email-sequence

Email Sequence Design

Skywalking builds sequences for (1) our studio pipeline and (2) clients' SaaS products. Developer-friendly tone default. No salesy language. No fake urgency.

Stack: Resend (JSX templates) + n8n for triggers. Drafts go to Gmail handler for review.

Before Writing

1. Trigger — what starts this? (form submit, trial signup, demo booked, inactivity)
2. Goal — what should subscriber do by the end?
3. Audience — developer, founder, CTO?
4. Product/service context — what does it do?
5. Warm or cold? — what does subscriber already know?

Sequence Architecture

Trigger → Email chain → Goal

• How many emails, time gaps between sends
• Exit condition (goal achieved = stop)
• Fallback if no engagement (re-engagement or suppress)

Standard lengths:

• Welcome/onboarding: 4-6 emails over 14 days
• Lead nurture: 5 emails over 3 weeks
• Re-engagement: 3 emails over 7 days, then suppress

Writing Rules for Developers

• Plain text preferred — feels like a conversation, not a newsletter
• Short subjects — under 45 chars. Specific > clever.
• No fake personalization — "Hey {name}, I was thinking about you" when automated = trust killer
• Lead with utility — first line delivers value. No "I hope this finds you well."
• One CTA per email — multiple = none
• Respect unsubscribe — visible, one-click, no guilt
• No fake urgency — "expires in 24h" when it doesn't = spam folder

Sequence Templates

Welcome (SaaS trial)

1. Immediate: "You're in. Here's what to do first." → single activation action
2. Day 2: One feature they haven't found → screenshot/code proof
3. Day 5: Social proof from similar user → real metric
4. Day 10: Address #1 upgrade objection → evidence
5. Day 14: Trial ending → what they lose vs keep

Lead Nurture (studio inquiry)

1. Immediate: Confirm receipt + set expectations → book call CTA
2. Day 3: Relevant case study → real numbers
3. Day 7: Educational content, no pitch → reply CTA
4. Day 14: Social proof + recheck → still evaluating?
5. Day 21: Close loop, no pressure → door stays open

Re-engagement (inactive)

1. Day 0: "Still there?" → what changed?
2. Day 3: New value they missed → try this one thing
3. Day 7: Graceful exit → stay or unsubscribe
→ Suppress after no action

Output Format

## Sequence: [Name]

**Trigger:** [event]
**Goal:** [action]
**Audience:** [who]
**Length:** [N emails over X days]
**Exit:** [what stops it early]

---

| # | Timing | Subject | CTA | Micro-goal |
|---|--------|---------|-----|------------|
| 1 | Immediate | [subject] | [CTA] | [goal] |

---

### Email [N]

**Send:** Day X
**Subject:** [under 45 chars]

[Body — plain, conversational]

**CTA:** [link text]

---

**n8n notes:**
- Trigger: [form / webhook / Supabase event]
- Exit: [tag / event]
- Branch if goal achieved: [stop]

**Metric:** [open rate / click / conversion target]

Compliance

• Unsubscribe in every email
• Physical address in footer (Ley 25.326)
• Opt-in lists only
• WhatsApp: Meta-approved templates only
• Suppression honored immediately