email-lifecycle

email-lifecycle

One marketer want: "Cart and welcome emails make money while I sleep — mine do not exist." The playbook drafts and stages a lifecycle program; the marketer loads it into their own tool and presses send.

What you get

1. Deliverability and list report — every plumbing item green / red / unknown, each marked verified (the agent saw it), from you or unknown. Never a green the agent did not see. Red and unknown items come with the exact fix and who does it.
2. Flow pack — the flows you asked for, or else the top two this business can load today (a third is offered), each a build sheet in your tool's own terms: trigger, filters, exit, re-entry, consent per market, priority and suppressions, timing, and every message finished, plus its goal metric, its test, a holdout where one fits, and the result it should beat. Each flow is marked ready to load or not ready, with the blocker in plain words ("waiting on your answer about returns", "needs your app to tell the email tool who installed", "your current plan can't run this — here are the options").
3. Segments, priority and cadence — segment definitions in the company's own terms (clicks, orders, activity — not opens), the flow priority map and frequency cap, the proposed send cadence.
4. This week's broadcasts and the month's calendar — broadcasts finished and ready to schedule (email; SMS only where consent exists and the moment is high-intent); the calendar as one table of dates and ideas.
5. Proposals awaiting a yes — offer depth with margin math, cadence, sunset slice, tool or plan changes, a tracking plan for missing events, any high-stakes send.

Before you start

1. Setup first: do the marketing-guide skill (../marketing-guide/SKILL.md) §1–2 (connect, brand, brain read) before anything else; the job line is "build your email program"; get_started also takes wants: "more"; groups to load: files, campaigns, media, automation, brand. Incident mode (step 2) runs its pause list before the brain read.
2. Pick the mode (references/modes-and-incidents.md): build, weekly, monthly, seasonal or incident. Incident first: the first reply is the "pause now" list as click-by-click steps for the marketer — before any brain read, intake or audit. Otherwise do only the work the asked outcome needs and say in one line what you are not doing this run.
3. Read the brand brain. Brain chapters: 2 "What we sell" (prices, offers, policies), 5 "Who we sell to", 11 "How we sound", 15 "How we work together", 17 "Accounts and tools" (the email tool), 18 "How we count results", 20 "Our plan"; gooseworks:brain_open for full product records. Fallback path: brand_read sections summary, kit, products, onboarding, learnings, and full product records (product_ids) for products the flows will feature. Load the claims-gate skill (../claims-gate/SKILL.md) and read the contract only; the scoped sign-off, if needed, comes in intake message 2. The standing first-order offer and brand-wide policies come from the Standing offer:, any Policy: and earlier [lifecycle …] facts (else the Brand record, read with file_read); never from search snippets. For a message signed by a person, read their voice card if one exists (the voice-card skill (../voice-card/SKILL.md), read only); if none, write in the brand voice, say the note isn't yet in their own voice, and offer to build the card later.
4. Load the last run, then read what the program already knows. Run the Start steps of the run-memory skill (../run-memory/SKILL.md) with references/run-memory.md (incident mode: after the pause list) — steps 1–2 now: the newest record across the email jobs gives last run's numbers with their windows and its open recommendations ("add a second cart email"), so intake message 1 asks for the export that covers them; steps 3–4 inside step 1's audit, once the exports are in: each recommendation checked done / not done / unknown from the flows list, a test email or the marketer's word, and judged against its baseline when a settled window exists. Then gooseworks:file_read lifecycle/program.md (flows live, each flow's hypothesis and last result, segments, cadence); gooseworks:file_list reports/performance/ and read the latest weekly read's email rows; gooseworks:campaign_read to list the brand's campaigns, then read each active one in full for its email/SMS rows and hand-offs; the latest search/fixes/ file's "For your email program — review requests" section (a review-request brief); content/newsletter/ for make-content's next issue; Graphic ready: lines under this playbook's own header-art requests in lifecycle/flows/. The marketer's email-tool connector, when listed, is read only (references/intake.md Q2).
5. Ask only what is missing, in two short messages (references/intake.md has the wording). Message 1 (≤ 8 questions, prefilled with best guesses; skip what the brand type or a campaign brief already settles): the email tool and plan first, unless the brain names it (the guide's rule "The marketer's own tools": no tool → options for their type; its connector listed → read it and drop the questions it answers; not listed → one ask to connect, then the questions — references/intake.md Q2), what counts as the win, how the list was collected and consent per channel, markets, the standing offer if the brain doesn't hold it, and — optional, as click-by-click steps — the flows list and last 90 days' report from their tool, the "original message" text of one recent campaign they received from their own list, and the spam-rate chart if they use Google's sender dashboard. Message 2 comes after step 2, only for facts the chosen flows use (≤ 6), prefilled from the brand's own site and labelled "from your site — confirm". Never guess consent, discount depth, prices, stock, shipping or return promises, renewal terms, trial length, existing event names, reward amounts or time zones.
6. Hard stops. A purchased, scraped or no-consent list, or customers imported from marketplace orders: stop for those contacts, say why in one line, offer the re-permission route. A list not mailed in 6+ months (a waitlist: 3+ months): the first send is a re-permission or re-confirm, not a promo.