@stacksjs/defaults 0.75.108 → 0.75.110

package/ai/skills/stacks-marketing-emails/PLAYBOOK.md

@@ -0,0 +1,336 @@
+> Adapted playbook. The [shared Stacks workflow](../stacks-marketing/WORKFLOW.md) governs implementation, current facts, and authorization.
+
+
+# Email Sequence Design
+
+You are an expert in email marketing and automation. Your goal is to create email sequences that nurture relationships, drive action, and move people toward conversion.
+
+## Reference Routing
+
+Load the matching reference before drafting or auditing the relevant part of a sequence. Combine references when the request includes both flow design and individual email copy.
+
+| User intent | Load | Covers |
+|---|---|---|
+| Build a welcome, lead nurture, re-engagement, or product onboarding flow | [sequence-templates.md](references/sequence-templates.md) | Sequence goals, timing, email order, and conversion actions |
+| Identify missing lifecycle emails or audit onboarding, retention, billing, usage, win-back, or campaigns | [email-types.md](references/email-types.md) | Email purposes, triggers, audiences, and the lifecycle audit checklist |
+| Write or edit individual emails within a sequence; improve CTA, personalization, or segmentation | [copy-guidelines.md](references/copy-guidelines.md) | Structure, tone, length, merge fields, dynamic content, and copy testing |
+
+## Initial Assessment
+
+**Check for product marketing context first:**
+Read the established product context described in [the shared workflow](../stacks-marketing/WORKFLOW.md) before asking questions.
+
+Before creating a sequence, understand:
+
+1. **Sequence Type**
+   - Welcome/onboarding sequence
+   - Lead nurture sequence
+   - Re-engagement sequence
+   - Post-purchase sequence
+   - Event-based sequence
+   - Educational sequence
+   - Sales sequence
+
+2. **Audience Context**
+   - Who are they?
+   - What triggered them into this sequence?
+   - What do they already know/believe?
+   - What's their current relationship with you?
+
+3. **Goals**
+   - Primary conversion goal
+   - Relationship-building goals
+   - Segmentation goals
+   - What defines success?
+
+---
+
+## Core Principles
+
+### 1. One Email, One Job
+- Each email has one primary purpose
+- One main CTA per email
+- Don't try to do everything
+
+### 2. Value Before Ask
+- Lead with usefulness
+- Build trust through content
+- Earn the right to sell
+
+### 3. Relevance Over Volume
+- Fewer, better emails win
+- Segment for relevance
+- Quality > frequency
+
+### 4. Clear Path Forward
+- Every email moves them somewhere
+- Links should do something useful
+- Make next steps obvious
+
+---
+
+## Email Sequence Strategy
+
+### Sequence Length
+- Welcome: 3-7 emails
+- Lead nurture: 5-10 emails
+- Onboarding: 5-10 emails
+- Re-engagement: 3-5 emails
+
+Depends on:
+- Sales cycle length
+- Product complexity
+- Relationship stage
+
+### Timing/Delays
+- Welcome email: Immediately
+- Early sequence: 1-2 days apart
+- Nurture: 2-4 days apart
+- Long-term: Weekly or bi-weekly
+
+Consider:
+- B2B: Avoid weekends
+- B2C: Test weekends
+- Time zones: Send at local time
+
+### Subject Line Strategy
+- Clear > Clever
+- Specific > Vague
+- Benefit or curiosity-driven
+- 40-60 characters ideal
+- Test emoji (they're polarizing)
+
+**Patterns that work:**
+- Question: "Still struggling with X?"
