email-sequences skill

---
name: email-sequences
description: This skill should be used when the user asks to "write email sequences", "create email campaigns", "welcome series", "launch sequence", "nurture sequence", or "email marketing automation". Creates complete, high-converting email sequences for all stages of the customer journey including welcome, nurture, launch, winback, and transactional emails.
---

# Email Sequence Writing

Create high-converting email sequences optimized for maximum open rates, click-throughs, and conversions using direct response principles from **Gary Halbert**, **Frank Kern**, and **Mike Filsaime**. Every email should feel like a personal message from a trusted friend who genuinely wants to help.

## Primary Objective

Create email sequences that:
- Maximize open rates through compelling subject lines
- Build genuine connection and trust with subscribers
- Drive action at strategic moments with clear CTAs
- Convert subscribers into customers through strategic persuasion
- Include a PS section in EVERY email to reinforce urgency or value

## Mandatory Email Elements (Per Mike Filsaime)

### 1. Subject Line & Preview
- Craft compelling subject lines designed for maximum open rate
- Include personalization with {first_name} when beneficial
- Complement with an engaging preview snippet that expands curiosity

### 2. Email Length
- Write to the ideal length required for maximum impact
- Long or short as necessary—do not force brevity or extend unnecessarily
- Every word must earn its place

### 3. Conversational Tone
- Adopt a friendly, approachable, persuasive, and natural tone
- Inspired by legendary marketers Gary Halbert, Frank Kern, and Mike Filsaime
- Write as if speaking to one person, not a list

### 4. Formatting & Style
- **3-5 lines maximum per paragraph** (mandatory)
- Use markdown: **bold**, *italics*, and underline for impact
- Use ellipses (...) occasionally for conversational transitions
- Include subheadings to guide readers smoothly when appropriate

### 5. Bullet Points (FAB Structure)
- Integrate bullet points following implicit Feature-Advantage-Benefit structure
- Clearly convey value, leading readers toward the "promised land"
- Naturally bridge features to ultimate benefits without saying "Feature, Advantage, Benefit"

### 6. Call to Action (CTA)
- Place clear, compelling CTAs strategically throughout
- Each CTA should prime readers for the next step
- Include multiple CTAs if it enhances message flow

### 7. Visual Elements
- Indicate image placements with [Place Supported Image Here]
- Place at natural points to support engagement

### 8. Personalization & Sign-off
- End every email with {first_name} personalization where appropriate
- Close with warm signature from brand owner

### 9. PS Section (MANDATORY)
- **Include a PS at the end of EVERY email**
- Reinforce urgency, scarcity, or exclusivity
- The PS should contain an additional strong call to action
- The PS is the second-most read part of any email (after subject line)

## Core Email Sequence Types

### Welcome Series (3-7 Emails)

**Purpose:** Onboard new subscribers, set expectations, and build strong relationship foundation.

**Trigger:** Immediately after opt-in

**Email 1 (Day 0): Immediate Welcome**
- Confirm opt-in and express genuine excitement
- Set expectations: frequency, content types, value
- Deliver immediate quick win or insight
- Personalize with {first_name} throughout

**Email 2 (Day 1): Value Delivery**
- Deliver on lead magnet promise
- Share story or insight that builds connection
- Introduce your approach or philosophy

**Email 3 (Day 2-3): Connection Building**
- Share personal story or mission
- Build relatability and trust
- Show vulnerability and authenticity

**Email 4 (Day 3-4): Education**
- Teach something valuable
- Provide actionable insight or framework
- Demonstrate expertise without selling

**Email 5 (Day 4-5): Community**
- Invite to community or resources
- Build sense of belonging
- Set stage for ongoing relationship

### Nurture Sequence (Evergreen)

**Purpose:** Maintain long-term engagement through consistent value delivery.

**Content Mix:**
- 70% pure value (no selling)
- 20% soft value with subtle awareness
- 10% direct offers (for engaged segments)

**Segmentation Approach:**
- Behavior-based: opens, clicks, purchases
- Interest-based: content preferences
- Lifecycle-based: new vs. long-term

**Value Types:**
- Educational insights and frameworks
- Inspirational stories and case studies
- Actionable tips and strategies
- Behind-the-scenes content

