npm - @cowliss/cli - Versions diffs - 0.9.0 → 0.11.0 - Mend

@cowliss/cli 0.9.0 → 0.11.0

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Files changed (117) hide show

package/{examples → blueprints}/abandoned-checkout/journeys/abandoned-checkout.ts RENAMED Viewed

@@ -11,7 +11,7 @@ import { defineJourney } from "@cowliss/cli/journeys";
  * `enrollment: { cooldown: "30d" }` to reach a repeat abandoner again, a
  * month after their last reminder.
  *
- * Example: add it with `cow add example abandoned-checkout`; rename the
+ * Blueprint: add it with `cow add blueprint abandoned-checkout`; rename the
  * events and the email to your domain's vocabulary.
  */
 export default defineJourney({

package/{examples → blueprints}/activity-decay/journeys/activity-decay.ts RENAMED Viewed

@@ -22,7 +22,7 @@ import { defineJourney } from "@cowliss/cli/journeys";
  * trait write below from flipping a segment whose entry event restarts this
  * journey, forever.
  *
- * Example: add it with `cow add example activity-decay`; rename the trait to
+ * Blueprint: add it with `cow add blueprint activity-decay`; rename the trait to
  * your domain's vocabulary, or narrow the pattern (`checkout.*`, or a list)
  * if only some events should count as activity.
  */

package/blueprints/ecommerce/emails/_shell.tsx ADDED Viewed

@@ -0,0 +1,133 @@
+import {
+  Body,
+  Button,
+  Container,
+  Head,
+  Heading,
+  Hr,
+  Html,
+  Preview,
+  Text,
+} from "@react-email/components";
+import type { CSSProperties, ReactElement, ReactNode } from "react";
+/**
+ * The chrome all nine mails in this blueprint share: one look for the
+ * programme rather than nine copies of the same inline styles. An
+ * `_`-prefixed file under `emails/` is a shared module, not a template:
+ * `cow build` skips it in discovery and bundles it into whichever template
+ * imports it.
+ *
+ * Inline styles only, no Tailwind and no stylesheet, because email clients
+ * strip both.
+ *
+ * The three constants below are the first thing to change. The postal
+ * address is not decoration: a marketing mail is required to carry one in
+ * most of the world, and Cowliss does not know yours. The unsubscribe link
+ * is the one thing you do not add here — the send path appends it to every
+ * marketing mail, and one that is already in the body is left alone.
+ */
+export const STORE_NAME = "Acme";
+export const STORE_URL = "https://example.com";
+export const STORE_ADDRESS = "Acme, 1 Example Street, Springfield";
+export const bodyStyle: CSSProperties = {
+  backgroundColor: "#f4f4f5",
+  fontFamily:
+    "-apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif",
+  margin: "0",
+  padding: "32px 0",
+};
+export const containerStyle: CSSProperties = {
+  margin: "0 auto",
+  padding: "40px 36px",
+  maxWidth: "560px",
+  backgroundColor: "#ffffff",
+  borderRadius: "14px",
+  border: "1px solid #e4e4e7",
+};
+export const headingStyle: CSSProperties = {
+  fontSize: "24px",
+  lineHeight: "1.25",
+  fontWeight: 700,
+  letterSpacing: "-0.02em",
+  color: "#09090b",
+  margin: "0 0 18px",
+};
+export const textStyle: CSSProperties = {
+  fontSize: "16px",
+  lineHeight: "1.7",
+  color: "#27272a",
+  margin: "0 0 16px",
+};
+export const buttonStyle: CSSProperties = {
+  display: "inline-block",
+  marginTop: "8px",
+  marginBottom: "16px",
+  padding: "14px 26px",
+  borderRadius: "10px",
+  backgroundColor: "#09090b",
+  color: "#ffffff",
+  fontSize: "15px",
+  fontWeight: 600,
+  lineHeight: 1,
+  textDecoration: "none",
+};
+const hrStyle: CSSProperties = {
+  borderColor: "#e4e4e7",
+  borderStyle: "solid",
+  borderWidth: "1px 0 0 0",
+  margin: "24px 0",
+};
+const footerStyle: CSSProperties = {
+  fontSize: "13px",
+  lineHeight: "1.6",
+  color: "#52525b",
+  margin: "0",
+};
+export function StoreEmail(props: {
+  preview: string;
+  heading: string;
+  children: ReactNode;
+}): ReactElement {
+  return (
+    <Html dir="ltr" lang="en">
+      <Head>
+        <meta content="text/html; charset=UTF-8" httpEquiv="Content-Type" />
+        <meta name="x-apple-disable-message-reformatting" />
+        <meta name="color-scheme" content="light" />
+        <meta name="supported-color-schemes" content="light" />
+      </Head>
+      <Preview>{props.preview}</Preview>
+      <Body style={bodyStyle}>
+        <Container style={containerStyle}>
+          <Heading style={headingStyle}>{props.heading}</Heading>
+          {props.children}
+          <Hr style={hrStyle} />
+          <Text style={footerStyle}>{STORE_ADDRESS}</Text>
+        </Container>
+      </Body>
+    </Html>
+  );
+}
+/** The one action a mail asks for. Every mail here has exactly one. */
+export function Cta(props: { href: string; children: string }): ReactElement {
+  return (
+    <Button style={buttonStyle} href={props.href}>
+      {props.children}
+    </Button>
+  );
+}
+/** "Hi Ada," when the journey passed a first name, "Hi," when it did not. */
+export const greeting = (firstName?: string): string =>
+  firstName ? `Hi ${firstName},` : "Hi,";

