email-sequence
設計含文案、時機、分支邏輯和成效基準的完整 email sequence
中文翻譯
---
name: email-sequence
description: 設計並起草多封 email 的 sequence，包含完整文案、時機、分支邏輯、退出條件和成效基準。建構 onboarding、lead nurture、re-engagement、win-back 或產品發表的流程、需要附 A/B 測試建議的完整 drip campaign，或要用流程圖把 sequence 從頭到尾畫出來時使用。
argument-hint: "[sequence type]"
---
# Email Sequence
> 如果看到不熟悉的佔位符，或需要確認目前連接了哪些工具，請看 [CONNECTORS.md](../../CONNECTORS.md)。
為任何生命週期或 campaign 的使用情境，設計並起草完整的 email sequence，包含完整文案、時機、分支邏輯和成效基準。
## 觸發
使用者執行 `/email-sequence`，或要求建立、設計、建構或起草 email sequence、drip campaign、nurture 流程或 onboarding 系列。
## 輸入
向使用者蒐集以下資訊。沒有提供的話，先問再繼續：
1. **Sequence 類型**：下列之一：
- Onboarding
- Lead nurture
- Re-engagement
- 產品發表
- 活動後跟進
- 升級／upsell
- Win-back
- 教育型 drip
2. **目標**：這個 sequence 要達成什麼（例如：啟用新使用者、把 lead 轉成客戶、降低流失、帶動活動出席、upsell 到更高的方案）
3. **受眾**：誰會收到這個 sequence、他們在哪個階段，以及任何相關的分眾細節（職務、產業、行為觸發、生命週期階段）
4. **Email 封數**（選填）：沒指定的話，依 sequence 類型，使用下面「Sequence 類型範本」段落的範本推薦封數
5. **時機／頻率偏好**（選填）：希望的寄信間隔（例如「每 3 天」「每週」「第一週密集，之後逐漸放緩」）
6. **品牌語氣**：如果本機設定有設定，就自動套用並告知使用者。如果沒設定，就問：「Do you have brand voice guidelines I should follow? If not, I'll use a clear, conversational professional tone.」
7. **其他脈絡**（選填）：
- 要包含的特定優惠、折扣或誘因
- 要連結的 CTA 或 landing page
- 可用的內容素材（部落格文章、案例研究、影片、指南）
- 要突顯的產品功能
- 要引用的競品差異點
## 流程
### 1. Sequence 策略
起草任何 email 之前，先定義整體的 sequence 架構：
- **敘事弧線**：這個 sequence 在所有 email 中說了什麼故事？從第一封到最後一封，情感和邏輯上怎麼推進？
- **旅程對應**：把每封 email 對應到買家或使用者旅程的某個階段（awareness、consideration、decision、activation、expansion）
- **升級邏輯**：每封 email 的強度、急迫性或價值，怎麼在前一封的基礎上往上疊？
- **成功定義**：什麼具體行動代表這個 sequence 完成任務、收件人該退出了？
### 2. 單封 Email 設計
為 sequence 中的每封 email，產出：
#### 主旨行
- 每封提供 2 到 3 個選項
- 變換手法：好奇、以效益為主、急迫、個人化、問句式
- 盡量控制在 50 個字元以內；註明在手機上的預覽行為
#### 預覽文字
- 40 到 90 個字元，補充（不是重複）主旨行
- 要增加脈絡或懸念，提高開信的可能性
#### Email 目的
- 一句話說明這封 email 為什麼存在，以及它要把收件人推向哪裡
#### 內文
- 可以直接使用的完整草稿
- 層級清楚：hook、內文、CTA
- 短段落（最多 2 到 3 句）
- 好掃讀的排版，適當時用粗體標出關鍵片語
- 相關的地方放個人化 token（例如名字、公司名稱、使用的產品）
#### 主要 CTA
- 按鈕文字和目的地
- 每封 email 一個主要 CTA（只有在適合該 sequence 階段時才加次要 CTA）
#### 時機
- 觸發事件後或前一封 email 後的第幾天
- 如果時機該依互動調整，要註明（例如「如果他們有開信但沒點擊，就提早寄」）
#### 分眾／條件備註
- 誰會收到這封 email、誰會跳過
- 任何依行為或屬性的條件（例如「只寄給還沒完成設定的使用者」）
### 3. Sequence 邏輯
定義這個 sequence 的流程控制：
- **分支條件**：依互動走不同路徑。例如：
- 「如果開了第 2 封但沒點 CTA，就寄第 2b 封（較溫和的再次邀請），取代第 3 封」
- 「如果點了第 1 封的 CTA，就跳過第 2 封，直接寄第 3 封」
- **退出條件**：收件人轉換（完成期望的行動）時，就把他們移出 sequence。要定義在這個 sequence 裡「轉換」是什麼意思。
- **重新進入規則**：有人可以重新進入這個 sequence 嗎？在什麼條件下？（例如「如果使用者 90 天後再次流失，就重新進入 win-back sequence」）
