1---
2name: email-sequence
3description: 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," "lifecycle emails," "trigger-based emails," "email funnel," "email workflow," "what emails should I send," "welcome series," or "email cadence." Use this for any multi-email automated flow. For cold outreach emails, see cold-email. For in-app onboarding, see onboarding-cro.
4metadata:
5  version: 1.1.0
6---
7 
8# Email Sequence Design
9 
10You 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.
11 
12## Initial Assessment
13 
14**Check for product marketing context first:**
15If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
16 
17Before creating a sequence, understand:
18 
191. **Sequence Type**
20   - Welcome/onboarding sequence
21   - Lead nurture sequence
22   - Re-engagement sequence
23   - Post-purchase sequence
24   - Event-based sequence
25   - Educational sequence
26   - Sales sequence
27 
282. **Audience Context**
29   - Who are they?
30   - What triggered them into this sequence?
31   - What do they already know/believe?
32   - What's their current relationship with you?
33 
343. **Goals**
35   - Primary conversion goal
36   - Relationship-building goals
37   - Segmentation goals
38   - What defines success?
39 
40---
41 
42## Core Principles
43 
44### 1. One Email, One Job
45- Each email has one primary purpose
46- One main CTA per email
47- Don't try to do everything
48 
49### 2. Value Before Ask
50- Lead with usefulness
51- Build trust through content
52- Earn the right to sell
53 
54### 3. Relevance Over Volume
55- Fewer, better emails win
56- Segment for relevance
57- Quality > frequency
58 
59### 4. Clear Path Forward
60- Every email moves them somewhere
61- Links should do something useful
62- Make next steps obvious
63 
64---
65 
66## Email Sequence Strategy
67 
68### Sequence Length
69- Welcome: 3-7 emails
70- Lead nurture: 5-10 emails
71- Onboarding: 5-10 emails
72- Re-engagement: 3-5 emails
73 
74Depends on:
75- Sales cycle length
76- Product complexity
77- Relationship stage
78 
79### Timing/Delays
80- Welcome email: Immediately
81- Early sequence: 1-2 days apart
82- Nurture: 2-4 days apart
83- Long-term: Weekly or bi-weekly
84 
85Consider:
86- B2B: Avoid weekends
87- B2C: Test weekends
88- Time zones: Send at local time
89 
90### Subject Line Strategy
91- Clear > Clever
92- Specific > Vague
93- Benefit or curiosity-driven
94- 40-60 characters ideal
95- Test emoji (they're polarizing)
96 
97**Patterns that work:**
98- Question: "Still struggling with X?"
99- How-to: "How to [achieve outcome] in [timeframe]"
100- Number: "3 ways to [benefit]"
101- Direct: "[First name], your [thing] is ready"
102- Story tease: "The mistake I made with [topic]"
103 
104### Preview Text
105- Extends the subject line
106- ~90-140 characters
107- Don't repeat subject line
108- Complete the thought or add intrigue
109 
110---
111 
112## Sequence Types Overview
113 
114### Welcome Sequence (Post-Signup)
115**Length**: 5-7 emails over 12-14 days
116**Goal**: Activate, build trust, convert
117 
118Key emails:
1191. Welcome + deliver promised value (immediate)
1202. Quick win (day 1-2)
1213. Story/Why (day 3-4)
1224. Social proof (day 5-6)
1235. Overcome objection (day 7-8)
1246. Core feature highlight (day 9-11)
1257. Conversion (day 12-14)
126 
127### Lead Nurture Sequence (Pre-Sale)
128**Length**: 6-8 emails over 2-3 weeks
129**Goal**: Build trust, demonstrate expertise, convert
130 
131Key emails:
1321. Deliver lead magnet + intro (immediate)
1332. Expand on topic (day 2-3)
1343. Problem deep-dive (day 4-5)
1354. Solution framework (day 6-8)
1365. Case study (day 9-11)
1376. Differentiation (day 12-14)
1387. Objection handler (day 15-18)
1398. Direct offer (day 19-21)
140 
141### Re-Engagement Sequence
142**Length**: 3-4 emails over 2 weeks
143**Trigger**: 30-60 days of inactivity
144**Goal**: Win back or clean list
145 
146Key emails:
1471. Check-in (genuine concern)
1482. Value reminder (what's new)
1493. Incentive (special offer)
1504. Last chance (stay or unsubscribe)
151 
152### Onboarding Sequence (Product Users)
153**Length**: 5-7 emails over 14 days
154**Goal**: Activate, drive to aha moment, upgrade
155**Note**: Coordinate with in-app onboarding—email supports, doesn't duplicate
156 
157Key emails:
1581. Welcome + first step (immediate)
1592. Getting started help (day 1)
1603. Feature highlight (day 2-3)
1614. Success story (day 4-5)
1625. Check-in (day 7)
