email-sequences

---
name: email-sequences
version: 7.0
description: >
  Build email sequences that convert subscribers into customers. Use when you
  have a lead magnet and need a welcome sequence, nurture sequence, or sales
  sequence. Covers welcome, nurture, conversion, launch, re-engagement, and
  post-purchase sequences. Triggers on: write welcome emails, email sequence
  for, nurture sequence, convert my list, onboarding emails, launch sequence,
  drip campaign, email funnel, write a welcome series, follow-up emails,
  autoresponder sequence, cart abandonment emails. Outputs complete email
  sequences with subject lines (3 A/B variants per email), timing, full copy,
  and send-day recommendations. Writes each email as an individual file in
  ./campaigns/{sequence-name}/emails/ with naming convention {nn}-{purpose}.md.
  Detects Mailchimp, ConvertKit, and HubSpot API keys in .env and offers
  direct automation setup if found. Loads brand voice and positioning from
  memory, reads lead-magnet output if available, generates campaign summary
  overview. Reads: voice-profile.md, positioning.md, audience.md,
  creative-kit.md. Writes: ./campaigns/{name}/emails/*.md,
  ./campaigns/{name}/brief.md, assets.md, learnings.md. Chains to:
  /content-atomizer for social promotion of the lead magnet.
---

# Email Sequences

Most lead magnets die in the inbox. Someone downloads your thing, gets one "here's your download" email, and never hears from you again. Or worse -- they get blasted with "BUY NOW" emails before you've earned any trust.

The gap between "opted in" and "bought" is where money is made or lost. This skill builds sequences that bridge that gap.

Read `./brand/` per `_system/brand-memory.md`

Follow all output formatting rules from `_system/output-format.md`

---

## Brand Memory Integration

This skill reads brand context to make every email sound like your brand and align with your positioning. It also checks whether a lead magnet has already been created, so it can build the sequence around specific deliverable details rather than generic placeholders.

**Reads:** `voice-profile.md`, `positioning.md`, `audience.md`, `creative-kit.md` (all optional)

On invocation, check for `./brand/` and load available context:

1. **Load `voice-profile.md`** (if exists):
   - Match the brand's tone, vocabulary, sentence rhythm in every email
   - Apply the voice DNA: sentence length patterns, jargon level, formality register
   - A "direct, proof-heavy" voice writes different emails than a "warm, story-driven" voice
   - Show: "Your voice is [tone summary]. All emails will match that register."

2. **Load `positioning.md`** (if exists):
   - Use the chosen angle as the narrative spine of the sequence
   - The positioning angle determines how the bridge emails frame the gap
   - Show: "Your positioning angle is '[angle]'. Building the sequence around that frame."

3. **Load `audience.md`** (if exists):
   - Know who is receiving these emails: their awareness level, sophistication, pain points
   - Match sophistication level to email complexity and jargon tolerance
   - Use audience data to inform send timing recommendations (B2B vs B2C, timezone, habits)
   - Show: "Writing for [audience summary]. Awareness: [level]."

4. **Load `creative-kit.md`** (if exists):
   - Pull brand colors for HTML email templates if ESP integration is active
   - Reference visual identity for any image or banner suggestions
   - Show: "Creative kit loaded -- brand colors and visual identity available for templates."

5. **Check for lead magnet output** (if `./campaigns/*/brief.md` or `./brand/assets.md` references a lead magnet):
   - If /lead-magnet was already run, use the actual lead magnet name, format, and delivery URL
   - Pull the specific value proposition and quick-start instructions from the lead magnet brief
   - Show: "Found lead magnet: '[name]'. Building delivery email around the actual asset."

6. **If `./brand/` does not exist:**
   - Skip brand loading entirely. Do not error.
   - Proceed without it -- this skill works standalone.
   - The emails will be well-structured either way; brand memory makes them consistent.
   - Note: "I don't see a brand profile yet. You can run /start-here or /brand-voice first to set one up, or I'll work without it."

