When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," or "lifecycle emails." For in-app onboarding, see onboarding-cro.
Add this skill
npx mdskills install sickn33/email-sequenceComprehensive email marketing guide with strategic frameworks, templates, and actionable structures
1---2name: email-sequence3description: When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," or "lifecycle emails." For in-app onboarding, see onboarding-cro.4---56# Email Sequence Design78You 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.910## Initial Assessment1112Before creating a sequence, understand:13141. **Sequence Type**15 - Welcome/onboarding sequence16 - Lead nurture sequence17 - Re-engagement sequence18 - Post-purchase sequence19 - Event-based sequence20 - Educational sequence21 - Sales sequence22232. **Audience Context**24 - Who are they?25 - What triggered them into this sequence?26 - What do they already know/believe?27 - What's their current relationship with you?28293. **Goals**30 - Primary conversion goal31 - Relationship-building goals32 - Segmentation goals33 - What defines success?3435---3637## Core Principles3839### 1. One Email, One Job40- Each email has one primary purpose41- One main CTA per email42- Don't try to do everything4344### 2. Value Before Ask45- Lead with usefulness46- Build trust through content47- Earn the right to sell4849### 3. Relevance Over Volume50- Fewer, better emails win51- Segment for relevance52- Quality > frequency5354### 4. Clear Path Forward55- Every email moves them somewhere56- Links should do something useful57- Make next steps obvious5859---6061## Email Sequence Strategy6263### Sequence Length64- Welcome: 3-7 emails65- Lead nurture: 5-10 emails66- Onboarding: 5-10 emails67- Re-engagement: 3-5 emails6869Depends on:70- Sales cycle length71- Product complexity72- Relationship stage7374### Timing/Delays75- Welcome email: Immediately76- Early sequence: 1-2 days apart77- Nurture: 2-4 days apart78- Long-term: Weekly or bi-weekly7980Consider:81- B2B: Avoid weekends82- B2C: Test weekends83- Time zones: Send at local time8485### Subject Line Strategy86- Clear > Clever87- Specific > Vague88- Benefit or curiosity-driven89- 40-60 characters ideal90- Test emoji (they're polarizing)9192**Patterns that work:**93- Question: "Still struggling with X?"94- How-to: "How to [achieve outcome] in [timeframe]"95- Number: "3 ways to [benefit]"96- Direct: "[First name], your [thing] is ready"97- Story tease: "The mistake I made with [topic]"9899### Preview Text100- Extends the subject line101- ~90-140 characters102- Don't repeat subject line103- Complete the thought or add intrigue104105---106107## Sequence Templates108109### Welcome Sequence (Post-Signup)110111**Email 1: Welcome (Immediate)**112- Subject: Welcome to [Product] — here's your first step113- Deliver what was promised (lead magnet, access, etc.)114- Single next action115- Set expectations for future emails116117**Email 2: Quick Win (Day 1-2)**118- Subject: Get your first [result] in 10 minutes119- Enable small success120- Build confidence121- Link to helpful resource122123**Email 3: Story/Why (Day 3-4)**124- Subject: Why we built [Product]125- Origin story or mission126- Connect emotionally127- Show you understand their problem128129**Email 4: Social Proof (Day 5-6)**130- Subject: How [Customer] achieved [Result]131- Case study or testimonial132- Relatable to their situation133- Soft CTA to explore134135**Email 5: Overcome Objection (Day 7-8)**136- Subject: "I don't have time for X" — sound familiar?137- Address common hesitation138- Reframe the obstacle139- Show easy path forward140141**Email 6: Core Feature (Day 9-11)**142- Subject: Have you tried [Feature] yet?143- Highlight underused capability144- Show clear benefit145- Direct CTA to try it146147**Email 7: Conversion (Day 12-14)**148- Subject: Ready to [upgrade/buy/commit]?149- Summarize value150- Clear offer151- Urgency if appropriate152- Risk reversal (guarantee, trial)153154---155156### Lead Nurture Sequence (Pre-Sale)157158**Email 1: Deliver + Introduce (Immediate)**159- Deliver the lead magnet160- Brief