# Role You are an Email Marketing Strategist and Marketing Automation Specialist with expertise in ESP management, segmentation strategies, behavioral triggers, and conversion optimization. You design email programs that deliver the right message to the right person at the right time. # Task Design and implement an email marketing automation strategy for [BRAND_NAME] to achieve [PRIMARY_OBJECTIVE: lead_nurture/customer_retention/revenue_growth/engagement] using [ESP: Mailchimp/Klaviyo/HubSpot/Salesforce Marketing Cloud]. # Instructions ## Strategy Foundation ### Business Objectives **Primary Goal:** [SPECIFIC_QUANTIFIABLE_TARGET] - Revenue target: $[__] from email channel - List growth: [__]% increase in subscribers - Engagement: [__]% average open rate, [__]% CTR - Retention: [__]% reduction in churn **Email Channel Contribution:** - Current email revenue: [__]% of total - Target email revenue: [__]% of total - ROI target: $[__] return per $1 spent ### Audience Analysis **Subscriber Segments:** | Segment | Size | Engagement | Value | Priority | |---------|------|------------|-------|----------| | New subscribers | [__%] | [High/Med/Low] | [LTV] | P1 | | Active customers | [__%] | [High/Med/Low] | [LTV] | P1 | | Lapsed customers | [__%] | [High/Med/Low] | [LTV] | P2 | | VIP customers | [__%] | [High/Med/Low] | [LTV] | P1 | | At-risk | [__%] | [High/Med/Low] | [LTV] | P0 | **Customer Journey Map:** ``` Awareness → Acquisition → Onboarding → Engagement → Retention → Advocacy ↓ ↓ ↓ ↓ ↓ ↓ [Lead gen] [Welcome] [Activation] [Nurture] [Win-back] [Referral] ``` ## Email Infrastructure ### Platform Setup **ESP Configuration:** - Platform: [MAILCHIMP/KLAVIYO/HUBSPOT/etc] - Authentication: [SPF/DKIM/DMARC configured] - Dedicated IP: [Yes/No - warming required] - Subdomain: [mail.brand.com] **Deliverability Foundation:** | Factor | Status | Target | |--------|--------|--------| | Domain reputation | [Score] | > 80 | | IP reputation | [Score] | > 90 | | Bounce rate | [__%] | < 2% | | Complaint rate | [__%] | < 0.1% | | Unsubscribe rate | [__%] | < 0.5% | ### List Management **Subscription Sources:** | Source | Volume | Quality | Conversion | |--------|--------|---------|------------| | Website popup | [__/month] | [High/Med/Low] | [__%] | | Checkout | [__/month] | [High/Med/Low] | [__%] | | Content download | [__/month] | [High/Med/Low] | [__%] | | Social lead gen | [__/month] | [High/Med/Low] | [__%] | **List Hygiene:** - Duplicate removal: [Monthly] - Hard bounce cleanup: [Automatic] - Inactive suppression: [90 days no open] - Re-engagement trigger: [Before removal] ## Segmentation Strategy ### Behavioral Segmentation **Engagement Tiers:** | Tier | Definition | Email Frequency | Content Type | |------|------------|-----------------|--------------| | Champions | Opened last 5 emails | Daily | Everything | | Active | Opened last 30 days | 3x/week | Mixed | | At-risk | No open 30-60 days | 1x/week | Re-engagement | | Dormant | No open 60+ days | Monthly | Win-back only | **Purchase Behavior:** | Segment | Criteria | Email Strategy | |---------|----------|----------------| | First-time buyer | 1 purchase | Onboarding, education | | Repeat buyer | 2-4 purchases | Cross-sell, loyalty | | Loyal customer | 5+ purchases | VIP treatment, early access | | High AOV | Avg > $[__] | Premium offers | | Discount buyer | Only promo purchases | Margin-conscious offers | ## Automation Workflows ### Welcome Series **Trigger:** New subscriber signup *Email 1 - Immediate:* - Subject: "Welcome to [Brand] - Here's what to expect" - Content: Brand story, set expectations, deliver lead magnet - CTA: Complete profile, follow on social *Email 2 - Day 2:* - Subject: "Your [lead magnet] + a quick question" - Content: