Email Sequences

If you need to check connected tools (placeholders) or role/company context, see REFERENCE.md.

Email Sequences Skill

Frameworks and guidance for designing and drafting multi-email sequences: narrative arc, journey mapping, email copy, timing, branching logic, and performance benchmarks.

Data Sources

• email marketing (if connected): Set up sequences as flows or automations; use platform features (smart send time, conditional splits, A/B testing). See REFERENCE.md for included servers (e.g. Klaviyo) and alternatives.
• marketing automation (if connected): Lead scoring for segmentation and exit conditions; lifecycle stage for messaging; enrollment triggers from properties or list membership.

If no tools are connected, deliver copy-paste-ready content and a setup checklist for any email platform.

Sequence Architecture

• Narrative arc — story across all emails; emotional and logical progression from first to last
• Journey mapping — map each email to a stage: awareness, consideration, decision, activation, expansion
• Escalation logic — how intensity, urgency, or value builds email to email
• Success definition — specific action that signals the sequence did its job and the recipient should exit

Per-Email Design

• Subject line — 2–3 options; curiosity, benefit, urgency, personalization, question; under 50 characters where possible
• Preview text — 40–90 characters; complements subject, does not repeat it
• Purpose — one sentence: why this email exists and what it moves the recipient toward
• Body — hook, body, CTA; short paragraphs (2–3 sentences); scannable; personalization tokens where relevant
• Primary CTA — one per email; button text and destination
• Timing — days after trigger or previous email; note engagement-based adjustments (e.g. send sooner if opened but no click)
• Segment/condition — who receives vs. who skips; behavioral or attribute conditions

Flow Control

• Branching — alternate paths by engagement (e.g. if opened email 2 but no click, send 2b instead of 3)
• Exit conditions — when conversion happens, remove from sequence; define "conversion" for this sequence
• Re-entry rules — can recipients re-enter? Under what conditions?
• Suppression — do not send if in another active sequence, unsubscribed, or contacted support in last 48 hours

Sequence Type Templates

• Onboarding: 5–7 emails over 14–21 days — welcome, quick win, core feature, advanced feature, social proof, check-in, next steps
• Lead nurture: 4–6 emails over 3–4 weeks — value-first, pain point, solution + proof, social proof, soft CTA, direct CTA
• Re-engagement: 3–4 emails over 10–14 days — "we miss you", value reminder, incentive, last chance
• Win-back: 3–5 emails over 30 days — check-in, what's new, offer, feedback request, goodbye with door open
• Product launch: 4–6 emails over 2–3 weeks — teaser, announcement, feature spotlight, social proof, offer, reminder
• Event follow-up: 3–4 emails over 7–10 days — thank you + takeaways, resource roundup, next step, survey
• Upgrade/upsell: 3–5 emails over 2–3 weeks — milestone celebration, feature gap, upgrade benefits, incentive, plan comparison

Performance Benchmarks

By sequence type: open rate, click-through rate, conversion rate, unsubscribe rate. Adjust for industry and audience. Track primary conversion metric, per-email metrics (open, CTR, unsubscribe), sequence-level conversion and drop-off; recommend review cadence.

Using This Skill

When drafting an email sequence:

1. Confirm sequence type, goal, audience, and optional count/cadence.
2. Apply brand voice from local settings or ask user; use email marketing and marketing automation per REFERENCE.md when connected.
3. Define sequence strategy (arc, journey, escalation, success), then draft each email with subject options, preview, purpose, body, CTA, timing, conditions.
4. Document branching, exit, re-entry, and suppression rules; suggest A/B tests and metrics to track.