Email Plan

Email Plan -- Email Marketing Strategy Generator

Overview

This sub-skill generates a complete email marketing strategy tailored to your business type, including:

• Email platform recommendations
• Domain authentication checklist
• List building strategy
• Segmentation plan
• Automation sequence priorities
• Content calendar template
• KPI targets and benchmarks
• 90-day implementation roadmap

Usage

Invoked by /email plan from the main email skill.

Workflow

1. Detect Business Type

First, check if email-profile.md exists and contains business type. If not, analyze context signals:

Business Type Detection:

• Local Business: Physical location, appointments, service area, reviews, foot traffic
• SaaS: Software product, trials, subscriptions, feature usage, onboarding
• E-commerce: Product catalog, shopping cart, inventory, shipping, order fulfillment
• Creator/Newsletter: Content creation, audience building, paid subscriptions, courses
• Agency: Client services, proposals, case studies, retainers, project-based

If unclear, ask: "What type of business is this strategy for? (local-business, saas, ecommerce, creator, agency)"

2. Load Industry Template

Based on business type, load the appropriate template from:

• assets/local-business.md
• assets/saas.md
• assets/ecommerce.md
• assets/creator.md
• assets/agency.md
• assets/generic.md (fallback)

3. Generate Strategy

Create a comprehensive strategy document with these sections:

Strategy Sections

Executive Summary

2-3 sentence overview of the strategy, highlighting:

• Business type and primary email marketing goal
• Key strategic focus areas
• Expected timeline to see results

1. Email Program Foundation

Platform Recommendation:

Based on business size, budget, and needs:

Industry-Specific Platforms:

• E-commerce: Klaviyo (product recommendations, revenue attribution)
• SaaS: Customer.io or Intercom (behavioral triggers, in-app messaging)
• Creators: Kit.com/ConvertKit or Beehiiv (monetization tools, referral programs)
• Agencies: HubSpot (CRM integration, sales pipeline)

Domain Authentication Checklist:

Before sending any emails, verify these DNS records are configured:

• [ ] SPF Record: Authorizes sending servers
• [ ] DKIM Record: Cryptographic email signature
• [ ] DMARC Record: Enforcement policy for SPF/DKIM failures
• [ ] Custom Sending Domain: Use mail.yourdomain.com instead of platform domain
• [ ] Verification: Run /email audit <domain> to confirm setup

List Building Strategy:

3-5 methods specific to business type (from industry template):

Example for local business: 1. QR code on receipts → signup landing page 2. Sign-up prompt at checkout (iPad/tablet) 3. WiFi login portal → email capture 4. Google Business Profile → newsletter CTA 5. In-store signage with incentive (10% off next visit)

Example for SaaS: 1. Free trial signup (automatic list add) 2. Content marketing lead magnets (guides, templates) 3. Webinar registrations 4. Product updates blog → email subscription 5. Referral program

Consent and Compliance:

• US: CAN-SPAM compliant (physical address, unsubscribe link)
• EU/UK: GDPR compliant (explicit opt-in, data processing agreement)
• Canada: CASL compliant (express consent, unsubscribe)
• Australia: Spam Act compliant (consent, identify, unsubscribe)

Load compliance requirements from ../../references/compliance.md based on region.

2. Segmentation Plan

Define 3-5 core segments with:

• Segment Name
• Criteria (behavioral, demographic, engagement)
• Estimated Size (% of list)
• Email Frequency (emails per week/month)
• Content Type (educational, promotional, transactional)

Example Segmentation Table:

Load industry-specific segments from template.

3. Automation Sequence Priorities

Rank automation sequences to build, based on business type and impact.

Format:

Industry-Specific Priorities:

Local Business: 1. Welcome Series → introduce business, set expectations 2. Review Request → post-visit review ask (timing varies by industry) 3. Appointment Reminder → reduce no-shows 4. Birthday/Loyalty → reward program, special offers 5. Re-engagement → win back lapsed customers

SaaS: 1. Onboarding/Feature Adoption → drive activation, reduce time-to-value 2. Trial-to-Paid → convert trials with education + urgency 3. Feature Announcement → drive usage of new capabilities 4. NPS/Feedback → gather insights, reduce churn risk 5. Churn Prevention → detect at-risk users, intervention

E-commerce: 1. Abandoned Cart → recover lost revenue (3-email series) 2. Welcome + First Purchase → convert new subscribers 3. Post-Purchase → build loyalty, request review 4. Win-Back → re-engage dormant customers 5. Cross-Sell/Upsell → product recommendations

Creator/Newsletter: 1. Welcome → introduce yourself, set content expectations 2. Content Drip → best-of archive, value demonstration 3. Monetization → product/course launch sequence 4. Re-engagement → win back dormant subscribers 5. Referral → incentivize word-of-mouth growth

Agency: 1. Welcome/Credibility → establish expertise, showcase work 2. Case Study Drip → demonstrate results over time 3. Proposal Follow-up → nurture leads post-proposal 4. Client Onboarding → set expectations, gather info 5. Quarterly Business Review → retain clients, upsell

4. Content Calendar

Monthly email cadence template based on industry best practices.

Standard Cadence:

Industry-Specific Adjustments:

• E-commerce: 3-4 emails/week (higher tolerance for promotional content)
• SaaS: 1-2 emails/week (focus on feature adoption, education)
• Local Business: 1-2 emails/week max (avoid overwhelming small local audience)
• Creator: 1-3 emails/week (consistency is key, content-driven)
• Agency: 1 email/week (thought leadership, case studies)

Content Mix by Business Type:

Load from industry template (e.g., local business: 40% tips, 30% promotions, 20% news, 10% community).

5. KPI Targets

Set realistic benchmarks based on business type and industry averages.

Load benchmarks from ../../references/benchmarks.md and customize:

KPI Tracking Schedule:

• Weekly: Open rate, click rate, unsubscribe rate
• Monthly: Conversion rate, revenue per email, list growth rate
• Quarterly: Deliverability audit, segment performance review

6. Platform Setup Guide

Step-by-step platform configuration based on recommendation:

1. Account Creation

• Choose plan tier based on list size
• Enable two-factor authentication
• Configure sender name and reply-to address

2. Domain Authentication

• Add custom sending domain (mail.yourdomain.com)
• Configure SPF, DKIM, DMARC records
• Verify authentication in platform settings

3. List Import

• Clean list before import (remove bounces, duplicates)
• Tag import source for segmentation
• Send re-permission email if list is old (6+ months)

4. Compliance Settings

• Add physical mailing address to footer
• Configure unsubscribe preferences
• Set up preference center (frequency, content type)

5. Integration Setup

• Connect website forms
• Integrate CRM/e-commerce platform
• Set up analytics tracking (UTM parameters)

7. 90-Day Implementation Roadmap

Week-by-week plan to launch a complete email program.

