Email Marketing Ops

Email Marketing Operations Skill

Step 0 (always first): Load brand context

Before producing any deliverable, look for a brand-context.md file in the user's project root (also check ./.claude/brand-context.md and ./docs/brand-context.md). It holds the company's ICP, positioning, messaging pillars, citable proof, voice, banned words, and compliance constraints.

• If it exists: read it in full and treat it as binding for this run. Hand its contents to every specialist agent you route work to, alongside the task brief. Its "Rules for agents reading this file" section overrides an agent's own defaults.
• If it does not exist: say so, point the user at the template (templates/brand-context.md), and offer to generate a filled draft by interviewing them or by reading their website and existing content. Then proceed with explicitly-labelled assumptions — never silently invented ones.

Non-negotiable regardless of which path applies: do not invent customer names, metrics, funding, integrations, certifications, or outcomes. Only proof recorded in brand-context.md (or supplied directly in the request) may be used as fact. Where a claim would help but no evidence exists, emit a [NEEDS INPUT: …] marker in the deliverable rather than a plausible-sounding guess.

What This Is

The Email Marketing Operations skill brings together 5 specialist agents to execute email and marketing automation at scale. From strategic newsletter planning and lifecycle automation to advanced deliverability optimization and lead scoring, this team ensures emails reach inboxes, engage recipients, and drive conversions. This skill enables you to build a sustainable email channel that deepens customer relationships, nurtures prospects, and provides reliable revenue through retention and upsell.

The Team: 5 Specialist Agents

How to Use

Routing User Requests

Newsletter & List Growth

• "We need a newsletter strategy and calendar" → Newsletter Growth Strategist
• "How do we grow our email list to [target subscribers]?" → Newsletter Growth Strategist
• "Our newsletter open rate is low—how do we improve?" → Newsletter Growth Strategist + Email Copywriter
• "Develop segmentation strategy for our audience" → Newsletter Growth Strategist
• "Create lead magnets and incentives to grow subscriber list" → Newsletter Growth Strategist

Email Copy & Creative

• "Write subject lines and email copy for [campaign]" → Email Copywriter
• "Improve our email templates and design" → Email Copywriter + Automation Engineer
• "Test different subject line approaches" → Email Copywriter
• "Adapt messaging for different audience segments" → Email Copywriter + Newsletter Growth Strategist

Lifecycle & Automation Sequences

• "Build an onboarding sequence for new customers" → Lifecycle Architect + Email Copywriter
• "Create a nurture sequence for sales pipeline" → Lifecycle Architect + Email Copywriter
• "Design re-engagement campaign for inactive subscribers" → Lifecycle Architect + Email Copywriter
• "Set up upsell and cross-sell email sequences" → Lifecycle Architect
• "Build a win-back campaign" → Lifecycle Architect + Email Copywriter

Marketing Automation Platform

• "Set up our marketing automation platform" → Automation Engineer
• "Configure lead scoring system" → Automation Engineer
• "Build email automation workflows in [platform]" → Automation Engineer
• "Integrate CRM with email platform" → Automation Engineer
• "Create dynamic content and personalization" → Automation Engineer + Email Copywriter

Deliverability & List Health

• "Our emails are going to spam—how do we fix?" → Deliverability Specialist
• "Audit our sender reputation and email practices" → Deliverability Specialist
• "Set up SPF, DKIM, and DMARC correctly" → Deliverability Specialist
• "Set up cold email sending domains without burning our main domain" → Deliverability Specialist (estate architecture, warming, authentication baseline) with Outbound Strategist for sizing
• "Our SPF/DKIM was fine and now mail is bouncing" → Deliverability Specialist (authentication drift)
• "Manage list hygiene and bounces" → Deliverability Specialist
• "Ensure GDPR and CAN-SPAM compliance" → Deliverability Specialist

Integrated Email Campaigns

• "Launch a multi-email campaign from top to bottom" → All agents coordinate
• "Scale email marketing program from launch" → All agents collaborate
• "Improve overall email program health and performance" → All agents work together

