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email-sequence

marketingv1.0.0

Create or optimize email sequences, drip campaigns, automated flows, and lifecycle email programs.

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Email Sequence v2

Sequence Design

1. Define the Sequence

Every sequence needs:

  • Trigger: What action starts the sequence (signup, purchase, inactivity)
  • Goal: One clear objective (activate, convert, retain, re-engage)
  • Length: 3-7 emails typically
  • Cadence: Days between emails (vary by urgency)
  • Exit condition: What stops the sequence (conversion, unsubscribe, another trigger)

2. Email Structure

Every email follows:

Subject Line (30-50 chars, mobile-friendly)
Preview Text (40-90 chars, complements subject)
---
Opening Line (personal, specific, no "I hope this finds you well")
Body (one idea per email, scannable, short paragraphs)
CTA (one primary action, button or link)
P.S. (optional — high readability, good for secondary CTA)

3. Subject Line Optimization

Formulas:

  • Question: "Struggling with {pain point}?"
  • Number: "{Number} ways to {outcome}"
  • Curiosity gap: "The {topic} mistake you're probably making"
  • Personal: "{First name}, quick question"
  • Urgency: "Last chance: {offer} expires tonight"
  • Social proof: "{Number} people already {action}"
  • How-to: "How to {outcome} in {timeframe}"

Rules:

  • 30-50 characters (mobile truncation at ~40)
  • No ALL CAPS (spam filter trigger)
  • Avoid: "free", "act now", "limited time" in first emails
  • Test emoji vs no emoji (audience-dependent)
  • Preview text is part of the subject — make them work together

4. Sequence Templates

Templates for 6 sequence types: references/sequence-templates.md

5. Deliverability

Critical for reaching inboxes: references/deliverability.md

6. Segmentation

Segment by:

  • Behavior: pages visited, emails opened/clicked, features used
  • Demographics: role, company size, industry
  • Lifecycle stage: trial, active, at-risk, churned
  • Engagement: highly engaged, passive, dormant

Rule: The more personalized the segment, the higher the conversion rate. Aim for segments of 500+ for statistical significance.

Metrics

MetricGoodGreatAction if Low
Open Rate20-25%30%+Fix subject lines, sender name, send time
Click Rate2-5%5%+Fix CTA, email body, offer relevance
Reply Rate1-3%5%+More personal tone, better questions
Unsubscribe<0.5%<0.2%Better targeting, reduce frequency
Bounce Rate<2%<0.5%Clean list, verify emails

References

  • references/sequence-templates.md — 6 complete sequence templates with timing
  • references/deliverability.md — SPF, DKIM, DMARC, warm-up, reputation