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ChineseEmail Sequence Writing
邮件序列撰写
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.
运用Gary Halbert、Frank Kern和Mike Filsaime的直复营销原则,创建能实现最高打开率、点击率和转化率的高转化邮件序列。每封邮件都应给人一种来自真心想提供帮助的可信朋友的私人消息之感。
Primary Objective
核心目标
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
创建满足以下要求的邮件序列:
- 通过引人入胜的主题栏最大化打开率
- 与订阅者建立真实的联结和信任
- 在关键节点通过清晰的CTA(行动号召)促进行动
- 通过策略性说服将订阅者转化为客户
- 每封邮件都必须包含PS板块,以强化紧迫感或价值感
Mandatory Email Elements (Per Mike Filsaime)
邮件必备要素(遵循Mike Filsaime准则)
1. Subject Line & Preview
1. 主题栏与预览文本
- 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
- 撰写能最大化打开率的吸睛主题栏
- 如有帮助,使用{first_name}进行个性化设置
- 搭配引人入胜的预览文本,激发订阅者的好奇心
2. Email Length
2. 邮件长度
- 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
- 根据实现最大影响力的需求撰写理想长度的邮件
- 可长可短,无需刻意压缩或拉长
- 每个字词都要有存在的价值
3. Conversational Tone
3. 对话式语气
- 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
- 采用友好、亲切、有说服力且自然的语气
- 深受传奇营销人Gary Halbert、Frank Kern和Mike Filsaime的风格启发
- 以与单个人对话的口吻撰写,而非面向整个列表
4. Formatting & Style
4. 格式与风格
- 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
- 每段最多3-5行(强制要求)
- 使用Markdown格式:加粗、斜体和下划线来突出重点
- 偶尔使用省略号(...)来营造对话式的过渡感
- 必要时使用小标题,引导读者顺畅阅读
5. Bullet Points (FAB Structure)
5. 项目符号(FAB结构)
- 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"
- 融入遵循隐含的Feature-Advantage-Benefit(特性-优势-收益)结构的项目符号
- 清晰传递价值,引导读者走向「承诺的成果」
- 自然地将特性与最终收益关联,无需直白说出「特性、优势、收益」
6. Call to Action (CTA)
6. 行动号召(CTA)
- Place clear, compelling CTAs strategically throughout
- Each CTA should prime readers for the next step
- Include multiple CTAs if it enhances message flow
- 在策略性位置放置清晰、有吸引力的CTA
- 每个CTA都应为读者的下一步行动做好铺垫
- 如果有助于信息传递,可包含多个CTA
7. Visual Elements
7. 视觉元素
- Indicate image placements with [Place Supported Image Here]
- Place at natural points to support engagement
- 使用[Place Supported Image Here]标记图片放置位置
- 放在能提升参与度的自然节点
8. Personalization & Sign-off
8. 个性化与落款
- End every email with {first_name} personalization where appropriate
- Close with warm signature from brand owner
- 必要时在邮件末尾使用{first_name}进行个性化设置
- 以品牌所有者的温暖签名收尾
9. PS Section (MANDATORY)
9. PS板块(强制要求)
- 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)
- 每封邮件末尾都必须包含PS
- 强化紧迫感、稀缺性或专属感
- PS中应包含一个额外的强力CTA
- PS是除主题栏外,邮件中被阅读次数第二多的部分
Core Email Sequence Types
核心邮件序列类型
Welcome Series (3-7 Emails)
欢迎系列(3-7封邮件)
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
目的: 引导新订阅者入门,设定预期,建立坚实的关系基础。
触发条件: 订阅后立即发送
邮件1(第0天):即时欢迎
