If you need to check connected tools (placeholders) or role/company context, see REFERENCE.md.
Email Sequences Skill
Frameworks and guidance for designing and drafting multi-email sequences: narrative arc, journey mapping, email copy, timing, branching logic, and performance benchmarks.
Data Sources
email marketing (if connected): Set up sequences as flows or automations; use platform features (smart send time, conditional splits, A/B testing). See REFERENCE.md for included servers (e.g. Klaviyo) and alternatives.marketing automation (if connected): Lead scoring for segmentation and exit conditions; lifecycle stage for messaging; enrollment triggers from properties or list membership.
If no tools are connected, deliver copy-paste-ready content and a setup checklist for any email platform.
Sequence Architecture
- Narrative arc — story across all emails; emotional and logical progression from first to last
- Journey mapping — map each email to a stage: awareness, consideration, decision, activation, expansion
- Escalation logic — how intensity, urgency, or value builds email to email
- Success definition — specific action that signals the sequence did its job and the recipient should exit
Per-Email Design
- Subject line — 2–3 options; curiosity, benefit, urgency, personalization, question; under 50 characters where possible
- Preview text — 40–90 characters; complements subject, does not repeat it
- Purpose — one sentence: why this email exists and what it moves the recipient toward
- Body — hook, body, CTA; short paragraphs (2–3 sentences); scannable; personalization tokens where relevant
- Primary CTA — one per email; button text and destination
- Timing — days after trigger or previous email; note engagement-based adjustments (e.g. send sooner if opened but no click)
- Segment/condition — who receives vs. who skips; behavioral or attribute conditions
Flow Control
- Branching — alternate paths by engagement (e.g. if opened email 2 but no click, send 2b instead of 3)
- Exit conditions — when conversion happens, remove from sequence; define "conversion" for this sequence
- Re-entry rules — can recipients re-enter? Under what conditions?
- Suppression — do not send if in another active sequence, unsubscribed, or contacted support in last 48 hours
Sequence Type Templates
- Onboarding: 5–7 emails over 14–21 days — welcome, quick win, core feature, advanced feature, social proof, check-in, next steps
- Lead nurture: 4–6 emails over 3–4 weeks — value-first, pain point, solution + proof, social proof, soft CTA, direct CTA
- Re-engagement: 3–4 emails over 10–14 days — "we miss you", value reminder, incentive, last chance
- Win-back: 3–5 emails over 30 days — check-in, what's new, offer, feedback request, goodbye with door open
- Product launch: 4–6 emails over 2–3 weeks — teaser, announcement, feature spotlight, social proof, offer, reminder
- Event follow-up: 3–4 emails over 7–10 days — thank you + takeaways, resource roundup, next step, survey
- Upgrade/upsell: 3–5 emails over 2–3 weeks — milestone celebration, feature gap, upgrade benefits, incentive, plan comparison
Performance Benchmarks
By sequence type: open rate, click-through rate, conversion rate, unsubscribe rate. Adjust for industry and audience. Track primary conversion metric, per-email metrics (open, CTR, unsubscribe), sequence-level conversion and drop-off; recommend review cadence.
Using This Skill
When drafting an email sequence:
- Confirm sequence type, goal, audience, and optional count/cadence.
- Apply brand voice from local settings or ask user; use
email marketing and marketing automation per REFERENCE.md when connected.
- Define sequence strategy (arc, journey, escalation, success), then draft each email with subject options, preview, purpose, body, CTA, timing, conditions.
- Document branching, exit, re-entry, and suppression rules; suggest A/B tests and metrics to track.