+- How-to: "How to [achieve outcome] in [timeframe]"
+- Number: "3 ways to [benefit]"
+- Direct: "[First name], your [thing] is ready"
+- Story tease: "The mistake I made with [topic]"
+
+### Preview Text
+- Extends the subject line
+- ~90-140 characters
+- Don't repeat subject line
+- Complete the thought or add intrigue
+
+---
+
+## Sequence Types Overview
+
+### Welcome Sequence (Post-Signup)
+**Length**: 5-7 emails over 12-14 days
+**Goal**: Activate, build trust, convert
+
+Key emails:
+1. Welcome + deliver promised value (immediate)
+2. Quick win (day 1-2)
+3. Story/Why (day 3-4)
+4. Social proof (day 5-6)
+5. Overcome objection (day 7-8)
+6. Core feature highlight (day 9-11)
+7. Conversion (day 12-14)
+
+### Lead Nurture Sequence (Pre-Sale)
+**Length**: 6-8 emails over 2-3 weeks
+**Goal**: Build trust, demonstrate expertise, convert
+
+Key emails:
+1. Deliver lead magnet + intro (immediate)
+2. Expand on topic (day 2-3)
+3. Problem deep-dive (day 4-5)
+4. Solution framework (day 6-8)
+5. Case study (day 9-11)
+6. Differentiation (day 12-14)
+7. Objection handler (day 15-18)
+8. Direct offer (day 19-21)
+
+### Re-Engagement Sequence
+**Length**: 3-4 emails over 2 weeks
+**Trigger**: 30-60 days of inactivity
+**Goal**: Win back or clean list
+
+Key emails:
+1. Check-in (genuine concern)
+2. Value reminder (what's new)
+3. Incentive (special offer)
+4. Last chance (stay or unsubscribe)
+
+### Onboarding Sequence (Product Users)
+**Length**: 5-7 emails over 14 days
+**Goal**: Activate, drive to aha moment, upgrade
+**Note**: Coordinate with in-app onboarding-email supports, doesn't duplicate
+
+Key emails:
+1. Welcome + first step (immediate)
+2. Getting started help (day 1)
+3. Feature highlight (day 2-3)
+4. Success story (day 4-5)
+5. Check-in (day 7)
+6. Advanced tip (day 10-12)
+7. Upgrade/expand (day 14+)
+
+**For detailed templates**: See [references/sequence-templates.md](references/sequence-templates.md)
+
+---
+
+## Email Types by Category
+
+### Onboarding Emails
+- New users series
+- New customers series
+- Key onboarding step reminders
+- New user invites
+
+### Retention Emails
+- Upgrade to paid
+- Upgrade to higher plan
+- Ask for review
+- Proactive support offers
+- Product usage reports
+- NPS survey
+- Referral program
+
+### Billing Emails
+- Switch to annual
+- Failed payment recovery
+- Cancellation survey
+- Upcoming renewal reminders
+
+### Usage Emails
+- Daily/weekly/monthly summaries
+- Key event notifications
+- Milestone celebrations
+
+### Win-Back Emails
+- Expired trials
+- Cancelled customers
+
+### Campaign Emails
+- Monthly roundup / newsletter
+- Seasonal promotions
+- Product updates
+- Industry news roundup
+- Pricing updates
+
+**For detailed email type reference**: See [references/email-types.md](references/email-types.md)
+
+---
+
+## Email Copy Guidelines
+
+### Structure
+1. **Hook**: First line grabs attention
+2. **Context**: Why this matters to them
+3. **Value**: The useful content
+4. **CTA**: What to do next
+5. **Sign-off**: Human, warm close
+
+### Formatting
+- Short paragraphs (1-3 sentences)
+- White space between sections
+- Bullet points for scanability
+- Bold for emphasis (sparingly)
+- Mobile-first (most read on phone)
+
+### Tone
+- Conversational, not formal
+- First-person (I/we) and second-person (you)
+- Active voice
+- Read it out loud. Does it sound like a person?
+
+### No AI Tells
+
+Subscribers learn to recognize generated email fast, and they stop reading. Write from the specific thing you want them to know or do.
+
+Never write these:
+- **Contrast reveals**: "It's not X, it's Y." "Not because X. Because Y." State Y directly, with the reason.
+- **Negation lists**: "No X, no Y, no Z." Say what does happen. One plain absence ("No card required") is fine.
+- **Trailing pile-ons**: a full claim, then a comma and more restating clauses. End the sentence at the claim.
+- **Self-answered questions and colon reveals**: "The result? 3x faster." "The best part: it learns." FAQ questions and a question in the reader's own voice are fine.
+- **Stock phrases**: "Say goodbye to," "X, reimagined," "Unlock the power of," "Take it to the next level," "Here's the thing."
+- **Em dashes** in subject lines and preview text, and at most one or two in a long email.
+
+Email-specific tells:
+- **Subject-line bait**: fake "Re:" or "Fwd:", "You won't believe...", "🔥 Big news." The subject should hold up if it's the only line they read.
+- **Stock openers**: "I hope this email finds you well," "Just checking in," "Great news!" Open with the reason you're writing.
+- **Sign-off filler**: "Feel free to reach out if you have any questions." Ask for one specific action, or end.
+
+For the full blacklist, use the **stacks-marketing-copywriting** skill's AI-tells reference.
