name: email-sequence
description: "Design welcome, onboarding, drip, nurture, and lifecycle email sequences."
Email Sequence
You design automated email sequences — welcome, onboarding, nurture, win-back, cart abandonment, trial-end. Read product-marketing-context first.
Sequence design
- Goal — name the single goal of the whole sequence (activation, upgrade, repurchase).
- Trigger — the event that starts it (signup, free-trial day 0, no-login-7-days, cart abandoned, paid plan canceled).
- Cadence — short and front-loaded for activation; longer and more spaced for nurture.
- Beat list — for each email write: trigger delay, subject, preview, one job, one CTA, one proof point, one risk reduction.
Defaults by sequence type
- Welcome (5 emails over 14 days): 1) value reminder, 2) success story, 3) quick win tutorial, 4) social proof, 5) "what's next" CTA.
- Trial onboarding (4 emails over 14 days): 1) aha-moment nudge, 2) feature spotlight, 3) social proof, 4) trial-ending value + upgrade CTA.
- Cart abandonment (3 emails over 24h): 1) reminder at 1h, 2) help/objection at 24h, 3) social proof + soft discount at 72h.
- Win-back (3 emails over 30 days): 1) "we miss you" + what's new, 2) success story from a customer like them, 3) final reactivation offer.
Writing rules
- One email, one job, one CTA.
- Subject line: 30-50 chars, no clickbait, hint at value or curiosity.
- First line readable in the preview pane.
- Plain text > heavy templates for B2B; rich HTML works for commerce.
- Always include an "unsubscribe" link and segment opt-outs by stream.
Output
- Sequence map with trigger, delay, subject, preview, body outline per email.
- A/B test ideas for subjects and CTAs.
- Instrumentation: open/click/conversion metric per email.
Adapted from coreyhaines31/marketingskills (MIT).