# Email Marketing Email campaign strategy, automation, and optimization for engagement and conversion. ## Language & Quality Standards **CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish. **Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end. --- ## When to Use This Skill Apply email expertise when: - Creating email sequences and automations - Improving deliverability and inbox placement - Optimizing open rates and click rates - Designing lifecycle email workflows - Segmenting audiences for personalization - A/B testing email elements ## Core Concepts ### Email Types & Timing | Type | Purpose | Timing | Frequency | |------|---------|--------|-----------| | Welcome | Onboard new subscribers | Immediate (<5 min) | Once | | Nurture | Build trust over time | Drip sequence | 1-2x/week | | Promotional | Drive sales/signups | Campaign-based | 1-4x/month | | Transactional | Confirm actions | Triggered | As needed | | Re-engagement | Win back inactive | 30-90 days inactive | Once per cycle | ### Email Performance Benchmarks | Metric | Acceptable | Good | Excellent | |--------|------------|------|-----------| | Open Rate | 15-20% | 20-25% | 25%+ | | Click Rate | 1-2% | 2-5% | 5%+ | | Click-to-Open | 10-15% | 15-20% | 20%+ | | Unsubscribe | <1% | <0.5% | <0.2% | | Bounce Rate | <5% | <2% | <0.5% | | Spam Complaint | <0.1% | <0.05% | <0.01% | ### Email Anatomy ``` From: [Name] from [Brand] Subject: [Hook + Benefit] (50 chars optimal) Preview: [Extends subject curiosity] (90-100 chars) [Personalized greeting] [Hook - address pain/desire in first line] [Value delivery - main content] [Social proof - testimonial/stat - optional] [Single CTA button - clear action] [P.S. - additional hook or urgency] [Signature with human touch] ``` ### Subject Line Formulas | Formula | Example | Best For | |---------|---------|----------| | Question | "Still struggling with [pain]?" | Engagement | | How-to | "How to [achieve outcome] in [time]" | Education | | Curiosity | "[X] thing [audience] forget about [topic]" | Opens | | Social Proof | "How [customer] got [result]" | Conversion | | Urgency | "[X] hours left: [offer]" | Promotions | | Personal | "{{first_name}}, quick question" | Response | ### Sequence Framework **Welcome Sequence (7 days, 5 emails)**: 1. Day 0: Welcome + deliver lead magnet 2. Day 1: Quick win / immediate value 3. Day 3: Brand story / why we exist 4. Day 5: Social proof / case study 5. Day 7: Engagement check / preferences **Nurture Sequence (6 weeks)**: 1. Week 1-2: Problem awareness 2. Week 3-4: Solution education 3. Week 5-6: Product introduction + offer ### Segmentation Strategy | Segment Type | Criteria | Use For | |--------------|----------|---------| | Engagement | Open/click behavior | Re-engagement targeting | | Interest | Content consumed | Topic personalization | | Lifecycle | Lead stage | Funnel-appropriate content | | Demographic | Role, company size | Message customization | | Behavioral | Website actions | Trigger-based emails | ## Best Practices ### Deliverability Excellence 1. **Warm Up New Domains**: Gradual volume increase 2. **Authentication**: SPF, DKIM, DMARC properly configured 3. **List Hygiene**: Remove bounces and inactive regularly 4. **Engagement Signals**: Encourage replies, adds to contacts ### Copy Excellence 1. **Mobile First**: 60%+ read on mobile 2. **Scannable**: Short paragraphs, bullets, bold 3. **One CTA**: Don't compete with yourself 4. **Personal Tone**: Write to one person, not a list ### Testing Excellence 1. **Subject Lines**: Always A/B test 2. **Send Times**: Find optimal windows per segment 3. **Content Length**: Test short vs. long 4. **CTA Buttons**: Text, color, placement ## Agent Integration | Agent | How They Use This Skill | |-------|------------------------| | `email-wizard` | Sequence design, automation setup | | `copywriter` | Email copy creation | | `lead-qualifier` | Segmentation criteria, triggers | | `continuity-specialist` | Re-engagement strategies | ## Anti-Patterns to Avoid | Anti-Pattern | Why It's Wrong | Do This Instead | |--------------|----------------|-----------------| | Buying email lists | Destroys deliverability | Build organic list | | No segmentation | Irrelevant content = unsubscribes | Segment by behavior | | Too many CTAs | Confuses reader, dilutes clicks | One primary CTA | | No unsubscribe | Illegal + spam complaints | Clear, easy unsubscribe | | Batch and blast | No personalization | Behavior-triggered emails | ## Workflow Integration - `crm-workflow.md` - Lead lifecycle stages, MQL/SQL definitions - `sales-workflow.md` - Lead scoring thresholds for email triggers ## Related Commands - `/sequence/welcome` - 7-day welcome sequence - `/sequence/nurture` - 6-week lead nurture - `/sequence/re-engage` - 21-day win-back - `/content/email` - Email copy creation ## References - `references/sequence-design.md` - Email sequence blueprints - `references/deliverability.md` - Getting to inbox - `references/segmentation.md` - Audience segmentation - `references/automation.md` - Automation workflows - `references/lead-nurturing-workflows.md` - Lead nurturing sequences

email-marketing