+
+### Length
+- 50-125 words for transactional
+- 150-300 words for educational
+- 300-500 words for story-driven
+
+### CTA Guidelines
+- Buttons for primary actions
+- Links for secondary actions
+- One clear primary CTA per email
+- Button text: Action + outcome
+
+**For detailed copy, personalization, and testing guidelines**: See [references/copy-guidelines.md](references/copy-guidelines.md)
+
+---
+
+## Output Format
+
+### Sequence Overview
+```
+Sequence Name: [Name]
+Trigger: [What starts the sequence]
+Goal: [Primary conversion goal]
+Length: [Number of emails]
+Timing: [Delay between emails]
+Exit Conditions: [When they leave the sequence]
+```
+
+### For Each Email
+```
+Email [#]: [Name/Purpose]
+Send: [Timing]
+Subject: [Subject line]
+Preview: [Preview text]
+Body: [Full copy]
+CTA: [Button text] → [Link destination]
+Segment/Conditions: [If applicable]
+```
+
+### Metrics Plan
+What to measure and benchmarks
+
+---
+
+## Task-Specific Questions
+
+1. What triggers entry to this sequence?
+2. What's the primary goal/conversion action?
+3. What do they already know about you?
+4. What other emails are they receiving?
+5. What's your current email performance?
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](https://github.com/coreyhaines31/marketingskills/blob/1efedbc5148b54b2f0f6c6c9fe0be62e151c7fff/tools/REGISTRY.md). Key email tools:
+
+| Tool | Best For | MCP | Guide |
+|------|----------|:---:|-------|
+| **Customer.io** | Behavior-based automation | - | [customer-io.md](https://github.com/coreyhaines31/marketingskills/blob/1efedbc5148b54b2f0f6c6c9fe0be62e151c7fff/tools/integrations/customer-io.md) |
+| **Mailchimp** | SMB email marketing | ✓ | [mailchimp.md](https://github.com/coreyhaines31/marketingskills/blob/1efedbc5148b54b2f0f6c6c9fe0be62e151c7fff/tools/integrations/mailchimp.md) |
+| **Nitrosend** | AI-native email (sequences via prompts) | ✓ | [nitrosend.md](https://github.com/coreyhaines31/marketingskills/blob/1efedbc5148b54b2f0f6c6c9fe0be62e151c7fff/tools/integrations/nitrosend.md) |
+| **Resend** | Developer-friendly transactional | ✓ | [resend.md](https://github.com/coreyhaines31/marketingskills/blob/1efedbc5148b54b2f0f6c6c9fe0be62e151c7fff/tools/integrations/resend.md) |
+| **SendGrid** | Transactional email at scale | - | [sendgrid.md](https://github.com/coreyhaines31/marketingskills/blob/1efedbc5148b54b2f0f6c6c9fe0be62e151c7fff/tools/integrations/sendgrid.md) |
+| **Kit** | Creator/newsletter focused | - | [kit.md](https://github.com/coreyhaines31/marketingskills/blob/1efedbc5148b54b2f0f6c6c9fe0be62e151c7fff/tools/integrations/kit.md) |
+
+---
+
+## Related Skills
+
+- **stacks-marketing-lead-magnets**: For planning lead magnets that feed into nurture sequences
+- **stacks-marketing-churn-prevention**: For cancel flows, save offers, and dunning strategy (email supports this)
+- **stacks-marketing-onboarding**: For in-app onboarding (email supports this)
+- **stacks-marketing-copywriting**: For landing pages emails link to
+- **stacks-marketing-ab-testing**: For testing email elements
+- **stacks-marketing-popups**: For email capture popups
+- **stacks-marketing-revops**: For lifecycle stages that trigger email sequences

package/ai/skills/stacks-marketing-emails/SKILL.md

@@ -0,0 +1,30 @@
+---
+name: stacks-marketing-emails
+description: Use when the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Covers marketing planning and its Stacks implementation.
+license: MIT
+compatibility: Bun >= 1.3.0, TypeScript
+allowed-tools: Read Edit Write Bash Grep Glob
+---
+
+# Marketing Emails
+
+Read [the shared Stacks workflow](../stacks-marketing/WORKFLOW.md), then
+[PLAYBOOK.md](PLAYBOOK.md) before doing this task. Load the supporting references
+only for the branch the playbook routes to.
+
+This ports `emails` from
+[coreyhaines31/marketingskills](https://github.com/coreyhaines31/marketingskills/tree/1efedbc5148b54b2f0f6c6c9fe0be62e151c7fff/skills/emails).
+[NOTICE.md](NOTICE.md) records the snapshot and [LICENSE](LICENSE) retains the
+upstream MIT notice.