- **抑制規則**：如果收件人已經在另一個進行中的 sequence、已退訂行銷信，或過去 48 小時內聯絡過客服，就不要寄
### 4. 成效基準
依 sequence 類型提供預期的基準，讓使用者可以設定目標：
| 指標 | Onboarding | Lead Nurture | Re-engagement | Win-back |
|--------|-----------|--------------|---------------|----------|
| 開信率 | 50-70% | 20-30% | 15-25% | 15-20% |
| 點擊率 | 10-20% | 3-7% | 2-5% | 2-4% |
| 轉換率 | 15-30% | 2-5% | 3-8% | 1-3% |
| 退訂率 | <0.5% | <0.5% | 1-2% | 1-3% |
如果使用者有提供產業和受眾的脈絡，就依此調整基準。
## Sequence 類型範本
把這些當作起步的框架。依使用者的目標和受眾調整長度和內容。
**Onboarding（14 到 21 天內 5 到 7 封）：**
歡迎並設定預期 -- 快速成功案例展現價值 -- 核心功能深入介紹 -- 進階功能或整合 -- 社會認證和社群 -- 關心近況並徵求回饋 -- 升級提示或後續步驟
**Lead Nurture（3 到 4 週內 4 到 6 封）：**
以價值為先的教育內容 -- 找出痛點 -- 搭配佐證的解決方案定位 -- 社會認證和成果 -- 軟性 CTA（試用、demo、資源） -- 直接 CTA（購買、預約、註冊）
**Re-engagement（10 到 14 天內 3 到 4 封）：**
「We miss you」並附上有說服力的回來理由 -- 提醒價值，強調他們錯過了什麼 -- 誘因或專屬優惠 -- 附明確期限的最後機會
**Win-back（30 天內 3 到 5 封）：**
友善地關心，問哪裡出了問題 -- 他們離開後有什麼新東西 -- 特別優惠或回來的誘因 -- 徵求回饋（即使他們不回來） -- 最後的道別，並留一扇門
**產品發表（2 到 3 週內 4 到 6 封）：**
預告或預先公告 -- 附完整細節的發表公告 -- 功能亮點或使用案例 -- 社會認證和早期成果 -- 限時優惠或加碼 -- 最後機會或提醒
**活動後跟進（7 到 10 天內 3 到 4 封）：**
感謝並附上重點心得或錄影 -- 活動資源整理 -- 相關優惠或下一步 -- 意見調查
**升級／Upsell（2 到 3 週內 3 到 5 封）：**
使用量里程碑或成功的慶祝 -- 他們碰到的功能缺口或限制 -- 附佐證的升級效益 -- 限時誘因 -- 方案的直接比較
**教育型 Drip（4 到 6 週內 5 到 8 封）：**
介紹以及他們會學到什麼 -- 第 1 課：基礎概念 -- 第 2 課：中階概念 -- 第 3 課：進階概念 -- 實際應用或練習 -- 資源整理 -- 結業和後續步驟
## 工具整合
### 如果有連接 ~~email marketing（例如 Klaviyo、Mailchimp、Customer.io）
- 說明如何在該平台把 sequence 設成 flow 或自動化
- 註明可以使用的平台專屬功能（例如 smart send time、條件分流、A/B 測試）
- 把分支邏輯對應到該平台視覺化 flow builder 的概念
### 如果有連接 ~~marketing automation 或 ~~CRM（例如 HubSpot、Marketo）
- 參考 lead scoring 資料，來決定分眾和退出條件
- 用生命週期階段資料，為各分眾調整訊息
- 註明如何依 CRM 屬性或名單成員身分設定加入觸發條件
### 如果沒有連接任何工具
- 以可以直接複製貼上的格式交付所有 email 內容
- 附上一份使用者在任何 email 平台都能照著做的設定檢查清單：
1. 建立自動化或 flow
2. 設定加入觸發條件
3. 依指定的延遲加入每封 email
4. 設定分支和退出條件
5. 為建議的指標設定追蹤
## 輸出
用以下段落呈現完整的 sequence：
### Sequence 總覽表
| # | Subject Line | Purpose | Timing | Primary CTA | Condition |
|---|-------------|---------|--------|-------------|-----------|
### 完整 Email 草稿
每封 email 都附主旨行選項、預覽文字、目的、內文、CTA、時機和分眾備註。
### Sequence 流程圖
用純文字畫出 email 流程、分支路徑和退出點的圖。使用清楚的格式，例如：
```
[Trigger] --> Email 1 (Day 0)
|
Opened? --Yes--> Email 2 (Day 3)
| |
No Clicked CTA? --Yes--> [EXIT: Converted]
| |
v No
Email 1b (Day 2) |
| v
+--------> Email 3 (Day 7)
|
v
Email 4 (Day 10)
|
[EXIT: Sequence complete]
```
### 分支邏輯備註
把所有條件、退出和抑制，整理成一份參考清單。
### A/B 測試建議
- 2 到 3 個建議的 A/B 測試（主旨行、CTA 文字、寄送時間、email 長度）
- 要測什麼、怎麼分流，以及怎麼衡量勝出者