### Context Loading Display

Show the user what was loaded using the standard tree format:

```
Brand context loaded:
├── Voice Profile     ✓ "{tone summary}"
├── Positioning       ✓ "{primary angle}"
├── Audience          ✓ "{audience summary}"
├── Creative Kit      ✓ loaded
├── Lead Magnet       ✓ "{lead magnet name}" (from /lead-magnet)
└── Learnings         ✓ {N} entries

Using this to shape email voice, sequence angle,
and send timing.
```

If files are missing, show them as ✗ with a suggestion:

```
├── Voice Profile     ✗ not found
│   → /brand-voice to create one (~10 min)
```

---

## ESP Detection

Before generating the sequence, check for email service provider integrations. This determines the output format.

### Detection Order

1. **Check `./brand/stack.md`** (if exists) -- look for ESP entries in the Connected Tools table.
2. **Check `.env`** -- scan for these environment variables:
   - `MAILCHIMP_API_KEY` or `MAILCHIMP_SERVER_PREFIX` -- Mailchimp
   - `CONVERTKIT_API_KEY` or `CONVERTKIT_API_SECRET` -- ConvertKit
   - `HUBSPOT_API_KEY` or `HUBSPOT_ACCESS_TOKEN` -- HubSpot
   - `SENDGRID_API_KEY` -- SendGrid
   - `ACTIVECAMPAIGN_API_KEY` -- ActiveCampaign
3. **Check for MCP servers** -- query available MCP tools for email-related capabilities.

### Output Based on Detection

**If ESP detected:**
```
ESP Detection
├── Mailchimp         ✓ connected (API key found)
│   List size:        [if queryable]
│
│   I can create this automation directly in
│   Mailchimp. Want me to set it up, or output
│   copy-paste-ready files?
│
│   → "Set it up"     Create automation via API
│   → "Just the copy" Output as markdown files
```

**If no ESP detected:**
```
ESP Detection
├── Mailchimp         ✗ not found
├── ConvertKit        ✗ not found
├── HubSpot           ✗ not found
└── No ESP connected

Outputting in copy-paste-ready format.
Each email saved as a separate .md file you
can paste into any email platform.

→ To connect an ESP, add your API key to .env
  and run /start-here to configure.
```

If the user chooses "Set it up" and an ESP is detected, create the automation using the platform API after generating the copy. Always generate the local .md files regardless -- they serve as the source of truth.

---

## Iteration Detection

Before starting, check if an email sequence already exists for this project.

### If campaign email files exist in `./campaigns/{name}/emails/`

Do not start from scratch. Instead:

1. Read the existing email files.
2. Present a summary of what exists:
   ```
   Existing sequence found:

   Campaign: {name}
   ├── 01-delivery.md       ✓  (Day 0, subject: "...")
   ├── 02-connection.md     ✓  (Day 2, subject: "...")
   ├── 03-quick-win.md      ✓  (Day 4, subject: "...")
   ├── 04-value.md          ✓  (Day 6, subject: "...")
   ├── 05-bridge.md         ✓  (Day 8, subject: "...")
   ├── 06-soft-pitch.md     ✓  (Day 10, subject: "...")
   └── 07-direct-pitch.md   ✓  (Day 12, subject: "...")

   7 emails, welcome sequence, last updated Feb 10
   ```
3. Ask: "Do you want to revise this sequence, add emails, or start a new one?"
   - **Revise** -- load existing emails, identify weak spots, rewrite specific emails
   - **Add** -- add emails to the existing sequence (e.g., extend with re-engagement)
   - **New** -- create a different sequence type (e.g., add a conversion sequence after welcome)

### If no campaign email files exist

Proceed directly to sequence generation using the methodology below.

---

## The Core Job

Transform a lead magnet subscriber into a customer through a **strategic email sequence** that:
- Delivers immediate value (the lead magnet)
- Builds trust and relationship
- Creates desire for the paid offer
- Converts without being sleazy

**Output format:** Complete email sequences with subject line A/B variants, preview text, full copy, send timing with specific day/time recommendations, and CTAs. Each email saved as an individual file.

