Marketing Campaign Builder

Overview

Most small businesses have a Mailchimp list they never use. They sent a few campaigns years ago, got busy, and stopped. This skill fixes that by making campaign creation fast and owner-gated:

Owner texts a campaign idea in Telegram
Agent drafts the email content + 2-3 subject line options
Owner picks a subject line (or suggests their own)
Agent creates an A/B test campaign in Mailchimp
Agent sends a test email to the owner
Owner approves → agent schedules the send at optimal time

The owner never writes HTML, never logs into Mailchimp, never touches a template editor. They just describe what they want and approve the draft.

When to Use

"Send a summer special to all partners"
"We haven't emailed the list in 3 months — draft a re-engagement campaign"
"Send a seasonal reminder to all contacts in our service area"
"Create a campaign about our new website estimator tool"
"Send a holiday thank you to all customers"

Prerequisites

```
mailchimp-integration
```
skill installed + API key wired
MAILCHIMP_AUDIENCE_ID set in environment
Owner available in Telegram to approve drafts

The Flow

Step 1: Owner Describes the Campaign

Owner sends a message in Telegram:

"Send a summer special to all partners — mention our partner pricing and that we do free estimates."

Agent extracts:

Audience segment: "partners" (or "all contacts" if not specified)
Topic: summer special
Key points to include: partner pricing, free estimates
Tone: matches the business (confident, professional, not salesy)

Step 2: Agent Drafts Content + Subject Lines

Agent generates:

2-3 subject line options (short, punchy, under 50 chars for mobile)
Preview text (the snippet recipients see next to subject)
Email body in HTML, matching the business brand voice
Plain text version (for accessibility + spam filters)

Example output to owner in Telegram:

📧 Campaign Draft — Summer Partner Special

Subject line options:
A) "Summer Listings? Don't Let Odors Kill the Sale"
B) "Free Estimates for Your Summer Listings"
C) "Partner Special: Summer Service Discount"

Preview text: "[BUSINESS_NAME] — professional service for your
listings. Free estimates, partner pricing."

Body: [shows first few lines or summary]

Which subject line do you prefer? (A, B, or C — or type your own)

Step 3: Owner Picks Subject Line

Owner replies: "A" or "B" or "C" or types their own:

"Make it 'Protect Your Summer Listings from Odors'"

Agent updates the draft with the chosen subject line.

Step 4: Agent Creates Campaign in Mailchimp

Regular (single variant) Campaign

bash

source ~/.hermes/.env

# Create campaign
CAMPAIGN=$(curl -s -X POST "https://$MAILCHIMP_SERVER_PREFIX.api.mailchimp.com/3.0/campaigns" \
  --user "anystring:$MAILCHIMP_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{
    "type": "regular",
    "recipients": {
      "list_id": "'"$MAILCHIMP_AUDIENCE_ID"'",
      "segment_opts": {
        "saved_segment_id": SEGMENT_ID
      }
    },
    "settings": {
      "subject_line": "Summer Listings? Don'"'"'t Let Odors Kill the Sale",
      "preview_text": "[BUSINESS_NAME] — professional service for your listings.",
      "title": "Summer Partner Special - June 2026",
      "from_name": "[BUSINESS_NAME]",
      "reply_to": "owner@yourdomain.com",
      "to_name": "*|FNAME|*"
    },
    "tracking": {
      "opens": true,
      "html_clicks": true
    }
  }')

CAMPAIGN_ID=$(echo "$CAMPAIGN" | python3 -c "import sys,json; print(json.load(sys.stdin)['id'])")

A/B Test (Variate) Campaign

bash

# Create A/B test campaign testing two subject lines
CAMPAIGN=$(curl -s -X POST "https://$MAILCHIMP_SERVER_PREFIX.api.mailchimp.com/3.0/campaigns" \
  --user "anystring:$MAILCHIMP_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{
    "type": "variate",
    "recipients": {
      "list_id": "'"$MAILCHIMP_AUDIENCE_ID"'"
    },
    "variate_settings": {
      "winning_combination": "opens",
      "wait_time": 6,
      "test_size": 50,
      "test_segments": [
        {"segment_text": "Subject A"},
        {"segment_text": "Subject B"}
      ],
      "subject_lines": [
        "Summer Listings? Don'"'"'t Let Odors Kill the Sale",
        "Protect Your Summer Listings from Odors"
      ]
    },
    "settings": {
      "title": "Summer Partner Special A/B - June 2026",
      "from_name": "[BUSINESS_NAME]",
      "reply_to": "owner@yourdomain.com",
      "to_name": "*|FNAME|*"
    }
  }')

Step 5: Set Campaign Content

bash

curl -s -X PUT "https://$MAILCHIMP_SERVER_PREFIX.api.mailchimp.com/3.0/campaigns/$CAMPAIGN_ID/content" \
  --user "anystring:$MAILCHIMP_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{
    "html": "<html><body>...campaign HTML...</body></html>",
    "plain_text": " plain text version..."
  }'

Step 6: Send Test to Owner

bash

curl -s -X POST "https://$MAILCHIMP_SERVER_PREFIX.api.mailchimp.com/3.0/campaigns/$CAMPAIGN_ID/actions/test" \
  --user "anystring:$MAILCHIMP_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{
    "test_emails": ["owner@yourdomain.com"],
    "send_type": "html"
  }'

Agent tells owner: "Test email sent — check your inbox. Reply 'send' to send to the full list, or tell me what to change."

