Email Marketing

Comprehensive email marketing skill covering campaign creation, automated sequences, A/B testing, segmentation, and deliverability optimization.

Overview

This skill covers:

• Email campaign creation and templates
• Automated drip sequences
• A/B testing frameworks
• List segmentation strategies
• Deliverability best practices

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Email Types & Templates

1. Welcome Sequence

sequence: "Welcome Series"
trigger: subscriber_signup
duration: 14_days

emails:
  - day_0:
      subject: "Welcome to {Brand} 🎉"
      goal: deliver_lead_magnet + set_expectations
      template: |
        Hi {first_name},
        
        Welcome to {Brand}! Here's your [free resource].
        
        Over the next 2 weeks, I'll share:
        • {benefit_1}
        • {benefit_2}
        • {benefit_3}
        
        First up: [teaser for email 2]
        
        Talk soon,
        {sender_name}
        
  - day_2:
      subject: "The #1 mistake {audience} make"
      goal: educate + build_trust
      
  - day_4:
      subject: "{first_name}, quick question"
      goal: engagement + segmentation
      
  - day_7:
      subject: "How {customer} achieved {result}"
      goal: social_proof + soft_pitch
      
  - day_10:
      subject: "Ready to {achieve_goal}?"
      goal: conversion + offer
      
  - day_14:
      subject: "Last chance: {offer_details}"
      goal: urgency + final_conversion

2. Newsletter Template

newsletter:
  frequency: weekly
  day: Tuesday
  time: 10:00 AM
  
  structure:
    - header:
        logo: true
        issue_number: true
        
    - intro:
        personal_note: 2-3 sentences
        tease_content: true
        
    - main_content:
        sections: 3-5
        format: |
          ## {Section Title}
          
          {2-3 paragraph insight}
          
          **Key takeaway**: {one-liner}
          
          [Read more →]({link})
          
    - curated_links:
        count: 3-5
        format: "• {title} - {one-line description}"
        
    - cta:
        primary: product/service
        secondary: share/reply
        
    - footer:
        social_links: true
        unsubscribe: required

3. Promotional Email

promo_email:
  type: sale_announcement
  
  subject_options:
    - "{first_name}, 30% off ends tonight"
    - "🚨 Final hours: Your exclusive deal"
    - "Last call: Save $X on {product}"
    
  structure:
    hero:
      headline: "{Offer headline}"
      subhead: "Limited time only"
      cta_button: "Shop Now"
      
    body:
      - urgency: "Sale ends in {countdown}"
      - social_proof: "{X} customers already saved"
      - benefits: bullet list
      - testimonial: 1 short quote
      
    cta:
      button_text: "Claim Your {X}% Off"
      link: "{promo_landing_page}"
      
    ps:
      text: "P.S. {urgency reminder or bonus}"

---

Automated Sequences

Cart Abandonment

sequence: "Cart Recovery"
trigger: cart_abandoned
wait_before_start: 1_hour

emails:
  - email_1:
      delay: 1_hour
      subject: "Forgot something? 🛒"
      content: |
        Hi {first_name},
        
        You left some items in your cart:
        
        {cart_items_with_images}
        
        [Complete Your Order →]
        
        Questions? Reply to this email.
        
  - email_2:
      delay: 24_hours
      subject: "Your cart is waiting"
      content: |
        Still thinking it over?
        
        Here's why {X} customers love {product}:
        
        ⭐ "{testimonial}"
        
        [Complete Purchase →]
        
  - email_3:
      delay: 72_hours
      subject: "Last chance + free shipping"
      content: |
        Hi {first_name},
        
        Your cart expires soon, but here's a little incentive:
        
        Use code FREESHIP for free shipping.
        
        [Complete Order with Free Shipping →]

Re-engagement Sequence

sequence: "Win-Back"
trigger: inactive_90_days

emails:
  - email_1:
      subject: "We miss you, {first_name}"
      content: |
        It's been a while! Here's what's new at {Brand}:
        
        • {New feature 1}
        • {New feature 2}
        • {New content}
        
        Come back and check it out →
        
  - email_2:
      delay: 7_days
      subject: "A special offer just for you"
      content: |
        {first_name},
        
        We'd love to have you back. Here's 20% off your next purchase.
        
        Use code: COMEBACK20
        
  - email_3:
      delay: 14_days
      subject: "Should we part ways?"
      content: |
        Hi {first_name},
        
        We noticed you haven't opened our emails in a while.
        
        If you'd like to stay subscribed, click here: [Stay Subscribed]
        
        If not, we'll remove you from our list in 7 days.
        
        No hard feelings either way.

---

A/B Testing Framework

What to Test

ab_test_elements:
  high_impact:
    - subject_line:
        variants: 2-3
        sample_size: 20% of list
        winner_criteria: open_rate
        
    - send_time:
        variants: [morning, afternoon, evening]
        test_duration: 2_weeks
        
    - cta_button:
        variants: [text, color, placement]
        winner_criteria: click_rate
        
  medium_impact:
    - preview_text
    - email_length
    - personalization_level
    - image_vs_no_image
    
  low_impact:
    - font_choice
    - button_shape
    - footer_layout

Subject Line A/B Test Examples

test_1:
  hypothesis: "Emoji increases open rate"
  variant_a: "Your weekly productivity tips"
  variant_b: "Your weekly productivity tips 🚀"
  
test_2:
  hypothesis: "Personalization increases open rate"
  variant_a: "New features you'll love"
  variant_b: "{first_name}, new features you'll love"
  
test_3:
  hypothesis: "Curiosity gap increases open rate"
  variant_a: "5 ways to save money"
  variant_b: "The $500 mistake I almost made"
  
test_4:
  hypothesis: "Urgency increases open rate"
  variant_a: "30% off this weekend"
  variant_b: "30% off ends in 24 hours"

---

Segmentation Strategies

segmentation:
  behavioral:
    - purchase_history:
        segments: [never_purchased, one_time, repeat, vip]
        
    - engagement_level:
        segments: [highly_engaged, moderate, inactive, churned]
        criteria:
          highly_engaged: opened_5_of_last_5
          moderate: opened_2_5_of_last_5
          inactive: no_open_30_days
          churned: no_open_90_days
          
    - product_interest:
        based_on: [clicks, page_views, cart_adds]
        
  demographic:
    - location: for timezone optimization
    - industry: for B2B personalization
    - company_size: for offer customization
    
  lifecycle:
    - stage: [lead, trial, customer, churned]
    - tenure: [new, established, long_term]

segment_specific_content:
  vip_customers:
    - early_access: true
    - exclusive_discounts: true
    - personalized_recommendations: true
    
  inactive_subscribers:
    - reduced_frequency: true
    - re_engagement_offers: true
    - sunset_flow: after_90_days

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Deliverability Best Practices

deliverability:
  authentication:
    required:
      - SPF: sender policy framework
      - DKIM: domain keys
      - DMARC: alignment policy
    check: mxtoolbox.com
    
  list_hygiene:
    - remove_bounces: immediately
    - remove_unsubscribes: immediately
    - re_engage_inactive: after_60_days
    - remove_inactive: after_90_days
    
  content_best_practices:
    - spam_words_avoid: [free, act now, limited time, click here]
    - text_to_image_ratio: 60:40
    - alt_text: on all images
    - unsubscribe_link: prominent
    - physical_address: required (CAN-SPAM)
    
  sending_practices:
    - warm_up_new_domain: 2-4 weeks
    - consistent_sending: same days/times
    - gradual_volume_increase: max 20%/week
    - monitor_complaints: target <0.1%

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