Execution Model

Phase 1: Audit & Strategy

1. Current State Assessment

   • Newsletter Growth Strategist: Review current subscriber list, segmentation, growth rate
   • Email Copywriter: Audit existing email templates and copy quality
   • Lifecycle Architect: Map existing email sequences and customer journey
   • Automation Engineer: Review platform setup, integrations, and technical configuration
   • Deliverability Specialist: Audit sender reputation, authentication setup, list health

2. Competitive & Benchmark Analysis

   • Newsletter Growth Strategist: Analyze 5-10 competitor newsletters
   • Email Copywriter: Benchmark subject lines, copy approaches, design
   • Review industry open rates, click rates, conversion rates (by type/stage)
   • Identify messaging angles and positioning opportunities

3. Audience & Segmentation Analysis

   • Define key subscriber segments (company size, industry, use case, lifecycle stage)
   • Analyze engagement by segment (open rates, click rates, conversion rates)
   • Identify high-value vs. low-value segments
   • Map content and messaging needs by segment

4. Goal Setting

   • Newsletter/list growth targets: Monthly new subscribers, churn rate
   • Engagement targets: Open rate, click rate, conversion rate (by segment)
   • Revenue targets: Email-attributed revenue, cost per acquisition
   • Deliverability baseline: Inbox placement rate, bounce rate

Phase 2: Strategy & Planning

1. Newsletter Strategy

   • Newsletter Growth Strategist: Define newsletter niche and value proposition
   • Content mix: % educational, % company updates, % promotional, % curated
   • Publishing cadence (weekly, bi-weekly, monthly)
   • 90-day content calendar
   • Segmentation strategy: Who receives what content?

2. Lifecycle & Automation Strategy

   • Lifecycle Architect: Map customer journey and key moments (signup, first use, churn risk, upgrade)
   • Define sequences: Onboarding (7-10 emails), nurture (8-12 emails), win-back (4-6 emails), upsell (3-5 emails)
   • Trigger mapping: What actions trigger emails? What's the cadence?
   • Personalization strategy: Dynamic content based on behavior/attributes

3. Email Copy Strategy

   • Email Copywriter: Develop brand voice guidelines for email
   • Subject line approach (curiosity, benefit, urgency, personalization)
   • Body copy guidelines (length, tone, structure)
   • CTA approach (clarity, urgency, relevance)
   • A/B test roadmap (subject lines, copy length, CTA placement)

4. Platform & Automation Setup

   • Automation Engineer: Platform selection or optimization
   • Integrations required (CRM, analytics, website, etc.)
   • Lead scoring model: What behaviors/attributes matter?
   • Segmentation logic: Rules for dynamic segments
   • Custom fields and data capture

5. Deliverability & Compliance

   • Deliverability Specialist: Authentication setup (SPF, DKIM, DMARC)
   • List management process: Signup, verification, hygiene
   • Unsubscribe and preference management
   • GDPR and CAN-SPAM compliance checklist
   • Sender reputation monitoring setup

Phase 3: Implementation & Launch

1. List Building & Segmentation

   • Newsletter Growth Strategist: Identify list growth channels (website, landing pages, lead magnets)
   • Set up lead magnet(s) and landing pages
   • Configure signup automation
   • Segment existing list by attributes and behavior

2. Email Creative & Copy

   • Email Copywriter: Write 10+ newsletter email templates
   • Write onboarding sequence (7-10 emails)
   • Write lifecycle sequences (nurture, re-engagement, win-back, upsell)
   • A/B test copy variations (subject lines, CTAs)

3. Platform Configuration

   • Automation Engineer: Configure email platform
   • Set up integrations (CRM, website, analytics)
   • Build automation workflows and triggers
   • Create dynamic segments
   • Configure A/B testing
   • Set up bounce and complaint handling

4. Deliverability & Launch

   • Deliverability Specialist: Validate authentication (SPF, DKIM, DMARC)
   • Warm up sender IP if needed
   • Test email rendering across clients
   • Monitor initial sends for deliverability issues
   • Establish monitoring and alerting

Phase 4: Optimization & Growth

1. Newsletter Optimization

   • Newsletter Growth Strategist: Monitor subscriber growth, churn, engagement
   • A/B test send times, content mix, subject lines
   • Identify high-engagement topics and double down
   • Test different segmentation approaches
   • Grow list through partnerships, content, lead magnets