package/blueprints/ecommerce/emails/abandoned-checkout-last-call.tsx ADDED Viewed

@@ -0,0 +1,46 @@
+import type { SendClass, Subject } from "@cowliss/cli/emails";
+import { Text } from "@react-email/components";
+import type { ReactElement } from "react";
+import { z } from "zod";
+import { Cta, greeting, STORE_URL, StoreEmail, textStyle } from "./_shell";
+/**
+ * The second and last cart reminder, a day after the first. It says this
+ * is the last one, and that is the only new thing it has to say. A third
+ * reminder is how a store gets marked as spam.
+ */
+export const props = z.object({
+  checkoutUrl: z.url().optional(),
+  firstName: z.string().optional(),
+});
+export const subject: Subject<typeof props> = (p) =>
+  p.firstName
+    ? `${p.firstName}, last call on your cart`
+    : "Last call on your cart";
+export const sendClass: SendClass = "marketing";
+export const tags = ["shop", "checkout"];
+export default function AbandonedCheckoutLastCall(
+  p: z.infer<typeof props>,
+): ReactElement {
+  return (
+    <StoreEmail
+      preview="The last one about this cart."
+      heading={greeting(p.firstName)}
+    >
+      <Text style={textStyle}>
+        This is the last reminder about your cart. Stock moves, so what is in it
+        may not be there much longer.
+      </Text>
+      <Text style={textStyle}>
+        If you have changed your mind, nothing else about this cart will reach
+        you.
+      </Text>
+      <Cta href={p.checkoutUrl ?? STORE_URL}>Finish checkout</Cta>
+    </StoreEmail>
+  );
+}