---

## Sequence Types

| Sequence | Purpose | Length | When to Use |
|----------|---------|--------|-------------|
| **Welcome** | Deliver value, build relationship | 5-7 emails | After opt-in |
| **Nurture** | Provide value, build trust | 4-6 emails | Between welcome and pitch |
| **Conversion** | Sell the product | 4-7 emails | When ready to pitch |
| **Launch** | Time-bound campaign | 6-10 emails | Product launch |
| **Re-engagement** | Win back cold subscribers | 3-4 emails | Inactive 30+ days |
| **Post-Purchase** | Onboard, reduce refunds, upsell | 4-6 emails | After purchase |

---

## Before Starting: Gather Context

Get these inputs before writing any sequence:

1. **What's the lead magnet?** (What did they opt in for?)
   - Check `./brand/assets.md` and `./campaigns/*/brief.md` for existing lead magnet details
   - If /lead-magnet was already run, use those specifics instead of asking
2. **What's the paid offer?** (What are you eventually selling?)
3. **What's the price point?** (Affects how much trust-building needed)
4. **What's the bridge?** (How does free to paid make logical sense?)
5. **What voice/brand?** (Load from `./brand/voice-profile.md` or ask)
6. **What objections?** (Why might they NOT buy?)

If brand memory provides answers to any of these, confirm them with the user rather than re-asking: "Your lead magnet is '[name]' and your paid offer is '[product]' at $[price]. Sound right, or has anything changed?"

---

## The Welcome Sequence (5-7 emails)

This is the most important sequence. First impressions compound.

### Purpose
- Deliver the lead magnet
- Set expectations
- Begin the relationship
- Identify engaged subscribers
- Plant seeds for the offer

### The Framework: DELIVER -> CONNECT -> VALUE -> BRIDGE

```
Email 1: DELIVER -- Give them what they came for
Email 2: CONNECT -- Share your story, build rapport
Email 3: VALUE -- Teach something useful (quick win)
Email 4: VALUE -- Teach something else (builds authority)
Email 5: BRIDGE -- Show what's possible with more help
Email 6: SOFT PITCH -- Introduce the offer gently
Email 7: DIRECT PITCH -- Make the ask
```

### Email 1: Delivery (Send immediately)

**Purpose:** Deliver the lead magnet, set expectations, get first micro-engagement.

**Subject line formulas:**
- "[Lead magnet name] is inside"
- "Your [lead magnet] + quick start guide"
- "Here's [what they asked for]"

**Structure:**
```
[Greeting -- keep it simple]

[Deliver the goods -- link to lead magnet]

[Quick start -- one action they can take in next 5 minutes]

[Set expectations -- what emails are coming]

[Micro-CTA -- hit reply, answer a question, or take one action]

[Sign off]
```

**Example:**
```
Hey,

Your positioning skill is attached. Here's how to use it in 60 seconds:

1. Download the .md file
2. Add it to Claude Code (or paste into any Claude conversation)
3. Ask Claude: "Find positioning angles for [your product]"

That's it. Try it on whatever you're working on right now.

Over the next week, I'll send you a few emails showing how to get the most out of this skill -- and what else is possible when Claude has real methodology instead of generic prompts.

Quick question: What are you hoping to use this for? Hit reply and let me know. I read every response.

-- James
```

**Timing:** Immediately after opt-in

---

### Email 2: Connection (Day 2)

**Purpose:** Build rapport through vulnerability and shared experience.

**Subject line formulas:**
- "Why I created [lead magnet]"
- "The mistake that led to this"
- "Quick story about [topic]"

**Structure:**
```
[Story hook -- specific moment or realization]

[The struggle -- what you went through]

[The insight -- what you learned]

[The connection -- how this relates to them]

[Soft forward reference -- hint at what's coming]

[Sign off]
```

**Example:**
```
Quick story:

Two years ago, I spent $2,400 on a brand strategist. She was smart. She delivered a 47-page PDF. It sat in my Google Drive for six months.

Not because it was bad. Because I didn't know how to USE it.

That's when I realized: frameworks without implementation are just expensive decoration.

So I started building something different. Not strategy decks. Not consulting. Something you could actually use, immediately, every time you needed it.

That's what the positioning skill is -- strategy that executes itself.

Tomorrow I'll show you what Sarah found when she ran it on her SaaS product. (Her exact words: "I've been explaining this wrong for two years.")

-- James
```