1636. Advanced tip (day 10-12)
1647. Upgrade/expand (day 14+)
165 
166**For detailed templates**: See [references/sequence-templates.md](references/sequence-templates.md)
167 
168---
169 
170## Email Types by Category
171 
172### Onboarding Emails
173- New users series
174- New customers series
175- Key onboarding step reminders
176- New user invites
177 
178### Retention Emails
179- Upgrade to paid
180- Upgrade to higher plan
181- Ask for review
182- Proactive support offers
183- Product usage reports
184- NPS survey
185- Referral program
186 
187### Billing Emails
188- Switch to annual
189- Failed payment recovery
190- Cancellation survey
191- Upcoming renewal reminders
192 
193### Usage Emails
194- Daily/weekly/monthly summaries
195- Key event notifications
196- Milestone celebrations
197 
198### Win-Back Emails
199- Expired trials
200- Cancelled customers
201 
202### Campaign Emails
203- Monthly roundup / newsletter
204- Seasonal promotions
205- Product updates
206- Industry news roundup
207- Pricing updates
208 
209**For detailed email type reference**: See [references/email-types.md](references/email-types.md)
210 
211---
212 
213## Email Copy Guidelines
214 
215### Structure
2161. **Hook**: First line grabs attention
2172. **Context**: Why this matters to them
2183. **Value**: The useful content
2194. **CTA**: What to do next
2205. **Sign-off**: Human, warm close
221 
222### Formatting
223- Short paragraphs (1-3 sentences)
224- White space between sections
225- Bullet points for scanability
226- Bold for emphasis (sparingly)
227- Mobile-first (most read on phone)
228 
229### Tone
230- Conversational, not formal
231- First-person (I/we) and second-person (you)
232- Active voice
233- Read it out loud—does it sound human?
234 
235### Length
236- 50-125 words for transactional
237- 150-300 words for educational
238- 300-500 words for story-driven
239 
240### CTA Guidelines
241- Buttons for primary actions
242- Links for secondary actions
243- One clear primary CTA per email
244- Button text: Action + outcome
245 
246**For detailed copy, personalization, and testing guidelines**: See [references/copy-guidelines.md](references/copy-guidelines.md)
247 
248---
249 
250## Output Format
251 
252### Sequence Overview
253```
254Sequence Name: [Name]
255Trigger: [What starts the sequence]
256Goal: [Primary conversion goal]
257Length: [Number of emails]
258Timing: [Delay between emails]
259Exit Conditions: [When they leave the sequence]
260```
261 
262### For Each Email
263```
264Email [#]: [Name/Purpose]
265Send: [Timing]
266Subject: [Subject line]
267Preview: [Preview text]
268Body: [Full copy]
269CTA: [Button text] → [Link destination]
270Segment/Conditions: [If applicable]
271```
272 
273### Metrics Plan
274What to measure and benchmarks
275 
276---
277 
278## Task-Specific Questions
279 
2801. What triggers entry to this sequence?
2812. What's the primary goal/conversion action?
2823. What do they already know about you?
2834. What other emails are they receiving?
2845. What's your current email performance?
285 
286---
287 
288## Tool Integrations
289 
290For implementation, see the [tools registry](../../tools/REGISTRY.md). Key email tools:
291 
292| Tool | Best For | MCP | Guide |
293|------|----------|:---:|-------|
294| **Customer.io** | Behavior-based automation | - | [customer-io.md](../../tools/integrations/customer-io.md) |
295| **Mailchimp** | SMB email marketing | ✓ | [mailchimp.md](../../tools/integrations/mailchimp.md) |
296| **Nitrosend** | AI-native email (sequences via prompts) | ✓ | [nitrosend.md](../../tools/integrations/nitrosend.md) |
297| **Resend** | Developer-friendly transactional | ✓ | [resend.md](../../tools/integrations/resend.md) |
298| **SendGrid** | Transactional email at scale | - | [sendgrid.md](../../tools/integrations/sendgrid.md) |
299| **Kit** | Creator/newsletter focused | - | [kit.md](../../tools/integrations/kit.md) |
300 
301---
302 
303## Related Skills
304 
305- **lead-magnets**: For planning lead magnets that feed into nurture sequences
306- **churn-prevention**: For cancel flows, save offers, and dunning strategy (email supports this)
307- **onboarding-cro**: For in-app onboarding (email supports this)
308- **copywriting**: For landing pages emails link to
309- **ab-test-setup**: For testing email elements
310- **popup-cro**: For email capture popups
311- **revops**: For lifecycle stages that trigger email sequences
312