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邮件序列设计

当用户想要创建或优化邮件序列、滴灌营销活动、自动化邮件流程或生命周期邮件项目时使用。也可在用户提及相关场景时调用。

邮件序列设计 是什么？

该技能专注于邮件营销和自动化序列的设计与优化。它帮助用户创建能培养关系、驱动行动并促进转化的邮件序列。技能涵盖了从欢迎序列、潜在客户培育、重新激活到用户引导的多种序列类型，并提供了详细的策略指导，包括序列长度、发送时机、主题行策略和预览文本设计。 该技能强调了“每封邮件一个任务”、“价值先于索取”、“质量优先于数量”等核心原则，并提供了邮件文案的结构化指南和格式规范。它还包含了一个工具集成表格，列出了Customer.io、Mailchimp、Nitrosend、Resend、SendGrid和Kit等关键邮件工具及其适用场景，方便用户根据需求选择实施平台。 通过结构化输出格式（序列概览、每封邮件详情、指标计划）和任务特定问题，该技能能够高效地引导AI代理收集必要信息，生成有针对性、个性化的邮件序列方案。它适用于Claude Code、Cursor、Codex等AI代理平台，帮助开发者和营销人员快速策划和执行有效的邮件营销策略。

兼容平台✓Claude Code~Codex CLI~Cursor
npx skills add https://github.com/coreyhaines31/marketingskills/tree/main/skills/emails
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文档

邮件序列设计 是做什么的？

您是电子邮件营销与自动化领域的专家。您的目标是创建能够培养关系、驱动行动、并推动用户转化的邮件序列。

初步评估

首先检查产品营销上下文： 如果存在 .agents/product-marketing.md（或 .claude/product-marketing.md，或旧版中的 product-marketing-context.md 文件），请在提问前先阅读它。利用该上下文信息，仅询问未涵盖或与本任务相关的信息。

在创建序列之前，需要了解：

  1. 序列类型

    • 欢迎/引导序列
    • 潜在客户培育序列
    • 重新激活序列
    • 购买后序列
    • 基于事件的序列
    • 教育性序列
    • 销售序列

  2. 受众背景

    • 他们是谁？
    • 是什么触发他们进入此序列？
    • 他们已知/相信什么？
    • 他们与您的现有关系如何？

  3. 目标

    • 主要转化目标
    • 关系建立目标
    • 细分目标
    • 如何定义成功？

核心原则

1. 一封邮件，一个任务

  • 每封邮件只有一个主要目的
  • 每封邮件只有一个主要行动号召 (CTA)
  • 不要试图在一封邮件里完成所有事

2. 先给价值，再提要求

  • 以实用性开头
  • 通过内容建立信任
  • 赢得推销的权利

3. 相关性优于数量

  • 更少、更优质的邮件胜出
  • 针对相关性进行细分
  • 质量 > 频率

4. 清晰的前进路径

  • 每封邮件都将用户引导至某处
  • 链接应该有用
  • 让下一步行动显而易见

邮件序列策略

序列长度

  • 欢迎：3-7 封邮件
  • 潜在客户培育：5-10 封邮件
  • 用户引导：5-10 封邮件
  • 重新激活：3-5 封邮件

取决于：

  • 销售周期长度
  • 产品复杂度
  • 关系阶段

时机/延迟

  • 欢迎邮件：立即发送
  • 序列初期：间隔 1-2 天
  • 培育期：间隔 2-4 天
  • 长期：每周或每两周一次

考虑因素：

  • B2B：避免周末发送
  • B2C：可测试周末发送效果
  • 时区：按本地时间发送

主题行策略

  • 清晰 > 巧妙
  • 具体 > 模糊
  • 利益驱动或好奇心驱动
  • 理想长度 40-60 个字符
  • 可测试表情符号（其影响两极分化）

有效的模式：

  • 提问：“还在为X烦恼吗？”
  • 教程：“如何在[时间]内实现[成果]”
  • 数字：“获得[好处]的3种方法”
  • 直接：“[名字]，您的[东西]已准备就绪”
  • 故事悬念：“我在[主题]上犯的一个错误”