package/blueprints/ecommerce/emails/abandoned-checkout.tsx ADDED Viewed

@@ -0,0 +1,46 @@
+import type { SendClass, Subject } from "@cowliss/cli/emails";
+import { Text } from "@react-email/components";
+import type { ReactElement } from "react";
+import { z } from "zod";
+import { Cta, greeting, STORE_URL, StoreEmail, textStyle } from "./_shell";
+/**
+ * The first cart reminder, 24 hours after a checkout that went nowhere.
+ * No discount: most abandoned carts are a distraction, not a price
+ * objection, and a store that pays people to leave gets more of it.
+ *
+ * `checkoutUrl` belongs to your store, so the journey reads it off the
+ * `checkout.started` event and the button falls back to the shop when the
+ * event did not carry one.
+ */
+export const props = z.object({
+  checkoutUrl: z.url().optional(),
+  firstName: z.string().optional(),
+});
+export const subject: Subject<typeof props> = (p) =>
+  p.firstName
+    ? `${p.firstName}, your cart is still here`
+    : "Your cart is still here";
+export const sendClass: SendClass = "marketing";
+export const tags = ["shop", "checkout"];
+export default function AbandonedCheckout(
+  p: z.infer<typeof props>,
+): ReactElement {
+  return (
+    <StoreEmail
+      preview="Your cart is still here."
+      heading={greeting(p.firstName)}
+    >
+      <Text style={textStyle}>
+        You started checking out and did not finish. Your cart is saved, so
+        picking it up again takes a moment.
+      </Text>
+      <Cta href={p.checkoutUrl ?? STORE_URL}>Finish checkout</Cta>
+    </StoreEmail>
+  );
+}

package/blueprints/ecommerce/emails/order-thanks.tsx ADDED Viewed

@@ -0,0 +1,44 @@
+import type { SendClass, Subject } from "@cowliss/cli/emails";
+import { Text } from "@react-email/components";
+import type { ReactElement } from "react";
+import { z } from "zod";
+import { greeting, STORE_NAME, StoreEmail, textStyle } from "./_shell";
+/**
+ * The thank-you for a first order. It is not a receipt: your shop already
+ * sent one, with the numbers on it. This is the note that says a person
+ * saw the order, so it carries no total, no tracking link and nothing to
+ * buy.
+ *
+ * Transactional, and it has no call to action at all. That is on purpose:
+ * a button here would make it a marketing mail wearing a thank-you.
+ */
+export const props = z.object({
+  firstName: z.string().optional(),
+});
+export const subject: Subject<typeof props> = () =>
+  `Thanks for your first order`;
+export const sendClass: SendClass = "transactional";
+export const tags = ["shop", "orders"];
+export default function OrderThanks(p: z.infer<typeof props>): ReactElement {
+  return (
+    <StoreEmail
+      preview="Your first order is on its way."
+      heading={greeting(p.firstName)}
+    >
+      <Text style={textStyle}>
+        Your first order from {STORE_NAME} is packed and on its way. Your
+        receipt and tracking are in a separate mail.
+      </Text>
+      <Text style={textStyle}>
+        If anything about it is wrong, reply to this message and a person reads
+        it.
+      </Text>
+    </StoreEmail>
+  );
+}

package/blueprints/ecommerce/emails/replenishment.tsx ADDED Viewed

@@ -0,0 +1,40 @@
+import type { SendClass, Subject } from "@cowliss/cli/emails";
+import { Text } from "@react-email/components";
+import type { ReactElement } from "react";
+import { z } from "zod";
+import { Cta, greeting, STORE_URL, StoreEmail, textStyle } from "./_shell";
+/**
+ * The reorder nudge, sent when a regular customer's usual cycle has gone
+ * by without an order. Its whole argument is timing, so it makes no offer
+ * and asks for nothing except a reorder.
+ */
+export const props = z.object({
+  firstName: z.string().optional(),
+});
+export const subject: Subject<typeof props> = () => "Running low?";
+export const sendClass: SendClass = "marketing";
+export const tags = ["shop", "retention"];
+export default function Replenishment(p: z.infer<typeof props>): ReactElement {
+  return (
+    <StoreEmail
+      preview="Reorder in a couple of taps."
+      heading={greeting(p.firstName)}
+    >
+      <Text style={textStyle}>
+        It has been about six weeks since your last order, which is usually when
+        people come back for more.
+      </Text>
+      <Text style={textStyle}>
+        Your last order is saved, so reordering the same thing takes a couple of
+        taps.
+      </Text>
+      <Cta href={`${STORE_URL}/orders`}>Reorder</Cta>
+    </StoreEmail>
+  );
+}