**Timing:** Day 2

---

### Email 3: Value (Day 4)

**Purpose:** Teach something useful. Demonstrate expertise. Create a quick win.

**Subject line formulas:**
- "The [X] mistake everyone makes"
- "Try this: [specific tactic]"
- "What [person] discovered about [topic]"

**Structure:**
```
[Hook -- insight or observation]

[The problem -- what most people get wrong]

[The solution -- what to do instead]

[Example or proof -- show it working]

[Action step -- what they can do right now]

[Sign off]
```

**Timing:** Day 4

---

### Email 4: More Value (Day 6)

**Purpose:** Continue building trust. Different angle or topic.

**Subject line formulas:**
- "[Number] things that [outcome]"
- "The question I get most"
- "This changed how I think about [topic]"

**Structure:** Same as Email 3, different topic.

**Timing:** Day 6

---

### Email 5: Bridge (Day 8)

**Purpose:** Show the gap between where they are and where they could be. Introduce concept of the paid offer without pitching.

**Subject line formulas:**
- "You can [do X] now. But can you [do Y]?"
- "The next step most people miss"
- "What [lead magnet] doesn't do"

**Structure:**
```
[Acknowledge progress -- what they can now do with the lead magnet]

[Reveal the gap -- what they still can't do]

[Paint the picture -- what's possible with the full solution]

[Soft mention -- the offer exists, no hard sell]

[Sign off]
```

**Example:**
```
By now you've probably run the positioning skill on at least one project.

You can find angles. That's the foundation.

But here's what you can't do with just one skill:

- Turn that angle into a landing page that converts
- Write emails that get opened and clicked
- Create content that ranks AND reads well
- Build sequences that turn subscribers into customers

The positioning skill is 1 of 9 in the full system.

Each skill handles a different piece: copy, content, newsletters, lead magnets, email sequences, content distribution.

Together they give Claude a complete marketing methodology -- not prompts, but the actual frameworks behind $400k+ in revenue.

I'll tell you more about it tomorrow. For now, keep using the positioning skill. It's yours forever.

-- James
```

**Timing:** Day 8

---

### Email 6: Soft Pitch (Day 10)

**Purpose:** Introduce the offer properly. Handle objections. Let them self-select.

**Subject line formulas:**
- "The full system (if you want it)"
- "Should you get [product]? Let's see."
- "This isn't for everyone"

**Structure:**
```
[Transition -- building on bridge email]

[The offer -- what it is, what's included]

[Who it's for -- specific situations]

[Who it's NOT for -- disqualification]

[Social proof -- if available]

[The ask -- soft CTA, no urgency yet]

[Sign off]
```

**Timing:** Day 10

---

### Email 7: Direct Pitch (Day 12)

**Purpose:** Make the clear ask. Create urgency if authentic.

**Subject line formulas:**
- "Last thing about [product]"
- "[Product] -- yes or no?"
- "Quick decision"

**Structure:**
```
[Direct opener -- no buildup]

[Restate core value -- one sentence]

[Handle remaining objection -- the big one]

[Urgency -- if real (price increase, bonus deadline, limited)]

[Clear CTA -- exactly what to do]

[Final thought -- personal note]

[Sign off]
```

**Timing:** Day 12

---

## The Conversion Sequence (4-7 emails)

For when you're ready to pitch -- either after welcome sequence or as a standalone campaign.

### The Framework: OPEN -> DESIRE -> PROOF -> OBJECTION -> URGENCY -> CLOSE

```
Email 1: OPEN -- Introduce the offer, core promise
Email 2: DESIRE -- Paint the transformation, show the gap
Email 3: PROOF -- Testimonials, case studies, results
Email 4: OBJECTION -- Handle the biggest "but..."
Email 5: URGENCY -- Why now matters (if authentic)
Email 6: CLOSE -- Final push, clear CTA
Email 7: LAST CALL -- Deadline reminder (if applicable)
```

### Timing
- Standard: Every 2 days
- Launch: Daily or every other day
- Deadline: Final 3 emails in 3 days

---

## The Launch Sequence (6-10 emails)

For time-bound campaigns: product launches, promotions, cohort opens.

