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email-marketing

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English
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Chinese

Channels: Email Marketing

渠道：Email Marketing

Guides email marketing strategy for AI/SaaS products. Email ROI ~$36 per dollar spent; open/click rates typically higher than social. Covers EDM vs Newsletter, five content types, deliverability (SPF/DKIM/DMARC), and SEO synergy via article delivery.
When invoking: On first use, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
为AI/SaaS产品提供邮件营销策略指导。每投入1美元的邮件营销ROI约为36美元；打开率和点击率通常高于社交平台。内容涵盖EDM与Newsletter的区别、五类内容类型、送达率配置（SPF/DKIM/DMARC），以及通过文章推送实现的SEO协同效应。
调用规则：首次调用时如果对用户有帮助，开头先用1-2句话说明该技能覆盖的内容及其价值，再提供核心输出。后续调用或者用户要求跳过说明时，直接输出核心内容即可。

Initial Assessment

初步评估

Check for product marketing context first: If 
.claude/product-marketing-context.md
or 
.cursor/product-marketing-context.md
exists, read it for audience and content strategy. See content-marketing for content types and formats across channels.
Identify:
  1. Goal: Retention, conversion, brand reach, or SEO synergy
  2. Content mix: Onboarding, campaign, announcement, features, newsletter
  3. List size: Bulk sender rules (5,000+/day) require Gmail/Yahoo compliance
首先确认产品营销上下文：如果存在
.claude/product-marketing-context.md
或
.cursor/product-marketing-context.md
文件，先读取文件获取受众和内容策略相关信息。跨渠道的内容类型和格式可参考content-marketing技能。
需明确以下信息：
  1. 目标：用户留存、转化、品牌触达或SEO协同
  2. 内容组合：新手引导、营销活动、公告、功能介绍、newsletter
  3. 邮件列表规模：单日发送量超过5000的批量发送需要符合Gmail/Yahoo的合规要求

EDM vs Newsletter

EDM vs Newsletter

TypePurposeUse
EDMDirect marketing; conversion-focusedPromotions, campaigns, announcements; bulk sends
NewsletterOngoing value; relationshipIndustry insights, curated articles; regular cadence
Combine both: EDM for push; Newsletter for nurture. Cover different stages and goals.
类型定位适用场景
EDM直效营销，以转化为核心目标促销、营销活动、官方公告，批量推送场景
Newsletter长期价值输出，维护用户关系行业洞察、精选文章，固定周期推送场景
两者结合使用：EDM用于主动触达转化，Newsletter用于用户培育，覆盖不同用户生命周期阶段和营销目标。

Five Content Types

五类内容类型

TypeUse
OnboardingWelcome + first-use guidance; 5-7 day sequence; behavior-triggered; drive "Aha!" moment
CampaignPromotions, limited-time; conversion or participation
AnnouncementProduct launch, major update; one-time important notice
Features updateNew features, improvements; help users adopt
Blog/NewsletterCurated articles, industry insights; sustained touch
类型适用场景
Onboarding欢迎语+首次使用指导，5-7天序列推送，基于用户行为触发，引导用户达成“Aha! 时刻”
Campaign促销、限时活动，以转化或用户参与为目标
Announcement产品上线、重大更新，一次性重要通知
Features update新功能、功能优化说明，帮助用户了解并使用新功能
Blog/Newsletter精选文章、行业洞察，维持长期用户触达

User Best Practices

用户运营最佳实践

PracticeGuideline
PersonalizationSegment by behavior, source, stage; boosts open/click
TimingNew users: dense; existing: controlled pace; behavior-triggered > calendar-only
Welcome seriesSend soon after signup; 5-7 emails over days; guide first key action
UnsubscribeOne-click required (Gmail/Yahoo); honor within 48h; clear entry
Complaint rateKeep below 0.3%; list hygiene critical
实践指导规则
个性化按用户行为、来源、所处生命周期阶段分群推送，可提升打开/点击率
推送时机新用户可密集推送，老用户需控制推送节奏；行为触发推送 > 固定日历推送
欢迎序列用户注册后尽快发送，数日内发送5-7封邮件，引导用户完成首个核心动作
退订功能必须支持一键退订（Gmail/Yahoo要求），48小时内处理退订申请，退订入口清晰可见
投诉率保持在0.3%以下，邮件列表的健康度至关重要

Content Best Practices

内容创作最佳实践

PracticeGuideline
SubjectOne clear topic per email; avoid pure promo
Value firstUseful info before promotion
CTASingle primary CTA; clear next step
Mobile50%+ read on mobile; responsive layout, tappable links
实践指导规则
邮件主题单封邮件仅围绕一个明确主题，避免纯营销推广话术
价值优先先输出有用信息，再提及营销推广内容
CTA仅设置一个核心CTA，明确引导用户下一步动作
移动端适配超过50%的用户在移动端打开邮件，需使用响应式布局，链接可点击

Deliverability & Domain Config

送达率与域名配置

Subdomain: Use subdomain (e.g. mail.example.com) for marketing; keep transactional (support@, etc.) on main domain. Isolate risk.
子域名使用：营销邮件使用独立子域名（如mail.example.com）发送，事务性邮件（support@等）保留在主域名发送，隔离风险。

