Email Marketing Skill

Description

Complete email marketing automation including campaign creation, list management, personalization, A/B testing, and analytics.

Capabilities

• Campaign Creation: Design and write email campaigns
• List Segmentation: Target specific customer groups
• Personalization: Dynamic content per recipient
• Automation: Drip campaigns and triggers
• A/B Testing: Test subject lines and content
• Analytics: Track opens, clicks, conversions

Tools Required

• generate_email_campaign
• generate_ad_copy (for subject lines)
• shopify_list_orders (for customer data)
• execute_python (for list processing)
• create_file (for campaign exports)

Workflows

Welcome Email Series

name: New Customer Welcome Series
triggers:
  - First purchase completed
steps:
  - Send immediate welcome email (within 5 minutes)
  - Wait 2 days
  - Send product tips email
  - Wait 3 days
  - Send social media follow request
  - Wait 5 days
  - Send discount for next purchase

emails:
  - name: Welcome
    content: "Thank you message, Order confirmation, Brand story, Social links"
  - name: Tips
    content: "How to use product, Care instructions, Style ideas"
  - name: Community
    content: "Join Instagram, Share user photos, Hashtag campaign"
  - name: Incentive
    content: "15% off next order, Expires in 7 days, Product recommendations"

success_criteria:
  - 40%+ open rate
  - 10%+ click rate
  - 5%+ conversion rate

Cart Abandonment

name: Recover Abandoned Carts
trigger:
  - Cart created but not purchased (1 hour)

steps:
  - Wait 1 hour after abandonment
  - Send first reminder (friendly)
  - Wait 24 hours
  - Send second email (with discount)
  - Wait 48 hours
  - Send final email (urgency + discount)

emails:
  - name: "Reminder (1 hour)"
    subject: "You forgot something!"
    content: "Show cart items, One-click checkout link, Free shipping reminder"
  - name: "Incentive (24 hours)"
    subject: "Come back! Here's 10% off"
    content: "10% discount code, Cart items with discount shown, Customer reviews"
  - name: "Last Chance (72 hours)"
    subject: "Last chance - 15% off expires tonight!"
    content: "15% discount code, Urgency messaging, Limited time offer"

success_criteria:
  - 25%+ open rate
  - 15% cart recovery rate
  - Positive ROI

Product Launch Campaign

name: New Product Launch Email
steps:
  - "Segment customer list: VIP customers (first access), Past purchasers (early access), General list (main launch)"
  - Create teaser campaign (1 week before)
  - Send VIP exclusive (3 days before)
  - Send early access (1 day before)
  - Send main launch email
  - Send reminder (3 days after)
  - Send final call (7 days after)

success_criteria:
  - 35%+ open rate
  - 15%+ click rate
  - 50+ sales from email

Email Templates

Welcome Email

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

Hi [First Name]! 👋

Thank you for your order! We're thrilled to have you as part of the [Brand] family.

Your order #[Order Number] is confirmed and will ship within 1-2 business days.

WHAT'S NEXT?
✓ Track your order: [Tracking Link]
✓ Follow us on Instagram: @[handle]
✓ Join our community: [Link]

EXCLUSIVE OFFER
Here's 15% off your next order: [Code]
Valid for 30 days

Questions? Reply to this email anytime!

Cheers,
The [Brand] Team

[Social Links] | [Unsubscribe]

Cart Abandonment

Subject: You forgot something! 👀

Hi [First Name],

You left these items in your cart:

[Product Image] [Product Name]
$[Price]
[One-Click Checkout Button]

FREE SHIPPING on orders over $50!

[Continue Shopping Button]

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

Happy shopping!
[Brand]

[Unsubscribe]

Product Launch

Subject: 🚨 NEW: [Product Name] is here!

Hi [First Name]!

The wait is over! We're excited to introduce [Product Name].

[Hero Product Image]

[Compelling product description with benefits]

✓ [Feature 1]
✓ [Feature 2]
✓ [Feature 3]

LAUNCH SPECIAL
Get 20% off with code LAUNCH20
Only available for 48 hours!

[Shop Now Button]

[Social Proof: Customer Reviews/Testimonials]

See you in the store!
[Brand]

[Social Links] | [Unsubscribe]

Win-Back Campaign

Subject: We miss you! Here's 25% off to come back ❤️

Hi [First Name],

It's been a while since your last order...

We've missed you! Here's what's new:

[New Product 1 Image]
[New Product 2 Image]
[New Product 3 Image]

SPECIAL WELCOME BACK OFFER
Get 25% off your next order
Code: WELCOME25
Expires in 7 days

[Shop Now Button]

We'd love to have you back!
[Brand]

[Unsubscribe]

List Segmentation Strategies

By Purchase Behavior

• VIP: 3+ purchases, high AOV
• Loyal: 2+ purchases, engaged
• One-time: Single purchase
• Window shoppers: Browsed, no purchase
• Cart abandoners: Added to cart, no purchase

By Engagement

• Highly Engaged: Opens 50%+ of emails
• Moderately Engaged: Opens 25-50%
• Low Engagement: Opens <25%
• Inactive: No opens in 90 days

By Product Interest

• Category Browsers: By product type viewed
• Price Point: Budget vs premium
• Style Preference: Based on purchases
• Seasonal: Holiday shoppers, etc.