+
+## Stacks integration
+
+Keep marketing recommendations distinct from application API facts. Use the
+framework skill for any model, action, route, stx page, campaign job, or payment
+change. Use the user's existing brief and authorization; a playbook example
+does not supply a product fact or authorize sending, spending, or publishing.
+
+Platform limits and benchmarks in the snapshot need current primary-source
+verification before use. Return the requested artifact with consequential
+assumptions and evidence, then verify any implementation through its real
+behavior. Use TypeScript and Bun for executable helpers.

package/ai/skills/stacks-marketing-emails/evals/evals.json

@@ -0,0 +1,105 @@
+{
+  "skill_name": "stacks-marketing-emails",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Create a welcome email sequence for new users who sign up for our project management tool's free trial. The trial is 14 days. We want to get them to their aha moment (creating their first project and inviting a team member).",
+      "expected_output": "Should check for product-marketing.md first. Should create a welcome sequence (5-7 emails) following the core principles: one email one job, value before ask. Should map each email to a specific goal in the 14-day trial journey. Should include timing/delays between emails. Each email should follow the email copy structure: hook → context → value → CTA → sign-off. Should include subject lines following the subject line strategy. Should align sequence with the aha moment (first project + team invite). Output should follow the structured format with sequence overview and per-email specs.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Creates 5-7 email welcome sequence",
+        "Follows one email one job principle",
+        "Maps emails to trial timeline (14 days)",
+        "Includes timing between emails",
+        "Each email has hook, context, value, CTA",
+        "Includes subject lines for each email",
+        "Aligns with stated aha moment",
+        "Output follows structured per-email format"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We need a lead nurture sequence for people who download our 'State of DevOps 2024' report. Goal is to get them to book a demo of our CI/CD platform.",
+      "expected_output": "Should create a lead nurture sequence (6-8 emails). Should follow value before ask - first emails should provide related value, not immediately push for demo. Should map the sequence from awareness (report download) through consideration (related content, case studies) to decision (demo request). Should include timing between emails. Each email should have clear subject line, hook, single CTA. Should gradually increase commitment asks across the sequence.",
+      "assertions": [
+        "Creates 6-8 email lead nurture sequence",
+        "Follows value before ask principle",
+        "Maps from awareness through consideration to decision",
+        "Includes timing between emails",
+        "Each email has clear subject line and single CTA",
+        "Gradually increases commitment asks",
+        "Connects to original download topic"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "our email open rates have tanked. used to be 35% now we're at 18%. what's going on and how do we fix our subject lines?",
+      "expected_output": "Should trigger on casual phrasing. Should diagnose potential causes of declining open rates: sender reputation, list hygiene, subject line quality, sending frequency, deliverability issues. Should apply the subject line strategy from the skill: test curiosity vs benefit vs urgency patterns, personalization, optimal length. Should recommend a re-engagement campaign to clean the list. Should provide specific subject line formulas and examples. Should suggest testing framework for subject lines.",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Diagnoses potential causes beyond just subject lines",
+        "Addresses sender reputation and deliverability",
+        "Recommends list hygiene or re-engagement",
+        "Applies subject line strategy with specific patterns",
+        "Provides subject line formulas and examples",
+        "Suggests testing framework"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "Build a re-engagement sequence for subscribers who haven't opened any emails in 90 days. We have about 5,000 inactive subscribers.",
+      "expected_output": "Should create a re-engagement sequence (3-4 emails). Should follow the re-engagement pattern: first email acknowledges absence and offers value, middle emails escalate with compelling reasons to re-engage, final email is a clear 'last chance' before removal. Should recommend aggressive subject lines to break through. Should include a sunset policy (remove non-responders after sequence completes). Should address the impact on deliverability of keeping inactive subscribers.",
+      "assertions": [
+        "Creates 3-4 email re-engagement sequence",
+        "Acknowledges absence in first email",
+        "Escalates through the sequence",
+        "Includes 'last chance' final email",
+        "Recommends sunset policy for non-responders",
+        "Addresses deliverability impact of inactive subscribers",
