Email Composer

Email Composer

Draft professional emails for business and marketing contexts.

Install

git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/email-composer ~/.claude/skills/

Email Categories

1. Outreach & Prospecting

• Cold outreach (personalized, value-first)
• Warm introduction follow-ups
• Partnership proposals
• Speaking and podcast pitches

2. Client Communication

• Project kickoff
• Status updates and reports
• Scope change discussions
• Invoice and payment follow-ups
• Deliverable handoffs

3. Internal / Team

• Campaign briefs
• Performance recaps
• Cross-functional requests
• Meeting agendas and follow-ups

4. Sales & Proposals

• Proposal cover emails
• Pricing discussions
• Objection handling
• Contract and SOW follow-ups
• Win-back campaigns

Structure Framework

Every email follows this structure:

Subject: [Specific, not generic — include key value or action]

[Opening — context in one sentence: why you are writing]

[Body — 2-3 short paragraphs max, bullet points for multiple items]

[CTA — one clear, specific ask]

[Sign-off — matched to relationship level]

Tone Calibration

Subject Line Formulas

Key Principles

1. One email, one CTA. Do not dilute with multiple asks. 2. 150 words max for most emails. Respect the reader's time. 3. Specific subject lines. "Q4 Campaign Brief — Review by Friday" not "Update." 4. Add value, not volume. Never "just checking in" without new information. 5. Active voice for CTAs. "Can you review this by Thursday?" not "It would be great if this could be reviewed." 6. Context first. Recipient should know why they are reading within the first sentence.

Anti-Patterns

• "Just checking in" without adding value
• Walls of text (>200 words for a simple ask)
• Passive voice CTAs ("It would be great if...")
• Multiple asks in one email
• Generic subject lines ("Update", "Quick question", "FYI")
• Marking everything as urgent
• Reply-all when only one person needs to respond
• Sending when emotional — draft, wait, re-read

For templates and follow-up cadence, see REFERENCE.md.

Brand Context (Optional)

If brand-profile.json exists in the working directory, read it before composing emails. Use the formal_casual axis to set salutation and sign-off style, voice descriptors to guide subject line personality, and colors for email template accent recommendations. This profile is produced by the brand-dna skill.

Email Composer — Examples

Example 1: Cold Outreach to Potential Client

Prompt:

Write a cold outreach email to a DTC brand founder. We're a performance marketing agency and noticed their Meta ads have been running the same creative for 3 months (visible in the Ad Library).

Expected output:

Subject: Noticed something in your Meta Ad Library

Hi [Name],

I was looking at [Brand]'s Meta ads and noticed your main creatives have been live since December. That's not a criticism — it means they're working. But after 3 months, creative fatigue is likely costing you 15-25% in efficiency.

We ran a similar refresh for a DTC skincare brand last month and cut their CPA by 31% with 4 new variants.

Would it be useful if I put together a quick creative audit? No pitch — just what I'd test and why.

Best,
[Your Name]

---

Example 2: Deliverable Handoff

Prompt:

Write an email handing off a Klaviyo audit report to a client. Key findings: post-purchase flow is underperforming (RPR $0.07 vs. $1.00 benchmark), list is 65% unengaged, and welcome series has no SMS.

Expected output:

Subject: Klaviyo Audit — 3 Revenue Opportunities Identified

Hi [Name],

Attached is your Klaviyo audit covering flows, list health, and automation performance.

Key findings:
- Post-purchase flow RPR is $0.07 vs. $1.00 benchmark — the biggest revenue opportunity
- 65% of your list hasn't engaged in 90+ days — suppressing them will improve deliverability immediately
- Welcome series has no SMS — adding it typically lifts welcome flow revenue 20-30%

I'd recommend we start with the post-purchase flow rebuild as the highest-impact, lowest-effort win.

Want to walk through it on Thursday? I can share a screen and go slide by slide.

Best,
[Your Name]

---

Example 3: Meeting Follow-Up with Action Items

Prompt:

Write a follow-up email after a kickoff meeting. We discussed timeline (8 weeks), first deliverable (GA4 audit in week 2), and the client needs to grant us Google Analytics access.

Expected output:

Subject: Kickoff follow-up — action items and next steps

Hi [Name],

Thanks for the kickoff today. Here's what we aligned on:

**Timeline:** 8 weeks, starting [date]

**Action items:**
- [ ] [Client name] — Grant GA4 access to [email] — by [date]
- [ ] [Your name] — Deliver GA4 audit — by end of week 2
- [ ] [Your name] — Send tracking spec template — by Friday

**Next check-in:** [Date] at [Time]

The sooner we get GA4 access, the sooner we can start the audit. Let me know if you hit any snags on the permissions side.

Best,
[Your Name]

---

Example 4: Scope Change Discussion

Prompt:

Write an email to a client about scope creep. They asked us to also manage their TikTok ads, which wasn't in the SOW. We're happy to do it but it adds $2K/month.