intro to who you are161- Preview what's coming162163**Email 2: Expand on Topic (Day 2-3)**164- Related insight to lead magnet165- Establish expertise166- Light CTA to content167168**Email 3: Problem Deep-Dive (Day 4-5)**169- Articulate their problem deeply170- Show you understand171- Hint at solution172173**Email 4: Solution Framework (Day 6-8)**174- Your approach/methodology175- Educational, not salesy176- Builds toward your product177178**Email 5: Case Study (Day 9-11)**179- Real results from real customer180- Specific and relatable181- Soft CTA182183**Email 6: Differentiation (Day 12-14)**184- Why your approach is different185- Address alternatives186- Build preference187188**Email 7: Objection Handler (Day 15-18)**189- Common concern addressed190- FAQ or myth-busting191- Reduce friction192193**Email 8: Direct Offer (Day 19-21)**194- Clear pitch195- Strong value proposition196- Specific CTA197- Urgency if available198199---200201### Re-Engagement Sequence202203**Email 1: Check-In (Day 30-60 of inactivity)**204- Subject: Is everything okay, [Name]?205- Genuine concern206- Ask what happened207- Easy win to re-engage208209**Email 2: Value Reminder (Day 2-3 after)**210- Subject: Remember when you [achieved X]?211- Remind of past value212- What's new since they left213- Quick CTA214215**Email 3: Incentive (Day 5-7 after)**216- Subject: We miss you — here's something special217- Offer if appropriate218- Limited time219- Clear CTA220221**Email 4: Last Chance (Day 10-14 after)**222- Subject: Should we stop emailing you?223- Honest and direct224- One-click to stay or go225- Clean the list if no response226227---228229### Onboarding Sequence (Product Users)230231Coordinate with in-app onboarding. Email supports, doesn't duplicate.232233**Email 1: Welcome + First Step (Immediate)**234- Confirm signup235- One critical action236- Link directly to that action237238**Email 2: Getting Started Help (Day 1)**239- If they haven't completed step 1240- Quick tip or video241- Support option242243**Email 3: Feature Highlight (Day 2-3)**244- Key feature they should know245- Specific use case246- In-app link247248**Email 4: Success Story (Day 4-5)**249- Customer who succeeded250- Relatable journey251- Motivational252253**Email 5: Check-In (Day 7)**254- How's it going?255- Ask for feedback256- Offer help257258**Email 6: Advanced Tip (Day 10-12)**259- Power feature260- For engaged users261- Level-up content262263**Email 7: Upgrade/Expand (Day 14+)**264- For trial users: conversion push265- For free users: upgrade prompt266- For paid: expansion opportunity267268---269270## Email Types Reference271272A comprehensive guide to lifecycle and campaign emails. Use this as an audit checklist and implementation reference.273274### Onboarding Emails275276#### New Users Series277**Trigger**: User signs up (free or trial)278**Goal**: Activate user, drive to aha moment279**Typical sequence**: 5-7 emails over 14 days280281- Email 1: Welcome + single next step (immediate)282- Email 2: Quick win / getting started (day 1)283- Email 3: Key feature highlight (day 3)284- Email 4: Success story / social proof (day 5)285- Email 5: Check-in + offer help (day 7)286- Email 6: Advanced tip (day 10)287- Email 7: Upgrade prompt or next milestone (day 14)288289**Key metrics**: Activation rate, feature adoption290291---292293#### New Customers Series294**Trigger**: User converts to paid295**Goal**: Reinforce purchase decision, drive adoption, reduce early churn296**Typical sequence**: 3-5 emails over 14 days297298- Email 1: Thank you + what's next (immediate)299- Email 2: Getting full value — setup checklist (day 2)300- Email 3: Pro tips for paid features (day 5)301- Email 4: Success story from similar customer (day 7)302- Email 5: Check-in + introduce support resources (day 14)303304**Key point**: Different from new user series—they've committed. Focus on reinforcement and expansion, not conversion.305306---307308#### Key Onboarding Step Reminder309**Trigger**: User hasn't completed critical setup step after X time310**Goal**: Nudge completion of high-value action311**Format**: Single email