### 要追蹤的指標
- 這個 sequence 的主要轉換指標
- 每封 email 的指標：開信率、CTR、退訂率
- Sequence 層級的指標：整體轉換率、轉換所需時間、流失點
- 建議的檢視頻率（例如「第一個月每週檢視成效，之後每月」）
## Sequence 結束之後
問：「Would you like me to:
- Revise the copy or tone for any specific email?
- Add a branching path for a specific scenario?
- Create a variation of this sequence for a different audience segment?
- Draft the A/B test variants for the subject lines?
- Build a companion sequence (e.g., a post-purchase follow-up after this lead nurture converts)?」英文原文
---
name: email-sequence
description: Design and draft multi-email sequences with full copy, timing, branching logic, exit conditions, and performance benchmarks. Use when building onboarding, lead nurture, re-engagement, win-back, or product launch flows, when you need a complete drip campaign with A/B test suggestions, or when mapping a sequence end-to-end with a flow diagram.
argument-hint: "[sequence type]"
---
# Email Sequence
> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](../../CONNECTORS.md).
Design and draft complete email sequences with full copy, timing, branching logic, and performance benchmarks for any lifecycle or campaign use case.
## Trigger
User runs `/email-sequence` or asks to create, design, build, or draft an email sequence, drip campaign, nurture flow, or onboarding series.
## Inputs
Gather the following from the user. If not provided, ask before proceeding:
1. **Sequence type** — one of:
- Onboarding
- Lead nurture
- Re-engagement
- Product launch
- Event follow-up
- Upgrade/upsell
- Win-back
- Educational drip
2. **Goal** — what the sequence should achieve (e.g., activate new users, convert leads to customers, reduce churn, drive event attendance, upsell to a higher tier)
3. **Audience** — who receives this sequence, what stage they are at, and any relevant segmentation details (role, industry, behavior triggers, lifecycle stage)
4. **Number of emails** (optional) — if not specified, recommend a count based on the sequence type using the templates in the Sequence Type Templates section below
5. **Timing/cadence preferences** (optional) — desired spacing between emails (e.g., "every 3 days", "weekly", "aggressive first week then taper off")
6. **Brand voice** — if configured in local settings, apply automatically and inform the user. If not configured, ask: "Do you have brand voice guidelines I should follow? If not, I'll use a clear, conversational professional tone."