Week 1-2: Foundation

• Set up email platform account
• Configure domain authentication (SPF, DKIM, DMARC)
• Import and clean existing list
• Design email template (mobile-responsive)
• Run /email audit <domain> to verify setup

Week 3-4: First Sends

• Build welcome sequence (3-5 emails)
• Send first newsletter to test deliverability
• Monitor metrics (opens, clicks, bounces)
• Set up analytics tracking

Week 5-6: Automation #2

• Build second priority sequence (from industry template)
• Create core segments (3-5)
• Set up A/B testing framework
• Optimize welcome series based on data

Week 7-8: Optimization

• Run 2+ A/B tests (subject lines, send times, CTAs)
• Conduct deliverability audit
• Establish 4-week rolling content calendar
• Review and adjust frequency based on engagement

Week 9-10: Automation #3

• Build third priority sequence
• Add behavioral triggers (clicks, purchases, inactivity)
• Test dynamic content and personalization
• Expand segmentation based on learnings

Week 11-12: Review & Plan Q2

• Generate performance report (all KPIs)
• Identify underperforming emails and sequences
• Optimize low-performing content
• Draft Q2 roadmap with new sequences, segments, campaigns

Output Format

## Email Marketing Strategy: [Business Name/Type]

### Executive Summary
[2-3 sentence overview: business type, primary goal, strategic focus, expected timeline]

### 1. Email Program Foundation

**Platform Recommendation:** [Platform name] ($X/month)
**Why:** [1-2 sentence rationale based on business needs]

**Domain Authentication Checklist:**
- [ ] SPF Record configured
- [ ] DKIM Record configured
- [ ] DMARC Record configured
- [ ] Custom sending domain verified
- [ ] Run `/email audit <domain>` to confirm

**List Building Strategy:**
1. [Method 1 with details]
2. [Method 2 with details]
3. [Method 3 with details]
4. [Method 4 with details]
5. [Method 5 with details]

**Compliance:** [Region-specific requirements]

### 2. Segmentation Plan

| Segment | Criteria | Est. Size | Frequency | Content Type |
|---------|----------|-----------|-----------|--------------|
| [Segment 1] | [Criteria] | [%] | [X/week] | [Type] |
| [Segment 2] | [Criteria] | [%] | [X/week] | [Type] |
| [Segment 3] | [Criteria] | [%] | [X/week] | [Type] |
| [Segment 4] | [Criteria] | [%] | [X/week] | [Type] |
| [Segment 5] | [Criteria] | [%] | [X/week] | [Type] |

### 3. Automation Sequence Priorities

| Priority | Sequence Name | Trigger | # Emails | Purpose |
|----------|---------------|---------|----------|---------|
| 1 | [Sequence 1] | [Trigger] | [Count] | [Goal] |
| 2 | [Sequence 2] | [Trigger] | [Count] | [Goal] |
| 3 | [Sequence 3] | [Trigger] | [Count] | [Goal] |
| 4 | [Sequence 4] | [Trigger] | [Count] | [Goal] |
| 5 | [Sequence 5] | [Trigger] | [Count] | [Goal] |

### 4. Content Calendar

**Email Frequency:** [X emails per week/month]

**Content Mix:**
- [Content Type 1]: [%]
- [Content Type 2]: [%]
- [Content Type 3]: [%]
- [Content Type 4]: [%]

**Monthly Template:**
| Week | Value Email | Promotional Email | Other |
|------|-------------|-------------------|-------|
| Week 1 | [Topic] | [Offer] | - |
| Week 2 | [Topic] | [Offer] | Newsletter |
| Week 3 | [Topic] | [Offer] | - |
| Week 4 | [Topic] | [Offer] | - |

### 5. KPI Targets

| Metric | Industry Benchmark | Your Target | Review Frequency |
|--------|-------------------|-------------|------------------|
| Open Rate | 15-25% | 20% | Weekly |
| Click Rate | 2-5% | 3.5% | Weekly |
| Conversion Rate | 1-3% | 2% | Monthly |
| Unsubscribe Rate | <0.5% | <0.3% | Weekly |
| Bounce Rate | <2% | <1% | Monthly |
| [Industry-specific metric] | [Benchmark] | [Target] | [Frequency] |

### 6. Platform Setup Guide

[5-step setup guide specific to recommended platform]

### 7. 90-Day Implementation Roadmap

| Week | Milestone | Success Criteria |
|------|-----------|------------------|
| 1-2 | Foundation | Authentication verified, list imported, test email sent |
| 3-4 | First Sends | Welcome series live, first newsletter sent, open rate >15% |
| 5-6 | Automation #2 | Second sequence live, segments created, A/B test running |
| 7-8 | Optimization | Tests completed, deliverability >95%, content calendar set |
| 9-10 | Automation #3 | Third sequence live, triggers configured, personalization active |
| 11-12 | Review & Plan | KPI dashboard created, gaps identified, Q2 plan drafted |

### Next Steps

**Immediate Actions:**
1. Run `/email audit <domain>` to verify domain authentication
2. Run `/email sequence welcome` to design the welcome series
3. Set up platform account and complete domain configuration

**Week 1 Priority:**
- [ ] Configure SPF, DKIM, DMARC records
- [ ] Import and clean email list
- [ ] Design email template
- [ ] Send test email to verify deliverability

**Resources:**
- Platform setup guides in `references/mcp-integration.md`
- Compliance requirements in `/references/compliance.md`
- Benchmarks in `/references/benchmarks.md`

Quality Checks

Before delivering strategy:

1. Business type detected or confirmed (not assumed) 2. Industry template loaded and customized (not generic copy-paste) 3. Platform recommendation justified based on size, budget, needs 4. All 7 sections present with complete information 5. 90-day roadmap has specific, actionable milestones 6. KPI targets are realistic based on industry benchmarks 7. Next steps are clear and prioritized

Error Handling

• If business type unclear and no email-profile.md exists, ask user to specify
• If industry template doesn't match business perfectly, use closest match + customize
• If budget constraints mentioned, adjust platform recommendation
• If compliance region unknown, default to strictest (GDPR) and note assumption

Agency Email Strategy Template

Business Type Characteristics

• B2B service provider (marketing, design, development, consulting)
• High-ticket sales with long sales cycles (3-12 months)
• Relationship-based business (trust and credibility critical)
• Proposal-driven sales process
• Client retention more valuable than acquisition
• Thought leadership differentiates from competition

List Building Strategy

1. Case Studies and Thought Leadership

• Gated case studies on website
• Whitepapers, industry reports, guides
• Demonstrate expertise and results

2. Webinars and Workshops

• Educational webinars on industry topics
• Live Q&A sessions with experts
• Follow-up sequence to nurture attendees

3. Speaking Events and Conferences

• Collect business cards at events
• Presentation downloads require email
• Post-event follow-up sequence

4. Referrals and Introductions

• Existing clients refer new prospects
• Partners and vendors introduce contacts
• LinkedIn connections to email list

5. Content Marketing

• Blog with email subscription CTA
• LinkedIn articles with newsletter promotion
• Industry insights and trend analysis

