Company Context

Before helping, read MEMORY.md for: current wedge, ICP, competitors, PMF stage, system constraint. Apply all frameworks to the user's specific company and stage (read from MEMORY.md). Follow output preferences from USER.md (language, format, platform constraints).

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.

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?

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Core Principles

1. One Email, One Job

Each email has one primary purpose. One main CTA per email.

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. Make next steps obvious.

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Sequence Types

Welcome Sequence (Post-Signup)

Length: 5-7 emails over 12-14 days

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

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

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 Note: Coordinate with in-app onboarding

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

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Email Types by Category

Onboarding Emails

• New users series, key step reminders, new user invites

Retention Emails

• Upgrade to paid, ask for review, proactive support, usage reports, NPS survey, referral program

Billing Emails

• Switch to annual, failed payment recovery, cancellation survey, renewal reminders

Usage Emails

• Daily/weekly/monthly summaries, milestone celebrations

Win-Back Emails

• Expired trials, cancelled customers

Campaign Emails

• Monthly roundup, product updates, industry news

For detailed email type reference: See references/email-types.md

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Subject Line Strategy

• Clear > Clever, Specific > Vague
• Benefit or curiosity-driven, 40-60 characters ideal

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

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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

Length

• 50-125 words for transactional
• 150-300 words for educational
• 300-500 words for story-driven

CTA Guidelines

• Buttons for primary actions
• One clear primary CTA per email
• Button text: Action + outcome

For detailed copy and testing guidelines: See references/copy-guidelines.md

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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]

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Related Skills

• copywriting: For landing pages emails link to
• humanizer: Polish email copy to remove AI patterns
• user-onboarding: For in-app onboarding (email supports this)
• measuring-product-market-fit: For understanding retention signals
• founder-sales: For sales-oriented email outreach
• posthog-analytics: For tracking email-driven events