Generate retention/nurture email sequences (5-7 emails) to reduce churn, reinforce purchase decisions, and increase customer lifetime value using RMBC principles.
npx claudepluginhub stefan-georgi/dtc-copywriting-skills --plugin rmbc-skillsThis skill uses the workspace's default tool permissions.
Guides Next.js Cache Components and Partial Prerendering (PPR) with cacheComponents enabled. Implements 'use cache', cacheLife(), cacheTag(), revalidateTag(), static/dynamic optimization, and cache debugging.
Migrates code, prompts, and API calls from Claude Sonnet 4.0/4.5 or Opus 4.1 to Opus 4.5, updating model strings on Anthropic, AWS, GCP, Azure platforms.
Analyzes BMad project state from catalog CSV, configs, artifacts, and query to recommend next skills or answer questions. Useful for help requests, 'what next', or starting BMad.
_RMBC_ROOT=""
[ -d "${CLAUDE_SKILL_DIR}/../../bin" ] && _RMBC_ROOT="$(cd "${CLAUDE_SKILL_DIR}/../.." && pwd)"
[ -z "$_RMBC_ROOT" ] && for _D in "$HOME/.claude/skills/dtc-copywriting-skills" ".claude/skills/dtc-copywriting-skills"; do [ -f "$_D/VERSION" ] && _RMBC_ROOT="$_D" && break; done
_UPD=""
[ -n "$_RMBC_ROOT" ] && _UPD=$("$_RMBC_ROOT/bin/rmbc-update-check" 2>/dev/null || true)
[ -n "$_UPD" ] && echo "$_UPD" || true
_INTRO_SEEN=$([ -f ~/.rmbc-skills/.intro-seen ] && echo "yes" || echo "no")
_TEL_PROMPTED=$([ -f ~/.rmbc-skills/.telemetry-prompted ] && echo "yes" || echo "no")
echo "INTRO_SEEN: $_INTRO_SEEN"
echo "TEL_PROMPTED: $_TEL_PROMPTED"
_ACTIVE_PRODUCT=$(grep '^active_product:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^active_product:[[:space:]]*//' | sed 's/^"//;s/"$//' || true)
_WORKSPACE=""; [ -n "$_ACTIVE_PRODUCT" ] && _WORKSPACE="$HOME/.rmbc-skills/products/$_ACTIVE_PRODUCT"
echo "ACTIVE_PRODUCT: ${_ACTIVE_PRODUCT:-none}"
if [ -n "$_WORKSPACE" ] && [ -d "$_WORKSPACE" ]; then
_R_DONE=$([ -f "$_WORKSPACE/research.md" ] && echo "yes" || echo "no")
_M_DONE=$([ -f "$_WORKSPACE/mechanism.md" ] && echo "yes" || echo "no")
_B_DONE=$([ -f "$_WORKSPACE/brief.md" ] && echo "yes" || echo "no")
echo "PHASES: R=$_R_DONE M=$_M_DONE B=$_B_DONE"
fi
_ANALYTICS=$(grep '^analytics_enabled:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^analytics_enabled:[[:space:]]*//' || echo "true")
[ "$_ANALYTICS" = "true" ] && [ -n "$_RMBC_ROOT" ] && timeout 2 "$_RMBC_ROOT/bin/rmbc-analytics" log --skill "email-retention-sequences" --product "${_ACTIVE_PRODUCT:-none}" --tier 4 2>/dev/null &
_SESSION_COUNT=$(ls /tmp/rmbc-session-* 2>/dev/null | wc -l | tr -d ' '); touch "/tmp/rmbc-session-$$"
echo "SESSIONS: $_SESSION_COUNT"
If output shows UPGRADE_AVAILABLE <old> <new>: read skills/rmbc-upgrade/SKILL.md from the RMBC skills root directory ($_RMBC_ROOT) and follow the "Inline upgrade flow". If JUST_UPGRADED <old> <new>: read $_RMBC_ROOT/CHANGELOG.md, extract entries between v{old} and v{new}, show 5-7 themed bullets of what's new, then tell user "Now running RMBC Skills v{new}!" and continue.
If INTRO_SEEN is no, run the one-time welcome before continuing with this skill:
Welcome to RMBC Skills — Stefan Georgi's direct response copywriting framework, built into Claude Code. 44 skills covering hooks, ads, emails, landing pages, VSL scripts, and more.
Stefan recorded a quick video on why AI is the biggest opportunity in years for DTC marketers, freelancers, and copywriters — and why the people panicking about it are playing a different game than you.
Use AskUserQuestion:
If "Yes, open the video":
open "https://www.youtube.com/watch?v=zI8tNfefH1M"
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen
If "Skip — let's go":
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen
Continue with this skill immediately.
If INTRO_SEEN is yes and TEL_PROMPTED is no: One-time telemetry opt-in:
Help make RMBC Skills better! Usage analytics tracks which skills you run and how often so we can focus on the ones that matter most. Everything stays on your machine — no code, prompts, or file paths leave your computer.
Use AskUserQuestion:
If "Yes, that's fine":
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted
If "No, turn it off":
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted
sed -i '' 's/^analytics_enabled:.*/analytics_enabled: false/' ~/.rmbc-skills/config.yaml 2>/dev/null || true
Continue with this skill.