- 确认订阅并表达真诚的喜悦
- 设定预期:发送频率、内容类型、价值点
- 立即提供快速见效的干货或见解
- 在全文中使用{first_name}进行个性化
邮件2(第1天):价值交付
- 兑现引流赠品的承诺
- 分享能建立联结的故事或见解
- 介绍你的方法或理念
邮件3(第2-3天):建立联结
- 分享个人故事或使命
- 增强共鸣与信任
- 展现脆弱性与真实性
邮件4(第3-4天):教育引导
- 传授有价值的内容
- 提供可落地的见解或框架
- 展示专业能力,而非直接推销
邮件5(第4-5天):社群搭建
- 邀请加入社群或使用资源
- 营造归属感
- 为长期关系奠定基础
Nurture Sequence (Evergreen)
培育序列(常青型)
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
目的: 通过持续的价值交付维持长期参与度。
内容组合:
- 70%纯价值内容(无推销)
- 20%软价值内容(附带轻微的品牌认知传递)
- 10%直接推销内容(针对活跃细分群体)
细分策略:
- 基于行为:打开、点击、购买
- 基于兴趣:内容偏好
- 基于生命周期:新订阅者 vs 长期订阅者
价值类型:
- 教育性见解与框架
- 励志故事与案例研究
- 可落地的技巧与策略
- 幕后内容
Launch Sequence (5-8 Emails)
发布序列(5-8封邮件)
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
目的: 通过策略性说服,在产品发布期间最大化销量。
阶段1:预热(邮件1-2)
- 营造期待感与好奇心
- 暗示转型与成果
- 激发欲望,但不透露具体报价
阶段2:开售(邮件3)
- 兴奋地公布报价
- 呈现完整的价值主张
- 叠加价值与收益
- 首次转化CTA
阶段3:异议处理(邮件4-5)
- 解决常见顾虑
- 处理价格异议
- 打破信任壁垒
- 强化转型价值
阶段4:紧迫感营造(邮件6-7)
- 营造真实的紧迫感
- 设置限时元素
- 最后强化价值
阶段5:收尾(邮件8)
- 最后的情感诉求
- 最后机会的消息传递
- 最强有力的CTA
Winback Sequence (3-4 Emails)
赢回序列(3-4封邮件)
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
目的: 通过价值与激励措施重新激活不活跃的订阅者。
邮件1:价值重激活
- 提及订阅者的沉寂,但不施加愧疚感
- 立即交付价值
- 软性邀请重新参与
邮件2:了解原因
- 询问他们不再互动的原因
- 表明你重视反馈
- 提供反馈激励
邮件3:激励措施
- 提供有吸引力的回归福利
- 限时机会
- 强力CTA
邮件4:最后尝试(可选)
- 最后一次交付价值
- 尊重他们的决定
- 为未来留有余地
Writing Standards
撰写标准
Subject Line Formulas
主题栏公式
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]"
好奇心驱动型:
- "没人谈论的[事物]……"
- "为什么[常见方法]会失效……"
- "我犯了一个错误……"
价值驱动型:
- "这是你要的[具体成果]"
- "[数字]种实现[结果]的方法"
- "改变一切的[方法]"
个性化型:
- "关于[话题]的一个小想法"
- "我注意到一件事……"
- "{first_name},快速问个问题"
紧迫感驱动型:
- "最后24小时……"
- "今晚截止"
- "最后提醒:[报价]"
Email Structure
邮件结构
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)
开头:
- 第一行就抓住读者注意力
- 个性化且对话式
- 立即激发兴趣
正文:
- 每封邮件聚焦一个核心观点
- 短段落(最多3-5行)
- 能传递观点的故事
- 清晰的价值或见解
CTA:
- 一个核心行动
- 清晰且具体
- 以收益为导向的语言
- 长邮件中可多次放置
结尾:
- 温暖的落款
- 个人签名
- 用于强调的PS(除主题栏外最受关注的部分)
Tone Guidelines
语气准则
- Conversational and personal
- Write to ONE person
- Authentic and relatable
- Confident but not arrogant
- Value-focused, not sales-focused (except launch)
- 对话式且个性化
- 面向单个读者撰写
- 真实且有共鸣
- 自信但不傲慢
- 以价值为核心,而非以销售为核心(发布序列除外)
Examples
示例
Welcome Email (Day 0)
欢迎邮件(第0天)
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.主题: 欢迎加入!这是你的[引流赠品名称]
Hey {first_name},
欢迎加入我们的大家庭!🎉
我真的很高兴你能来。
首先,这是你想要的东西:
👉 [点击下载你的免费指南]
现在,快速跟你说一下你能从这里获得什么:
每周二和周四,我会给你发送:
- 可立即落地的策略
- 真实营销活动的幕后见解
- 偶尔会有让你笑(或哭)的故事
我不做空洞、通用的建议。
我分享的所有内容都来自我10多年来的测试、失败,以及最终摸索出的真正有效的方法。
快速问个问题:你现在最头疼的问题是什么?