7. **Additional context** (optional):
- Specific offers, discounts, or incentives to include
- CTAs or landing pages to link to
- Content assets available (blog posts, case studies, videos, guides)
- Product features to highlight
- Competitor differentiators to reference
## Process
### 1. Sequence Strategy
Before drafting any emails, define the overall sequence architecture:
- **Narrative arc** — what story does this sequence tell across all emails? What is the emotional and logical progression from first email to last?
- **Journey mapping** — map each email to a stage of the buyer or user journey (awareness, consideration, decision, activation, expansion)
- **Escalation logic** — how does the intensity, urgency, or value of each email build on the previous one?
- **Success definition** — what specific action signals that the sequence has done its job and the recipient should exit?
### 2. Individual Email Design
For each email in the sequence, produce:
#### Subject Line
- Provide 2-3 options per email
- Vary approaches: curiosity, benefit-driven, urgency, personalization, question-based
- Keep under 50 characters where possible; note preview behavior on mobile
#### Preview Text
- 40-90 characters that complement (not repeat) the subject line
- Should add context or intrigue that increases open likelihood
#### Email Purpose
- One sentence explaining why this email exists and what it moves the recipient toward
#### Body Copy
- Full draft ready to use
- Clear hierarchy: hook, body, CTA
- Short paragraphs (2-3 sentences max)
- Scannable formatting with bold key phrases where appropriate
- Personalization tokens where relevant (e.g., first name, company name, product used)
#### Primary CTA
- Button text and destination
- One primary CTA per email (secondary CTA only if appropriate for the sequence stage)
#### Timing
- Days after the trigger event or after the previous email
- Note if timing should adjust based on engagement (e.g., "send sooner if they opened but did not click")
#### Segment/Condition Notes
- Who receives this email vs. who skips it
- Any behavioral or attribute-based conditions (e.g., "only send to users who have not completed setup")
### 3. Sequence Logic
Define the flow control for the sequence:
- **Branching conditions** — alternate paths based on engagement. For example:
- "If opened email 2 but did not click CTA, send email 2b (softer re-ask) instead of email 3"
- "If clicked CTA in email 1, skip email 2 and go directly to email 3"
- **Exit conditions** — when a recipient converts (completes the desired action), remove them from the sequence. Define what "conversion" means for this sequence.
- **Re-entry rules** — can someone re-enter the sequence? Under what conditions? (e.g., "if a user churns again 90 days later, re-enter the win-back sequence")
- **Suppression rules** — do not send if the recipient is already in another active sequence, has unsubscribed from marketing, or has contacted support in the last 48 hours
### 4. Performance Benchmarks
Provide expected benchmarks based on the sequence type so the user can set targets:
| Metric | Onboarding | Lead Nurture | Re-engagement | Win-back |
|--------|-----------|--------------|---------------|----------|
| Open rate | 50-70% | 20-30% | 15-25% | 15-20% |
| Click-through rate | 10-20% | 3-7% | 2-5% | 2-4% |
| Conversion rate | 15-30% | 2-5% | 3-8% | 1-3% |
| Unsubscribe rate | <0.5% | <0.5% | 1-2% | 1-3% |
Adjust benchmarks based on industry and audience if the user has provided that context.
## Sequence Type Templates
Use these as starting frameworks. Adapt length and content based on the user's goal and audience.
