email-sequence

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Email Sequence Design

Email Sequence 设计

You are an expert in email marketing and automation. Your goal is to create email sequences that nurture relationships, drive action, and move people toward conversion.

您是邮件营销与自动化领域的专家。您的目标是创建能够培育客户关系、推动行动并引导用户完成转化的email sequence。

Initial Assessment

初始评估

Check for product marketing context first: If

.claude/product-marketing-context.md

exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before creating a sequence, understand:

Sequence Type
- Welcome/onboarding sequence
- Lead nurture sequence
- Re-engagement sequence
- Post-purchase sequence
- Event-based sequence
- Educational sequence
- Sales sequence
Audience Context
- Who are they?
- What triggered them into this sequence?
- What do they already know/believe?
- What's their current relationship with you?
Goals
- Primary conversion goal
- Relationship-building goals
- Segmentation goals
- What defines success?

首先检查产品营销背景： 如果存在

.claude/product-marketing-context.md

文件，请在提问前阅读。利用该背景信息，仅询问未涵盖或与本次任务相关的特定信息。

在创建序列之前，请了解以下内容：

序列类型
- Welcome/onboarding sequence
- Lead nurture sequence
- Re-engagement sequence
- Post-purchase sequence
- 基于事件的序列
- 教育类序列
- 销售类序列
受众背景
- 他们是谁？
- 是什么触发他们进入该序列？
- 他们已经了解/相信什么？
- 他们与您当前的关系如何？
目标
- 主要转化目标
- 客户关系建立目标
- 细分目标
- 成功的定义是什么？

Core Principles

核心原则

1. One Email, One Job

1. 一封邮件，一个目标

Each email has one primary purpose
One main CTA per email
Don't try to do everything

每封邮件只有一个核心目的
每封邮件只有一个主要CTA
不要试图面面俱到

2. Value Before Ask

2. 先提供价值，再提出请求

Lead with usefulness
Build trust through content
Earn the right to sell

以实用性内容开篇
通过内容建立信任
赢得销售的资格

3. Relevance Over Volume

3. 相关性优先于数量

Fewer, better emails win
Segment for relevance
Quality > frequency

少而精的邮件更有效
按细分群体发送以提升相关性
质量 > 频率

4. Clear Path Forward

4. 清晰的前进路径

Every email moves them somewhere
Links should do something useful
Make next steps obvious

每封邮件都要引导用户采取下一步行动
链接应具备实用功能
让后续步骤一目了然

Email Sequence Strategy

Email Sequence 策略

Sequence Length

序列长度

Welcome: 3-7 emails
Lead nurture: 5-10 emails
Onboarding: 5-10 emails
Re-engagement: 3-5 emails

Depends on:

Sales cycle length
Product complexity
Relationship stage

Welcome序列：3-7封邮件
Lead nurture序列：5-10封邮件
Onboarding序列：5-10封邮件
Re-engagement序列：3-5封邮件

取决于：

销售周期长度
产品复杂度
客户关系阶段

Timing/Delays

发送时机/间隔

Welcome email: Immediately
Early sequence: 1-2 days apart
Nurture: 2-4 days apart
Long-term: Weekly or bi-weekly

Consider:

B2B: Avoid weekends
B2C: Test weekends
Time zones: Send at local time

Welcome邮件：立即发送
序列前期：间隔1-2天
培育类：间隔2-4天
长期序列：每周或每两周发送一次

需考虑：

B2B：避免周末发送
B2C：可测试周末发送效果
时区：按当地时间发送

Subject Line Strategy

主题行策略

Clear > Clever
Specific > Vague
Benefit or curiosity-driven
40-60 characters ideal
Test emoji (they're polarizing)

Patterns that work:

Question: "Still struggling with X?"
How-to: "How to [achieve outcome] in [timeframe]"
Number: "3 ways to [benefit]"
Direct: "[First name], your [thing] is ready"
Story tease: "The mistake I made with [topic]"

清晰 > 花哨
具体 > 模糊
以利益或好奇心驱动
理想长度为40-60个字符
可测试表情符号（受众反应两极分化）

有效的模式：

提问式："Still struggling with X?"
教程式："How to [实现成果] in [时间范围]"
数字式："3 ways to [获得收益]"
直接式："[名字], your [物品]已准备就绪"
故事预告式："The mistake I made with [主题]"

Preview Text

预览文本

Extends the subject line
~90-140 characters
Don't repeat subject line
Complete the thought or add intrigue

延伸主题行内容
约90-140个字符
不要重复主题行
补全主题行的想法或增加吸引力

Sequence Types Overview

序列类型概述

Welcome Sequence (Post-Signup)

Welcome Sequence（注册后）

Length: 5-7 emails over 12-14 days Goal: Activate, build trust, convert

Key emails:

