Email Copywriter

Use when

• Writes email marketing copy — newsletters, promotional emails, welcome sequence emails, and reactivation emails. Invoke when the user says "write an email", "write a newsletter", "write a welcome email", "write a promotional email", "write a reactivation email", or provides an email copy brief. Also invoke when a client's email marketing strategy (from 07-email-marketing-strategy) moves into execution and copy is needed. Output is complete, send-ready email copy — not a structural outline.
• Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
3. Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.

Anti-Patterns

• Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
• Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
• Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.

Outputs

• The requested copy asset or idea set in markdown, written to publish, review, or adapt without major rework.

References

• Use the inline instructions in this skill now. If a references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.

How to Use This Skill

Collect the Required Input below. Identify the email type. Generate complete, send-ready copy for the specified email type: subject lines, preheader, body, and CTA. Apply British English, mobile-first formatting, and the principle that every email must give value before it asks for anything.

Core principle: emails must earn the right to sell. Value first, sell second.

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Required Input

Ask for the following before writing:

• Client business name — the sender name as it appears in the inbox
• Industry — sector (e.g. retail, professional services, health, NGO)
• Country / city — default Uganda/East Africa
• Primary goal — what this email should achieve (awareness / relationship / conversion / reactivation)
• Email type — newsletter / promotional / welcome / reactivation
• Audience segment — leads / active customers / lapsed customers / VIPs
• Key message — the single most important thing this email communicates (one sentence)
• Offer or content to feature — what the email is about (product, discount, event, article, tip)
• CTA desired — what the reader should do (reply / click link / visit store / book a call)
• Brand tone (3 words) — from 04-brand-voice-intake
• Any banned vocabulary — words or phrases to avoid

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Writing Standards (All Email Types)

Apply these standards to every email generated:

• British English throughout: organisation, colour, programme, behaviour, recognise, analyse
• Sentences under 20 words on average — short sentences are easier to read on mobile
• Short paragraphs: 2–3 sentences maximum per paragraph; one idea per paragraph
• Active voice: "We offer" not "great service is offered by us"
• One CTA per email — never two competing actions
• Write to one person — not "dear subscribers" or "hello everyone"
• Mobile-first: assume most East African readers open on a smartphone; short paragraphs, generous white space
• No banned vocabulary: leverage, game-changing, revolutionary, paradigm shift, groundbreaking, delve, tapestry
• No filler openers: do not begin with "I hope this email finds you well", "We are pleased to announce", or "In today's digital world"
• Personal sign-off: not "Best regards" — use "Talk soon", "To your success", "Warmly", or a variation that fits the brand tone

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Email Type 1: Newsletter

When to use: Regular value-first communication — weekly, fortnightly, or monthly. Builds relationship and trust over time. Does not primarily sell.

Output structure:

Subject lines: 3 options Generate 3 genuinely different approaches — not 3 variations of the same formula:

• Option A: Curiosity-driven (creates a knowledge gap the reader wants to fill)
• Option B: Direct (tells the reader exactly what is inside)
• Option C: Personal (first-person or conversational — feels like a message from a person, not a brand)

Preheader text: 1 option The preheader appears next to the subject line in most email clients. It must complement the subject line — not repeat it. 40–90 characters. It should extend the subject line's promise or add new information.

Opening: 2 sentences Warm, personal. Tell the reader what you are sharing and why — today, this week, right now. Do not open with a sales line.

Feature section: 150–250 words The main value: a practical tip, insight, case story, or behind-the-scenes piece. One topic only. Use a subheading. Write it so the reader takes something useful away even if they never click.

Secondary content (optional) One sentence + one link. A brief additional recommendation or resource. If there is nothing genuinely worth adding, omit this section.

CTA: one action "Reply to this email and tell me [question]" works well for relationship-building. "Click here to [read / watch / download]" for resource-driven newsletters. Never a sales CTA in a newsletter unless the brand has built significant trust with this list.

Sign-off Warm, personal. Sender's name. Optional: one line that sets up the next email ("Next week, I will share [topic]").

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Email Type 2: Promotional Email

When to use: Announcing a specific offer, product, event, or time-limited opportunity. Every promotional email must open with the reader's desire or problem — not the product.

Output structure:

Subject lines: 3 options

• Option A: Urgency-led (deadline, scarcity, or limited availability — only use if genuine)
• Option B: Benefit-led (what the reader gains — not what the product is)
• Option C: Curiosity-led (something surprising or unexpected about the offer)

Preheader text: 1 option Complements the subject line. Adds a second reason to open.

Opening hook: 2 sentences Acknowledge the reader's situation, desire, or problem. Lead with the benefit — not the product name. Do not open with "We are excited to offer you…"

Offer presentation Four elements, each clearly stated:

• What is on offer (product, service, event, discount)
• What is included (scope, features, components)
• What is the price or saving
• Why now (what makes this the right moment)

Social proof One sentence: a customer result, testimonial, or metric. Specific is more credible than vague. ("127 Kampala businesses have used this service since January" beats "our clients love us".)