2. Sequence Optimization

   • Lifecycle Architect: Monitor open, click, and conversion rates by sequence
   • A/B test triggers, email order, cadence
   • Identify drop-off points in sequences
   • Add/remove emails based on performance
   • Test content and messaging variations

3. Copy & Creative Evolution

   • Email Copywriter: A/B test subject lines weekly
   • Test body copy length, tone, approach
   • Test CTA variations (copy, color, placement)
   • Test send times and frequency
   • Continuously refine based on data

4. Lead Scoring & Segmentation Evolution

   • Automation Engineer: Monitor lead score accuracy
   • Adjust weights based on conversion data
   • Create new dynamic segments based on learning
   • Refine automation triggers
   • Improve data quality

5. Deliverability Maintenance

   • Deliverability Specialist: Monitor sender reputation weekly
   • Track authentication status
   • Review complaints and bounces
   • List hygiene: Remove hard bounces, purge inactive subscribers
   • Stay compliant with regulation changes

Advanced Scenarios

Scaling Email Revenue

1. Newsletter Growth Strategist: 3x subscriber growth plan (6-12 months)
2. Lifecycle Architect: Design email sequences for each customer journey stage
3. Automation Engineer: Build sophisticated lead scoring
4. Email Copywriter: Continuous A/B testing for optimization
5. Deliverability Specialist: Maintain sender reputation at scale
6. Expected impact: 2-5x growth in email-attributed revenue

Recovering Low Engagement

1. Deliverability Specialist: Check for technical issues (authentication, bounces)
2. Newsletter Growth Strategist: Analyze engagement data, identify low performers
3. Email Copywriter: Audit subject lines and preview text
4. Lifecycle Architect: Review sequence flow and timing
5. Action: Re-engage campaign, improve segmentation, refresh content

List Rebuilding After Compliance Issue

1. Deliverability Specialist: Resolve compliance issue, implement preventive controls
2. Clean existing list: Remove bad addresses, unverified subscribers
3. Newsletter Growth Strategist: Rebuild list through high-quality sources
4. Start with clean sender reputation
5. Implement strong authentication and compliance processes

Migration to New Email Platform

1. Automation Engineer: Plan migration, data mapping, testing
2. Deliverability Specialist: Ensure warm-up and sender reputation transfer
3. Newsletter Growth Strategist: Maintain engagement during transition
4. All agents: Test sequences, copy, and automation in new platform
5. Plan phased cutover with rollback plan

Output Standards

Quality Requirements

Newsletter Strategy

• Subscriber list: 1,000+ minimum for meaningful engagement metrics
• Growth rate: 5-20% monthly (depends on stage and strategy)
• List quality: <5% hard bounce rate, <0.3% complaint rate
• Segmentation: Minimum 3-5 segments based on interests/behavior
• Content calendar: 90-day plan with specific topics and send dates

Email Copy

• Subject lines: 7-10 A/B test variations, 40-50 characters optimal
• Preview text: 50-100 characters that complement subject line
• Body copy: 150-300 words optimal for B2B (scannable, benefit-focused)
• CTA clarity: Single primary CTA, specific action verb, clear value proposition
• Personalization: Dynamic content based on name, company, behavior
• Mobile optimization: 50%+ of B2B email opens on mobile

Lifecycle Sequences

• Onboarding: 7-10 emails, 1-7 days apart, focus on activation and adoption
• Nurture: 8-12 emails, 2-4 days apart, build trust and demonstrate value
• Re-engagement: 3-5 emails, 7 days apart, remind of value and provide incentive
• Win-back: 4-6 emails, 7-14 days apart, win back lapsed customers
• Upsell: 3-5 emails, strategic timing, focus on adjacent value/upgrade

Automation Configuration

• Lead scoring: 50-100 point scale, validated against actual conversions
• Segments: Minimum 5 dynamic segments (by engagement, behavior, attributes)
• Triggers: Configured for key customer moments (signup, churn risk, high-value action)
• Cadence: Frequency capped to avoid fatigue (1-3 emails/week from single sender)
• Dynamic content: Personalized based on segment or behavior