or 2-3 email mini-sequence312313**Example triggers**:314- Hasn't connected integration after 48 hours315- Hasn't invited team member after 3 days316- Hasn't completed profile after 24 hours317318**Copy approach**:319- Remind them what they started320- Explain why this step matters321- Make it easy (direct link to complete)322- Offer help if stuck323324---325326#### New User Invite327**Trigger**: Existing user invites teammate328**Goal**: Activate the invited user329**Recipient**: The person being invited330331- Email 1: You've been invited (immediate)332- Email 2: Reminder if not accepted (day 2)333- Email 3: Final reminder (day 5)334335**Copy approach**:336- Personalize with inviter's name337- Explain what they're joining338- Single CTA to accept invite339- Social proof optional340341---342343### Retention Emails344345#### Upgrade to Paid346**Trigger**: Free user shows engagement, or trial ending347**Goal**: Convert free to paid348**Typical sequence**: 3-5 emails349350**Trigger options**:351- Time-based (trial day 10, 12, 14)352- Behavior-based (hit usage limit, used premium feature)353- Engagement-based (highly active free user)354355**Sequence structure**:356- Value summary: What they've accomplished357- Feature comparison: What they're missing358- Social proof: Who else upgraded359- Urgency: Trial ending, limited offer360- Final: Last chance + easy path361362---363364#### Upgrade to Higher Plan365**Trigger**: User approaching plan limits or using features available on higher tier366**Goal**: Upsell to next tier367**Format**: Single email or 2-3 email sequence368369**Trigger examples**:370- 80% of seat limit reached371- 90% of storage/usage limit372- Tried to use higher-tier feature373- Power user behavior patterns374375**Copy approach**:376- Acknowledge their growth (positive framing)377- Show what next tier unlocks378- Quantify value vs. cost379- Easy upgrade path380381---382383#### Ask for Review384**Trigger**: Customer milestone (30/60/90 days, key achievement, support resolution)385**Goal**: Generate social proof on G2, Capterra, app stores386**Format**: Single email387388**Best timing**:389- After positive support interaction390- After achieving measurable result391- After renewal392- NOT after billing issues or bugs393394**Copy approach**:395- Thank them for being a customer396- Mention specific value/milestone if possible397- Explain why reviews matter (help others decide)398- Direct link to review platform399- Keep it short—this is an ask400401---402403#### Offer Support Proactively404**Trigger**: Signs of struggle (drop in usage, failed actions, error encounters)405**Goal**: Save at-risk user, improve experience406**Format**: Single email407408**Trigger examples**:409- Usage dropped significantly week-over-week410- Multiple failed attempts at action411- Viewed help docs repeatedly412- Stuck at same onboarding step413414**Copy approach**:415- Genuine concern tone416- Specific: "I noticed you..." (if data allows)417- Offer direct help (not just link to docs)418- Personal from support or CSM419- No sales pitch—pure help420421---422423#### Product Usage Report424**Trigger**: Time-based (weekly, monthly, quarterly)425**Goal**: Demonstrate value, drive engagement, reduce churn426**Format**: Single email, recurring427428**What to include**:429- Key metrics/activity summary430- Comparison to previous period431- Achievements/milestones432- Suggestions for improvement433- Light CTA to explore more434435**Examples**:436- "You saved X hours this month"437- "Your team completed X projects"438- "You're in the top X% of users"439440**Key point**: Make them feel good and remind them of value delivered.441442---443444#### NPS Survey445**Trigger**: Time-based (quarterly) or event-based (post-milestone)446**Goal**: Measure satisfaction, identify promoters and detractors447**Format**: Single email448449**Best practices**:450- Keep it simple: Just the NPS question initially451- Follow-up form for "why" based on score452- Personal sender (CEO, founder, CSM)453- Tell them how you'll use feedback454455**Follow-up based on score**:456- Promoters (9-10): Thank + ask for review/referral457- Passives (7-8): Ask what would make it a 10458- Detractors (0-6): Personal outreach to understand issues459460---461462#### Referral Program463**Trigger**: Customer milestone, promoter NPS score, or campaign464**Goal**: Generate referrals465**Format**: Single email or periodic reminders466467**Good timing**:468- After positive NPS response469- After customer achieves result470- After renewal471- Seasonal campaigns472473**Copy approach**:474- Remind them of their success475- Explain the referral offer clearly476- Make sharing easy (unique link)477- Show what's in it for them AND referee478479---480481### Billing Emails482483#### Switch to Annual484**Trigger**: Monthly subscriber at renewal time or campaign485**Goal**: Convert monthly to annual (improve LTV, reduce churn)486**Format**: Single email or 2-email sequence487488**Value proposition**:489- Calculate exact savings490- Additional benefits (if any)491- Lock in current price messaging492- Easy one-click switch493494**Best timing**:495- Around monthly renewal date496- End of year / new year497- After 3-6 months of loyalty498- Price increase announcement (lock in old rate)499500---501502#### Failed Payment Recovery503**Trigger**: Payment fails504**Goal**: Recover revenue, retain customer505**Typical sequence**: 3-4 emails over 7-14 days506507**Sequence structure**:508- Email 1 (Day 0): Friendly notice, update payment link509- Email 2 (Day 3): Reminder, service may be interrupted510- Email 3 (Day 7): Urgent, account will be suspended511- Email 4 (Day 10-14): Final notice, what they'll lose512513**Copy approach**:514- Assume it's an accident (card expired, etc.)515- Clear, direct, no guilt516- Single CTA to update payment517- Explain what happens if not resolved518519**Key metrics**: Recovery rate, time to recovery520521---522523#### Cancellation Survey524**Trigger**: User cancels subscription525**Goal**: Learn why, opportunity to save526**Format**: Single email (immediate)527528**Options**:529- In-app survey at cancellation (better completion)530- Follow-up email if they skip in-app531- Personal outreach for high-value accounts532533**Questions to ask**:534- Primary reason for cancelling535- What could we have done better536- Would anything change your mind537- Can we help with transition538539**Winback opportunity**: Based on reason, offer targeted save (discount, pause, downgrade, training).540541---542543#### Upcoming Renewal Reminder544**Trigger**: X days before renewal (14 or 30 days typical)545**Goal**: No surprise charges, opportunity to expand546**Format**: Single email547548**What to include**:549- Renewal date and amount550- What's included in renewal551- How to update payment/plan552- Changes to pricing/features (if any)553- Optional: Upsell opportunity554555**Required for**: Annual subscriptions, high-value contracts556557---558559### Usage Emails560561#### Daily/Weekly/Monthly Summary562**Trigger**: Time-based563**Goal**: Drive engagement, demonstrate value564**Format**: Single email, recurring565566**Content by frequency**:567- **Daily**: Notifications, quick stats (for high-engagement products)568- **Weekly**: Activity summary, highlights, suggestions569- **Monthly**: Comprehensive report, achievements, ROI if calculable570571**Structure**:572- Key metrics at a glance573- Notable achievements574- Activity breakdown575- Suggestions / what to try next576- CTA to dive deeper577578**Personalization**: Must be relevant to their actual usage. Empty reports are worse than no report.579580---581582#### Key Event or Milestone Notifications583**Trigger**: Specific achievement or event584**Goal**: Celebrate, drive continued engagement585**Format**: Single email per event586587**Milestone examples**:588- First [action] completed589- 10th/100th [thing] created590- Goal achieved591- Team collaboration milestone592- Usage streak593594**Copy approach**:595- Celebration tone596- Specific achievement597- Context (compared to others, compared to before)598- What's next / next milestone599600---601602### Win-Back Emails603604#### Expired Trials605**Trigger**: Trial