Step 7: Owner Approves → Send or Schedule

Send immediately:

bash

curl -s -X POST "https://$MAILCHIMP_SERVER_PREFIX.api.mailchimp.com/3.0/campaigns/$CAMPAIGN_ID/actions/send" \
  --user "anystring:$MAILCHIMP_API_KEY"

Schedule for optimal time:

bash

# Schedule for Tuesday 10am ET (best open rate for B2B per industry data)
curl -s -X PATCH "https://$MAILCHIMP_SERVER_PREFIX.api.mailchimp.com/3.0/campaigns/$CAMPAIGN_ID" \
  --user "anystring:$MAILCHIMP_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{
    "schedule": {
      "schedule_time": "2026-07-07T14:00:00+00:00"
    }
  }'

Email Content Guidelines

Brand Voice

Confident, not salesy — "This works. Here's why." not "BUY NOW!!!"
Professional but warm — like a trusted local business, not a corporation
Short paragraphs — 2-3 sentences max, lots of white space
One clear CTA — "Get a Free Estimate" or "Call [PHONE]"
Mobile-first — 60%+ of recipients read on phones

Email Structure Template

html

<html>
<body style="font-family: Arial, sans-serif; max-width: 600px; margin: 0 auto; padding: 20px;">

<!-- Header with logo -->
<img src="LOGO_URL" alt="[BUSINESS_NAME]" style="max-width: 200px; margin-bottom: 20px;">

<!-- Headline -->
<h1 style="color: #0C71C3; font-size: 24px;">HEADLINE HERE</h1>

<!-- Body copy -->
<p style="font-size: 16px; line-height: 1.6; color: #1A1A1A;">
BODY COPY HERE — 2-3 short paragraphs
</p>

<!-- CTA button -->
<a href="CTA_URL" style="display: inline-block; background: #0C71C3; color: white;
   padding: 12px 30px; text-decoration: none; border-radius: 5px; font-size: 16px;
   margin: 20px 0;">Get Your Free Estimate</a>

<!-- Footer -->
<hr style="border: none; border-top: 1px solid #ddd; margin: 30px 0;">
<p style="font-size: 12px; color: #888;">
[BUSINESS_NAME] | [SERVICE_DESCRIPTION] | [PHONE]<br>
Serving [SERVICE_AREA]<br>
<a href="*|UNSUB|*">Unsubscribe</a> | <a href="*|UPDATE_PROFILE|*">Update Preferences</a>
</p>

</body>
</html>

Subject Line Best Practices

Under 50 characters (mobile cuts off longer)
Create curiosity or urgency without being clickbait
Personalization with |FNAME| works but don't overuse
Test questions vs statements vs benefits
Examples that work:
- "Summer Listings? Don't Let Odors Kill the Sale"
- "|FNAME|, Free Estimates for Your Spring Listings"
- "Seasonal Prep: Is Your Property Protected?"
- "The Guarantee Real Estate Agents Trust"

A/B Testing Strategy

What to Test (in priority order)

Subject lines — biggest impact on open rates
Send time — Tuesday/Wednesday 10am-12pm ET typically wins for B2B
From name — "[OWNER_NAME] @ [BUSINESS_NAME]" vs "[BUSINESS_NAME]" vs a campaign name
Preview text — the snippet next to subject in inbox
CTA — "Get Free Estimate" vs "See Pricing" vs "Call Now"

Mailchimp A/B Test Setup

Test size: 50% (send to 50% of list, 25% each variant, winner goes to remaining 50%)
Winning condition: opens (for subject line tests), clicks (for content tests)
Wait time: 6 hours (enough for a meaningful pattern, not so long it delays)
Don't over-test — 2 variants is plenty for a small business list

Campaign Timing Recommendations

Day	Time (ET)	Why
Tuesday	10:00am	Best overall open rate for B2B
Wednesday	10:00am	Second best, avoids Monday noise
Thursday	2:00pm	Good for consumer-focused campaigns
Avoid	Monday/Friday	Buried in weekend cleanup or pre-weekend rush
Avoid	Weekends	B2B recipients don't check

Segmentation Strategy

Before Sending, Agent Checks Available Segments

bash

# List existing segments
curl -s --user "anystring:$MAILCHIMP_API_KEY" \
  "https://$MAILCHIMP_SERVER_PREFIX.api.mailchimp.com/3.0/lists/$MAILCHIMP_AUDIENCE_ID/segments"

If No Segments Exist, Agent Creates Them

Useful default segments for small businesses:

