Email Sequence

# Email Sequence Designer

Designs complete email automation sequences with strategic timing, persuasive copy, and conditional logic.

## Quick Reference

| Sequence Type | Emails | Duration | Best For |
|---------------|--------|----------|----------|
| Welcome Series | 4-6 | 14 days | New subscribers |
| Nurture | 6-10 | 6-10 weeks | Education, engagement |
| Re-engagement | 3-5 | 28 days | Inactive subscribers |
| Abandoned Cart | 3 | 3 days | E-commerce recovery |
| Post-Purchase | 4-6 | 30 days | Customer experience |
| Review Request | 1-2 | 1-24 hours | Social proof |
| Custom | Variable | Variable | Specific goals |

## Execution Protocol

### Step 1: Load Context
Read the business profile for context:
- `email-profile.md` (project root)

Load reference files for frameworks and benchmarks:
- `references/copy-frameworks.md`
- `references/benchmarks.md`

### Step 2: Gather Sequence Requirements

Ask the user:
1. **Sequence type**: welcome, nurture, re-engagement, abandoned-cart, post-purchase, review-request, or custom
2. **If custom**: goal, trigger event, desired email count, preferred cadence, tone

Confirm business context from profile:
- Industry
- Target audience
- Brand voice
- Primary offer/product

### Step 3: Design Sequence Architecture

Based on sequence type, define:
- Total number of emails
- Timing between emails
- Framework assignment per email
- Conditional logic rules
- KPI targets

### Step 4: Generate Each Email

For each email in sequence, create:
1. **Position and timing**: Email X, Day Y or Hours after trigger
2. **Subject lines**: 3 variants with scores (60-100)
3. **Preheader text**: 30-80 characters
4. **Email body**: Full copy following assigned framework
5. **CTA**: Button text and link placeholder
6. **Conditional logic**: What happens based on engagement

### Step 5: Add Implementation Guidance

Include:
- Platform setup notes
- A/B test recommendations
- KPI benchmarks for this sequence type
- Segment considerations

## Sequence Type Templates

### 1. Welcome Series (4-6 emails, 14 days)

**Standard Timeline:**
- Email 1: Immediate (welcome + deliver lead magnet)
- Email 2: Day 1 (brand story)
- Email 3: Day 2 (best content/resource)
- Email 4: Day 4 (social proof)
- Email 5: Day 7 (soft offer)
- Email 6: Day 14 (stronger CTA or segmentation)

**Framework Assignment:**
- Email 1: BAB (Before-After-Bridge)
- Email 2: BAB (Before-After-Bridge)
- Email 3: FAB (Features-Advantages-Benefits)
- Email 4: 4Ps (Picture-Promise-Prove-Push)
- Email 5: AIDA (Attention-Interest-Desire-Action)
- Email 6: PAS (Problem-Agitate-Solution)

**KPI Targets:**
- Average open rate: 40-60%
- Average click rate: 3-8%
- Conversion rate: 2-5%

### 2. Nurture Sequence (6-10 emails, 6-10 weeks)

**Cadence**: 1-2 emails per week

**Content Mix**:
- 80% value (education, tips, resources)
- 20% promotion (offers, CTAs)

**Framework Rotation**: PAS -> FAB -> BAB -> 4Ps -> AIDA -> repeat

**Progressive Profiling**: Gather data over time through link clicks, survey questions

**KPI Targets:**
- Average open rate: 25-35%
- Average click rate: 2-5%
- Conversion rate: 1-3%

### 3. Re-engagement / Win-Back (3-5 emails, 28 days)

**Trigger**: 90 days no click engagement (not opens, due to Apple MPP)

**Standard Timeline:**
- Email 1: Day 0 (friendly check-in)
- Email 2: Day 5-7 (value reminder)
- Email 3: Day 10-14 (incentive offer)
- Email 4: Day 21 (last chance)
- Email 5: Day 28 (final goodbye)