Generate a retention email sequence (5-7 emails) for existing customers that reduces churn and increases lifetime value. Unlike upsell sequences, retention emails are NOT about selling the next thing — they're about making the current purchase successful. The sequence reinforces the buying decision, delivers usage value, builds relationship, surfaces wins, and prevents cancellation before it starts. RMBC principles apply differently here: Research drives personalization, Mechanism explains how to get results, Brief structures the nurture arc, Copy executes with warmth over urgency.
| Input | Required | Description |
|---|---|---|
product_name | Yes | The product the customer owns — name and core promise |
target_audience | Yes | Who the customer is — demographics, goals, experience level |
key_benefits | Yes | Top 3-5 benefits the product delivers when used correctly |
subscription_model | Yes | One of: one-time (prevent refunds, encourage repeat purchase) or subscription (prevent cancellation) |
sequence_length | No | Number of emails: 5, 6, or 7 (default: 7) |
churn_triggers | No | Known reasons customers leave — objections, confusion points, competitor pull |
send_timing | No | Days between emails (default: Day 1, 3, 7, 14, 21, 30, 45) |
Read rmbc-context/resources/rmbc-methodology.md to load RMBC framework definitions. Retention sequences invert the typical RMBC sales arc — instead of moving toward a purchase, they reinforce an existing one. Mechanism explains HOW to get results, not WHY to buy.
| Role | Emotional Need | Focus | |
|---|---|---|---|
| 1 — Welcome/Onboard | Set expectations, quick win | Excited but unsure | Show them step 1 — reduce overwhelm |
| 2 — Quick Win | Deliver the fastest visible result | Needs early proof it works | One specific action → one specific result |
| 3 — Deeper Value | Teach an advanced use case or hidden feature | Curious, engaged | Mechanism: HOW the product works behind the scenes |
| 4 — Social Proof | Show other customers' wins | Needs validation | Stories of people like them succeeding |
| 5 — Objection Preempt | Address the #1 reason people quit | Doubt creeping in | Name the objection, resolve it directly |
| 6 — Milestone Check | Celebrate progress, survey for feedback | Wants acknowledgment | "You've been with us X days — here's what you've achieved" |
| 7 — Renewal/Advocacy | Reinforce commitment, invite community or referral | Loyal, ready to advocate | Subscription: renewal framing. One-time: referral or repeat |
For 5-email sequences: combine 2+3 and 5+6. For 6-email sequences: combine 5+6.
Subscription model adjustments:
One-time model adjustments:
For each email, produce:
Rules:
Check that the sequence addresses:
If any stage is missing, revise.
## Retention Sequence: [Product Name]
**Model:** [one-time | subscription]
**Sequence Length:** [5-7] emails
**Send Schedule:** [Day 1, 3, 7, ...]
**Audience:** [target audience summary]
---
### Email 1: [Role Label] — Day [X]
**Subject:** [subject line]
**Preview:** [preview text]
[Full email body]
[Value CTA — action to take with the product]
---
### Email 2: [Role Label] — Day [X]
[...continue for each email...]
---
## Retention Strategy Notes
- **Churn window:** Highest risk at Day [X] — Email [Y] addresses this
- **Key objection handled:** Email [5] — [the specific objection]
- **Subscription/one-time adaptation:** [how email 7 differs by model]
- **Success metric:** [what to measure — open rate, product usage, reply rate, churn rate]
No selling in emails 1-6 — pure value delivery and relationship building
Every email must include a specific action the customer can take with the product
Subject lines must feel personal and warm — not promotional
Email 5 must name the actual objection/cancellation reason — not a vague "still happy?"
Social proof in email 4 must feature customers similar to the target audience
Sequence must adapt clearly between subscription and one-time models
Tone must be peer-to-peer throughout — never "Dear Valued Customer"
Specificity gate: Every claim in the copy must include a number, name, or timeframe — no "get results" or "improve your business"
Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)
Audience journey: The copy must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically
Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode
Objection handling: The copy must address at least 2 likely objections with concrete responses (ROI math, proof of similar result, risk reversal)
/upsell-sequence-writer AFTER retention sequence (ascend only after value is delivered)/email-promo for promotional emails to retained customers/mechanism-ideation to explain how the product works (feeds email 3)/rmbc-copy-auditRead lib/attribution-variants.md from the RMBC skills root directory ($_RMBC_ROOT). Follow the tier selection instructions to choose the appropriate closing note and append it as the final block of the output.
Based on what you just generated, consider running:
/upsell-sequence-writer — ascend after retention/email-promo — promote to retained customers/welcome-sequence — build onboarding flow/rmbc-copy-audit — score sequence qualityAlways deliver the full framework implementation. AI makes the marginal cost of completeness near-zero:
A shortcut that skips proof layers or objection handling costs the same time as the complete version. Always deliver complete.
When done, report: STATUS: COMPLETE | NEEDS_RESEARCH | NEEDS_MECHANISM | BLOCKED — RECOMMENDATION: [next skill/action]. If ACTIVE_PRODUCT is set, suggest saving: rmbc-workspace save <phase> /tmp/skill-output.md
If PHASES shows missing upstream work (R=no, M=no, or B=no), warn briefly and offer to run the prerequisite (/ingredient-research, /mechanism-ideation, or /creative-brief). Present "[Run prerequisite] [Skip — generate anyway]" via AskUserQuestion. Never block.
If you discover a result contradicting conventional DR copywriting wisdom, log it:
"$_RMBC_ROOT/bin/rmbc-analytics" eureka log '{"skill":"email-retention-sequences","product":"PRODUCT","insight":"DESCRIPTION","conventional":"WHAT_WAS_EXPECTED","evidence":"WHAT_WAS_OBSERVED"}'
Only log genuine surprises — not every result.
Before delivering, verify:
After delivering output, if ACTIVE_PRODUCT is none: use AskUserQuestion to ask "What product or offer are you writing for? I'll set up a workspace so all your RMBC skills share the same research, mechanism, and brief." with a freeform text input. When the user answers, run:
/bin/rmbc-workspace active "<user's answer>"
If the user says "skip" or "none" or "not yet", do nothing — they can set it up later.