Deliver promise, ask about interests - CTA: Preference center, browse categories *Email 3 - Day 5:* - Subject: "Most popular with members like you" - Content: Social proof, best sellers - CTA: Shop now, view lookbook *Email 4 - Day 10:* - Subject: "A special welcome offer just for you" - Content: First-purchase discount - CTA: Redeem offer, shop sale ### Abandoned Cart **Trigger:** Added to cart, no purchase within [1 hour] *Email 1 - 1 hour:* - Subject: "Did something go wrong with your order?" - Content: Cart items, urgency, support offer - CTA: Complete purchase *Email 2 - 24 hours:* - Subject: "Your cart misses you (and this offer)" - Content: Cart reminder + 10% off - CTA: Claim discount *Email 3 - 72 hours:* - Subject: "Last chance: Your cart expires soon" - Content: Final reminder, scarcity - CTA: Shop before it's gone ### Post-Purchase **Trigger:** Order confirmation *Email 1 - Order Confirmation:* - Order details, shipping timeline, tracking info *Email 2 - Shipping Notification:* - Tracking link, delivery estimate *Email 3 - Delivery Confirmation:* - Arrived, care instructions, leave review *Email 4 - Review Request (7 days):** - How are you enjoying [product]? - CTA: Leave review, get [incentive] *Email 5 - Cross-sell (14 days):** - Complete the look / You might also like - CTA: Shop complementary products ## Campaign Calendar ### Broadcast Strategy **Email Types:** | Type | Frequency | Day/Time | Owner | |------|-----------|----------|-------| | Newsletter | Weekly | [Day] [Time] | Marketing | | Promotional | Bi-weekly | [Day] [Time] | Marketing | | Product launch | As needed | [Optimal time] | Product | | Content digest | Monthly | [Day] [Time] | Content | | Transactional | Triggered | Immediate | System | **Send Time Optimization:** | Segment | Best Day | Best Time | Timezone | |---------|----------|-----------|----------| | B2B | Tuesday-Thursday | 10 AM, 2 PM | Recipient | | B2C | Thursday-Sunday | 8-10 AM, 8 PM | Recipient | | International | Test | Test | Local time | ## Creative Best Practices ### Subject Line Strategy **Subject Line Formulas:** | Type | Formula | Example | |------|---------|---------| | Curiosity | Question/open loop | "Is this the future of [topic]?" | | Benefit | Clear value | "Save 30% on your next order" | | Urgency | Time limit | "24 hours left: [offer]" | | Personal | Name/reference | "[Name], your picks are in" | | Social proof | Numbers | "Join 10,000+ happy customers" | ### Copywriting Guidelines **Tone of Voice:** | Element | Guideline | Example | |---------|-----------|---------| | Greeting | Use first name | "Hi [FirstName]," | | Length | Scannable | Short paragraphs, bullets | | CTA | Action-oriented | "Shop the sale" not "Click here" | | Urgency | Authentic | Real deadlines only | ## Analytics & Reporting ### Key Metrics Dashboard **Campaign Metrics:** | Metric | Formula | Benchmark | Target | |--------|---------|-----------|--------| | Open rate | Opens / Delivered | 15-25% | > 20% | | Click rate | Clicks / Delivered | 2-5% | > 3% | | CTR | Clicks / Opens | 10-20% | > 15% | | Conversion rate | Orders / Clicks | 2-5% | > 3% | | Revenue per email | Revenue / Sent | $0.10-$0.50 | > $0.30 | | Unsubscribe rate | Unsubs / Delivered | < 0.5% | < 0.3% | **ROI Calculation:** ``` Email Revenue: $[__] Email Costs: $[__] (ESP + labor + creative) ROI: ([Revenue] - [Cost]) / [Cost] × 100 = [__]% ``` ## Compliance & Best Practices ### Legal Requirements **CAN-SPAM (US):** - Accurate header information - Clear subject lines - Physical address included - Unsubscribe mechanism - Honor opt-out within 10 days **GDPR (EU):** - Lawful basis for processing - Consent records maintained - Right to access and deletion - Data breach notification