Deliverability Standards

• Sender authentication: SPF, DKIM, DMARC all configured
• List quality: <2% hard bounce rate, <0.1% complaint rate
• Engagement-based sending: Suppress inactive subscribers or lower frequency
• List hygiene: Remove bounces weekly, re-verify annually
• Compliance: Clear unsubscribe, honor preferences, GDPR compliant
• Monitoring: Track sender reputation score and authentication status weekly

Key Metrics & Targets

Newsletter Metrics (B2B SaaS)

• Open rate: 20-30% (industry average 15-20%)
• Click rate: 2-5% (industry average 1-3%)
• Conversion rate: 1-3% (depends on offer)
• Unsubscribe rate: <0.2% per send
• List growth rate: 5-20% monthly
• Subscriber lifetime value: LTV > email cost per sub by 10-20x

Lifecycle Sequence Metrics

• Onboarding: 40-50% open rate, 3-8% click rate, 2-5% trial-to-customer
• Nurture: 25-40% open rate, 2-5% click rate, 1-3% conversion
• Re-engagement: 15-30% open rate, 1-3% click rate, 5-20% re-activation
• Win-back: 20-35% open rate, 2-4% click rate, 1-5% reactivation
• Upsell: 25-40% open rate, 3-7% click rate, 2-5% upgrade conversion

Deliverability Metrics

• Inbox placement rate: >95% (goal)
• Bounce rate: <2% hard bounce, <5% soft bounce
• Complaint rate: <0.3% (reported as spam)
• Authentication pass: 100% (DKIM, SPF DMARC)
• Sender reputation: Consistent, monitor weekly

Performance Baselines

Email-Attributed Revenue (B2B SaaS)

• Newsletter: 5-15% of total organic revenue
• Lifecycle sequences: 20-40% of total lead-based revenue
• Email channel: 15-30% of total revenue (blended)
• LTV:Email CAC: 3:1 or higher for sustainability

Growth Timelines

• List growth: Expect 5-20% monthly with active strategy
• Engagement improvement: 4-8 weeks to see meaningful A/B test results
• Sequence optimization: 2-3 months of data for statistically significant results
• Deliverability recovery: 2-4 weeks with proper IP warm-up
• Platform implementation: 2-4 weeks to full configuration and launch

Handoff & Deliverables

Newsletter Strategy Plan

• 90-day content calendar with specific topics
• 12+ newsletter email templates (copy + design)
• Subscriber growth roadmap and lead magnet strategy
• Segmentation logic and personalization approach
• Open rate and engagement targets by segment

Lifecycle Sequence Documentation

• Onboarding sequence: 7-10 email copy, trigger logic, timing
• Nurture sequence: 8-12 email copy, trigger logic, timing
• Re-engagement sequence: 3-5 email copy, trigger logic, timing
• Win-back sequence: 4-6 email copy, trigger logic, timing
• Upsell/cross-sell sequence: 3-5 email copy, trigger logic, timing
• A/B test roadmap with hypotheses

Platform Setup Checklist

• Email platform configuration (platform-specific)
• Integration documentation (CRM, analytics, website)
• Lead scoring model with business logic
• Dynamic segment configuration
• Automation workflow diagrams
• Testing and validation checklist

Deliverability Setup Guide

• SPF, DKIM, DMARC setup instructions
• Authentication verification checklist
• List import and verification process
• Bounce and complaint handling process
• GDPR and CAN-SPAM compliance checklist
• Sender reputation monitoring setup
• Weekly monitoring checklist

Monthly Email Performance Report

• Newsletter metrics: Open rate, click rate, growth, churn
• Sequence performance: Open, click, conversion rates
• List health: Bounce rate, complaint rate, engagement trend
• A/B test results: Winning variants and learning
• Email-attributed revenue and cost per acquisition
• Recommendations for next month

Email marketing compounds over time. Build relationships through consistent, valuable communication. Regular A/B testing and optimization compound into significant performance improvements. Monthly reviews and quarterly strategy adjustments ensure the program grows with your business.