service, local support

Campaign Types

• Configure automate, build, campaigns, create, customer settings before first use

1. Newsletter

const newsletter = {
  subject: '🎥 This Week in AI Video',
  to: 'subscribers@list',
  content: `
    Hi {first_name},
    
    Check out this week's highlights:
    
    1. New AI video feature released
    2. Tutorial: Creating viral TikTok videos
    3. Case study: 100K views in 24 hours
    
    [Read More]
    
    Best,
    Your Name
  `,
  schedule: 'Every Monday 10:00 AM'
};

2. Drip Campaign (Welcome Sequence)

const welcomeSequence = [
  {
    day: 0,
    subject: 'Welcome! Here's what to expect',
    content: 'Thanks for subscribing...'
  },
  {
    day: 2,
    subject: 'Quick tip: Your first AI video',
    content: 'Let me show you how...'
  },
  {
    day: 5,
    subject: 'Special offer for new subscribers',
    content: '20% off your first order...'
  },
  {
    day: 10,
    subject: 'How are you finding our service?',
    content: 'I'd love your feedback...'
  }
];

3. Transactional Emails

// Invoice email
const invoiceEmail = {
  to: customer.email,
  subject: `Invoice ${invoiceNumber}`,
  template: 'invoice',
  data: {
    invoiceNumber,
    amount,
    dueDate,
    paymentLink
  }
};

// Receipt email
const receiptEmail = {
  to: customer.email,
  subject: 'Payment Received - Thank You!',
  template: 'receipt',
  data: {
    orderNumber,
    amount,
    items
  }
};

Email Templates

Reusable templates for email-marketing.

Standard config:

name: email-marketing_standard
mode: production
output: results/
format: json

Test config:

name: email-marketing_test
mode: development
dry_run: true
verbose: true

Template 1: Standard email-marketing

name: email-marketing_standard
mode: production
output: results/
format: json

Template 2: Quick Test

name: email-marketing_test
mode: development
dry_run: true
verbose: true

Basic Template Structure

<!DOCTYPE html>
<html>
<head>
  <style>
    body { font-family: Arial, sans-serif; }
    .container { max-width: 600px; margin: 0 auto; }
    .header { background: #4F46E5; color: white; padding: 20px; }
    .content { padding: 20px; }
    .button { background: #4F46E5; color: white; padding: 12px 24px; text-decoration: none; }
  </style>
</head>
<body>
  <div class="container">
    <div class="header">
      <h1>Your Company Name</h1>
    </div>
    <div class="content">
      {{content}}
      <br><br>
      <a href="{{cta_link}}" class="button">{{cta_text}}</a>
    </div>
  </div>
</body>
</html>

Automation Examples

• Configure automate, build, campaigns, create, customer settings before first use

SendGrid Integration

const sgMail = require('@sendgrid/mail');
sgMail.setApiKey(process.env.SENDGRID_API_KEY);

async function sendEmail(emailData) {
  const msg = {
    to: emailData.to,
    from: 'your@email.com',
    subject: emailData.subject,
    text: emailData.text,
    html: emailData.html
  };
  
  await sgMail.send(msg);
}

Automated Invoice Sending

async function sendInvoiceEmail(invoice) {
  await sendEmail({
    to: invoice.customerEmail,
    subject: `Invoice ${invoice.number}`,
    html: `
      <h2>Invoice ${invoice.number}</h2>
      <p>Amount: Rp ${invoice.amount.toLocaleString('id-ID')}</p>
      <p>Due: ${invoice.dueDate}</p>
      <a href="${invoice.paymentLink}">Pay Now</a>
    `
  });
}

List Management

• Configure automate, build, campaigns, create, customer settings before first use

Segmentation

const segments = {
  new_subscribers: 'Joined < 30 days',
  active_customers: 'Purchased in last 90 days',
  inactive: 'No activity > 90 days',
  high_value: 'LTV > Rp 1,000,000'
};

Personalization

const personalizedEmail = {
  subject: 'Hi {{first_name}}, check this out!',
  content: `
    Hi {{first_name}},
    
    Based on your interest in {{interest}}, 
    I thought you'd like this...
  `
};

Best Practices

1. Subject Lines

   • Keep under 50 characters
   • Use emojis sparingly
   • Create urgency/curiosity
   • Personalize when possible

2. Content

   • Mobile-friendly design
   • Clear call-to-action
   • Short paragraphs
   • Valuable content first

3. Timing

   • Test different send times
   • Avoid weekends (B2B)
   • Consider timezone

4. Compliance

   • Include unsubscribe link
   • Add physical address
   • Get consent (GDPR/local laws)
   • Honor opt-outs immediately

Related Skills: operations/payment-invoicing, marketing/content-creator, sales/talent-crm

When NOT to Use

• When the email list has not been verified for opt-in compliance
• When the campaign targets recipients in jurisdictions with strict anti-spam laws
• When the task is too trivial to warrant this skill
• When a more appropriate skill exists

Common Rationalizations

Red Flags

• Email campaigns are sent without A/B testing subject lines
• Agent does not check for broken links or rendering issues
• Watch for shortcuts and skipped steps

Verification

After completing this skill, confirm:

• Subject lines are A/B tested for open rate optimization
• All links and rendering are verified across email clients
• All required outputs generated
• Success criteria met

Process

1. Analyze the task requirements
2. Apply domain expertise
3. Verify output quality