package/blueprints/ecommerce/emails/review-request.tsx ADDED Viewed

@@ -0,0 +1,44 @@
+import type { SendClass, Subject } from "@cowliss/cli/emails";
+import { Text } from "@react-email/components";
+import type { ReactElement } from "react";
+import { z } from "zod";
+import { Cta, greeting, STORE_URL, StoreEmail, textStyle } from "./_shell";
+/**
+ * Asked three days after the order was delivered, so there is something to
+ * answer. One question, one link, and an honest way out for someone whose
+ * order went wrong.
+ *
+ * Transactional, and it stays that way only as long as it is about their
+ * order. Add a discount for leaving a review and it has become marketing:
+ * move it to a journey with a marketing purpose instead.
+ */
+export const props = z.object({
+  firstName: z.string().optional(),
+});
+export const subject: Subject<typeof props> = () => "How is your order?";
+export const sendClass: SendClass = "transactional";
+export const tags = ["shop", "orders"];
+export default function ReviewRequest(p: z.infer<typeof props>): ReactElement {
+  return (
+    <StoreEmail
+      preview="Two minutes, if you have them."
+      heading={greeting(p.firstName)}
+    >
+      <Text style={textStyle}>
+        Your order arrived a few days ago. If you have two minutes, tell us how
+        it is going. Other people read these before they buy.
+      </Text>
+      <Text style={textStyle}>
+        If it did not go well, reply to this message instead and we will sort it
+        out.
+      </Text>
+      <Cta href={`${STORE_URL}/reviews`}>Write a review</Cta>
+    </StoreEmail>
+  );
+}

package/blueprints/ecommerce/emails/vip-thanks.tsx ADDED Viewed

@@ -0,0 +1,51 @@
+import type { SendClass, Subject } from "@cowliss/cli/emails";
+import { Text } from "@react-email/components";
+import type { ReactElement } from "react";
+import { z } from "zod";
+import {
+  Cta,
+  greeting,
+  STORE_NAME,
+  STORE_URL,
+  StoreEmail,
+  textStyle,
+} from "./_shell";
+/**
+ * Sent once a customer crosses the lifetime-value threshold. A thank-you
+ * and one perk, and the perk is free shipping because it is worth
+ * something every time they order and costs nothing to explain.
+ *
+ * No tier name and no list of benefits: this is a note about them, not an
+ * announcement about a programme.
+ */
+export const props = z.object({
+  firstName: z.string().optional(),
+});
+export const subject: Subject<typeof props> = () =>
+  "Free shipping, from now on";
+export const sendClass: SendClass = "marketing";
+export const tags = ["shop", "value"];
+export default function VipThanks(p: z.infer<typeof props>): ReactElement {
+  return (
+    <StoreEmail
+      preview="Free shipping on everything you order."
+      heading={greeting(p.firstName)}
+    >
+      <Text style={textStyle}>
+        You are one of the handful of people who keep {STORE_NAME} going, and we
+        noticed.
+      </Text>
+      <Text style={textStyle}>
+        From now on your orders ship free, with nothing to enter and no minimum.
+        It is already on your account.
+      </Text>
+      <Cta href={STORE_URL}>Browse the shop</Cta>
+    </StoreEmail>
+  );
+}

package/blueprints/ecommerce/emails/welcome.tsx ADDED Viewed

@@ -0,0 +1,48 @@
+import type { SendClass, Subject } from "@cowliss/cli/emails";
+import { Text } from "@react-email/components";
+import type { ReactElement } from "react";
+import { z } from "zod";
+import {
+  Cta,
+  greeting,
+  STORE_NAME,
+  STORE_URL,
+  StoreEmail,
+  textStyle,
+} from "./_shell";
+/**
+ * The welcome, sent to someone who has looked at a product and not
+ * ordered. It sells nothing in particular, because you do not yet know
+ * what they want: it says who you are and gets them back to the shop.
+ */
+export const props = z.object({
+  firstName: z.string().optional(),
+});
+export const subject: Subject<typeof props> = (p) =>
+  p.firstName ? `Welcome, ${p.firstName}` : `Welcome to ${STORE_NAME}`;
+export const sendClass: SendClass = "marketing";
+export const tags = ["shop", "lifecycle"];
+export default function Welcome(p: z.infer<typeof props>): ReactElement {
+  return (
+    <StoreEmail
+      preview="Everything we make, in one place."
+      heading={greeting(p.firstName)}
+    >
+      <Text style={textStyle}>
+        Thanks for stopping by {STORE_NAME}. Everything we sell is made in small
+        batches, and we only list what we would keep for ourselves.
+      </Text>
+      <Text style={textStyle}>
+        Orders placed before noon go out the same day, and anything that is not
+        right comes back to us free for 30 days.
+      </Text>
+      <Cta href={STORE_URL}>Browse the shop</Cta>
+    </StoreEmail>
+  );
+}

