Email Sequence

Email Sequence Designer

Designs complete email automation sequences with strategic timing, persuasive copy, and conditional logic.

Quick Reference

Execution Protocol

Step 1: Load Context

Read the business profile for context:

• email-profile.md (project root)

Load reference files for frameworks and benchmarks:

• ~/.claude/skills/ads/references/copy-frameworks.md
• ~/.claude/skills/ads/references/benchmarks.md

Step 2: Gather Sequence Requirements

Ask the user:

1. Sequence type: welcome, nurture, re-engagement, abandoned-cart, post-purchase, review-request, or custom
2. If custom: goal, trigger event, desired email count, preferred cadence, tone

Confirm business context from profile:

• Industry
• Target audience
• Brand voice
• Primary offer/product

Step 3: Design Sequence Architecture

Based on sequence type, define:

• Total number of emails
• Timing between emails
• Framework assignment per email
• Conditional logic rules
• KPI targets

Step 4: Generate Each Email

For each email in sequence, create:

1. Position and timing: Email X, Day Y or Hours after trigger
2. Subject lines: 3 variants with scores (60-100)
3. Preheader text: 30-80 characters
4. Email body: Full copy following assigned framework
5. CTA: Button text and link placeholder
6. Conditional logic: What happens based on engagement

Step 5: Add Implementation Guidance

Include:

• Platform setup notes
• A/B test recommendations
• KPI benchmarks for this sequence type
• Segment considerations

Sequence Type Templates

1. Welcome Series (4-6 emails, 14 days)

Standard Timeline:

• Email 1: Immediate (welcome + deliver lead magnet)
• Email 2: Day 1 (brand story)
• Email 3: Day 2 (best content/resource)
• Email 4: Day 4 (social proof)
• Email 5: Day 7 (soft offer)
• Email 6: Day 14 (stronger CTA or segmentation)

Framework Assignment:

• Email 1: BAB (Before-After-Bridge)
• Email 2: BAB (Before-After-Bridge)
• Email 3: FAB (Features-Advantages-Benefits)
• Email 4: 4Ps (Picture-Promise-Prove-Push)
• Email 5: AIDA (Attention-Interest-Desire-Action)
• Email 6: PAS (Problem-Agitate-Solution)

KPI Targets:

• Average open rate: 40-60%
• Average click rate: 3-8%
• Conversion rate: 2-5%

2. Nurture Sequence (6-10 emails, 6-10 weeks)

Cadence: 1-2 emails per week

Content Mix:

• 80% value (education, tips, resources)
• 20% promotion (offers, CTAs)

Framework Rotation: PAS -> FAB -> BAB -> 4Ps -> AIDA -> repeat

Progressive Profiling: Gather data over time through link clicks, survey questions

KPI Targets:

• Average open rate: 25-35%
• Average click rate: 2-5%
• Conversion rate: 1-3%

3. Re-engagement / Win-Back (3-5 emails, 28 days)

Trigger: 90 days no click engagement (not opens, due to Apple MPP)

Standard Timeline:

• Email 1: Day 0 (friendly check-in)
• Email 2: Day 5-7 (value reminder)
• Email 3: Day 10-14 (incentive offer)
• Email 4: Day 21 (last chance)
• Email 5: Day 28 (final goodbye)

Framework Assignment:

• Email 1: BAB (Before-After-Bridge)
• Email 2: 4Ps (Picture-Promise-Prove-Push)
• Email 3: AIDA (Attention-Interest-Desire-Action)
• Email 4: PAS (Problem-Agitate-Solution)
• Email 5: Direct

After sequence: Remove non-responders from active list to protect sender reputation

KPI Targets:

• Average open rate: 15-25%
• Average click rate: 1-3%
• Re-engagement rate: 5-10%

4. Abandoned Cart (3 emails, 3 days)

Standard Timeline:

• Email 1: 1 hour (reminder, no discount)
• Email 2: 24 hours (address objections, social proof)
• Email 3: 48-72 hours (incentive offer)

Framework Assignment:

• Email 1: Direct
• Email 2: PAS (Problem-Agitate-Solution)
• Email 3: AIDA (Attention-Interest-Desire-Action)

Show cart items: Include product images, names, prices in email body

Target recovery rate: 5-15%

KPI Targets:

• Email 1 open rate: 40-50%
• Email 2 open rate: 30-40%
• Email 3 open rate: 25-35%
• Total recovery rate: 10-18%

5. Post-Purchase (4-6 emails, 30 days)

Standard Timeline:

• Email 1: Immediate (order confirmation)
• Email 2: Shipped (shipping notification)
• Email 3: Delivered (delivery confirmation + tips)
• Email 4: Day 7 (value-add content)
• Email 5: Day 14 (review request)
• Email 6: Day 30 (cross-sell/upsell)

Framework Assignment:

• Email 1: Direct
• Email 2: Direct
• Email 3: FAB (Features-Advantages-Benefits)
• Email 4: BAB (Before-After-Bridge)
• Email 5: PAS (Problem-Agitate-Solution)
• Email 6: AIDA (Attention-Interest-Desire-Action)

KPI Targets:

• Average open rate: 50-70%
• Average click rate: 5-12%
• Review request response: 5-15%
• Cross-sell conversion: 3-8%

6. Review Request (1-2 emails)

Timing varies by business type:

• Restaurant/food: within 24 hours
• Salon/spa/service: same day or next day
• Home services: 24-48 hours
• Retail (simple products): 1-2 days
• Shoes/clothing: 1-2 weeks
• Courses/coaching: 1+ week
• Medical/dental: 24 hours

Framework: PAS (Problem-Agitate-Solution) - position review as helping others

Include:

• Direct link to review platform
• Multiple platform options if applicable
• Incentive (optional): discount on next purchase

KPI Targets:

• Open rate: 50-70%
• Review completion: 10-25%

7. Custom Sequence

For custom sequences, ask user:

1. Goal: What should this sequence accomplish?
2. Trigger event: What starts this sequence?
3. Email count: How many emails?
4. Cadence: How often should emails send?
5. Tone: Formal, casual, urgent, educational?