**Framework Assignment:**
- Email 1: BAB (Before-After-Bridge)
- Email 2: 4Ps (Picture-Promise-Prove-Push)
- Email 3: AIDA (Attention-Interest-Desire-Action)
- Email 4: PAS (Problem-Agitate-Solution)
- Email 5: Direct

**After sequence**: Remove non-responders from active list to protect sender reputation

**KPI Targets:**
- Average open rate: 15-25%
- Average click rate: 1-3%
- Re-engagement rate: 5-10%

### 4. Abandoned Cart (3 emails, 3 days)

**Standard Timeline:**
- Email 1: 1 hour (reminder, no discount)
- Email 2: 24 hours (address objections, social proof)
- Email 3: 48-72 hours (incentive offer)

**Framework Assignment:**
- Email 1: Direct
- Email 2: PAS (Problem-Agitate-Solution)
- Email 3: AIDA (Attention-Interest-Desire-Action)

**Show cart items**: Include product images, names, prices in email body

**Target recovery rate**: 5-15%

**KPI Targets:**
- Email 1 open rate: 40-50%
- Email 2 open rate: 30-40%
- Email 3 open rate: 25-35%
- Total recovery rate: 10-18%

### 5. Post-Purchase (4-6 emails, 30 days)

**Standard Timeline:**
- Email 1: Immediate (order confirmation)
- Email 2: Shipped (shipping notification)
- Email 3: Delivered (delivery confirmation + tips)
- Email 4: Day 7 (value-add content)
- Email 5: Day 14 (review request)
- Email 6: Day 30 (cross-sell/upsell)

**Framework Assignment:**
- Email 1: Direct
- Email 2: Direct
- Email 3: FAB (Features-Advantages-Benefits)
- Email 4: BAB (Before-After-Bridge)
- Email 5: PAS (Problem-Agitate-Solution)
- Email 6: AIDA (Attention-Interest-Desire-Action)

**KPI Targets:**
- Average open rate: 50-70%
- Average click rate: 5-12%
- Review request response: 5-15%
- Cross-sell conversion: 3-8%

### 6. Review Request (1-2 emails)

**Timing varies by business type:**
- Restaurant/food: within 24 hours
- Salon/spa/service: same day or next day
- Home services: 24-48 hours
- Retail (simple products): 1-2 days
- Shoes/clothing: 1-2 weeks
- Courses/coaching: 1+ week
- Medical/dental: 24 hours

**Framework**: PAS (Problem-Agitate-Solution) - position review as helping others

**Include**:
- Direct link to review platform
- Multiple platform options if applicable
- Incentive (optional): discount on next purchase

**KPI Targets:**
- Open rate: 50-70%
- Review completion: 10-25%

### 7. Custom Sequence

For custom sequences, ask user:
1. **Goal**: What should this sequence accomplish?
2. **Trigger event**: What starts this sequence?
3. **Email count**: How many emails?
4. **Cadence**: How often should emails send?
5. **Tone**: Formal, casual, urgent, educational?

Design sequence architecture based on responses.

## Conditional Logic Rules

Apply these rules to every sequence:

### Engagement-Based Branching

**If opened previous email but didn't click:**
- Emphasize CTA more strongly
- Add social proof elements
- Simplify the ask

**If clicked previous email:**
- Move faster in sequence
- Skip reminder emails
- Advance to stronger offer

**If no engagement on 2+ consecutive emails:**
- Slow down cadence
- Change subject line approach
- Test different framework