直接回复告诉我就行,每一条我都会看。
回头聊,
[你的名字]
P.S. - 明天留意你的收件箱,我准备了一个特别的内容,已经帮助1000+人[达成成果]。你一定会喜欢的。Launch Email (Cart Open)
发布邮件(开售)
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: $XXX**
[👉 CLICK HERE TO ENROLL NOW]
This is the same system that helped [social proof]:
- "[Testimonial quote 1]" - [Name]
- "[Testimonial quote 2]" - [Name]
Doors close [Date] at midnight.
After that, you'll have to wait until [timeframe] for the next enrollment window.
Don't let this one slip by.
[👉 YES, I'M READY TO [OUTCOME]]
To your success,
[Name]
P.S. - Still have questions? Reply to this email or check out the full FAQ here: [link]主题: 它来了。[产品名称]现已开售。
{first_name},
等待结束了。
[产品名称]正式开放注册。
但在分享所有细节之前,我先问你一个问题:
如果在接下来的90天里,你能[具体成果],一切会有什么变化?
→ 更多[收益1]?
→ 更少[痛点]?
→ 终于实现[目标]?
这正是[产品名称]要帮你实现的。
**你将获得:**
✅ [模块1]:[成果](价值:$XXX)
✅ [模块2]:[成果](价值:$XXX)
✅ [模块3]:[成果](价值:$XXX)
✅ 赠品:[赠品名称](价值:$XXX)
总价值:$X,XXX
**你今日的投资:$XXX**
[👉 点击立即注册]
这套系统已经帮助以下用户取得成果:
- "[ testimonial quote 1 ]" - [姓名]
- "[ testimonial quote 2 ]" - [姓名]
注册通道将于[日期]午夜关闭。
之后,你要等到[时间段]才能等到下一次注册窗口。
别错过这次机会。
[👉 是的,我已准备好[达成成果]]
祝你成功,
[你的名字]
P.S. - 还有疑问?回复这封邮件或查看完整FAQ:[链接]Winback Email
赢回邮件
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.主题: 是我哪里做得不好吗?