package/blueprints/ecommerce/emails/winback-offer.tsx ADDED Viewed

@@ -0,0 +1,41 @@
+import type { SendClass, Subject } from "@cowliss/cli/emails";
+import { Text } from "@react-email/components";
+import type { ReactElement } from "react";
+import { z } from "zod";
+import { Cta, greeting, STORE_URL, StoreEmail, textStyle } from "./_shell";
+/**
+ * The second and last win-back, two weeks after the reminder went
+ * unanswered. This is where the discount goes, and the code is written out
+ * here because it is one code for one campaign: change it, and the 10%
+ * below, when you change the offer.
+ */
+export const props = z.object({
+  firstName: z.string().optional(),
+});
+export const subject: Subject<typeof props> = () => "10% off, if you want it";
+export const sendClass: SendClass = "marketing";
+export const tags = ["shop", "retention"];
+export default function WinbackOffer(p: z.infer<typeof props>): ReactElement {
+  return (
+    <StoreEmail
+      preview="COMEBACK10, for the next 30 days."
+      heading={greeting(p.firstName)}
+    >
+      <Text style={textStyle}>
+        We would rather have you back than be right about the price, so here is
+        10% off your next order with the code COMEBACK10. It works for the next
+        30 days.
+      </Text>
+      <Text style={textStyle}>
+        This is the last mail we will send about it either way.
+      </Text>
+      <Cta href={STORE_URL}>Use the code</Cta>
+    </StoreEmail>
+  );
+}

package/blueprints/ecommerce/emails/winback-reminder.tsx ADDED Viewed

@@ -0,0 +1,45 @@
+import type { SendClass, Subject } from "@cowliss/cli/emails";
+import { Text } from "@react-email/components";
+import type { ReactElement } from "react";
+import { z } from "zod";
+import {
+  Cta,
+  greeting,
+  STORE_NAME,
+  STORE_URL,
+  StoreEmail,
+  textStyle,
+} from "./_shell";
+/**
+ * The first win-back, sent when a customer becomes lapsed. No discount
+ * and no urgency: they already know the shop, so the job is to remind
+ * them it is still here and worth a look.
+ */
+export const props = z.object({
+  firstName: z.string().optional(),
+});
+export const subject: Subject<typeof props> = () => "It has been a while";
+export const sendClass: SendClass = "marketing";
+export const tags = ["shop", "retention"];
+export default function WinbackReminder(
+  p: z.infer<typeof props>,
+): ReactElement {
+  return (
+    <StoreEmail
+      preview="New things since you were last here."
+      heading={greeting(p.firstName)}
+    >
+      <Text style={textStyle}>
+        It has been a few months since your last order. Plenty has changed at
+        {` ${STORE_NAME}`} since then, and your details are where you left them.
+      </Text>
+      <Cta href={STORE_URL}>See what is new</Cta>
+    </StoreEmail>
+  );
+}

package/blueprints/ecommerce/journeys/_helpers.ts ADDED Viewed

@@ -0,0 +1,14 @@
+/**
+ * The one thing all six journeys share. An `_`-prefixed file under
+ * `journeys/` is a module, not a journey: `cow build` skips it in
+ * discovery and bundles it into whichever journey imports it.
+ *
+ * Deliberately nothing else lives here. Addresses, waits and thresholds
+ * stay written out in the journey that uses them, so changing when the
+ * win-back mail goes out is one edit in `winback.ts` and not a hunt
+ * through a shared config.
+ */
+/** A trait, which is `unknown` on the way out of a profile, as a string. */
+export const str = (value: unknown): string | undefined =>
+  typeof value === "string" ? value : undefined;