Segmentation Plan

Priority Automation Sequences

1. Welcome/Credibility Series (4-5 emails)

Trigger: Email signup (website, event, referral) Goal: Establish expertise, build trust, position as authority

• Email 1 (immediate): Welcome, who you are, what you do, who you serve
• Email 2 (day 2): Origin story (why you started the agency, your mission)
• Email 3 (day 5): Case study #1 (impressive results, client testimonial)
• Email 4 (day 8): Case study #2 (different industry or service)
• Email 5 (day 12): How to work with you (process, pricing, next steps)

2. Case Study Drip (6-10 emails)

Trigger: After welcome series OR for engaged prospects Goal: Demonstrate results over time, showcase range of expertise

• Weekly drip of best case studies
• Format: Challenge-Solution-Results
• Include metrics (ROI, growth %, time saved)
• Rotate industries and service types
• End with CTA to schedule consultation

3. Proposal Follow-Up (3-5 emails)

Trigger: Proposal sent (manual tag or CRM integration) Goal: Nurture decision-making, address objections, close deal

• Email 1 (1 day after proposal): "Did you receive the proposal?" + offer to discuss
• Email 2 (3 days): Social proof (similar client success story)
• Email 3 (7 days): Objection handling (FAQ, risk reversal, guarantee)
• Email 4 (10 days): Urgency (limited availability, seasonal opportunity)
• Email 5 (14 days): Final check-in, offer alternative (smaller scope, phased approach)

4. Client Onboarding (3-4 emails)

Trigger: Contract signed, project start Goal: Set expectations, gather information, build relationship

• Email 1 (immediate): Welcome to the team, what to expect, timeline
• Email 2 (day 2): Onboarding questionnaire, access setup, kickoff meeting details
• Email 3 (day 5): Kickoff meeting recap, next steps, point of contact
• Email 4 (30 days): First check-in, progress update, feedback request

5. Quarterly Business Review (QBR) Sequence (2-3 emails)

Trigger: Every 90 days for active clients Goal: Retain clients, identify upsell opportunities, gather testimonials

• Email 1 (90 days): QBR invitation, schedule meeting
• Email 2 (7 days before QBR): Preparation checklist, questions to consider
• Email 3 (post-QBR): Meeting recap, action items, next quarter plan

Content Calendar

Email Frequency: 1/week for prospects, 1/month for clients

Content Mix:

• Case Studies: 30% (results-focused, client testimonials)
• Industry Insights: 30% (trends, analysis, predictions)
• Thought Leadership: 25% (original perspectives, frameworks, methodologies)
• Company News: 15% (team updates, awards, new services, events)

Monthly Template:

Quarterly Campaigns:

• Q1: Planning and goal-setting resources
• Q2: Mid-year strategy review, optimization tips
• Q3: Prepare for busy season (Q4), scaling resources
• Q4: Year-in-review, planning for next year, thank you

Platform Recommendations

Best for Agencies: HubSpot or ActiveCampaign

HubSpot ($800+/month for Marketing Hub Professional)

• Pros: Full CRM integration, sales pipeline, deal tracking, comprehensive
• Cons: Expensive, overkill for small agencies

ActiveCampaign ($49-150/month for 500-5000 contacts)

• Pros: Powerful automation, CRM integration, lead scoring, affordable
• Cons: Steeper learning curve than simple email tools

Alternative: Mailchimp (affordable, CRM features in higher tiers)

Must-Have Integration: CRM (HubSpot, Pipedrive, Salesforce) to track deals, proposals, client stages

KPI Targets

Key Metrics to Track:

• Lead source (which channels drive best prospects)
• Time-to-close (from lead to signed contract)
• Client lifetime value
• Referral conversion rate (referred leads close rate)

Thought Leadership Strategies

Agencies win on expertise, not price. Email is key channel for demonstrating thought leadership.

1. Industry Analysis

• Quarterly trend reports
• Annual state-of-industry analysis
• Data-driven insights (surveys, research)

2. Original Frameworks

• Proprietary methodologies
• Unique approaches to common problems
• Visual frameworks (diagrams, templates)

3. Behind-the-Scenes

• How you approach projects
• Lessons learned from failures
• Internal processes and tools

4. Predictions and Hot Takes

• Industry predictions (where things are headed)
• Controversial opinions (backed by data/experience)
• Challenges to conventional wisdom

5. Client Spotlights

• Deep-dive case studies
• Client interviews (co-created content)
• Before-and-after transformations

Proposal Follow-Up Best Practices

Long sales cycles require persistent, value-add follow-up.

Timing:

• Day 1: Confirmation email (did you receive it?)
• Day 3: Social proof (case study)
• Day 7: Objection handling (address concerns)
• Day 10: Urgency (availability, opportunity)
• Day 14: Alternative offer (smaller scope, phased)

Content:

• Never just "checking in" (always add value)
• Share relevant case study or insight
• Address specific objections (pricing, timeline, scope)
• Offer alternatives (phased approach, smaller pilot)

Multi-Channel:

• Email + LinkedIn message
• Email + phone call
• Email + video message (Loom, Vidyard)

Client Retention Strategies

Acquiring new clients costs 5-10x more than retaining existing ones.

1. Quarterly Business Reviews (QBRs)

• Schedule every 90 days
• Review performance, results, ROI
• Identify opportunities, challenges, roadmap

2. Proactive Communication

• Monthly updates (even if no major news)
• Industry insights relevant to their business
• Early access to new services or beta features

3. Surprise and Delight

• Unexpected value adds (bonus deliverables)
• Personalized recommendations
• Holiday gifts or thank-you notes

4. Upsell and Cross-Sell

• Identify adjacent needs (related services)
• Gradual expansion (pilot new service area)
• Bundle services (discounted package)

5. Referral Program

• Incentivize client referrals (discount, bonus services)
• Make it easy (referral link, one-click introduction)
• Thank publicly (testimonial, case study, social shoutout)

Compliance Notes

• CAN-SPAM (US): Physical address, unsubscribe link
• GDPR (EU): Explicit opt-in for B2B contacts (business cards = legitimate interest, but best practice is re-permission email)
• CASL (Canada): Express or implied consent (existing business relationship = implied for 2 years)

Best Practices

1. Personalization: Use company name, industry, specific pain points 2. Segmentation: Treat prospects, clients, partners differently 3. Value-First: Every email should add value (insight, case study, tool) 4. Thought Leadership: Position as expert, not vendor 5. Long-Term Nurture: B2B sales take months; stay top-of-mind without being pushy 6. Multi-Stakeholder: B2B decisions involve multiple people; provide shareable content 7. Mobile-Optimized: 40-50% of B2B emails opened on mobile 8. Clear CTAs: Schedule call, download case study, reply with question 9. Social Proof: Client logos, testimonials, industry recognition 10. CRM Integration: Track email engagement in CRM (lead scoring, deal stage updates)

