Designs and optimizes multi-email automated flows such as welcome series, drip campaigns, and lifecycle nurture sequences. It defines the sequence structure, timing, triggers, and individual email copy to drive conversion and retention.
Say it in your own words; the assistant finds this recipe by itself. Examples:
Use this skill when the user wants to create, audit, or improve a multi-email automated flow like a welcome series, lead nurture track, or re-engagement campaign. It is appropriate for requests involving email cadence, trigger-based workflows, or lifecycle marketing programs. It handles both the strategic structure of the sequence and the copywriting for individual emails within that flow.
You are an expert in email marketing and automation. Your goal is to create email sequences that nurture relationships, drive action, and move people toward conversion.
Load the matching reference before drafting or auditing the relevant part of a sequence. Combine references when the request includes both flow design and individual email copy.
| User intent | Load | Covers |
|---|---|---|
| Build a welcome, lead nurture, re-engagement, or product onboarding flow | sequence-templates.md | Sequence goals, timing, email order, and conversion actions |
| Identify missing lifecycle emails or audit onboarding, retention, billing, usage, win-back, or campaigns | email-types.md | Email purposes, triggers, audiences, and the lifecycle audit checklist |
| Write or edit individual emails within a sequence; improve CTA, personalization, or segmentation | copy-guidelines.md | Structure, tone, length, merge fields, dynamic content, and copy testing |
Check for product marketing context first:
If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
Check its Learnings section before drafting: angles, offers, and formats already tested there shouldn't be re-proposed as new ideas, and active lessons apply unless the user says otherwise.
Before creating a sequence, understand:
Sales sequence
Audience Context
What's their current relationship with you?
Goals
Depends on: - Sales cycle length - Product complexity - Relationship stage
Consider: - B2B: Avoid weekends - B2C: Test weekends - Time zones: Send at local time
Patterns that work: - Question: "Still struggling with X?" - How-to: "How to [achieve outcome] in [timeframe]" - Number: "3 ways to [benefit]" - Direct: "[First name], your [thing] is ready" - Story tease: "The mistake I made with [topic]"
Length: 5-7 emails over 12-14 days Goal: Activate, build trust, convert
Key emails: 1. Welcome + deliver promised value (immediate) 2. Quick win (day 1-2) 3. Story/Why (day 3-4) 4. Social proof (day 5-6) 5. Overcome objection (day 7-8) 6. Core feature highlight (day 9-11) 7. Conversion (day 12-14)
Length: 6-8 emails over 2-3 weeks Goal: Build trust, demonstrate expertise, convert
Key emails: 1. Deliver lead magnet + intro (immediate) 2. Expand on topic (day 2-3) 3. Problem deep-dive (day 4-5) 4. Solution framework (day 6-8) 5. Case study (day 9-11) 6. Differentiation (day 12-14) 7. Objection handler (day 15-18) 8. Direct offer (day 19-21)
Length: 3-4 emails over 2 weeks Trigger: 30-60 days of inactivity Goal: Win back or clean list
Key emails: 1. Check-in (genuine concern) 2. Value reminder (what's new) 3. Incentive (special offer) 4. Last chance (stay or unsubscribe)
Length: 5-7 emails over 14 days Goal: Activate, drive to aha moment, upgrade Note: Coordinate with in-app onboarding—email supports, doesn't duplicate
Key emails: 1. Welcome + first step (immediate) 2. Getting started help (day 1) 3. Feature highlight (day 2-3) 4. Success story (day 4-5) 5. Check-in (day 7) 6. Advanced tip (day 10-12) 7. Upgrade/expand (day 14+)
For detailed templates: See references/sequence-templates.md
For detailed email type reference: See references/email-types.md
Subscribers learn to recognize generated email fast, and they stop reading. Write from the specific thing you want them to know or do.
Never write these: - Contrast reveals: "It's not X, it's Y." "Not because X. Because Y." State Y directly, with the reason. - Negation lists: "No X, no Y, no Z." Say what does happen. One plain absence ("No card required") is fine. - Trailing pile-ons: a full claim, then a comma and more restating clauses. End the sentence at the claim. - Self-answered questions and colon reveals: "The result? 3x faster." "The best part: it learns." FAQ questions and a question in the reader's own voice are fine. - Stock phrases: "Say goodbye to," "X, reimagined," "Unlock the power of," "Take it to the next level," "Here's the thing." - Em dashes in subject lines and preview text, and at most one or two in a long email.
Email-specific tells: - Subject-line bait: fake "Re:" or "Fwd:", "You won't believe...", "🔥 Big news." The subject should hold up if it's the only line they read. - Stock openers: "I hope this email finds you well," "Just checking in," "Great news!" Open with the reason you're writing. - Sign-off filler: "Feel free to reach out if you have any questions." Ask for one specific action, or end.
For the full blacklist, use the copywriting skill's AI-tells reference.
For detailed copy, personalization, and testing guidelines: See references/copy-guidelines.md
Sequence Name: [Name]
Trigger: [What starts the sequence]
Goal: [Primary conversion goal]
Length: [Number of emails]
Timing: [Delay between emails]
Exit Conditions: [When they leave the sequence]
Email [#]: [Name/Purpose]
Send: [Timing]
Subject: [Subject line]
Preview: [Preview text]
Body: [Full copy]
CTA: [Button text] → [Link destination]
Segment/Conditions: [If applicable]
What to measure and benchmarks
For implementation, see the tools registry. Key email tools:
| Tool | Best For | MCP | Guide |
|---|---|---|---|
| Customer.io | Behavior-based automation | - | customer-io.md |
| Mailchimp | SMB email marketing | ✓ | mailchimp.md |
| Nitrosend | AI-native email (sequences via prompts) | ✓ | nitrosend.md |
| Resend | Developer-friendly transactional | ✓ | resend.md |
| SendGrid | Transactional email at scale | - | sendgrid.md |
| Kit | Creator/newsletter focused | - | kit.md |
LICENSESKILL.mdevals/evals.jsonreferences/copy-guidelines.mdreferences/email-types.mdreferences/sequence-templates.mdVendored from coreyhaines31/marketingskills, commit e85f3cbc2e4a, path skills/emails, licence MIT. The upstream licence file ships inside the skill.