SPF, DKIM, DMARC

SPF, DKIM, DMARC

ProtocolPurpose
SPFAuthorizes mail servers for domain
DKIMCryptographic signature; verifies sender
DMARCPolicy for unauthenticated mail; start p=none, then quarantine, then reject over 60-90 days
Order: SPF first, then DKIM, then DMARC. Gmail/Yahoo require all three for bulk senders (5,000+/day) since Feb 2024.
Advanced: TLS-RPT, MTA-STS, BIMI (brand logo). Postmaster Tools: Monitor deliverability, spam rate, auth status.
协议作用
SPF授权可使用该域名发送邮件的邮件服务器
DKIM加密签名，验证发件人身份
DMARC未通过身份验证邮件的处理策略，初期设置为p=none，之后调整为quarantine，60-90天后可调整为reject
配置顺序：先配置SPF，再DKIM，最后DMARC。自2024年2月起，Gmail/Yahoo要求单日发送量超过5000的批量发件人必须配置以上三项协议。
进阶配置：TLS-RPT、MTA-STS、BIMI（品牌标识展示）。Postmaster Tools：监控送达率、垃圾邮件率、身份验证状态。

Delivery Strategy: Articles + SEO Synergy

推送策略：文章 + SEO 协同

Article TypeUse
RetentionDeep content for existing users; improve retention
ToFuTop of funnel; awareness (trends, concepts, problem framing)
MoFuMiddle of funnel; consideration (comparisons, reviews, best practices)
Dual value: (1) Better email engagement (open, click, stickiness); (2) Drive traffic to article pages from non-search channel; signals to Google that users value content; supports SEO.
Measurement: GA4 email source traffic to article pages; GSC rank/click changes.
文章类型作用
Retention面向现有用户的深度内容，提升用户留存
ToFu漏斗顶层，用户认知阶段内容（趋势、概念、问题梳理）
MoFu漏斗中层，用户考虑阶段内容（对比、评测、最佳实践）
双重价值：（1）提升邮件互动数据（打开率、点击率、用户粘性）；（2）从非搜索渠道为文章页面引流，向Google传递用户认可内容的信号，助力SEO排名提升。
数据衡量：GA4统计邮件来源的文章页面访问量，GSC监控排名/点击量变化。

Planning Framework

规划框架

  1. Content mix: Allocate onboarding, campaign, announcement, features, newsletter
  2. Select articles: Pick retention, ToFu, MoFu from blog; prioritize SEO target pages
  3. Cadence: Stable frequency (weekly/biweekly/monthly); avoid over-sending
  4. Monitor: Open rate, click rate; GA4 email contribution to article traffic; GSC
  1. 内容组合：分配新手引导、营销活动、公告、功能更新、newsletter的内容占比
  2. 文章选型：从博客中挑选留存类、ToFu、MoFu类型内容，优先选择SEO目标页面
  3. 推送节奏：稳定的推送频率（每周/每两周/每月），避免过度推送
  4. 数据监控：打开率、点击率；GA4统计邮件对文章流量的贡献；GSC数据变化

Frequency

推送频率

GuidelineNote
Baseline1 high-value email/week for most brands
Peak timesTue-Thu, 8-11am or 2-4pm (recipient timezone)
SegmentationNew vs loyal need different cadence
QualityRelevant, behavior-triggered > calendar volume
Data: ~36% send 1-3/month; ~30% weekly; daily risks high unsubscribe.
指导规则说明
基准频率多数品牌适合每周发送1封高价值邮件
高峰时段周二至周四，收件人时区的8-11点或14-16点
分群差异新用户和忠实用户适用不同的推送节奏
内容质量优先相关度高、行为触发的内容 > 固定日历的批量内容
数据参考：约36%的品牌每月发送1-3封邮件，约30%每周发送1封，每日推送容易导致退订率升高。

Output Format

输出格式

  • Content mix (five types)
  • EDM vs Newsletter balance
  • Deliverability (subdomain, SPF/DKIM/DMARC)
  • Article delivery (Retention, ToFu, MoFu, SEO targets)
  • Cadence and frequency
  • KPI (open, click, GA4 email traffic, GSC)
  • 内容组合（五种类型）
  • EDM 与 Newsletter 平衡配置
  • 送达率配置（子域名、SPF/DKIM/DMARC）
  • 文章推送规划（Retention、ToFu、MoFu、SEO 目标页）
  • 推送节奏和频率
  • KPI（打开率、点击率、GA4 邮件引流数据、GSC 数据）

Related Skills

相关技能

  • content-marketing: Content types, formats; email as channel in repurposing matrix
  • newsletter-signup-generator: Signup form design
  • traffic-analysis: Email source attribution, UTM
  • analytics-tracking: Email click tracking
  • content-strategy: Article selection for email delivery
  • integrated-marketing: Email as owned media channel
  • content-marketing：内容类型、格式；邮件作为内容复用矩阵中的渠道
  • newsletter-signup-generator：注册表单设计
  • traffic-analysis：邮件渠道流量归因、UTM 配置
  • analytics-tracking：邮件点击追踪
  • content-strategy：邮件推送的文章选型
  • integrated-marketing：邮件作为自有媒体渠道的应用