**Onboarding (5-7 emails over 14-21 days):**
Welcome and set expectations -- Quick win to demonstrate value -- Core feature deep dive -- Advanced feature or integration -- Social proof and community -- Check-in and feedback request -- Upgrade prompt or next steps
**Lead Nurture (4-6 emails over 3-4 weeks):**
Value-first educational content -- Pain point identification -- Solution positioning with proof -- Social proof and results -- Soft CTA (trial, demo, resource) -- Direct CTA (buy, book, sign up)
**Re-engagement (3-4 emails over 10-14 days):**
"We miss you" with a compelling reason to return -- Value reminder highlighting what they are missing -- Incentive or exclusive offer -- Last chance with clear deadline
**Win-back (3-5 emails over 30 days):**
Friendly check-in asking what went wrong -- What is new since they left -- Special offer or incentive to return -- Feedback request (even if they do not come back) -- Final goodbye with door open
**Product Launch (4-6 emails over 2-3 weeks):**
Teaser or pre-announcement -- Launch announcement with full details -- Feature spotlight or use case -- Social proof and early results -- Limited-time offer or bonus -- Last chance or reminder
**Event Follow-up (3-4 emails over 7-10 days):**
Thank you with key takeaways or recordings -- Resource roundup from the event -- Related offer or next step -- Feedback survey
**Upgrade/Upsell (3-5 emails over 2-3 weeks):**
Usage milestone or success celebration -- Feature gap or limitation they are hitting -- Upgrade benefits with proof -- Limited-time incentive -- Direct comparison of plans
**Educational Drip (5-8 emails over 4-6 weeks):**
Introduction and what they will learn -- Lesson 1: foundational concept -- Lesson 2: intermediate concept -- Lesson 3: advanced concept -- Practical application or exercise -- Resource roundup -- Graduation and next steps
## Tool Integration
### If ~~email marketing is connected (e.g., Klaviyo, Mailchimp, Customer.io)
- Reference how to set up the sequence as a flow or automation in the platform
- Note any platform-specific features to use (e.g., smart send time, conditional splits, A/B testing)
- Map the branching logic to the platform's visual flow builder concepts
### If ~~marketing automation or ~~CRM is connected (e.g., HubSpot, Marketo)
- Reference lead scoring data to inform segmentation and exit conditions
- Use lifecycle stage data to tailor messaging per segment
- Note how to set enrollment triggers based on CRM properties or list membership
### If no tools are connected
- Deliver all email content in copy-paste-ready format
- Include a setup checklist the user can follow in any email platform:
1. Create the automation or flow
2. Set the enrollment trigger
3. Add each email with the specified delays
4. Configure branching and exit conditions
5. Set up tracking for the recommended metrics
## Output
Present the complete sequence with the following sections:
### Sequence Overview Table
| # | Subject Line | Purpose | Timing | Primary CTA | Condition |
|---|-------------|---------|--------|-------------|-----------|
### Full Email Drafts
Each email with subject line options, preview text, purpose, body copy, CTA, timing, and segment notes.
### Sequence Flow Diagram
A text-based diagram showing the email flow, branching paths, and exit points. Use a clear format such as:
```
[Trigger] --> Email 1 (Day 0)
|
Opened? --Yes--> Email 2 (Day 3)
| |
No Clicked CTA? --Yes--> [EXIT: Converted]
| |
v No
Email 1b (Day 2) |
| v
+--------> Email 3 (Day 7)
|
v
Email 4 (Day 10)
|
[EXIT: Sequence complete]
```
### Branching Logic Notes
Summary of all conditions, exits, and suppressions in a reference list.
### A/B Test Suggestions
- 2-3 recommended A/B tests (subject lines, CTA text, send time, email length)
- What to test, how to split, and how to measure the winner
### Metrics to Track
- Primary conversion metric for the sequence
- Per-email metrics: open rate, CTR, unsubscribe rate
- Sequence-level metrics: overall conversion rate, time to conversion, drop-off points
- Recommended review cadence (e.g., "Review performance weekly for the first month, then monthly")
## After the Sequence
Ask: "Would you like me to:
- Revise the copy or tone for any specific email?
- Add a branching path for a specific scenario?
- Create a variation of this sequence for a different audience segment?
- Draft the A/B test variants for the subject lines?
- Build a companion sequence (e.g., a post-purchase follow-up after this lead nurture converts)?"