### The Framework: SEED -> OPEN -> VALUE -> PROOF -> URGENCY -> CLOSE

**Pre-Launch (Optional, 1-2 emails):**
- Seed interest, build anticipation
- "Something's coming" without revealing

**Cart Open (2-3 emails):**
- Announcement, full details
- Value deep-dive, transformation
- Social proof, testimonials

**Mid-Launch (2-3 emails):**
- Objection handling
- Case study or story
- FAQ or "is this for me?"

**Cart Close (2-3 emails):**
- Urgency (24-48 hours)
- Final testimonial
- Last call (deadline day)

### Launch Email Timing
```
Day -3: Seed (optional)
Day -1: Coming tomorrow
Day 0: Cart open (morning)
Day 0: Cart open (evening, different angle)
Day 2: Deep-dive on value
Day 4: Social proof
Day 5: Objection handling
Day 6: 48-hour warning
Day 7: 24-hour warning (morning)
Day 7: Final hours (evening)
Day 7: Last call (before midnight)
```

---

## The Re-engagement Sequence (3-4 emails)

For subscribers who haven't opened in 30+ days.

### The Framework: PATTERN INTERRUPT -> VALUE -> DECISION

```
Email 1: Pattern interrupt -- different subject line style, acknowledge absence
Email 2: Pure value -- best content, no ask
Email 3: Direct question -- do you want to stay?
Email 4: Final -- removing from list (creates urgency)
```

### Subject Line Examples
- "Did I do something wrong?"
- "Should I stop emailing you?"
- "Breaking up is hard to do"
- "You're about to miss [thing]"
- "[First name], still there?"

---

## Subject Line Formulas

### What Gets Opens

**1. Curiosity Gap**
- "The [X] mistake that cost me [Y]"
- "Why [surprising thing] actually works"
- "I was wrong about [topic]"

**2. Direct Benefit**
- "How to [outcome] in [timeframe]"
- "[Number] ways to [benefit]"
- "The fastest way to [result]"

**3. Personal/Story**
- "Quick story about [topic]"
- "What happened when I [action]"
- "The email I almost didn't send"

**4. Question**
- "Can I ask you something?"
- "What would you do with [outcome]?"
- "Are you making this mistake?"

**5. Urgency (when real)**
- "[X] hours left"
- "Closing tonight"
- "Last chance: [offer]"

**6. Pattern Interrupt**
- "." (just a period)
- "So..."
- "Bad news"
- "[First name]"

### What Kills Opens

- ALL CAPS
- Excessive punctuation!!!
- "Newsletter #47"
- "[COMPANY NAME] Weekly Update"
- Clickbait that doesn't deliver
- Same format every time

---

## Subject Line A/B Variants

For every email in the sequence, generate exactly 3 subject line variants with rationale. This is a core differentiator of the v2 skill -- never output a single subject line.

### The Three-Variant Framework

For each email, produce:

**Variant A -- The Safe Bet:**
The subject line most likely to perform well across all audiences. Uses a proven formula. Optimized for open rate.

**Variant B -- The Bold Play:**
Higher risk, higher reward. Uses pattern interrupt, curiosity, or emotion. May polarize but will stand out in a crowded inbox.

**Variant C -- The Personal Touch:**
Feels like a message from a friend. Uses first name, lowercase, conversational tone. Optimized for trust and reply rate.