**If unsubscribed:**
- Stop sequence immediately
- Remove from all active lists

### Time-Based Branching

**If cart value is high (e.g., over $200):**
- Extend abandoned cart sequence
- Add personal outreach email

**If first purchase:**
- Trigger post-purchase sequence
- Add to VIP nurture track

**If repeat customer:**
- Skip welcome emails
- Go straight to loyalty sequence

## Output Format Template

```
## Email Sequence: [Sequence Type]

**Business**: [from email-profile.md]
**Industry**: [from profile]
**Trigger**: [what starts this sequence]
**Total Emails**: X
**Duration**: X days/weeks
**Goal**: [primary objective]

### Sequence Timeline

Day 0 -> Email 1 (immediate)
Day 1 -> Email 2
Day 4 -> Email 3
Day 7 -> Email 4
[visual timeline]

---

### Email 1: [Descriptive Title] (Day 0 / Immediate)

**Purpose**: [what this email accomplishes]

**Subject Lines:**
| # | Subject | Score | Reason |
|---|---------|-------|--------|
| 1 | [subject line] | 85 | [why this scores high] |
| 2 | [subject line] | 80 | [why this scores high] |
| 3 | [subject line] | 78 | [why this scores high] |

**Preheader**: [30-80 character preview text]

**Framework**: [PAS/AIDA/BAB/FAB/4Ps/Direct]

**Body:**

[Full email copy with proper formatting, following the selected framework structure]

**CTA**: [Button text] -> [link placeholder or description]

**Conditional Logic:**
- **If opened**: Proceed to Email 2 at scheduled time
- **If not opened**: Wait 24h, resend with subject line variant #2
- **If clicked CTA**: [action - skip email, advance sequence, tag subscriber]
- **If no engagement**: [fallback action]

**A/B Test Recommendation**: [specific element to test for this email]

---

[Repeat full structure for each email in sequence]

---

### Implementation Notes

**Platform Setup:**
- [Automation trigger setup instructions]
- [Segmentation requirements]
- [Tag/field requirements]

**Recommended A/B Tests:**
1. [Test for Email 1]
2. [Test for Email 3]
3. [Overall sequence test]

**KPI Targets:**
| Metric | Target | Industry Benchmark |
|--------|--------|-------------------|
| Average Open Rate | X% | X% |
| Average Click Rate | X% | X% |
| Conversion Rate | X% | X% |
| Unsubscribe Rate | <0.5% | <0.5% |

**Monitoring:**
- Check performance after 50 subscribers complete sequence
- Adjust timing if open rates drop >20% between emails
- Test new subject lines if Email 1 opens <30%

**Segment Considerations:**
- [How to adapt for different audience segments]
- [Mobile vs desktop considerations]
- [Geographic/timezone notes if applicable]
```

## Quality Checklist

Before delivering sequence, verify:

- [ ] Each email has 3 subject line variants
- [ ] Preheaders are 30-80 characters
- [ ] Each email follows assigned framework structure
- [ ] CTAs are clear and actionable
- [ ] Conditional logic is defined for each email
- [ ] Timing makes sense for business type
- [ ] KPI targets are realistic
- [ ] A/B test recommendations are specific
- [ ] Implementation notes include platform setup

## Framework Quick Reference

Load `../../references/copy-frameworks.md` for detailed structures:

- **PAS**: Problem -> Agitate -> Solution
- **AIDA**: Attention -> Interest -> Desire -> Action
- **BAB**: Before -> After -> Bridge
- **FAB**: Features -> Advantages -> Benefits
- **4Ps**: Picture -> Promise -> Prove -> Push
- **Direct**: Straightforward, no persuasion layer (transactional emails)

## Notes

- Always adapt sequence length and cadence to business context
- B2B sequences should be longer (nurture over 8-12 weeks)
- E-commerce can be more aggressive (faster cadence)
- Service businesses benefit from educational content
- Always include easy unsubscribe option
- Test sequences with small segment before full deployment
- Monitor sender reputation metrics (bounce rate, complaint rate)
- Apple Mail Privacy Protection makes open tracking unreliable - focus on clicks
- Use sunset policies: remove non-engaged subscribers after 6-12 months

## Integration with Other Skills

- Use `/email audit` to verify domain deliverability before launching sequences
- Use `/email write` for individual email drafts or rewrites
- Use `/email review` to score and optimize each email in the sequence
- Use `/email plan` to align sequences with overall marketing strategy