Hey {first_name},
我注意到你有一段时间没打开我的邮件了。
不是要给你施压——我懂,收件箱里的信息太多了。
但我还是想问候一下,确认你在这里是否还能获得价值。
如果你想留下来,我为你准备了一份小礼物:
[快速干货、免费资源或专属内容]
点击这里领取:[链接]
如果你想取消订阅,我完全理解。你可以随时通过下方链接取消。
但如果你留下来,我保证会继续用真正有帮助的内容来赢得你的关注。
无论如何,我都很感谢你。
[你的名字]
P.S. - 如果你有特别想让我写的内容,直接回复告诉我就行。我一直在寻找新的选题。Guidelines
准则
The Mike Filsaime Email Rules:
- PS is MANDATORY - Every single email ends with a PS
- 3-5 lines per paragraph - Never longer, break it up
- Ellipses for pacing - Use (...) to create conversational flow
- FAB bullets - Feature → Advantage → Benefit (implicit, never stated)
- [Place Supported Image Here] - Mark visual placement points
- {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
Mike Filsaime邮件规则:
- PS是强制要求 - 每封邮件都必须以PS结尾
- 每段3-5行 - 绝不超过,拆分过长段落
- 用省略号调整节奏 - 使用(...)营造对话式的流畅感
- FAB项目符号 - 特性→优势→收益(隐含表达,绝不直白说出)
- [Place Supported Image Here] - 标记视觉元素的放置位置
- {first_name}个性化 - 策略性地在主题栏和正文中使用
避免邮件陈词滥调:
- 绝不使用:"希望你一切安好"
- 绝不以"只是跟进一下"作为开头
- 绝不使用"正如我上一封邮件所说"
- 避免使用:"不要错过!"(过度使用,易触发垃圾邮件过滤器)
- 跳过:"尊敬的订阅用户"(缺乏个性化)
主题栏规则:
- 移动端显示时控制在50字符以内
- 把重要词汇放在前面
- 谨慎使用{first_name}个性化——每周最多1次
- 避免全大写(垃圾邮件触发词)
- 测试表情符号——对部分受众有效,对部分无效
格式标准(强制要求):
- 每段最多3-5行 - 无协商余地
- 段落间留出充足的空白
- 每封邮件一个核心CTA(可多次重复)
- 移动端优先:在手机上必须显示良好
- 使用加粗和斜体突出重点
送达率优化:
- 避免垃圾邮件触发词:"FREE!!!", "ACT NOW", "LIMITED TIME"
- 页脚包含物理地址
- 取消订阅按钮易于查找
- 逐步预热新的发送域名
语气与风格(Gary Halbert / Frank Kern / Mike Filsaime风格):
- 面向单个读者撰写,而非整个列表
- 多用"你",少用"我"
- 大声读出来——听起来像真人写的吗?
- 具体,而非模糊
- 有自己的观点——不要平庸
- 讲能传递观点的故事
- 先建立情感联结,再请求行动
发送时间最佳实践:
- 欢迎邮件:订阅后5分钟内发送
- 培育序列:每周固定日期和时间发送
- 发布序列:在开售/截止窗口内发送多封邮件
- 一天内发送不超过2封邮件(发布序列除外)
PS板块要求:
- 强化核心收益或报价
- 营造紧迫感或稀缺性
- 包含CTA(链接或指令)
- 可重复保证条款
- 通常是除主题栏外最受关注的部分
Quality Checklist
质量检查清单
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?
每封邮件都要问自己:
- 它是否传递了真实的价值?
- 订阅者会觉得自己更聪明或更受启发吗?
- 主题栏有吸引力吗?
- CTA清晰且具体吗?
- 听起来像真人写的吗?
- 我会期待收到这样的邮件吗?
Additional Resources
额外资源
Reference Files
参考文件
- - Detailed welcome series templates and examples (3-7 email onboarding sequences)
references/welcome-series.md - - Complete launch sequence framework (5-8 email promotional campaigns)
references/launch-sequence.md - - Evergreen nurture content ideas (70/20/10 value mix, segmentation strategies)
references/nurture-sequence.md - - Pre and post-webinar email sequences (invitation, reminder, no-show recovery, follow-up)
references/webinar-sequences.md - - Affiliate promotional email templates (ready-to-send swipe copy with personalization)
references/affiliate-swipes.md
Write every email as if it's maintaining a valued friendship—thoughtful, meaningful, and worth their time.
- - 详细的欢迎系列模板和示例(3-7封邮件的入门序列)
references/welcome-series.md - - 完整的发布序列框架(5-8封邮件的推广活动)
references/launch-sequence.md - - 常青型培育内容选题(70/20/10价值组合、细分策略)
references/nurture-sequence.md - - 网络研讨会前后的邮件序列(邀请、提醒、未参会挽回、跟进)
references/webinar-sequences.md - - 联盟营销推广邮件模板(可直接发送的个性化文案)
references/affiliate-swipes.md
撰写每封邮件时,都要像维护一段珍贵的友谊一样——体贴、有意义、值得他们花时间。",