+        "Uses compelling subject lines"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "What's the ideal timing for our onboarding email sequence? We send the first email immediately after signup, but we're not sure about the rest.",
+      "expected_output": "Should provide timing guidance for onboarding sequences. Should reference the timing and delays framework: immediate first email (welcome/confirmation), then suggest data-driven timing based on user behavior triggers vs fixed time delays. Should recommend behavior-triggered emails when possible (user completed action → next email) with time-based fallbacks. Should provide typical timing patterns for SaaS onboarding (day 0, day 1, day 3, day 5, day 7, etc.). Should note that optimal timing depends on product complexity and trial length.",
+      "assertions": [
+        "Provides timing guidance for onboarding sequences",
+        "Recommends immediate first email",
+        "Discusses behavior-triggered vs time-based timing",
+        "Provides typical timing patterns",
+        "Notes timing depends on product and trial length",
+        "Recommends behavior triggers with time-based fallbacks"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Help me optimize our post-signup onboarding experience. Users sign up but 60% never complete setup.",
+      "expected_output": "Should recognize this is an in-app onboarding optimization task, not an email sequence task. Should defer to or cross-reference the onboarding skill, which handles in-app onboarding flows, checklists, and activation optimization. May offer to help with the email component of onboarding but should make clear that onboarding is the primary skill for this task.",
+      "assertions": [
+        "Recognizes this as in-app onboarding optimization",
+        "References or defers to onboarding skill",
+        "Does not attempt full onboarding redesign using email patterns",
+        "May offer email component support"
+      ],
+      "files": []
+    },
+    {
+      "prompt": "Write the first email of a welcome sequence for our meal-planning app, with a subject line and preview text.",
+      "expected_output": "Should write a welcome email with a specific subject line and preview text that avoid AI tells: no fake 'Re:'/'Fwd:', no curiosity bait or hype emoji, no em dashes. The body should open with the reason for writing (no 'I hope this email finds you well'), avoid contrast reveals, negation lists, and self-answered questions, and end with one specific action rather than 'feel free to reach out'.",
+      "assertions": [
+        "Subject line has no fake Re:/Fwd:, bait, or em dash",
+        "No stock opener",
+        "No contrast reveal or negation list",
+        "Ends with one specific action"
+      ],
+      "files": [],
+      "id": 7
+    }
+  ]
+}

package/ai/skills/stacks-marketing-emails/references/copy-guidelines.md

@@ -0,0 +1,113 @@
+# Email Copy Guidelines
+
+## Contents
+- Structure
+- Formatting
+- Tone
+- Length
+- CTA Buttons vs. Links
+- Personalization (merge fields, dynamic content, triggered emails)
+- Segmentation Strategies (by behavior, by stage, by profile)
+- Testing and Optimization (what to test, how to test, metrics to track)
+
+## Structure
+
+1. **Hook**: First line grabs attention
+2. **Context**: Why this matters to them
+3. **Value**: The useful content
+4. **CTA**: What to do next
+5. **Sign-off**: Human, warm close
+
+## Formatting
+
+- Short paragraphs (1-3 sentences)
+- White space between sections
+- Bullet points for scanability
+- Bold for emphasis (sparingly)
+- Mobile-first (most read on phone)
+
+## Tone
+
+- Conversational, not formal
+- First-person (I/we) and second-person (you)
+- Active voice
+- Match your brand but lean friendly
+- Read it out loud-does it sound human?
+
+## Length
+
+- Shorter is usually better
+- 50-125 words for transactional
+- 150-300 words for educational
+- 300-500 words for story-driven
+- If it's long, it better be good
+
+## CTA Buttons vs. Links
+
+- Buttons: Primary actions, high-visibility
+- Links: Secondary actions, in-text
+- One clear primary CTA per email
+- Button text: Action + outcome
+
+---
+
+## Personalization
+
+### Merge Fields
+- First name (fallback to "there" or "friend")
+- Company name (B2B)
+- Relevant data (usage, plan, etc.)
+
+### Dynamic Content
+- Based on segment
+- Based on behavior
+- Based on stage
+
+### Triggered Emails
+- Action-based sends
+- More relevant than time-based
+- Examples: Feature used, milestone hit, inactivity
+
+---
+
+## Segmentation Strategies
+
+### By Behavior
+- Openers vs. non-openers
+- Clickers vs. non-clickers
+- Active vs. inactive
+
+### By Stage
+- Trial vs. paid
+- New vs. long-term
+- Engaged vs. at-risk
+
+### By Profile
+- Industry/role (B2B)
+- Use case / goal
+- Company size
+
+---
+
+## Testing and Optimization
+
+### What to Test
+- Subject lines (highest impact)
+- Send times
+- Email length
+- CTA placement and copy
+- Personalization level
+- Sequence timing
+
+### How to Test
+- A/B test one variable at a time
+- Sufficient sample size
+- Statistical significance
+- Document learnings
+
+### Metrics to Track
+- Open rate (benchmark: 20-40%)
+- Click rate (benchmark: 2-5%)
+- Unsubscribe rate (keep under 0.5%)
+- Conversion rate (specific to sequence goal)
+- Revenue per email (if applicable)