### Launch Sequence (5-8 Emails)

**Purpose:** Maximize sales during product launches through strategic persuasion.

**Phase 1: Prelaunch (Emails 1-2)**
- Build anticipation and curiosity
- Tease transformation and outcomes
- Create desire without revealing offer

**Phase 2: Open (Email 3)**
- Reveal offer with excitement
- Present full value proposition
- Stack value and benefits
- First conversion CTA

**Phase 3: Objections (Emails 4-5)**
- Address common concerns
- Handle price objections
- Overcome trust barriers
- Reinforce transformation

**Phase 4: Urgency (Emails 6-7)**
- Create genuine urgency
- Limited-time elements
- Final value reinforcement

**Phase 5: Close (Email 8)**
- Final emotional appeal
- Last chance messaging
- Strongest CTA

### Winback Sequence (3-4 Emails)

**Purpose:** Re-engage inactive subscribers through value and incentives.

**Email 1: Value Re-engagement**
- Acknowledge absence without guilt
- Deliver immediate value
- Soft invitation to re-engage

**Email 2: Understanding**
- Ask why they disengaged
- Show you value feedback
- Offer incentive for response

**Email 3: Incentive**
- Meaningful offer to return
- Limited-time opportunity
- Strong CTA

**Email 4: Final (Optional)**
- Final value delivery
- Respect their decision
- Leave door open

## Writing Standards

### Subject Line Formulas

**Curiosity-Driven:**
- "The [thing] nobody talks about..."
- "Why [common approach] fails..."
- "I made a mistake..."

**Value-Driven:**
- "Here's [specific outcome]"
- "[Number] ways to [result]"
- "The [method] that changed everything"

**Personal:**
- "A quick thought on [topic]"
- "Something I noticed..."
- "{first_name}, quick question"

**Urgency-Driven:**
- "Last 24 hours..."
- "This ends tonight"
- "Final reminder: [offer]"

### Email Structure

**Opening:**
- Hook in first line
- Personal and conversational
- Create immediate interest

**Body:**
- One main idea per email
- Short paragraphs (3-5 lines max)
- Stories that make a point
- Clear value or insight

**CTA:**
- One primary action
- Clear and specific
- Benefit-driven language
- Multiple placements for long emails

**Closing:**
- Warm sign-off
- Personal signature
- PS for emphasis (most-read after subject line)

### Tone Guidelines

- Conversational and personal
- Write to ONE person
- Authentic and relatable
- Confident but not arrogant
- Value-focused, not sales-focused (except launch)

## Examples

### Welcome Email (Day 0)

**Subject:** You're in! Here's your [Lead Magnet Name]

```
Hey {first_name},

Welcome to the family! 🎉

I'm genuinely excited you're here.

Before anything else, here's what you came for:

👉 [DOWNLOAD YOUR FREE GUIDE HERE]

Now, a quick heads up on what to expect from me:

Every Tuesday and Thursday, I'll drop into your inbox with:
- Actionable strategies you can implement immediately
- Behind-the-scenes insights from real campaigns
- The occasional story that might make you laugh (or cry)

I don't do fluffy, generic advice.

Everything I share comes from 10+ years of testing, failing, and finally figuring out what actually works.

Quick question: What's the #1 thing you're struggling with right now?

Just hit reply and tell me. I read every response.

Talk soon,
[Name]

P.S. - Check your inbox tomorrow. I've got something special that's helped 1,000+ people [achieve result]. You're gonna love it.
```

### Launch Email (Cart Open)

**Subject:** It's here. [Product Name] is now open.

```
{first_name},

The wait is over.

[Product Name] is officially open for enrollment.

But before I share all the details, let me ask you something:

What would change if you could [specific outcome] in the next 90 days?

→ More [benefit 1]?
→ Less [pain point]?
→ Finally [aspiration]?

That's exactly what [Product Name] is designed to do.

**Here's what you get:**

✅ [Module 1]: [Outcome] (Value: $XXX)
✅ [Module 2]: [Outcome] (Value: $XXX)
✅ [Module 3]: [Outcome] (Value: $XXX)
✅ BONUS: [Bonus Name] (Value: $XXX)

Total Value: $X,XXX

**Your Investment Today: $XXX**

[👉 CLICK HERE TO ENROLL NOW]

This is the same system that helped [social proof]:
- "[Testimonial quote 1]" - [Name]
- "[Testimonial quote 2]" - [Name]

Doors close [Date] at midnight.

After that, you'll have to wait until [timeframe] for the next enrollment window.

Don't let this one slip by.

[👉 YES, I'M READY TO [OUTCOME]]

To your success,
[Name]

P.S. - Still have questions? Reply to this email or check out the full FAQ here: [link]
```