Creator/Newsletter Email Strategy Template

Business Type Characteristics

• Content creation as core business
• Audience building via newsletter
• Monetization through subscriptions, sponsorships, products, courses
• Personal brand and authenticity critical
• Direct relationship with audience (no algorithm)
• Consistency and quality determine growth

List Building Strategy

1. Content Upgrades

• Bonus content for email signup (cheat sheets, templates, extended versions)
• Embed in blog posts, YouTube descriptions, podcast show notes
• Specific to content topic (high conversion)

2. Lead Magnets

• Free guides, ebooks, templates, toolkits
• Solve specific problem for target audience
• Promote on social media, website, content platforms

3. Social Media CTAs

• Link in bio to newsletter signup
• Pin tweet/post with signup link
• Stories/Reels CTA to email list
• Platform-specific landing pages (track sources)

4. Collaborations and Cross-Promotions

• Guest appearances on other newsletters/podcasts
• Newsletter swaps (feature each other)
• Co-created content with CTA to both lists

5. Paid Newsletter Tier

• Free tier for audience building
• Paid tier for premium content ($5-50/month)
• Platforms: Substack, Beehiiv, Kit.com, Ghost

Segmentation Plan

Priority Automation Sequences

1. Welcome Series (5-7 emails)

Trigger: Email signup Goal: Introduce yourself, set expectations, build relationship, surface best content

• Email 1 (immediate): Welcome, who you are, what to expect (frequency, content type)
• Email 2 (day 1): Your story (why you create, your mission, authenticity)
• Email 3 (day 3): Best piece of content #1 (most popular or foundational)
• Email 4 (day 5): Best piece of content #2 (different format or topic)
• Email 5 (day 7): Best piece of content #3 (showcase range)
• Email 6 (day 10): How they can support you (paid tier, share, engage)
• Email 7 (day 14): What's next (upcoming content, community, call to action)

Personalization: Segment by signup source (social platform, topic interest, content type)

2. Content Drip (Best-of Archive)

Trigger: After welcome series completes OR for dormant subscribers Goal: Surface evergreen content, demonstrate value, re-engage

• Weekly drip of top 10-20 pieces of content
• Mix formats (articles, videos, podcasts, threads)
• Add new commentary or updates to each piece
• Ends with CTA to paid tier or product

3. Monetization Sequence (Product/Course Launch)

Trigger: Product launch campaign (manual start) Goal: Convert free subscribers to paying customers

• Email 1: Problem identification (pain point)
• Email 2: Your solution (product/course overview)
• Email 3: Social proof (testimonials, case studies, early results)
• Email 4: Objection handling (FAQ, risk reversal)
• Email 5: Urgency (limited spots, deadline, bonus expiring)
• Email 6: Last call (final chance, FOMO)

Timing: 5-7 days for short launch, 10-14 days for major launch

4. Re-engagement/Win-Back (3-4 emails)

Trigger: 30 days no opens OR 60 days no engagement Goal: Re-activate dormant subscribers or clean list

• Email 1: "Are you still interested?" + value reminder
• Email 2: Best content since they last engaged
• Email 3: "What do you want to see?" + survey or reply ask
• Email 4: Breakup email ("We'll unsubscribe you unless you click this link")

List Hygiene: Unsubscribe non-responders after 4th email (improve deliverability)

5. Referral/Growth Loop (1-2 emails)

Trigger: Paid subscriber OR highly engaged free subscriber Goal: Grow list through word-of-mouth

• Email 1: "Love the newsletter? Share with a friend" + unique referral link
• Email 2: Referral incentive (free month, exclusive content, swag for X referrals)

Platforms: Beehiiv has built-in referral program, SparkLoop for others

Content Calendar

Email Frequency: 1-3 emails per week (consistency is key)

Weekly Frequency Options:

• 1/week: Deep-dive long-form newsletter (Sunday mornings popular)
• 2/week: Main newsletter + quick update or curated links
• 3/week: Mon (industry news), Wed (original content), Fri (community/personal)
• Daily: Short, focused emails (difficult to sustain, high value required)

Content Mix:

• Original Content: 60% (essays, analysis, stories, insights)
• Curated Content: 20% (links, commentary, recommendations)
• Personal Stories: 10% (behind-the-scenes, lessons, authenticity)
• Promotions: 10% (paid tier, products, affiliates, sponsors)

Content Frameworks:

1. Problem-Solution-Insight:

• Identify problem reader faces
• Share solution (your experience or research)
• Unique insight or takeaway

2. Story-Lesson:

• Personal story or case study
• Extract universal lesson
• How reader can apply it

3. Curation-Commentary:

• Share 3-5 links on theme
• Add your take on each
• Synthesize into bigger idea

4. Behind-the-Scenes:

• Revenue numbers, growth stats
• What's working, what's not
• Lessons learned, experiments

Platform Recommendations

Best for Creators: Kit.com (ConvertKit), Beehiiv, or Substack

Kit.com (ConvertKit) ($0-29/month for 0-1000, $49+ for 3000+)

• Pros: Built for creators, visual automation builder, landing pages, free tier
• Cons: Limited design customization, expensive at scale

Beehiiv ($0-99/month based on subscribers)

• Pros: Built-in referral program, monetization tools, analytics, beautiful templates
• Cons: Newer platform, fewer integrations

Substack (Free, 10% of paid subscriptions)

• Pros: Zero setup, discoverability (Substack network), simple, owned audience
• Cons: 10% fee on paid subs, limited customization, platform risk

Ghost ($9-199/month self-hosted or managed)

• Pros: Full ownership, powerful editor, membership tiers, open source
• Cons: Technical setup, hosting required (if self-hosted)

Alternative: MailerLite (affordable, solid features, free tier)

KPI Targets

Key Metrics to Track:

• Subscriber growth by source (social, referral, content)
• Content performance (open rate by topic, click rate by format)
• Paid conversion rate (free to paid tier)
• Churn rate (paid cancellations)

Monetization Strategies

1. Paid Newsletter Tier:

• Free tier: 1-2 emails/week, core content
• Paid tier: 3-5 emails/week, premium content, community access
• Pricing: $5-15/month or $50-150/year

2. Sponsorships:

• Brands pay for placement in newsletter (CPM: $20-100 per 1000 subscribers)
• Disclosure required, only promote relevant products
• Platforms: Paved, Swapstack, direct outreach

3. Digital Products:

• Ebooks, templates, toolkits, swipe files
• One-time purchase ($10-100)
• Promoted to email list with launch sequence

4. Courses:

• Cohort-based or self-paced online courses
• Pricing: $100-2000 depending on depth
• Email list is primary sales channel

5. Coaching/Consulting:

• 1-on-1 or group coaching
• High-ticket ($500-5000+)
• Promoted to engaged subscribers

6. Affiliate Marketing:

• Promote tools/products you use
• Earn commission on sales (10-30%)
• Disclosure required, only promote what you genuinely use