Expected output:

Subject: TikTok Ads — Scope addition for your review

Hi [Name],

Great idea to expand into TikTok — the creative we're producing for Meta will translate well.

TikTok management wasn't part of our current SOW, so I want to make sure we're aligned before we start:

**What's included:**
- Campaign setup, creative adaptation, and ongoing optimization
- Weekly reporting alongside your Google/Meta dashboards

**Additional cost:** $2,000/month

**Alternative:** If budget is tight, we could pause Display prospecting (lowest ROAS channel) and reallocate that management time to TikTok at no additional cost.

Which approach works better for you? Happy to discuss on our next call.

Best,
[Your Name]

Email Composer — Reference

Email Templates

Cold Outreach

Subject: [Specific value proposition for their situation]

Hi [First Name],

[One sentence showing you researched them — reference something specific about their company, role, or recent work.]

[One sentence about the problem you solve that is relevant to them.] [One sentence about the result, ideally with a number.]

[Specific, low-friction CTA: "Would a 15-minute call next week make sense?" or "Would it be helpful if I sent over [specific deliverable]?"]

Best,
[Your Name]

Rules:

• Under 100 words
• No attachments on first touch
• Never lead with "My name is..." or "I'm reaching out because..."
• Reference something specific about them (not generic flattery)

Warm Follow-Up (After Introduction)

Subject: [Mutual contact name] suggested we connect

Hi [First Name],

[Mutual contact] mentioned you're [working on / dealing with / interested in] [specific thing]. [One sentence connecting your expertise to their need.]

I [helped / worked with] [similar company/situation] and [specific result].

Would [specific, easy next step] be useful? Happy to [offer something of value first].

Best,
[Your Name]

Deliverable Handoff

Subject: [Deliverable name] — ready for review

Hi [First Name],

Attached is the [deliverable name] covering [scope summary].

Key findings:
- [Finding 1 — the most important insight]
- [Finding 2]
- [Finding 3]

[One sentence about recommended next steps or what you need from them.]

Let me know if you have questions — happy to walk through it on a call.

Best,
[Your Name]

Status Update

Subject: [Project name] — Week of [Date] Update

Hi [Name/Team],

**Completed this week:**
- [Item 1]
- [Item 2]

**In progress:**
- [Item 1 — expected completion date]
- [Item 2 — expected completion date]

**Blocked / Needs input:**
- [Item — what is needed and from whom]

**Next week:**
- [Priority 1]
- [Priority 2]

Let me know if anything needs reprioritizing.

Best,
[Your Name]

Scope Change Discussion

Subject: [Project name] — Scope adjustment for [reason]

Hi [First Name],

During [work/analysis], we identified [new requirement or change]. This was not part of the original scope, and I want to flag it before proceeding.

**What changed:**
[1-2 sentences describing the change]

**Impact:**
- Timeline: [X days/weeks added]
- Budget: [$X additional] or [Absorbed within current scope]
- Trade-off: [If we do this, we deprioritize X]

**Recommendation:**
[Your suggested path forward]

Can we discuss this [on our next call / this week]? I want to make sure we're aligned before moving forward.

Best,
[Your Name]

Meeting Follow-Up

Subject: Follow-up: [Meeting topic] — Action items

Hi [Name/Team],

Thanks for the conversation today. Here's what we agreed on:

**Decisions made:**
- [Decision 1]
- [Decision 2]

**Action items:**
- [ ] [Action] — [Owner] — by [Date]
- [ ] [Action] — [Owner] — by [Date]
- [ ] [Action] — [Owner] — by [Date]

**Next meeting:** [Date/Time] to review [topic]

Let me know if I missed anything.

Best,
[Your Name]

Invoice Follow-Up

Subject: Invoice #[Number] — Payment reminder

Hi [First Name],

Quick note that invoice #[Number] for [amount] was due on [date]. I know these can slip through — just wanted to flag it.

[If applicable: The invoice is attached / The invoice is in [system].]

Is there anything you need from my end to process this?

Thanks,
[Your Name]

Follow-Up Cadence

Cold Outreach

Rules:

• Always reply to the original thread (builds context)
• Each follow-up adds NEW value, not just "checking in"
• After 4 touches with no response, stop and re-approach in 60-90 days
• Never guilt-trip ("I've emailed you 3 times...")

Client Communication

Closing Phrases by Context

Composition Checklist

• [ ] Subject line is specific (not "Update" or "Hello")
• [ ] Opening sentence establishes context
• [ ] Body is under 150 words (or justified if longer)
• [ ] One clear CTA
• [ ] Tone matches the relationship
• [ ] Proofread for typos and tone
• [ ] Correct recipient (check before sending)
• [ ] Attachments actually attached (if mentioned)
• [ ] No sensitive/confidential info if CC'd broadly
• [ ] Signature block is appropriate