Active subscribers — opened an email in the last 90 days
Partners/Referrers — tagged "partner" (if tags exist)
By region — merge field REGION = specific region
Engaged — clicked a link in the last 60 days
Cold — no opens in 180 days (re-engagement target)

Campaign Report (Post-Send)

After a campaign sends (wait 48 hours), agent can pull the report:

bash

curl -s --user "anystring:$MAILCHIMP_API_KEY" \
  "https://$MAILCHIMP_SERVER_PREFIX.api.mailchimp.com/3.0/reports/$CAMPAIGN_ID" | python3 -m json.tool

Agent summarizes for owner in Telegram:

📊 Campaign Report — "Summer Partner Special"
Sent to: 1,500 contacts
Opens: 542 (30%) — above industry avg (21%)
Clicks: 28 (1.5%)
Unsubscribes: 3
Best segment: Standard Region (42% open rate)

Agent Integration Patterns

Pattern 1: Seasonal Campaign

Owner: "Send a seasonal campaign to all contacts" Agent: Drafts content about seasonal prep + prevention → subject lines → owner picks → test send → owner approves → scheduled for Tuesday 10am

Pattern 2: Partner Re-engagement

Agent detects (via CRM) that 12 partners haven't sent a lead in 6 months. Agent: Drafts a "We miss you" campaign targeted to cold partner segment → owner approves → send → track who re-engages → update CRM

Pattern 3: Post-Job Review Request

Job completes. Agent: Drafts a campaign asking the customer for a Google review with a direct link → owner approves → send to that one customer (not a bulk send)

Pattern 4: Content from CRM Data

Agent: "You booked 8 jobs from Standard Region partners this quarter — want me to draft a 'Standard Region Partner Thank You' campaign?" Owner: "Yes" → agent drafts.

Common Pitfalls

Don't send without a test. Always send a test to the owner first. One wrong link or typo to 1,800 people can't be undone.
Don't forget the unsubscribe footer. CAN-SPAM requires it. Mailchimp adds it automatically with
```
*|UNSUB|*
```
merge tag.
Don't use too many images. Many email clients block images by default. Text should carry the message; images are enhancement.
Don't send on Friday afternoon. Opens tank. Schedule for Tuesday-Wednesday.
Don't A/B test everything at once. Test one variable per campaign. Subject lines first. Then timing. Then content.
Merge tags need exact match.
```
*|FNAME|*
```
works only if the merge field tag is exactly FNAME. Check merge fields before using.
From name consistency. Don't change from "[BUSINESS_NAME]" to "[OWNER_NAME]" across campaigns — it hurts recognition. Pick one and stick to it.

Verification Checklist

Can create a regular campaign via API
Can create a variate (A/B test) campaign via API
Can set campaign content (HTML + plain text)
Can send a test email to owner
Can send or schedule a campaign
Can pull campaign report (opens, clicks, unsubscribes)
Can create segments by tag/region/engagement
Owner approval workflow tested end-to-end

One-Shot Recipes

"Quick campaign: seasonal reminder"

python

# Owner says: "Send a seasonal prevention tip to all contacts for summer"
# Agent drafts 3 short tips + CTA → creates campaign → test → owner approves → send

"Re-engagement: cold contacts"

python

# Agent identifies contacts with no opens in 180 days
# Creates segment "Cold - 180 days"
# Drafts "We miss you" campaign with special offer
# Owner approves → send → track re-engagement → update CRM

"Monthly newsletter from CRM data"

python

# Agent pulls: new leads, jobs booked, revenue this month
# Drafts "[BUSINESS_NAME] Monthly" newsletter with stats + customer spotlight
# Owner approves → send → track engagement
# Schedule as monthly cron job

marketing-campaign-builder

NPX Install

Tags

SKILL.md Content

Marketing Campaign Builder

Overview

When to Use

Prerequisites

The Flow

Step 1: Owner Describes the Campaign

Step 2: Agent Drafts Content + Subject Lines

Step 3: Owner Picks Subject Line

Step 4: Agent Creates Campaign in Mailchimp

Regular (single variant) Campaign

A/B Test (Variate) Campaign

Step 5: Set Campaign Content

Step 6: Send Test to Owner

Step 7: Owner Approves → Send or Schedule

Email Content Guidelines

Brand Voice

Email Structure Template

Subject Line Best Practices

A/B Testing Strategy

What to Test (in priority order)

Mailchimp A/B Test Setup

Campaign Timing Recommendations

Segmentation Strategy

Before Sending, Agent Checks Available Segments

If No Segments Exist, Agent Creates Them

Campaign Report (Post-Send)

Agent Integration Patterns

Pattern 1: Seasonal Campaign

Pattern 2: Partner Re-engagement

Pattern 3: Post-Job Review Request

Pattern 4: Content from CRM Data

Common Pitfalls

Verification Checklist

One-Shot Recipes

"Quick campaign: seasonal reminder"

"Re-engagement: cold contacts"

"Monthly newsletter from CRM data"