Growth Tactics

1. Referral Program:

• Incentivize subscribers to share (Beehiiv built-in, SparkLoop for others)
• Rewards: Free month, exclusive content, swag, shoutout

2. Cross-Promotions:

• Partner with similar-sized creators
• Feature each other in newsletters
• Co-create content

3. Social Media Teasers:

• Share snippets from newsletter on Twitter, LinkedIn, Instagram
• CTA to read full version via email signup
• Platform-specific landing pages to track sources

4. Guest Appearances:

• Podcasts, YouTube channels, other newsletters
• Always include CTA to your newsletter

5. Content Repurposing:

• Turn newsletter into Twitter thread, LinkedIn post, Instagram carousel
• Amplify reach, drive signups from multiple platforms

Compliance Notes

• CAN-SPAM (US): Physical address, unsubscribe link
• GDPR (EU): Explicit opt-in, data processing transparency
• FTC Disclosure: Clearly disclose sponsorships, affiliate links

Best Practices

1. Consistency: Publish on same day/time each week (train audience) 2. Voice/Authenticity: Write like you talk, be yourself, share personal stories 3. Subject Lines: Curiosity + clarity (not clickbait, deliver on promise) 4. Mobile-First: 60-70% read on mobile, short paragraphs, scannable 5. One CTA: Don't overwhelm with links, guide reader to one action 6. Reply-To: Use real email, encourage replies (builds relationship) 7. Archives: Public archive on website (SEO, discoverability) 8. Welcome Email: First impression matters, set expectations clearly 9. Referrability: Make it easy to share (forward-to-friend link, social share buttons) 10. Experimentation: Try different formats, topics, send times (learn from data)

E-commerce Email Strategy Template

Business Type Characteristics

• Product catalog with inventory management
• Shopping cart and checkout process
• Order fulfillment and shipping
• Repeat purchase opportunity
• Seasonal sales cycles
• Revenue directly attributed to email

List Building Strategy

1. Exit-Intent Popup

• Trigger when user moves to close tab
• Offer: 10-15% discount on first purchase
• Capture email, optional SMS for order updates
• Conversion rate: 2-5% of visitors

2. Purchase Capture

• Automatic list add at checkout
• Optional newsletter opt-in (pre-checked or checkbox)
• Trigger post-purchase sequence

3. Content Marketing

• Product guides, style guides, how-to content
• Gated content (free shipping code, exclusive access)
• Build audience before they're ready to buy

4. Referral Program

• Incentivize customers to refer friends
• Dual reward (referrer gets credit, referee gets discount)
• Track via unique referral links

5. Social Media Contests

• Giveaways requiring email entry
• Instagram/Facebook contest with email capture
• Build excitement around product launches

Segmentation Plan

Priority Automation Sequences

1. Abandoned Cart Recovery (3-4 emails)

Trigger: Item added to cart, no purchase within 1-4 hours Goal: Recover lost revenue (average 10-30% recovery rate)

• Email 1 (1 hour): "You left something behind" + cart contents
• Email 2 (24 hours): Social proof (reviews, testimonials) + urgency
• Email 3 (48 hours): Incentive (10% off, free shipping)
• Email 4 (72 hours - optional): Last chance, scarcity (low stock)

Optimization:

• Include product images, prices, direct cart link
• Test incentive timing (email 2 vs. email 3)
• Exclude if order completed (real-time check)

2. Welcome + First Purchase (4-5 emails)

Trigger: Email signup (popup, account creation) Goal: Convert subscriber to customer, set expectations

• Email 1 (immediate): Welcome + discount code (10-15% off)
• Email 2 (day 2): Best-sellers, social proof
• Email 3 (day 4): Customer testimonials, UGC (user-generated content)
• Email 4 (day 7): Reminder of discount expiration
• Email 5 (day 10): Final call, alternative offer (free shipping)

3. Post-Purchase Nurture (3-5 emails)

Trigger: Order placed Goal: Build loyalty, request review, drive repeat purchase

• Email 1 (immediate): Order confirmation (transactional)
• Email 2 (shipping): Shipping notification + tracking (transactional)
• Email 3 (delivery + 3 days): "How do you like it?" + review request
• Email 4 (delivery + 7 days): Cross-sell recommendations (based on purchase)
• Email 5 (delivery + 14 days): Loyalty program invite or referral ask

4. Win-Back Campaign (3-4 emails)

Trigger: 60-90 days since last purchase Goal: Re-engage dormant customers

• Email 1 (60 days): "We miss you" + new arrivals since last visit
• Email 2 (75 days): Customer testimonials, social proof
• Email 3 (90 days): Strong incentive (20-25% off, free shipping)
• Email 4 (120 days): Last chance before suppression

5. Cross-Sell/Upsell (2-3 emails)

Trigger: Purchase of specific product category Goal: Increase average order value, product discovery

• Email 1 (7 days post-purchase): "Complete the look" or "You might also like"
• Email 2 (14 days): Bundle offer (discount for multiple items)
• Email 3 (30 days): Seasonal or trending products

Personalization: Use collaborative filtering (customers who bought X also bought Y)

Content Calendar

Email Frequency: 3-4 emails per week (e-commerce has higher tolerance)

Content Mix:

• Promotional: 40% (sales, discounts, limited-time offers)
• New Arrivals: 25% (product launches, restocks, seasonal collections)
• Educational: 20% (how-to, style guides, product care)
• UGC/Reviews: 15% (customer photos, testimonials, social proof)

Weekly Template:

Seasonal Calendar:

• January: New Year, resolutions, winter clearance
• February: Valentine's Day (gifts, self-care)
• March: Spring arrivals, Easter
• April: Spring sale, Earth Day
• May: Mother's Day, Memorial Day sale
• June: Father's Day, summer collection
• July: Independence Day, mid-summer sale
• August: Back-to-school, end-of-summer clearance
• September: Fall arrivals, Labor Day sale
• October: Halloween, fall sale
• November: Black Friday/Cyber Monday (mega sale)
• December: Holiday gift guides, last-minute shipping deadlines

Platform Recommendations

Best for E-commerce: Klaviyo or Omnisend

Klaviyo ($20-150/month for 500-5000 contacts)

• Pros: Built for e-commerce, revenue attribution, product recommendations
• Cons: Expensive at scale, learning curve

Omnisend ($16-99/month for 500-5000 contacts)

• Pros: Omnichannel (email + SMS), pre-built workflows, affordable
• Cons: Fewer integrations than Klaviyo

Alternative: Mailchimp (basic e-commerce features, affordable)

Integration: Must integrate with e-commerce platform (Shopify, WooCommerce, BigCommerce)

KPI Targets

Key Metrics to Track:

• Revenue attributed to email (by campaign and overall)
• Average order value (email-driven vs. site average)
• Product affinity (which products drive repeat purchases)
• Customer lifetime value (email subscribers vs. non-subscribers)

Dynamic Content and Personalization

E-commerce thrives on personalization. Use these tactics:

1. Product Recommendations:

• Based on browse history
• Based on purchase history
• Collaborative filtering (customers who bought X also bought Y)

2. Dynamic Discount Codes:

• Unique codes per customer (track usage, prevent sharing)
• Tiered discounts (VIP gets 20%, others get 10%)

3. Abandoned Browse:

• Track products viewed but not added to cart
• Send "Still interested?" email with viewed products

4. Inventory Alerts:

• "Back in stock" for wishlisted items
• "Low stock" urgency for cart items

5. Birthday/Anniversary:

• Birthday discount (if birth date collected)
• Anniversary of first purchase

Revenue Attribution

E-commerce emails should be measured by revenue impact, not just opens/clicks.