Design sequence architecture based on responses.

Conditional Logic Rules

Apply these rules to every sequence:

Engagement-Based Branching

If opened previous email but didn't click:

• Emphasize CTA more strongly
• Add social proof elements
• Simplify the ask

If clicked previous email:

• Move faster in sequence
• Skip reminder emails
• Advance to stronger offer

If no engagement on 2+ consecutive emails:

• Slow down cadence
• Change subject line approach
• Test different framework

If unsubscribed:

• Stop sequence immediately
• Remove from all active lists

Time-Based Branching

If cart value is high (e.g., over $200):

• Extend abandoned cart sequence
• Add personal outreach email

If first purchase:

• Trigger post-purchase sequence
• Add to VIP nurture track

If repeat customer:

• Skip welcome emails
• Go straight to loyalty sequence

Output Format Template

## Email Sequence: [Sequence Type]

**Business**: [from email-profile.md]
**Industry**: [from profile]
**Trigger**: [what starts this sequence]
**Total Emails**: X
**Duration**: X days/weeks
**Goal**: [primary objective]

### Sequence Timeline

Day 0 -> Email 1 (immediate)
Day 1 -> Email 2
Day 4 -> Email 3
Day 7 -> Email 4
[visual timeline]

---

### Email 1: [Descriptive Title] (Day 0 / Immediate)

**Purpose**: [what this email accomplishes]

**Subject Lines:**
| # | Subject | Score | Reason |
|---|---------|-------|--------|
| 1 | [subject line] | 85 | [why this scores high] |
| 2 | [subject line] | 80 | [why this scores high] |
| 3 | [subject line] | 78 | [why this scores high] |

**Preheader**: [30-80 character preview text]

**Framework**: [PAS/AIDA/BAB/FAB/4Ps/Direct]

**Body:**

[Full email copy with proper formatting, following the selected framework structure]

**CTA**: [Button text] -> [link placeholder or description]

**Conditional Logic:**
- **If opened**: Proceed to Email 2 at scheduled time
- **If not opened**: Wait 24h, resend with subject line variant #2
- **If clicked CTA**: [action - skip email, advance sequence, tag subscriber]
- **If no engagement**: [fallback action]

**A/B Test Recommendation**: [specific element to test for this email]

---

[Repeat full structure for each email in sequence]

---

### Implementation Notes

**Platform Setup:**
- [Automation trigger setup instructions]
- [Segmentation requirements]
- [Tag/field requirements]

**Recommended A/B Tests:**
1. [Test for Email 1]
2. [Test for Email 3]
3. [Overall sequence test]

**KPI Targets:**
| Metric | Target | Industry Benchmark |
|--------|--------|-------------------|
| Average Open Rate | X% | X% |
| Average Click Rate | X% | X% |
| Conversion Rate | X% | X% |
| Unsubscribe Rate | <0.5% | <0.5% |

**Monitoring:**
- Check performance after 50 subscribers complete sequence
- Adjust timing if open rates drop >20% between emails
- Test new subject lines if Email 1 opens <30%

**Segment Considerations:**
- [How to adapt for different audience segments]
- [Mobile vs desktop considerations]
- [Geographic/timezone notes if applicable]

Quality Checklist

Before delivering sequence, verify:

• Each email has 3 subject line variants
• Preheaders are 30-80 characters
• Each email follows assigned framework structure
• CTAs are clear and actionable
• Conditional logic is defined for each email
• Timing makes sense for business type
• KPI targets are realistic
• A/B test recommendations are specific
• Implementation notes include platform setup

Framework Quick Reference

Load ../../references/copy-frameworks.md for detailed structures:

• PAS: Problem -> Agitate -> Solution
• AIDA: Attention -> Interest -> Desire -> Action
• BAB: Before -> After -> Bridge
• FAB: Features -> Advantages -> Benefits
• 4Ps: Picture -> Promise -> Prove -> Push
• Direct: Straightforward, no persuasion layer (transactional emails)

Notes

• Always adapt sequence length and cadence to business context
• B2B sequences should be longer (nurture over 8-12 weeks)
• E-commerce can be more aggressive (faster cadence)
• Service businesses benefit from educational content
• Always include easy unsubscribe option
• Test sequences with small segment before full deployment
• Monitor sender reputation metrics (bounce rate, complaint rate)
• Apple Mail Privacy Protection makes open tracking unreliable - focus on clicks
• Use sunset policies: remove non-engaged subscribers after 6-12 months

Integration with Other Skills

• Use /email audit to verify domain deliverability before launching sequences
• Use /email write for individual email drafts or rewrites
• Use /email review to score and optimize each email in the sequence
• Use /email plan to align sequences with overall marketing strategy