paulund/marketing-email-sequence

Core Workflow

1. Identify the sequence type — welcome, onboarding, lead nurture, re-engagement, or trial expiry. Ask if not clear.
2. Gather context — product or service, target audience, goal of the sequence, and what action the final email should drive.
3. Load the reference guide — read references/email-sequence-guide.md before drafting.
4. Define the sequence arc — establish what the reader knows at the start, what they should know/feel/do by the end, and the logical steps between.
5. Draft each email — write subject line, preview text, and body for every email in the sequence.
6. Review against quality rules — check each email against the checklist below.
7. Present inline — output the full sequence with timing, subject lines, preview text, and body copy.

---

Core Principle

One email, one job.

Every email in a sequence has a single purpose. Not "introduce the product and explain the pricing and collect a testimonial request." Just one thing. If an email is trying to do two things, it is two emails.

Deliver value before asking. People ignore sequences that only sell. People read sequences that teach, help, or entertain — and then buy when the time is right.

---

Sequence Types

Welcome sequence (5-7 emails over 12-14 days)

For new signups or subscribers. Goal: build trust, deliver early value, and drive first meaningful action.

| Email | Timing | Goal | | --- | --- | --- | | 1 | Immediately | Confirm signup, set expectations, deliver first value | | 2 | Day 2 | Show the quickest path to value | | 3 | Day 4 | Share a specific use case or success story | | 4 | Day 7 | Address the most common objection or question | | 5 | Day 10 | Introduce an advanced feature or capability | | 6 | Day 12 | Social proof — case study or customer quote | | 7 | Day 14 | Soft CTA to upgrade, book a call, or complete setup |

Product onboarding (5-7 emails over 14 days)

For trial users or new paid customers. Goal: drive product activation (first meaningful action in the product).

| Email | Timing | Goal | | --- | --- | --- | | 1 | Immediately | Welcome + first step to activate | | 2 | Day 2 | Follow up on activation — help if stuck | | 3 | Day 5 | Show a specific feature they have not used yet | | 4 | Day 8 | Share a power-user tip | | 5 | Day 12 | Check in — offer help if they have not engaged | | 6 | Day 14 | Trial ending warning (if applicable) |

Lead nurture (6-8 emails over 2-3 weeks)

For leads who are not ready to buy yet. Goal: build credibility and stay top-of-mind until they are ready.

| Email | Timing | Goal | | --- | --- | --- | | 1 | Immediately | Welcome + deliver lead magnet or content promise | | 2 | Day 3 | Teach something useful with no ask | | 3 | Day 6 | Case study or real-world example | | 4 | Day 9 | Address common objection or misconception | | 5 | Day 12 | Compare options — position your solution honestly | | 6 | Day 16 | Soft CTA with low-commitment offer (free trial, demo) | | 7 | Day 20 | Final value email — reiterate what they get |

Re-engagement (3-4 emails over 2 weeks)

For subscribers who have gone quiet. Goal: either re-activate or cleanly remove from list.

| Email | Timing | Goal | | --- | --- | --- | | 1 | Day 0 | "We miss you" — check in, offer value | | 2 | Day 5 | Share something new that might be relevant | | 3 | Day 10 | Last chance — explicit re-engagement ask | | 4 | Day 14 | Confirm unsubscribe (cleans list) |

---

Email Structure

Every email follows this structure:

1. Hook — first sentence that earns the read. No "I hope you're doing well."
2. Context — 1-2 sentences connecting to what the reader knows or experienced
3. Value — the substance of the email: the lesson, story, insight, or offer
4. CTA — one clear action. One link. Not three options.
5. Sign-off — brief, human. Not "Best regards," just a name.

---

Quality Checklist

Before presenting any sequence, verify:

• [ ] Each email has a single, clear purpose
• [ ] Subject line is 40-60 characters — specific, not clever
• [ ] Preview text extends the subject line (90-140 characters) — does not repeat it
• [ ] First sentence earns the read without "hope this email finds you well"
• [ ] Delivers value before making any ask
• [ ] One CTA per email, one link
• [ ] No AI vocabulary, no corporate jargon
• [ ] Plain text reads well (not just HTML-formatted)
• [ ] Each email makes sense as a standalone, even if someone missed the previous one

---

Reference Guide

| Topic | Reference | Load When | | ----- | --------- | --------- | | Email Sequence Patterns | references/email-sequence-guide.md | Always |

---

Constraints

MUST DO

• Ask about the sequence type, product, audience, and goal before drafting
• Write complete emails: subject line, preview text, and body
• Present the full sequence with timing clearly indicated
• Apply the "one email, one job" rule strictly
• Deliver value before making any ask

MUST NOT DO

• Start emails with "I hope this email finds you well" or "Just following up"
• Put multiple CTAs or links in a single email
• Write sequences longer than specified for the type without a clear reason
• Use subject lines that are clever but unclear about the email's purpose
• Include unsubscribe prompts in every email (the email platform handles this)
• Write in corporate tone — these should sound like they come from a real person