Attribution Models:

• Last-Click: Email gets credit if it's the last touchpoint before purchase
• First-Click: Email gets credit if it's the first touchpoint
• Multi-Touch: Distribute credit across all touchpoints

Klaviyo Revenue Metrics:

• Attributed revenue (purchases within 5 days of email click)
• Placed order rate (% who purchased after email)
• Revenue per recipient (total revenue / total recipients)

Compliance Notes

• CAN-SPAM (US): Physical address, unsubscribe link
• GDPR (EU): Explicit opt-in, right to erasure
• Pre-Checked Boxes: Illegal in EU, allowed in US (but use cautiously)
• Transactional Emails: Order confirmations, shipping updates (exempt from marketing rules)

Best Practices

1. Product Images: Always include high-quality product images 2. Clear Pricing: Show prices, discounts, savings (build trust) 3. Mobile-First: 60-70% of e-commerce emails opened on mobile 4. Urgency/Scarcity: Limited-time offers, low stock alerts (increase conversions) 5. Social Proof: Reviews, ratings, customer photos (build trust) 6. Free Shipping: Highlight free shipping thresholds prominently 7. Easy Checkout: Direct cart links, one-click checkout (reduce friction) 8. A/B Testing: Test product order, image size, CTAs (data-driven optimization) 9. Segmentation: Don't send men's products to women (unless unisex), etc. 10. Lifecycle Stage: Treat first-time buyers differently than VIPs

Generic Email Strategy Template

Overview

This is a fallback template for businesses that don't fit clearly into local-business, SaaS, e-commerce, creator, or agency categories, or for personal email lists.

Use this when:

• Business type is unclear or hybrid
• Personal newsletter or side project
• Testing email marketing before committing to specific strategy
• Starting with minimal resources and growing over time

List Building Strategy

1. Website Signup Form

• Prominent form on homepage, about page, blog
• Clear value proposition (what they'll get)
• Minimal friction (just email, maybe name)

2. Social Media Links

• Link in bio on all platforms
• Regular CTAs in posts to join email list
• Platform-specific landing pages to track sources

3. Content Marketing

• Blog posts with inline and end-of-post CTAs
• Lead magnets (free guide, checklist, template)
• Gated content for premium resources

4. Referrals and Word-of-Mouth

• Ask existing subscribers to share
• Include "forward to a friend" link in emails
• Social share buttons in emails

5. Offline Capture

• Business cards with QR code
• Speaking events, networking
• Print materials with signup URL

Segmentation Plan

Start simple, expand over time.

Future Segmentation Ideas:

• By signup source (social platform, website, event)
• By interest/topic (if collecting preferences)
• By engagement level (opens, clicks, replies)
• By action taken (purchased, downloaded, attended)

Priority Automation Sequences

1. Welcome Series (3-5 emails)

Trigger: Email signup Goal: Introduce yourself/brand, set expectations, build relationship

• Email 1 (immediate): Welcome, who you are, what to expect (frequency, content)
• Email 2 (day 2): Your story or mission (why you do what you do)
• Email 3 (day 5): Value demonstration (best content, testimonial, resource)
• Email 4 (day 10 - optional): How to get the most value (preferences, actions)
• Email 5 (day 14 - optional): Call to action (follow on social, buy, refer)

2. Nurture Sequence (Optional)

Trigger: After welcome series Goal: Continue delivering value, build trust

• Weekly or bi-weekly emails with best content
• Mix of educational, entertaining, promotional (80/20 rule)
• Encourage engagement (replies, social follows, shares)

3. Re-engagement Sequence (3 emails)

Trigger: 30-60 days no opens Goal: Win back attention or clean list

• Email 1: "Are you still interested?" + value reminder
• Email 2: Best content since they last engaged
• Email 3: Breakup email ("Click here to stay subscribed, or we'll remove you")

Content Calendar

Email Frequency: 1 email per week (consistency over volume)

Content Mix:

• Value-add/Educational: 80% (tips, insights, how-to, stories)
• Promotional: 20% (products, services, offers, asks)

Weekly Template:

Content Ideas:

• Share what you're learning
• Behind-the-scenes of your work/life
• Tips and how-to guides
• Book/article/tool recommendations
• Personal stories and lessons
• Industry news and commentary
• Q&A or reader questions
• Monthly roundup of best content

Platform Recommendations

Best for Beginners: Mailchimp Free Tier or MailerLite Free

Mailchimp Free (0-500 subscribers, 1000 emails/month)

• Pros: Easy to use, good templates, generous free tier
• Cons: Branding on emails, limited automation on free tier

MailerLite Free (0-1000 subscribers, 12K emails/month)

• Pros: More generous free tier, unlimited emails, automation included
• Cons: Fewer integrations than Mailchimp

Upgrade Path:

• Under 1000 subs: Stay on free tier
• 1000-5000 subs: Mailchimp or MailerLite paid ($10-30/month)
• 5000+ subs: Consider industry-specific platform (Kit.com for creators, ActiveCampaign for automation)

KPI Targets

Start with basic metrics, expand as you grow.

Track Weekly:

• Number of new subscribers
• Open rate of latest email
• Click rate (if applicable)

Track Monthly:

• Overall list growth
• Average open rate
• Top-performing emails (by opens, clicks, replies)
• Unsubscribe trends

Strategy Progression

As your email list grows, evolve strategy:

Phase 1: 0-500 Subscribers (Focus: Consistency)

• Send 1 email per week on consistent schedule
• Welcome series only (3 emails)
• Minimal segmentation (just new vs. existing)
• Focus on quality content, building habit

Phase 2: 500-2000 Subscribers (Focus: Engagement)

• Add segmentation (engaged vs. dormant)
• A/B test subject lines
• Re-engagement sequence for dormant
• Track content performance, double-down on winners

Phase 3: 2000+ Subscribers (Focus: Optimization)

• Advanced segmentation (interests, behavior)
• Multiple content tracks for different segments
• Revenue attribution (if selling products/services)
• Platform upgrade if needed (more features, integrations)

Compliance Notes

• CAN-SPAM (US): Physical address in footer, unsubscribe link
• GDPR (EU): Explicit opt-in, privacy policy, right to erasure
• Best Practice: Double opt-in (confirm subscription via email) to reduce spam complaints