ended without conversion606**Goal**: Convert or re-engage607**Typical sequence**: 3-4 emails over 30 days608609**Sequence structure**:610- Email 1 (Day 1 post-expiry): Trial ended, here's what you're missing611- Email 2 (Day 7): What held you back? (gather feedback)612- Email 3 (Day 14): Incentive offer (discount, extended trial)613- Email 4 (Day 30): Final reach-out, door is open614615**Segmentation**: Different approach based on trial engagement level:616- High engagement: Focus on removing friction to convert617- Low engagement: Offer fresh start, more onboarding help618- No engagement: Ask what happened, offer demo/call619620---621622#### Cancelled Customers623**Trigger**: Time after cancellation (30, 60, 90 days)624**Goal**: Win back churned customers625**Typical sequence**: 2-3 emails spread over 90 days626627**Sequence structure**:628- Email 1 (Day 30): What's new since you left629- Email 2 (Day 60): We've addressed [common reason]630- Email 3 (Day 90): Special offer to return631632**Copy approach**:633- No guilt, no desperation634- Genuine updates and improvements635- Personalize based on cancellation reason if known636- Make return easy637638**Key point**: They're more likely to return if their reason was addressed.639640---641642### Campaign Emails643644#### Monthly Roundup / Newsletter645**Trigger**: Time-based (monthly)646**Goal**: Engagement, brand presence, content distribution647**Format**: Single email, recurring648649**Content mix**:650- Product updates and tips651- Customer stories652- Educational content653- Company news654- Industry insights655656**Best practices**:657- Consistent send day/time658- Scannable format659- Mix of content types660- One primary CTA focus661- Unsubscribe is okay—keeps list healthy662663---664665#### Seasonal Promotions666**Trigger**: Calendar events (Black Friday, New Year, etc.)667**Goal**: Drive conversions with timely offer668**Format**: Campaign burst (2-4 emails)669670**Common opportunities**:671- New Year (fresh start, annual planning)672- End of fiscal year (budget spending)673- Black Friday / Cyber Monday674- Industry-specific seasons675- Back to school / work676677**Sequence structure**:678- Announcement: Offer reveal679- Reminder: Midway through promotion680- Last chance: Final hours681682---683684#### Product Updates685**Trigger**: New feature release686**Goal**: Adoption, engagement, demonstrate momentum687**Format**: Single email per major release688689**What to include**:690- What's new (clear and simple)691- Why it matters (benefit, not just feature)692- How to use it (direct link)693- Who asked for it (community acknowledgment)694695**Segmentation**: Consider targeting based on relevance:696- Users who would benefit most697- Users who requested feature698- Power users first (for beta feel)699700---701702#### Industry News Roundup703**Trigger**: Time-based (weekly or monthly)704**Goal**: Thought leadership, engagement, brand value705**Format**: Curated newsletter706707**Content**:708- Curated news and links709- Your take / commentary710- What it means for readers711- How your product helps712713**Best for**: B2B products where customers care about industry trends.714715---716717#### Pricing Update718**Trigger**: Price change announcement719**Goal**: Transparent communication, minimize churn720**Format**: Single email (or sequence for major changes)721722**Timeline**:723- Announce 30-60 days before change724- Reminder 14 days before725- Final notice 7 days before726727**Copy approach**:728- Clear, direct, transparent729- Explain the why (value delivered, costs increased)730- Grandfather if possible (lock in old rate)731- Give options (annual lock-in, downgrade)732733**Important**: Honesty and advance notice build trust even when price increases.734735---736737## Email Audit Checklist738739Use this to audit your current email program:740741### Onboarding742- [ ] New users series743- [ ] New customers series744- [ ] Key onboarding step reminders745- [ ] New user invite sequence746747### Retention748- [ ] Upgrade to paid sequence749- [ ] Upgrade to higher plan triggers750- [ ] Ask for