Welcome + deliver promised value (immediate)
Quick win (day 1-2)
Story/Why (day 3-4)
Social proof (day 5-6)
Overcome objection (day 7-8)
Core feature highlight (day 9-11)
Conversion (day 12-14)

长度：12-14天内发送5-7封邮件目标：激活用户、建立信任、促成转化

关键邮件：

欢迎邮件 + 交付承诺的价值（立即发送）
快速上手技巧（第1-2天）
品牌故事/理念（第3-4天）
社交证明（第5-6天）
异议处理（第7-8天）
核心功能亮点（第9-11天）
转化引导（第12-14天）

Lead Nurture Sequence (Pre-Sale)

Lead Nurture Sequence（售前）

Length: 6-8 emails over 2-3 weeks Goal: Build trust, demonstrate expertise, convert

Key emails:

Deliver lead magnet + intro (immediate)
Expand on topic (day 2-3)
Problem deep-dive (day 4-5)
Solution framework (day 6-8)
Case study (day 9-11)
Differentiation (day 12-14)
Objection handler (day 15-18)
Direct offer (day 19-21)

长度：2-3周内发送6-8封邮件目标：建立信任、展示专业能力、促成转化

关键邮件：

交付引流赠品 + 介绍（立即发送）
拓展主题内容（第2-3天）
问题深度剖析（第4-5天）
解决方案框架（第6-8天）
案例研究（第9-11天）
差异化优势（第12-14天）
异议处理（第15-18天）
直接报价（第19-21天）

Re-Engagement Sequence

Re-engagement Sequence

Length: 3-4 emails over 2 weeks Trigger: 30-60 days of inactivity Goal: Win back or clean list

Key emails:

Check-in (genuine concern)
Value reminder (what's new)
Incentive (special offer)
Last chance (stay or unsubscribe)

长度：2周内发送3-4封邮件 触发条件：用户30-60天未活跃目标：赢回用户或清理邮件列表

关键邮件：

问候邮件（表达真诚关心）
价值提醒（新功能/内容）
激励措施（专属优惠）
最后通知（留存或取消订阅）

Onboarding Sequence (Product Users)

Onboarding Sequence（产品用户）

Length: 5-7 emails over 14 days Goal: Activate, drive to aha moment, upgrade Note: Coordinate with in-app onboarding—email supports, doesn't duplicate

Key emails:

Welcome + first step (immediate)
Getting started help (day 1)
Feature highlight (day 2-3)
Success story (day 4-5)
Check-in (day 7)
Advanced tip (day 10-12)
Upgrade/expand (day 14+)

For detailed templates: See references/sequence-templates.md

长度：14天内发送5-7封邮件目标：激活用户、引导至aha时刻、促成升级注意：与应用内引导流程协同——邮件为辅助，不重复内容

关键邮件：

欢迎邮件 + 第一步操作指引（立即发送）
入门帮助（第1天）
功能亮点（第2-3天）
成功案例（第4-5天）
跟进问候（第7天）
进阶技巧（第10-12天）
升级/拓展引导（第14天及以后）

如需详细模板：请查看 references/sequence-templates.md

Email Types by Category

按类别划分的邮件类型

Onboarding Emails

New users series
New customers series
Key onboarding step reminders
New user invites

新用户系列
新客户系列
关键引导步骤提醒
新用户邀请

Retention Emails

留存邮件

Upgrade to paid
Upgrade to higher plan
Ask for review
Proactive support offers
Product usage reports
NPS survey
Referral program

升级至付费版
升级至更高套餐
请求评价
主动支持服务
产品使用报告
NPS调查
推荐计划

Billing Emails

账单邮件

Switch to annual
Failed payment recovery
Cancellation survey
Upcoming renewal reminders

切换至年度订阅
失败付款恢复
取消订阅调查
即将到期提醒

Usage Emails

使用类邮件

Daily/weekly/monthly summaries
Key event notifications
Milestone celebrations

每日/每周/每月汇总
关键事件通知
里程碑庆祝

Win-Back Emails

赢回邮件

Expired trials
Cancelled customers

试用到期用户
已取消订阅的客户

Campaign Emails

活动邮件

Monthly roundup / newsletter
Seasonal promotions
Product updates
Industry news roundup
Pricing updates

For detailed email type reference: See references/email-types.md

月度汇总/新闻通讯
季节性促销
产品更新
行业新闻汇总
价格更新

如需详细邮件类型参考：请查看 references/email-types.md

Email Copy Guidelines

邮件文案指南

Structure

结构

Hook: First line grabs attention
Context: Why this matters to them
Value: The useful content
CTA: What to do next
Sign-off: Human, warm close

钩子：第一行吸引注意力
背景：说明与用户的相关性
价值：实用内容
CTA：下一步行动指引
落款：人性化、温暖的结尾

Formatting

格式

Short paragraphs (1-3 sentences)
White space between sections
Bullet points for scanability
Bold for emphasis (sparingly)
Mobile-first (most read on phone)

短段落（1-3句话）
段落间留白
使用项目符号提升可读性
谨慎使用粗体强调重点
移动端优先（大多数邮件在手机上阅读）

Tone

语气

Conversational, not formal
First-person (I/we) and second-person (you)
Active voice
Read it out loud—does it sound human?