Best Practices

1. Consistency: Same day and time each week (train audience) 2. Subject Lines: Clear and honest (no clickbait, deliver on promise) 3. Personalization: Use subscriber's name if collected 4. Mobile-First: 60%+ of emails opened on mobile 5. One CTA: Guide reader to single action (don't overwhelm) 6. Reply-To: Use real email address, encourage replies 7. Unsubscribe: Make it easy (builds trust, improves deliverability) 8. Value First: 80% value, 20% promotion (build trust before asking) 9. Story-Driven: People remember stories more than facts 10. Test and Learn: A/B test subject lines, send times, content types

Starting Checklist

• [ ] Choose email platform (Mailchimp or MailerLite free tier)
• [ ] Create signup form on website
• [ ] Write welcome email (set expectations)
• [ ] Draft first 3-5 emails (get ahead)
• [ ] Set weekly send schedule (pick day and time)
• [ ] Add unsubscribe link and physical address to template
• [ ] Send first email to test deliverability
• [ ] Promote signup on social media

Growth Tactics

• Social media CTAs: Regular posts promoting email signup
• Content upgrades: Bonus content for email subscribers
• Cross-promotions: Partner with similar creators/businesses
• Guest appearances: Podcasts, guest posts, interviews
• Referral asks: Encourage sharing with friends
• Offline promotion: Business cards, networking events
• Consistent value: Best marketing is great content

Next Steps

Once you've established a consistent email habit and grown to 500-1000 subscribers, revisit the industry-specific templates:

• If selling products online → E-commerce template
• If offering services → Agency template
• If creating content for living → Creator template
• If building software → SaaS template
• If serving local customers → Local Business template

Local Business Email Strategy Template

Business Type Characteristics

• Physical location(s) with service area
• Appointment-based or walk-in customers
• Reviews and reputation critical
• Foot traffic and local search visibility
• Repeat business and word-of-mouth referrals
• Seasonal variations in demand

List Building Strategy

1. QR Code on Receipts

• Add QR code to printed receipts
• Link to signup landing page with incentive
• Track conversions with UTM parameters

2. Signup at Checkout

• iPad/tablet at checkout counter
• Incentive: 10-15% off next visit, exclusive offers
• Capture: email, phone (for SMS), birthday (optional)

3. WiFi Login Portal

• Require email for guest WiFi access
• One-time signup, auto-reconnect on return visits
• Compliance: explicit opt-in checkbox for marketing emails

4. Google Business Profile

• Add newsletter CTA to business description
• Link to signup form in posts and updates
• Feature email signup in photos (signage, window cling)

5. In-Store Signage

• Window clings, table tents, counter signs
• Clear value proposition (exclusive deals, early access)
• Short URL or QR code for mobile signup

Segmentation Plan

Priority Automation Sequences

1. Welcome Series (3-4 emails)

Trigger: Email signup Goal: Introduce business, set expectations, drive first visit

• Email 1 (immediate): Welcome + incentive (10-15% off)
• Email 2 (day 3): Brand story, what makes you different
• Email 3 (day 7): Customer testimonials, social proof
• Email 4 (day 14): Reminder of incentive expiration (if not used)

2. Review Request Sequence (1-2 emails)

Trigger: Visit/purchase (timing varies by industry) Goal: Gather positive reviews, address issues privately

Timing by Industry:

• Restaurant: 24 hours after visit (meal fresh in memory)
• Salon/Spa: Same day after appointment (same-day freshness)
• Home Services: 24-48 hours (project completion confirmation)
• Retail: 3-5 days (product usage time)
• Auto Services: 1-2 days (service quality check)

Flow:

• Email 1: "How was your experience?" (link to review platforms)
• Email 2 (if no response): Gentle reminder with incentive for review

3. Appointment Reminder Sequence (2-3 emails)

Trigger: Appointment scheduled Goal: Reduce no-shows, improve show-up rate

• Email 1 (7 days before): Appointment confirmation, add to calendar
• Email 2 (24 hours before): Reminder with directions, parking, prep instructions
• Email 3 (2 hours before - optional): Final reminder (SMS may be better)

4. Birthday/Loyalty Sequence (1-2 emails)

Trigger: Birthday (if collected) or anniversary of first visit Goal: Build relationship, drive visit with special offer

• Email 1 (birthday): Personalized greeting + gift (free item, discount)
• Email 2 (1 year anniversary): Thank you + loyalty reward

5. Re-engagement/Win-Back Sequence (3-4 emails)

Trigger: 60-90 days no visit Goal: Bring back lapsed customers

• Email 1 (60 days): "We miss you" + small incentive
• Email 2 (75 days): "What can we do better?" + survey
• Email 3 (90 days): Stronger incentive (20-25% off, BOGO)
• Email 4 (120 days): Last chance offer before archive

Content Calendar

Email Frequency: 1-2 emails per week maximum

Content Mix:

• Tips/Advice: 40% (how-to, industry tips, seasonal advice)
• Promotions: 30% (limited-time offers, new services, events)
• News/Updates: 20% (new hours, staff, menu/service changes)
• Community: 10% (local events, charity, customer spotlights)

Monthly Template:

Seasonal Calendar:

• January: New Year goals, resolutions, fresh starts
• February: Valentine's Day (romance, self-care, gifts)
• March: Spring cleaning, refresh, renewal
• April: Spring promotions, Easter, outdoor season prep
• May: Mother's Day, graduation, summer prep
• June: Father's Day, summer kickoff, vacation season
• July: Independence Day, mid-summer events
• August: Back-to-school, end of summer, fall prep
• September: Fall season, labor day, autumn activities
• October: Halloween, fall festivals, holiday prep
• November: Thanksgiving, gratitude, holiday shopping
• December: Holiday season, gift guides, year-end thanks

Platform Recommendations

Best for Local Business: Mailchimp or MailerLite

Mailchimp ($13-45/month for 500-5000 contacts)

• Pros: Easy to use, robust automation, pre-built templates
• Cons: Price increases with list size, some features paywalled

MailerLite ($10-30/month for 500-5000 contacts)

• Pros: Affordable, unlimited emails, drag-and-drop builder
• Cons: Fewer integrations than Mailchimp

Alternative: Constant Contact (good for events, local businesses)

KPI Targets

Key Metrics to Track:

• Offer redemption rate (track with unique codes)
• Review submission rate (post-visit emails)
• Appointment no-show rate (pre/post reminders)
• Repeat visit rate (customer lifetime value)

Compliance Notes

• CAN-SPAM (US): Physical address in footer, clear unsubscribe
• CASL (Canada): Express consent required at signup
• SMS Compliance: If collecting phone for SMS, separate opt-in required

