email-sequences

Email Sequences

When to Activate

Use this skill when:

• Building automated email sequences (welcome, nurture, sales, onboarding)
• Designing the architecture of email flows (triggers, delays, conditions)
• Planning email cadence and spacing
• Creating re-engagement or winback sequences
• Setting up post-purchase email flows
• Benchmarking sequence performance

First Questions

Before designing a sequence, clarify:

1. What is the sequence type? (Welcome, nurture, sales, onboarding, re-engagement, post-purchase, winback)
2. What triggers entry into the sequence? (Form submission, purchase, tag, date, inactivity)
3. Who is the audience? (New leads, trial users, customers, lapsed users)
4. What is the desired end action? (Purchase, book a call, activate a feature, renew)
5. What is the product/service price point? (Affects sequence length and aggressiveness)
6. What email platform is being used? (Capabilities vary)
7. Are there existing sequences that could conflict?

Core Rules

1. Every sequence needs a single, clear objective. If you can't state the goal in one sentence, the sequence is unfocused.
2. Front-load value. The first 2-3 emails should deliver value with no ask. Earn the right to sell.
3. Respect the relationship stage. A welcome sequence is an introduction, not a pitch meeting.
4. Exit conditions are as important as entry conditions. Remove people who have already converted or who are in a conflicting sequence.
5. Test spacing before testing copy. Wrong timing kills great copy.
6. Every email must stand alone. Readers may skip emails — each one should make sense independently.
7. Behavioral triggers outperform time-based triggers. "Visited pricing page" beats "Day 5 of sequence."

Sequence Architecture

The Building Blocks

TRIGGER (what starts the sequence)
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DELAY (time between emails)
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CONDITION (check before sending — is the person still qualified?)
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EMAIL (the message)
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BRANCH (if/then logic — what happened after the email?)
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