### Winback Email

**Subject:** Did I do something wrong?

```
Hey {first_name},

I noticed you haven't opened my emails in a while.

No guilt trip—I get it. Inboxes are overwhelming.

But I wanted to check in and make sure you're still getting value from being here.

If you want to stick around, I've got something for you:

[Quick win, free resource, or exclusive content]

Just click here to grab it: [LINK]

If you'd rather part ways, no hard feelings at all. You can unsubscribe anytime using the link below.

But if you stay, I promise to keep earning your attention with stuff that actually helps.

Either way, I appreciate you.

[Name]

P.S. - If there's something specific you want me to write about, just reply and tell me. I'm always looking for ideas.
```

## Guidelines

**The Mike Filsaime Email Rules:**

1. **PS is MANDATORY** - Every single email ends with a PS
2. **3-5 lines per paragraph** - Never longer, break it up
3. **Ellipses for pacing** - Use (...) to create conversational flow
4. **FAB bullets** - Feature → Advantage → Benefit (implicit, never stated)
5. **[Place Supported Image Here]** - Mark visual placement points
6. **{first_name} personalization** - Use in subject lines and body strategically

**Avoid Email Clichés:**
- Never: "I hope this email finds you well"
- Never: "Just following up" as an opener
- Never: "As per my last email"
- Avoid: "Don't miss out!" (overused, triggers spam filters)
- Skip: "Dear valued subscriber" (impersonal)

**Subject Line Rules:**
- Keep under 50 characters for mobile
- Front-load the important words
- Use personalization ({first_name}) sparingly—max 1 per week
- Avoid ALL CAPS (spam trigger)
- Test emojis—they work for some audiences, not others

**Formatting Standards (Mandatory):**
- **3-5 lines maximum per paragraph** - This is non-negotiable
- Use white space liberally between paragraphs
- One main CTA per email (can repeat it multiple times)
- Mobile-first: must look good on phone
- Use **bold** and *italics* for emphasis

**Deliverability Hygiene:**
- Avoid spam trigger words: "FREE!!!", "ACT NOW", "LIMITED TIME"
- Include physical address in footer
- Make unsubscribe easy to find
- Warm up new sending domains gradually

**Voice & Tone (Gary Halbert / Frank Kern / Mike Filsaime Style):**
- Write to ONE person, not a list
- Use "you" more than "I"
- Read it out loud—does it sound human?
- Be specific, not vague
- Have an opinion—don't be vanilla
- Tell stories that make a point
- Create emotional connection before asking for action

**Timing Best Practices:**
- Welcome email: within 5 minutes of opt-in
- Nurture: consistent day/time each week
- Launch: multiple emails during open/close windows
- Never send more than 2 emails in one day (except launch)

**PS Section Requirements:**
- Reinforce the main benefit or offer
- Create urgency or scarcity
- Include a CTA (link or instruction)
- Can repeat the guarantee
- Often the most-read part after subject line

## Quality Checklist

For every email ask:
- Does this deliver genuine value?
- Would a subscriber feel smarter or inspired?
- Is the subject line compelling?
- Is the CTA clear and specific?
- Does this sound like a real person wrote it?
- Would I look forward to receiving this?

## Additional Resources

### Reference Files
- **`references/welcome-series.md`** - Detailed welcome series templates and examples (3-7 email onboarding sequences)
- **`references/launch-sequence.md`** - Complete launch sequence framework (5-8 email promotional campaigns)
- **`references/nurture-sequence.md`** - Evergreen nurture content ideas (70/20/10 value mix, segmentation strategies)
- **`references/webinar-sequences.md`** - Pre and post-webinar email sequences (invitation, reminder, no-show recovery, follow-up)
- **`references/affiliate-swipes.md`** - Affiliate promotional email templates (ready-to-send swipe copy with personalization)

---

Write every email as if it's maintaining a valued friendship—thoughtful, meaningful, and worth their time.