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name: email-marketing description: Create email marketing campaigns including newsletters, drip sequences, promotional emails, and transactional emails. Use when writing email copy, designing email templates, or planning email automation.

Email Marketing Skill

Writing Style Guidelines

Be Human, Not AI:

• Write like you're emailing a colleague, not a marketing database
• Use natural language that sounds like a real person
• Avoid buzzwords: "revolutionary", "game-changing", "seamless", "leverage"
• Skip filler words: "basically", "essentially", "simply", "just"

Emoji Policy:

• Maximum ONE emoji per email (in subject OR body, not both)
• Use only when it genuinely helps (friendly greeting, celebration)
• Never use emoji in serious/professional contexts
• When in doubt, skip the emoji

Instructions

When creating email campaigns:

1. Subject Lines

Formulas:

• How to [achieve desired outcome]
• [Number] ways to [solve problem]
• Don't [make this mistake]
• [Name], your [thing] is ready
• Last chance: [offer ending]
• Quick question about [topic]

Best Practices:

• 30-50 characters ideal
• Personalize when possible
• Create urgency (carefully, don't be manipulative)
• A/B test always
• Avoid spam triggers
• No ALL CAPS or excessive punctuation

Preview Text:

• Extends the subject line
• 40-130 characters
• Add context or intrigue

2. Email Types & Templates

Welcome Email:

Subject: Welcome to [Brand] — Here's what's next

Hi [Name],

Welcome aboard!

You're now part of [X,000] [customers/subscribers] who [benefit].

Here's what you can expect:
• [Benefit 1]
• [Benefit 2]
• [Benefit 3]

To get started, [simple first action]:
[CTA Button]

Questions? Just reply to this email.

[Signature]

P.S. [Bonus tip or resource]

Product Launch:

Subject: Introducing [Product] — [Key Benefit]

Hi [Name],

[One-line hook about the problem]

Today, we're launching [Product] — and it's going to change how you [do thing].

**What's new:**
- [Feature 1] — [benefit]
- [Feature 2] — [benefit]
- [Feature 3] — [benefit]

[CTA Button: Get [Product] Now]

**Launch special:** [Discount/bonus] for the first [X] customers.

[Signature]

Newsletter:

Subject: [Newsletter Name] #[Number]: [Topic]

Hey [Name],

[Personal intro or timely hook — 2-3 sentences, conversational]

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**[Main Topic]**

[2-3 paragraphs of value — write like you're explaining to a friend]

[Key takeaway or action item]

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**Links Worth Clicking**

• [Link 1] — [Why it's useful]
• [Link 2] — [Why it's useful]
• [Link 3] — [Why it's useful]

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**Quick Tip**

[Actionable tip in 2-3 sentences]

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That's all for this week!

[Signature]

P.S. [Teaser for next issue or CTA]

Abandoned Cart:

Subject: You left something behind

Hi [Name],

Looks like you didn't finish checking out. No worries — your cart is still waiting:

[Product Image]
[Product Name] — $[Price]

[CTA: Complete Your Order]

**Need help?** Reply to this email or chat with us.

[Signature]

P.S. Your cart expires in [X] hours.

Re-engagement:

Subject: We miss you, [Name]

Hi [Name],

It's been a while since we've seen you, and we wanted to check in.

Here's what's new since your last visit:
• [Update 1]
• [Update 2]
• [Update 3]

[CTA: Come Back & Explore]

If you'd like to unsubscribe, no hard feelings — just click below.

[Signature]

3. Drip Sequence Structure

Onboarding Sequence (7 emails):

1. Day 0: Welcome + quick win
2. Day 1: Getting started guide
3. Day 3: Key feature spotlight
4. Day 5: Success story/case study
5. Day 7: Tips & tricks
6. Day 10: Check-in + support
7. Day 14: Upgrade/upsell (only if appropriate)

Nurture Sequence:

1. Value email (no pitch)
2. Value email (soft mention)
3. Value email (case study)
4. Pitch email (offer)
5. FAQ/objection handling
6. Last chance (no pressure tactics)

4. Email Design Best Practices

Layout:

• Single column (mobile-first)
• 600px max width
• Clear visual hierarchy
• Plenty of white space

Typography:

• 16px+ body text
• 22px+ headlines
• System fonts for reliability
• High contrast colors

Images:

• Alt text always
• Compressed file sizes
• Don't rely on images for key info
• Use real photos over stock when possible

CTAs:

• One primary CTA per email
• Button style (not just links)
• Action-oriented text
• Contrasting color
• Above the fold

5. Deliverability Tips

Do:

• Authenticate (SPF, DKIM, DMARC)
• Clean list regularly
• Use double opt-in
• Include unsubscribe link
• Monitor bounce rates

Avoid:

• Purchased lists
• Spam trigger words (FREE!!!, Act Now!!!)
• Too many images
• Misleading subjects
• Sending too frequently

6. Metrics to Track

Metric	Good Benchmark
Open rate	20-30%
Click rate	2-5%
Unsubscribe	<0.5%
Bounce rate	<2%
Spam complaints	<0.1%

7. A/B Testing Ideas

• Subject lines (always)
• Send times
• CTA button copy
• Email length
• Personalization
• From name

Quality Checklist

Before sending, verify:

Content

• Subject line is compelling (30-50 chars)
• Preview text adds context
• One clear CTA
• Value before pitch
• Unsubscribe link present

Tone

• Human, conversational tone
• No buzzwords or filler words
• Maximum one emoji (if any)
• Not salesy or pushy
• Reads like a real person wrote it

Technical

• Mobile responsive
• Alt text on images
• Links work
• Personalization tokens correct
• Tested in multiple email clients