CTA button text: 3 options Action-led alternatives for the primary CTA button:

• Option A: e.g. "Claim your discount"
• Option B: e.g. "Reserve your place"
• Option C: e.g. "Get started today"

Urgency note Include only if the deadline or scarcity is genuine. State it plainly: "Offer closes [date]" or "Only [N] places remaining." Do not manufacture false urgency.

PS line Always include a PS. It is consistently the second most-read element of an email, after the subject line. Use it to restate the key benefit in a different way — or to address the reader's most likely objection.

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Email Type 3: Welcome Email (Single Email)

When to use: Sent immediately when someone joins the mailing list, signs up for a service, or downloads a lead magnet. Sets the tone for the entire relationship. This is the most-opened email in any sequence — write it accordingly.

Output structure:

Subject lines: 3 options

• Option A: Warm welcome (acknowledges who they are and what they signed up for)
• Option B: What to expect (previews the value they will receive)
• Option C: First gift (if there is a lead magnet or resource to deliver — lead with the gift)

Opening Thank them. Be specific about what they signed up for — not a generic "thank you for subscribing." 2 sentences.

What to expect Three bullets. Keep each to one line:

• What they will receive
• How often they will receive it
• Why it is useful to them specifically

First gift Deliver the promised resource, lead magnet, or welcome offer. If there is a link, make it prominent. If there is a discount code, state it clearly and separately from the surrounding text.

CTA Low-pressure. "Hit reply and tell me [one question about them]" builds immediate two-way engagement. Alternatively: "Click here to [access / read / watch]" if delivering a resource.

Warm close First name sign-off. One sentence that expresses genuine welcome — not a legal disclaimer.

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Email Type 4: Reactivation Email

When to use: For subscribers who have not opened or clicked in 60 or more days. Goal: re-engage them with value, or let them leave cleanly. Do not send further promotional content to inactive subscribers without attempting reactivation first — it harms sender reputation.

Output structure:

Subject lines: 3 options

• Option A: "We miss you" approach — warm and personal
• Option B: "Are you still there?" — direct and honest
• Option C: "Last chance" — only if the list is being cleaned and this is genuinely the final email

Opening Acknowledge the gap directly. Do not pretend nothing happened. Two sentences, honest and warm — not passive-aggressive.

Re-engagement hook Something new or genuinely valuable they have missed since going quiet: a new product, an insight, a result, or a piece of content they would have found useful. Make it relevant to why they subscribed in the first place.

Offer (optional) An exclusive reactivation offer — discount, free resource, early access — if relevant and authentic. Do not manufacture an offer purely to reactivate; it damages trust if it feels cynical.

Opt-out option Include this explicitly and without guilt. Example: "If you would rather not hear from us, you can unsubscribe below — no hard feelings. We would rather you leave than stay and find us irrelevant." Including this increases trust, reduces spam reports, and keeps the list healthy.

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12 Subject Line Formulas

Apply these when generating subject line options. Each formula is a different psychological approach — select the 3 most relevant to the email type and audience.

#	Formula	Uganda/EA Example
1	The Question: [Question your reader asks themselves]?	"Is your business invisible on WhatsApp?"
2	The Number: [N] ways to [benefit]	"3 ways Kampala retailers are cutting delivery costs in 2025"
3	The Secret: The secret to [outcome] most [industry] owners miss	"The secret to retaining customers most salon owners miss"
4	The Warning: Before you [common action], read this	"Before you boost that post, read this"
5	The Story: How [relatable person] [achieved result] in [timeframe]	"How a Ntinda boutique doubled its WhatsApp enquiries in 6 weeks"
6	The Name-drop: What [respected source] taught us about [topic]	"What our top-performing client taught us about Facebook reach"
7	The Specific: [Specific number] [specific thing] that [specific outcome]	"12 captions that generated over 400 enquiries last quarter"
8	The Curiosity gap: This one thing is keeping your business [problem]	"This one thing is keeping your restaurant invisible on Instagram"
9	The Confession: I was wrong about [commonly held belief]	"I was wrong about posting every day"
10	The Exclusive: For our [list name / VIP label] only:	"For our Kampala clients only:"
11	The Timely: [Month/season/event]: how to [action] before [deadline]	"Back to school: how to reach parents before August rush"
12	The Direct: [Exactly what is in the email, no frills]	"Your September content calendar is ready"

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Human Authenticity Gate

All content produced using this skill must pass through the ai-content-humaniser before client delivery. AI-generated or AI-assisted email copy must meet the Golden Rule: every email must look, feel, and sound as if it was written by the most skilled human copywriter with deep knowledge of the target audience and their relationship with the brand. Generic, flat, or culturally misaligned output is not acceptable regardless of how efficiently it was produced.

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Quality Criteria

• Subject line options are genuinely different in approach — not three versions of the same formula
• Preheader text complements the subject line without repeating it
• Opening earns attention before requesting or selling anything — no "we are pleased to announce" opener
• One clear CTA throughout — no competing actions in the same email
• British English throughout — organisation, colour, recognise, programme
• No banned vocabulary in any section
• Email is scannable on mobile — short paragraphs, no walls of text, white space between sections
• Tone matches the brand voice and suits the EA professional register — warm but not unprofessional