arkaos 4.26.0 → 4.28.0

package/departments/marketing/skills/email-sequence/SKILL.md

@@ -11,6 +11,10 @@ description: >
   landing/email-sequence; recurring editorial newsletter ->
   content/newsletter-write.
 allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
+metadata:
+  origin: community
+  source: https://github.com/coreyhaines31/marketingskills
+  license: MIT
 ---
 
 <!-- arka:kb-first-prefix begin -->
@@ -22,11 +26,314 @@ allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
 
 # Email Sequence — `/mkt email sequence <type>`
 
-> **Agent:** Mariana (Content Marketer) | **Framework:** Schwartz 5 Levels + Email Marketing
+> **Agent:** Raquel (Lifecycle & Retention Marketer) | **Framework:** Schwartz 5 Levels + Email Marketing
+
+**Context:** read the product marketing context first —
+`WizardingCode/Marketing/product-marketing.md` in Obsidian (KB-first),
+else the project-local `.agents/product-marketing.md`.
 
 ## What It Does
 
-Email sequence design: welcome, nurture, launch, cart abandonment, win-back.
+Designs email sequences for owned audiences — welcome, nurture, launch,
+cart abandonment, and win-back flows with subject lines, body copy, timing,
+and segmentation. The goal is sequences that nurture relationships, drive
+action, and move people toward conversion.
+
+## Initial Assessment
+
+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 human?
+
+### 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](../../tools/REGISTRY.md). Key email tools:
+
+| Tool | Best For | MCP | Guide |
+|------|----------|:---:|-------|
+| **Customer.io** | Behavior-based automation | - | [customer-io.md](../../tools/integrations/customer-io.md) |
+| **Mailchimp** | SMB email marketing | ✓ | [mailchimp.md](../../tools/integrations/mailchimp.md) |
+| **Nitrosend** | AI-native email (sequences via prompts) | ✓ | [nitrosend.md](../../tools/integrations/nitrosend.md) |
+| **Resend** | Developer-friendly transactional | ✓ | [resend.md](../../tools/integrations/resend.md) |
+| **SendGrid** | Transactional email at scale | - | [sendgrid.md](../../tools/integrations/sendgrid.md) |
+| **Kit** | Creator/newsletter focused | - | [kit.md](../../tools/integrations/kit.md) |
+
+---
+
+## Related ArkaOS skills
+
+- **`saas/churn-analysis`** — cancel flows, save offers, and dunning strategy (email supports this)
+- **`saas/onboarding-optimize`** — in-app onboarding (email supports this)
+- **`landing/copy-framework`** — landing pages the emails link to
+- **`landing/ab-test`** — testing email elements
+- **`sales/revops`** — lifecycle stages that trigger email sequences
 
 ## Output
 

package/departments/marketing/skills/email-sequence/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)