---
name: email-marketing
description: Create email marketing campaigns including newsletters, drip sequences, promotional emails, and transactional emails. Use when writing email copy, designing email templates, or planning email automation.
---

# Email Marketing Skill

## Writing Style Guidelines

**Be Human, Not AI:**
- Write like you're emailing a colleague, not a marketing database
- Use natural language that sounds like a real person
- Avoid buzzwords: "revolutionary", "game-changing", "seamless", "leverage"
- Skip filler words: "basically", "essentially", "simply", "just"

**Emoji Policy:**
- Maximum ONE emoji per email (in subject OR body, not both)
- Use only when it genuinely helps (friendly greeting, celebration)
- Never use emoji in serious/professional contexts
- When in doubt, skip the emoji

## Instructions

When creating email campaigns:

### 1. Subject Lines

**Formulas:**
- How to [achieve desired outcome]
- [Number] ways to [solve problem]
- Don't [make this mistake]
- [Name], your [thing] is ready
- Last chance: [offer ending]
- Quick question about [topic]

**Best Practices:**
- 30-50 characters ideal
- Personalize when possible
- Create urgency (carefully, don't be manipulative)
- A/B test always
- Avoid spam triggers
- No ALL CAPS or excessive punctuation

**Preview Text:**
- Extends the subject line
- 40-130 characters
- Add context or intrigue

### 2. Email Types & Templates

**Welcome Email:**
```
Subject: Welcome to [Brand] — Here's what's next

Hi [Name],

Welcome aboard!

You're now part of [X,000] [customers/subscribers] who [benefit].

Here's what you can expect:
• [Benefit 1]
• [Benefit 2]
• [Benefit 3]

To get started, [simple first action]:
[CTA Button]

Questions? Just reply to this email.

[Signature]

P.S. [Bonus tip or resource]
```

**Product Launch:**
```
Subject: Introducing [Product] — [Key Benefit]

Hi [Name],

[One-line hook about the problem]

Today, we're launching [Product] — and it's going to change how you [do thing].

**What's new:**
- [Feature 1] — [benefit]
- [Feature 2] — [benefit]
- [Feature 3] — [benefit]

[CTA Button: Get [Product] Now]

**Launch special:** [Discount/bonus] for the first [X] customers.

[Signature]
```

**Newsletter:**
```
Subject: [Newsletter Name] #[Number]: [Topic]

Hey [Name],

[Personal intro or timely hook — 2-3 sentences, conversational]

---

**[Main Topic]**

[2-3 paragraphs of value — write like you're explaining to a friend]

[Key takeaway or action item]

---

**Links Worth Clicking**

• [Link 1] — [Why it's useful]
• [Link 2] — [Why it's useful]
• [Link 3] — [Why it's useful]

---

**Quick Tip**

[Actionable tip in 2-3 sentences]

---

That's all for this week!

[Signature]

P.S. [Teaser for next issue or CTA]
```

**Abandoned Cart:**
```
Subject: You left something behind

Hi [Name],

Looks like you didn't finish checking out. No worries — your cart is still waiting:

[Product Image]
[Product Name] — $[Price]

[CTA: Complete Your Order]

**Need help?** Reply to this email or chat with us.

[Signature]

P.S. Your cart expires in [X] hours.
```

**Re-engagement:**
```
Subject: We miss you, [Name]

Hi [Name],

It's been a while since we've seen you, and we wanted to check in.

Here's what's new since your last visit:
• [Update 1]
• [Update 2]
• [Update 3]

[CTA: Come Back & Explore]

If you'd like to unsubscribe, no hard feelings — just click below.

[Signature]
```

### 3. Drip Sequence Structure

**Onboarding Sequence (7 emails):**
1. Day 0: Welcome + quick win
2. Day 1: Getting started guide
3. Day 3: Key feature spotlight
4. Day 5: Success story/case study
5. Day 7: Tips & tricks
6. Day 10: Check-in + support
7. Day 14: Upgrade/upsell (only if appropriate)

**Nurture Sequence:**
1. Value email (no pitch)
2. Value email (soft mention)
3. Value email (case study)
4. Pitch email (offer)
5. FAQ/objection handling
6. Last chance (no pressure tactics)

### 4. Email Design Best Practices

**Layout:**
- Single column (mobile-first)
- 600px max width
- Clear visual hierarchy
- Plenty of white space

**Typography:**
- 16px+ body text
- 22px+ headlines
- System fonts for reliability
- High contrast colors

**Images:**
- Alt text always
- Compressed file sizes
- Don't rely on images for key info
- Use real photos over stock when possible

**CTAs:**
- One primary CTA per email
- Button style (not just links)
- Action-oriented text
- Contrasting color
- Above the fold

### 5. Deliverability Tips

**Do:**
- Authenticate (SPF, DKIM, DMARC)
- Clean list regularly
- Use double opt-in
- Include unsubscribe link
- Monitor bounce rates

**Avoid:**
- Purchased lists
- Spam trigger words (FREE!!!, Act Now!!!)
- Too many images
- Misleading subjects
- Sending too frequently

### 6. Metrics to Track

| Metric | Good Benchmark |
|--------|----------------|
| Open rate | 20-30% |
| Click rate | 2-5% |
| Unsubscribe | <0.5% |
| Bounce rate | <2% |
| Spam complaints | <0.1% |

### 7. A/B Testing Ideas

- Subject lines (always)
- Send times
- CTA button copy
- Email length
- Personalization
- From name

## Quality Checklist

Before sending, verify:

### Content
- [ ] Subject line is compelling (30-50 chars)
- [ ] Preview text adds context
- [ ] One clear CTA
- [ ] Value before pitch
- [ ] Unsubscribe link present

### Tone
- [ ] Human, conversational tone
- [ ] No buzzwords or filler words
- [ ] Maximum one emoji (if any)
- [ ] Not salesy or pushy
- [ ] Reads like a real person wrote it

### Technical
- [ ] Mobile responsive
- [ ] Alt text on images
- [ ] Links work
- [ ] Personalization tokens correct
- [ ] Tested in multiple email clients