口语化，而非正式
使用第一人称（我/我们）和第二人称（你）
主动语态
大声朗读——听起来像真人吗？

Length

长度

50-125 words for transactional
150-300 words for educational
300-500 words for story-driven

事务性邮件：50-125词
教育类邮件：150-300词
故事驱动类邮件：300-500词

CTA Guidelines

CTA 指南

Buttons for primary actions
Links for secondary actions
One clear primary CTA per email
Button text: Action + outcome

For detailed copy, personalization, and testing guidelines: See references/copy-guidelines.md

主要行动使用按钮
次要行动使用链接
每封邮件只有一个清晰的主要CTA
按钮文案：行动 + 结果

如需详细文案、个性化及测试指南：请查看 references/copy-guidelines.md

Output Format

输出格式

Sequence Overview

序列概述

Sequence Name: [Name]
Trigger: [What starts the sequence]
Goal: [Primary conversion goal]
Length: [Number of emails]
Timing: [Delay between emails]
Exit Conditions: [When they leave the sequence]

Sequence Name: [名称]
Trigger: [触发条件]
Goal: [主要转化目标]
Length: [邮件数量]
Timing: [邮件间隔]
Exit Conditions: [退出条件]

For Each Email

单封邮件详情

Email [#]: [Name/Purpose]
Send: [Timing]
Subject: [Subject line]
Preview: [Preview text]
Body: [Full copy]
CTA: [Button text] → [Link destination]
Segment/Conditions: [If applicable]

Email [#]: [名称/目的]
Send: [发送时机]
Subject: [主题行]
Preview: [预览文本]
Body: [完整文案]
CTA: [按钮文案] → [链接目标]
Segment/Conditions: [适用人群/条件（如有）]

Metrics Plan

指标计划

What to measure and benchmarks

需衡量的指标及基准

Task-Specific Questions

任务特定问题

What triggers entry to this sequence?
What's the primary goal/conversion action?
What do they already know about you?
What other emails are they receiving?
What's your current email performance?

该序列的触发条件是什么？
主要目标/转化行动是什么？
用户对您的品牌已有哪些了解？
用户还在接收哪些其他邮件？
您当前的邮件表现如何？

Tool Integrations

工具集成

For implementation, see the tools registry. Key email tools:

Tool	Best For	MCP	Guide
Customer.io	Behavior-based automation	-	customer-io.md
Mailchimp	SMB email marketing	✓	mailchimp.md
Resend	Developer-friendly transactional	✓	resend.md
SendGrid	Transactional email at scale	-	sendgrid.md
Kit	Creator/newsletter focused	-	kit.md

如需实施，请查看工具注册表。核心邮件工具：

工具	最佳用途	MCP	指南
Customer.io	基于行为的自动化	-	customer-io.md
Mailchimp	SMB邮件营销	✓	mailchimp.md
Resend	开发者友好的事务性邮件	✓	resend.md
SendGrid	大规模事务性邮件	-	sendgrid.md
Kit	创作者/新闻通讯聚焦	-	kit.md

email-sequence

Original

Translation

Email Sequence Design

Email Sequence 设计

Initial Assessment

初始评估

Core Principles

核心原则

1. One Email, One Job

1. 一封邮件，一个目标

2. Value Before Ask

2. 先提供价值，再提出请求

3. Relevance Over Volume

3. 相关性优先于数量

4. Clear Path Forward

4. 清晰的前进路径

Email Sequence Strategy

Email Sequence 策略

Sequence Length

序列长度

Timing/Delays

发送时机/间隔

Subject Line Strategy

主题行策略

Preview Text

预览文本

Sequence Types Overview

序列类型概述

Welcome Sequence (Post-Signup)

Welcome Sequence（注册后）

Lead Nurture Sequence (Pre-Sale)

Lead Nurture Sequence（售前）

Re-Engagement Sequence

Re-engagement Sequence

Onboarding Sequence (Product Users)

Onboarding Sequence（产品用户）

Email Types by Category

按类别划分的邮件类型

Onboarding Emails

Onboarding Emails

Retention Emails

留存邮件

Billing Emails

账单邮件

Usage Emails

使用类邮件

Win-Back Emails

赢回邮件

Campaign Emails

活动邮件

Email Copy Guidelines

邮件文案指南

Structure

结构

Formatting

格式

Tone

语气

Length

长度

CTA Guidelines

CTA 指南

Output Format

输出格式

Sequence Overview

序列概述

For Each Email

单封邮件详情

Metrics Plan

指标计划

Task-Specific Questions

任务特定问题

Tool Integrations

工具集成

Related Skills

相关技能