Best Practices

1. Keep it Local: Reference local events, weather, community news 2. Personalization: Use first name, reference past visits/purchases 3. Mobile-Optimized: 60-70% of local business emails opened on mobile 4. Clear CTAs: Phone number (click-to-call), directions (Google Maps), book online 5. Timely Sending: Send during business decision times (Tuesday-Thursday, 9am-11am) 6. Avoid Over-Emailing: 1-2/week max; locals will unsubscribe if too frequent 7. Highlight Reviews: Feature positive reviews in emails (social proof) 8. Staff Features: Introduce team members (builds personal connection) 9. Behind-the-Scenes: Show personality (kitchen, workshop, process) 10. Community Involvement: Highlight charity work, local partnerships, events

SaaS Email Strategy Template

Business Type Characteristics

• Software product with subscription model
• Free trial or freemium tier
• Feature adoption critical to retention
• Onboarding determines long-term success
• Usage-based segmentation
• High customer lifetime value, sensitive to churn

List Building Strategy

1. Free Trial Signup

• Automatic list add on trial start
• Capture: email, company name, role, use case
• Trigger onboarding sequence immediately

2. Content Marketing Lead Magnets

• Guides, templates, tools, calculators
• Gated content on blog and resource center
• Nurture toward trial signup

3. Webinars and Product Demos

• Live demos with Q&A
• On-demand webinar recordings
• Follow-up sequence to convert to trial

4. Product Updates Blog

• Email subscription for changelog/updates
• Capture non-customers (future pipeline)
• Nurture with feature announcements

5. Referral Program

• Incentivize existing users to refer
• Dual incentive (referrer + referee)
• Track via unique referral links

Segmentation Plan

Priority Automation Sequences

1. Onboarding/Feature Adoption (7-14 emails)

Trigger: Trial signup or paid account creation Goal: Drive activation, reduce time-to-value, prevent early churn

Trial Onboarding (14-day trial example):

• Day 0 (immediate): Welcome, login credentials, quick start guide
• Day 1: First core feature walkthrough (high-impact, easy win)
• Day 2: Second core feature tutorial
• Day 3: Integration setup guide (if applicable)
• Day 5: Customer success story (similar use case)
• Day 7: Mid-trial check-in, offer demo/support
• Day 10: Advanced feature highlight
• Day 12: Trial ending soon, upgrade benefits
• Day 14: Last day urgency, special offer

Behavioral Triggers:

• If feature X not used by day 3 → send feature X tutorial
• If no login in 48 hours → re-engagement email
• If completed key action → congratulations + next step

2. Trial-to-Paid Conversion (3-5 emails)

Trigger: Trial days 7-14 Goal: Convert trial users to paid subscribers

• Email 1 (day 7): Value recap, customer testimonial
• Email 2 (day 10): Pricing plans explained, ROI calculator
• Email 3 (day 12): Limited-time discount or bonus
• Email 4 (day 13): Urgency (trial ending tomorrow)
• Email 5 (day 14): Final call (trial ends today)

Key Metric: Trial-to-paid conversion rate (target: 10-25% depending on product)

3. Feature Announcement (1-2 emails)

Trigger: New feature launch Goal: Drive adoption of new feature, demonstrate innovation

• Email 1 (launch day): "Introducing [Feature]" with demo video
• Email 2 (7 days later): Use case spotlight, power user testimonial

Segmentation: Only send to users who would benefit (don't spam all users)

4. NPS/Feedback Collection (1-2 emails)

Trigger: 30-day, 90-day, annual milestones OR at-risk signal Goal: Gather insights, reduce churn, identify advocates

• Email 1: NPS survey (0-10 scale: "How likely to recommend?")
• Email 2 (detractors 0-6): "What can we do better?" + support offer
• Email 2 (promoters 9-10): "Thanks! Mind leaving a review?" + referral ask

5. Churn Prevention (3-5 emails)

Trigger: Low usage (7-14 days no login) OR support ticket spike OR downgrade Goal: Prevent cancellation, re-engage user, identify issues

• Email 1: "We noticed you haven't logged in" + value reminder
• Email 2: "Need help getting started?" + training resources
• Email 3: "Let's talk" + offer 1-on-1 call with customer success
• Email 4: Special retention offer (discount, extended trial)
• Email 5 (if cancelled): Win-back with survey + major incentive

Content Calendar

Email Frequency: 1-2 emails per week (excluding onboarding sequences)

Content Mix:

• Product Updates: 30% (new features, improvements, roadmap)
• Educational: 30% (how-to guides, webinars, best practices)
• Case Studies: 20% (customer success stories, use cases)
• Announcements: 20% (company news, integrations, events)

Monthly Template:

Quarterly Campaigns:

• Q1: New Year goal-setting, planning resources
• Q2: Mid-year optimization, productivity tips
• Q3: Prepare for busy season, scaling resources
• Q4: Year-end review, planning for next year

Platform Recommendations

Best for SaaS: ActiveCampaign, Customer.io, or Intercom

ActiveCampaign ($49-150/month for 500-5000 contacts)

• Pros: Powerful automation, CRM integration, lead scoring
• Cons: Steeper learning curve, pricey for large lists

Customer.io ($100+/month based on profiles)

• Pros: Behavioral triggers, API-first, developer-friendly
• Cons: Expensive, requires technical setup

Intercom ($74+/month)

• Pros: In-app messaging, support integration, live chat
• Cons: Expensive, best for high-touch products

Budget Option: ConvertKit or MailerLite (limited behavioral triggers)

KPI Targets

Key Metrics to Track:

• Time to first value (activation metric)
• Feature usage by user segment
• Support ticket volume post-email
• Expansion revenue (upsell, cross-sell)

Behavioral Triggers

SaaS email success depends on behavioral triggers, not just time-based sequences.

Positive Triggers (encourage behavior):

• User completes onboarding checklist → congratulations + next feature
• User hits usage milestone → celebrate + case study
• User invites teammate → team collaboration tips
• User uses feature X → related feature Y tutorial

Negative Triggers (prevent churn):

• No login for 7 days → re-engagement email
• Support ticket opened → check-in after resolution
• Downgrade plan → retention offer
• Feature not used in 30 days → tutorial + value reminder

Lifecycle Triggers:

• Trial day 3, 7, 10, 12, 14 → onboarding sequence
• 30-day mark → NPS survey
• 60-day mark → feature adoption check
• 90-day mark → quarterly business review offer

Compliance Notes

• GDPR: Explicit opt-in for marketing emails (transactional exempt)
• CAN-SPAM: Physical address, unsubscribe link
• Double Opt-In: Recommended for trials (reduce fake signups)

Best Practices

1. Personalization: Use name, company, role, use case in emails 2. Behavioral Segmentation: Send based on actions, not just time 3. Video: Demo videos increase engagement 2-3x 4. Social Proof: Customer logos, testimonials, case studies 5. Clear CTAs: One primary action per email (login, watch, read) 6. Mobile-Optimized: 40-50% of SaaS emails opened on mobile 7. Transactional Emails: Onboard via transactional (higher open rates) 8. A/B Testing: Test subject lines, send times, CTAs (data-driven optimization) 9. Lifecycle Stage: Tailor content to trial vs. paid vs. at-risk 10. Internal Champions: Identify power users, nurture into advocates