package/blueprints/ecommerce/journeys/abandoned-checkout.ts ADDED Viewed

@@ -0,0 +1,44 @@
+import { defineJourney } from "@cowliss/cli/journeys";
+import { str } from "./_helpers";
+/**
+ * Abandoned checkout, in two touches. `checkout.started` opens a 24-hour
+ * window; an `order.placed` inside it closes the journey quietly and marks
+ * the cart recovered, a trait your other journeys and segments can read.
+ * Silence spends one reminder, waits another 24 hours, and spends a last
+ * one.
+ *
+ * Two literals to argue with: the first `24h` is how long you leave someone
+ * alone before reminding them, the second is the gap before the last call.
+ * Shorten the first if your basket is cheap and impulse-bought.
+ *
+ * `marketing` with a 30-day cooldown, so a shopper who abandons a cart
+ * every week is reminded once a month rather than every week.
+ */
+export default defineJourney({
+  trigger: { event: "checkout.started" },
+  purpose: "marketing",
+  enrollment: { cooldown: "30d" },
+  from: "Acme <checkout@example.com>",
+  description: "Reminds someone who left items in their cart, twice at most.",
+  tags: ["shop", "checkout"],
+  run: async (event, api) => {
+    if (await api.waitForEvent("order.placed", { timeout: "24h" })) {
+      await api.traits.set("cartRecovered", true);
+      return;
+    }
+    // The checkout link belongs to your store, so the trigger event carries
+    // it; the mail drops its button when the property is missing.
+    const me = await api.profile.get();
+    const props = {
+      checkoutUrl: str(event.properties.checkoutUrl),
+      firstName: str(me.traits.firstName),
+    };
+    await api.send.email({ template: "abandoned-checkout", props });
+    if (await api.waitForEvent("order.placed", { timeout: "24h" })) {
+      await api.traits.set("cartRecovered", true);
+      return;
+    }
+    await api.send.email({ template: "abandoned-checkout-last-call", props });
+  },
+});

package/blueprints/ecommerce/journeys/first-order-thanks.ts ADDED Viewed

@@ -0,0 +1,40 @@
+import { defineJourney } from "@cowliss/cli/journeys";
+import { str } from "./_helpers";
+/**
+ * The first order, thanked, and the review asked for once it arrives.
+ *
+ * It enrolls from `segments/first-time-buyers.ts` rather than from
+ * `order.placed`, so "their first order" is the audience's job and this
+ * file has no counting to do. Every later order leaves them out of that
+ * audience, which is what makes the thank-you the first one only.
+ *
+ * `transactional`, the only one of the six that is: both mails are about
+ * one order this person chose to place, which is why neither is gated on
+ * marketing consent and why the journey takes no cooldown. That is also
+ * the line to watch. Put a discount code in the review request and it
+ * stops being about their order: move it to a marketing journey of its
+ * own rather than sending a promotion under this purpose.
+ *
+ * The review request waits for delivery and then sleeps 3 days, because
+ * the honest answer to "how is it?" needs the thing in their hands for a
+ * few days. Nothing is sent if the delivery event never arrives.
+ */
+export default defineJourney({
+  trigger: { segment: "first-time-buyers" },
+  purpose: "transactional",
+  from: "Acme <orders@example.com>",
+  description:
+    "Thanks a first-time customer, then asks how the order went once it arrives.",
+  tags: ["shop", "orders"],
+  run: async (_event, api) => {
+    const me = await api.profile.get();
+    const props = { firstName: str(me.traits.firstName) };
+    await api.send.email({ template: "order-thanks", props });
+    if (!(await api.waitForEvent("order.delivered", { timeout: "30d" }))) {
+      return;
+    }
+    await api.sleep("3d");
+    await api.send.email({ template: "review-request", props });
+  },
+});