### Output Format for Subject Lines

For each email, present subject lines using the numbered options template:

```
SUBJECT LINE VARIANTS -- Email {N}: {Purpose}

  ①  "{Subject line A}"                    ★ recommended
     → Safe bet: {rationale}
     → Preview text: "{first 60 chars}"

  ──────────────────────────────────────────────

  ②  "{Subject line B}"
     → Bold play: {rationale}
     → Preview text: "{first 60 chars}"

  ──────────────────────────────────────────────

  ③  "{Subject line C}"
     → Personal: {rationale}
     → Preview text: "{first 60 chars}"

  ──────────────────────────────────────────────

  Recommended A/B test: ① vs ②
  Reason: {why these two will reveal something
  useful about the audience}
```

### Subject Line Rules

- Maximum 50 characters (displays fully on mobile)
- No emoji unless brand voice explicitly calls for it
- No ALL CAPS
- Preview text must complement, not repeat, the subject
- Always include preview text -- it accounts for 24% of open rate decisions
- Each variant must use a DIFFERENT formula category (do not generate 3 curiosity gaps)

---

## Email Copy Principles

### The P.S. Is Prime Real Estate
40% of people read the P.S. first. Use it for:
- The core CTA
- A second hook
- Personal note
- Deadline reminder

### One CTA Per Email
Multiple CTAs = no CTAs. Every email should have ONE clear action.

Exception: Delivery email can have "download" + "reply with question"

### Short Paragraphs
1-3 sentences max. Email is scanned, not read.

### Preview Text Matters
First 40-90 characters appear in inbox preview. Make them count.

**Bad:** "Having trouble viewing this email?"
**Good:** "[Continuation of subject line curiosity]"

### Open Loops
Create curiosity within emails:
- "I'll explain why tomorrow."
- "But that's not even the interesting part."
- "The third one surprised me."

### Specificity Creates Credibility
- Not "made money" -- "$47,329 in one day"
- Not "many customers" -- "2,847 customers"
- Not "recently" -- "Last Tuesday"

---

## Sequence Architecture Patterns

### The Straight Line
```
Email 1 -> Email 2 -> Email 3 -> Email 4 -> Pitch
```
Simple. Works for short sequences. No branches.

### The Branch
```
Email 1 -> Email 2 -> [Clicked?] -> YES: Pitch sequence
                                 -> NO: More value sequence
```
Behavior-based. More sophisticated. Requires automation.

### The Hybrid
```
Welcome (5 emails) -> [Wait 7 days] -> Conversion (5 emails) -> [No purchase] -> Nurture (ongoing)
```
Full lifecycle. Most complete.

---

## Send Timing Recommendations

### Timing by Sequence Type

| Sequence | Frequency | Notes |
|----------|-----------|-------|
| Welcome | Days 0, 2, 4, 6, 8, 10, 12 | Front-load value |
| Nurture | Weekly or 2x/week | Consistent rhythm |
| Conversion | Every 2 days | Enough touch without annoying |
| Launch | Daily or every other day | Intensity justified by deadline |
| Re-engagement | Days 0, 3, 7, 10 | Give time to respond |

### Best Send Times by Audience Type

**B2B audiences (SaaS, agencies, professional services):**
- Best days: Tuesday, Wednesday, Thursday
- Best times: 9:00-10:30 AM recipient's timezone
- Avoid: Monday before 10 AM (inbox clearing), Friday after 2 PM (mentally gone)
- Second window: 1:00-2:00 PM (post-lunch scan)

**B2C audiences (consumers, creators, freelancers):**
- Best days: Tuesday, Wednesday, Thursday
- Best times: 7:00-9:00 AM (morning routine) or 7:00-9:00 PM (evening wind-down)
- Avoid: Monday morning, Saturday (varies by niche)
- Weekend exception: Lifestyle, hobby, and wellness niches can send Saturday 9-11 AM

**Creator/solopreneur audiences:**
- Best days: Tuesday, Wednesday
- Best times: 7:00-8:30 AM (before deep work starts)
- They check email in bursts, not continuously
- Shorter emails perform better for this segment

**Ecommerce audiences:**
- Best days: Thursday, Friday (pre-weekend shopping), Sunday (browse mode)
- Best times: 10:00 AM or 8:00 PM
- Cart abandonment: Send within 1 hour, then 24 hours, then 72 hours

### Specific Timing for Each Sequence Em

… Documentation preview truncated. Open the source for the complete file.