# Email Marketing

> Use when creating and sending email campaigns, newsletters, and drip sequences. Build email lists, design templates, automate follow-ups, and track email performance for customer nurturing.

- Skill: `oyi77/email-marketing` (Agent Skill)
- Install (CLI): `npx skillmds add oyi77/email-marketing`
- Raw SKILL.md: https://api.skillmd.com/api/skills/oyi77/email-marketing/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- License: Apache-2.0
- Author: oyi77 (https://skillmd.com/u/oyi77)
- Updated: 2026-09-08
- Page: https://skillmd.com/skills/oyi77/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

| Rationalization | Reality |
|---|---|
| "I'll figure it out as I go" | A structured approach saves time and reduces errors. Follow the workflow in this skill rather than improvising. |
| "I already know this topic" | Familiarity breeds shortcuts. Use the checklist to verify you haven't missed critical steps. |
| "This doesn't apply to my situation" | The patterns here generalize across contexts. Adapt, don't skip — the underlying principles hold. |
| "One more tool will fix it" | Adding complexity rarely solves process gaps. Master the core workflow first. |

## 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
```javascript
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)
```javascript
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
```javascript
// 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:
```yaml
name: email-marketing_standard
mode: production
output: results/
format: json
```

Test config:
```yaml
name: email-marketing_test
mode: development
dry_run: true
verbose: true
```


### Template 1: Standard email-marketing
```yaml
name: email-marketing_standard
mode: production
output: results/
format: json
```

### Template 2: Quick Test
```yaml
name: email-marketing_test
mode: development
dry_run: true
verbose: true
```


### Basic Template Structure
```html
<!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
```javascript
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
```javascript
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
```javascript
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
```javascript
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

| Rationalization | Reality |
|---|---|
| "I'll do this later" | Explain why this excuse is wrong for this skill |
| "This is simple, skip steps" | Even simple tasks benefit from process |

## 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