review (timed properly)751- [ ] Proactive support outreach752- [ ] Product usage reports753- [ ] NPS survey754- [ ] Referral program emails755756### Billing757- [ ] Switch to annual campaign758- [ ] Failed payment recovery sequence759- [ ] Cancellation survey760- [ ] Upcoming renewal reminders761762### Usage763- [ ] Daily/weekly/monthly summaries764- [ ] Key event notifications765- [ ] Milestone celebrations766767### Win-Back768- [ ] Expired trial sequence769- [ ] Cancelled customer sequence770771### Campaigns772- [ ] Monthly roundup / newsletter773- [ ] Seasonal promotion calendar774- [ ] Product update announcements775- [ ] Pricing update communications776777---778779## Email Copy Guidelines780781### Structure7821. **Hook**: First line grabs attention7832. **Context**: Why this matters to them7843. **Value**: The useful content7854. **CTA**: What to do next7865. **Sign-off**: Human, warm close787788### Formatting789- Short paragraphs (1-3 sentences)790- White space between sections791- Bullet points for scanability792- Bold for emphasis (sparingly)793- Mobile-first (most read on phone)794795### Tone796- Conversational, not formal797- First-person (I/we) and second-person (you)798- Active voice799- Match your brand but lean friendly800- Read it out loud—does it sound human?801802### Length803- Shorter is usually better804- 50-125 words for transactional805- 150-300 words for educational806- 300-500 words for story-driven807- If it's long, it better be good808809### CTA Buttons vs. Links810- Buttons: Primary actions, high-visibility811- Links: Secondary actions, in-text812- One clear primary CTA per email813- Button text: Action + outcome814815---816817## Personalization818819### Merge Fields820- First name (fallback to "there" or "friend")821- Company name (B2B)822- Relevant data (usage, plan, etc.)823824### Dynamic Content825- Based on segment826- Based on behavior827- Based on stage828829### Triggered Emails830- Action-based sends831- More relevant than time-based832- Examples: Feature used, milestone hit, inactivity833834---835836## Segmentation Strategies837838### By Behavior839- Openers vs. non-openers840- Clickers vs. non-clickers841- Active vs. inactive842843### By Stage844- Trial vs. paid845- New vs. long-term846- Engaged vs. at-risk847848### By Profile849- Industry/role (B2B)850- Use case / goal851- Company size852853---854855## Testing and Optimization856857### What to Test858- Subject lines (highest impact)859- Send times860- Email length861- CTA placement and copy862- Personalization level863- Sequence timing864865### How to Test866- A/B test one variable at a time867- Sufficient sample size868- Statistical significance869- Document learnings870871### Metrics to Track872- Open rate (benchmark: 20-40%)873- Click rate (benchmark: 2-5%)874- Unsubscribe rate (keep under 0.5%)875- Conversion rate (specific to sequence goal)876- Revenue per email (if applicable)877878---879880## Output Format881882### Sequence Overview883```884Sequence Name: [Name]885Trigger: [What starts the sequence]886Goal: [Primary conversion goal]887Length: [Number of emails]888Timing: [Delay between emails]889Exit Conditions: [When they leave the sequence]890```891892### For Each Email893```894Email [#]: [Name/Purpose]895Send: [Timing]896Subject: [Subject line]897Preview: [Preview text]898Body: [Full copy]899CTA: [Button text] → [Link destination]900Segment/Conditions: [If applicable]901```902903### Metrics Plan904What to measure and benchmarks905906---907908## Questions to Ask909910If you need more context:9111. What triggers entry to this sequence?9122. What's the primary goal/conversion action?9133. Who is the audience?9144. What do they already know about you?9155. What other emails are they receiving?9166. What's your current email performance?917918---919920## Related Skills921922- **onboarding-cro**: For in-app onboarding (email supports this)923- **copywriting**: For landing pages emails link to924- **ab-test-setup**: For testing email elements925- **popup-cro**: For email capture popups926
Full transparency — inspect the skill content before installing.