By Demographics

• Location: For shipping/local offers
• Age/Gender: If collected
• Language: For internationalization

Personalization Techniques

Dynamic Content

• First name in subject and body
• Product recommendations based on history
• Location-specific offers
• Birthday/anniversary emails
• Cart contents in abandonment emails
• Recently viewed items

Behavioral Triggers

• Welcome series (first purchase)
• Re-engagement (no purchase in X days)
• Win-back (inactive for 90+ days)
• Upsell (after first purchase)
• Cross-sell (complementary products)
• Review request (after delivery)

A/B Testing Framework

Subject Line Tests

Variables to test:
  - Length (short vs long)
  - Emoji usage
  - Personalization
  - Urgency language
  - Question vs statement
  - Numbers vs words

Example:
  A: "New arrivals you'll love"
  B: "🔥 50 new products just dropped"
  
Winner: Highest open rate

Content Tests

Variables to test:
  - Email length
  - Image vs text ratio
  - CTA button text
  - CTA button color
  - Product layout
  - Discount amount

Example:
  A: Single product focus
  B: Product grid (3 items)
  
Winner: Highest click-through rate

Send Time Tests

Variables to test:
  - Day of week
  - Time of day
  - Frequency
  
Optimal times to test:
  - Tuesday 10 AM
  - Wednesday 2 PM
  - Thursday 8 AM
  - Saturday 9 AM
  
Winner: Highest engagement

Email Best Practices

Design

• Mobile-first (60%+ open on mobile)
• Single column layout
• Large, tappable buttons (44px minimum)
• Scannable content (short paragraphs)
• Generous white space
• Brand consistent
• Alt text for images
• Dark mode compatible

Copy

• Compelling subject line (40-50 characters)
• Pre-header text (90-140 characters)
• Clear value proposition
• Scannable with bullets/headers
• Conversational tone
• Single clear CTA
• Urgency/scarcity when appropriate
• Proofread thoroughly

Technical

• Authenticated domain (SPF, DKIM, DMARC)
• Plain text version
• Unsubscribe link (required)
• Physical address (required)
• Mobile responsive
• Fast load time (<3 seconds)
• Tested across email clients
• Proper list hygiene

Email Metrics

Primary Metrics

• Open Rate: % of recipients who opened
  • Good: 20-25%
  • Great: 30%+
• Click Rate: % who clicked a link
  • Good: 2-3%
  • Great: 5%+
• Conversion Rate: % who made purchase
  • Good: 1-2%
  • Great: 3%+
• Bounce Rate: % undelivered
  • Acceptable: <2%
  • Red flag: >5%
• Unsubscribe Rate: % who opted out
  • Acceptable: <0.5%
  • Red flag: >1%

Advanced Metrics

• Revenue per email
• List growth rate
• Share/forward rate
• ROI per campaign
• Lifetime value of email subscribers

Compliance

CAN-SPAM Requirements

• ✓ Accurate "From" name
• ✓ Honest subject line
• ✓ Identify as advertisement (if applicable)
• ✓ Valid physical address
• ✓ Clear unsubscribe method
• ✓ Honor opt-outs within 10 days

GDPR (if EU customers)

• ✓ Explicit consent
• ✓ Right to access data
• ✓ Right to be forgotten
• ✓ Data protection measures
• ✓ Clear privacy policy

Automation Sequences

Drip Campaign Structure

Day 0: Welcome + offer
Day 2: Value content (tips, how-to)
Day 5: Social proof (reviews)
Day 7: Product showcase
Day 10: Urgency (limited time offer)
Day 14: FAQ/objection handling
Day 21: Final push with discount

Lifecycle Emails

Onboarding: Days 0-30
  - Welcome series
  - Product education
  - Community building

Engagement: Days 31-90
  - Regular content
  - Product updates
  - Special offers

Retention: Days 91-180
  - Loyalty rewards
  - Exclusive access
  - Re-engagement campaigns

Win-Back: Day 180+
  - We miss you
  - Special comeback offer
  - Survey (why inactive)

Error Handling

High Bounce Rate

• Clean email list
• Verify email addresses
• Remove invalid emails
• Check email authentication

Low Open Rate

• Test subject lines
• Check send time
• Review sender name
• Segment list better
• Clean inactive subscribers

High Unsubscribe Rate

• Reduce frequency
• Improve relevance
• Segment better
• Check content quality
• Offer preference center

Best Practices

• Build list organically (no buying)
• Double opt-in recommended
• Regular list cleaning
• Segment aggressively
• Personalize everything
• Test constantly
• Monitor metrics closely
• Respect unsubscribes immediately
• Provide value in every email
• Mobile-first design
• Consistent sending schedule
• Brand voice throughout

Dependencies

• Email service provider (ESP)
• Customer data/CRM
• Email templates
• Analytics tracking
• Legal compliance

Metadata

• Domain: marketing
• Complexity: Medium
• Automation Level: High
• Human Verification: Recommended (first campaign)