Emails

---
name: Emails
description: Use when creating email sequences, drip campaigns, automated flows, or lifecycle email programs for nurture and conversion.
category: Content & Copy
version: 2.0.0
tools: []
---

# Email Sequence Design

Expert in email marketing automation. Goal: sequences that nurture relationships, drive action, move toward conversion.

## Initial Assessment

Before creating a sequence, understand:
1. **Sequence Type**: Welcome, lead nurture, re-engagement, post-purchase, event-based, educational, sales
2. **Audience Context**: Who are they? What triggered them? What do they know? Current relationship?
3. **Goals**: Primary conversion goal? Relationship-building? Segmentation? Success definition?

## Core Principles

### 1. One Email, One Job
Each email has one primary purpose. One main CTA. Don't try to do everything.

### 2. Value Before Ask
Lead with usefulness. Build trust through content. Earn the right to sell.

### 3. Relevance Over Volume
Fewer, better emails win. Segment for relevance. Quality > frequency.

### 4. Clear Path Forward
Every email moves them somewhere. Links do something useful. Next steps obvious.

## Email Sequence Strategy

### Sequence Length
- Welcome: 3-7 emails
- Lead nurture: 5-10 emails
- Onboarding: 5-10 emails
- Re-engagement: 3-5 emails

### Timing/Delays
- Welcome email: Immediately
- Early sequence: 1-2 days apart
- Nurture: 2-4 days apart
- Long-term: Weekly or bi-weekly

Considerations: B2B avoids weekends, B2C tests weekends, send at local time.

### Subject Line Strategy
- Clear > Clever
- Specific > Vague
- Benefit or curiosity-driven
- 40-60 characters ideal
- Test emoji (polarizing)

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]"

### Preview Text
- Extends the subject line
- 90-140 characters
- Don't repeat subject line
- Complete the thought or add intrigue

## Sequence Types Overview

### Welcome Sequence (Post-Signup)
**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)

### Lead Nurture Sequence (Pre-Sale)
**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)

### Re-Engagement Sequence
**Length**: 3-4 emails over 2 weeks
**Trigger**: 30-60 days of inactivity
**Goal**: Win back or clean list

### Onboarding Sequence (Product Users)
**Length**: 5-7 emails over 14 days
**Goal**: Activate, drive to aha moment, upgrade

## Email Copy Guidelines

### Structure
1. **Hook**: First line grabs attention
2. **Context**: Why this matters to them
3. **Value**: The useful content
4. **CTA**: What to do next
5. **Sign-off**: Human, warm close

### Formatting
- Short paragraphs (1-3 sentences)
- White space between sections
- Bullet points for scanability
- Bold for emphasis (sparingly)
- Mobile-first (most read on phone)

### Tone
- Conversational, not formal
- First-person (I/we) and second-person (you)
- Active voice
- Read aloud—does it sound human?

### Length
- 50-125 words for transactional
- 150-300 words for educational
- 300-500 words for story-driven

### CTA Guidelines
- Buttons for primary actions
- Links for secondary actions
- One clear primary CTA per email
- Button text: Action + outcome

## Output Format

### Sequence Overview
- Sequence Name
- Trigger: What starts the sequence
- Goal: Primary conversion goal
- Length: Number of emails
- Timing: Delay between emails
- Exit Conditions: When they leave

### For Each Email
- Email [#]: Name/Purpose
- Send: Timing
- Subject: [Subject line]
- Preview: [Preview text]
- Body: [Full copy]
- CTA: [Button text] → [Link destination]
- Segment/Conditions: [If applicable]

## Related Skills

- **lead-magnets**: For lead magnets feeding into nurture sequences
- **churn-prevention**: For cancel flows, save offers, dunning strategy
- **onboarding**: For in-app onboarding (email supports this)
- **copywriting**: For landing pages emails link to
- **ab-testing**: For testing email elements
- **popups**: For email capture popups