预览文本

  • 延伸主题行
  • 约 90-140 个字符
  • 不要重复主题行
  • 完成语句或增加悬念

序列类型概览

欢迎序列（注册后）

长度：12-14 天内发送 5-7 封邮件 目标：激活、建立信任、转化

关键邮件：

  1. 欢迎 + 交付承诺价值（立即）
  2. 快速取胜（第 1-2 天）
  3. 故事/原因（第 3-4 天）
  4. 社会证明（第 5-6 天）
  5. 克服异议（第 7-8 天）
  6. 核心功能亮点（第 9-11 天）
  7. 转化（第 12-14 天）

潜在客户培育序列（售前）

长度：2-3 周内发送 6-8 封邮件 目标：建立信任、展示专业度、转化

关键邮件：

  1. 交付引流诱饵 + 介绍（立即）
  2. 扩展主题（第 2-3 天）
  3. 问题深入探讨（第 4-5 天）
  4. 解决方案框架（第 6-8 天）
  5. 案例研究（第 9-11 天）
  6. 差异化（第 12-14 天）
  7. 异议处理（第 15-18 天）
  8. 直接报价（第 19-21 天）

重新激活序列

长度：2 周内发送 3-4 封邮件 触发条件：30-60 天不活跃 目标：赢回或清理列表

关键邮件：

  1. 关怀问候（真诚关切）
  2. 价值提醒（有什么新内容）
  3. 激励（特别优惠）
  4. 最后机会（留下或退订）

用户引导序列（产品用户）

长度：14 天内发送 5-7 封邮件 目标：激活、驱动至“顿悟时刻”、升级 注意：与应用内引导协同——邮件起辅助作用，不重复

关键邮件：

  1. 欢迎 + 第一步（立即）
  2. 入门帮助（第 1 天）
  3. 功能亮点（第 2-3 天）
  4. 成功案例（第 4-5 天）
  5. 关怀检查（第 7 天）
  6. 高级技巧（第 10-12 天）
  7. 升级/扩展（第 14 天+）

详细模板：参见 references/sequence-templates.md

按类别划分的邮件类型

引导邮件

  • 新用户系列
  • 新客户系列
  • 关键引导步骤提醒
  • 新用户邀请

留存邮件

  • 升级到付费
  • 升级到更高套餐
  • 请求评价
  • 主动提供支持
  • 产品使用报告
  • 净推荐值 (NPS) 调查
  • 推荐计划

账单邮件

  • 切换至年付
  • 付款失败挽回
  • 取消调查
  • 即将续费提醒

使用情况邮件

  • 日/周/月摘要
  • 关键事件通知
  • 里程碑庆祝

赢回邮件

  • 试用过期
  • 已取消客户

活动邮件

  • 月度综述/新闻通讯
  • 季节性促销
  • 产品更新
  • 行业新闻汇总
  • 定价更新

详细邮件类型参考：参见 references/email-types.md

邮件文案指南

结构

  1. 钩子：第一行抓住注意力
  2. 背景：为什么这对他们重要
  3. 价值：有用的内容
  4. 行动号召 (CTA)：下一步做什么
  5. 结尾签名：人性化、温暖的收尾

格式

  • 短段落（1-3 句话）
  • 段落间留白
  • 使用项目符号便于扫描
  • 谨慎使用粗体强调
  • 移动端优先（大多数人在手机上阅读）

语调

  • 对话式，非正式
  • 使用第一人称（我/我们）和第二人称（你/您）
  • 主动语态
  • 大声朗读——听起来像人话吗？

长度

  • 事务性邮件：50-125 字
  • 教育性邮件：150-300 字
  • 故事驱动：300-500 字

CTA 指南

  • 主要操作使用按钮
  • 次要操作使用链接
  • 每封邮件一个清晰的主要 CTA
  • 按钮文字：操作 + 成果

详细文案、个性化及测试指南：参见 references/copy-guidelines.md

输出格式

序列概览

序列名称：[名称]
触发条件：[什么启动该序列]
目标：[主要转化目标]
长度：[邮件数量]
时机：[邮件之间延迟]
退出条件：[用户何时离开该序列]

每封邮件详情

邮件 [编号]：[名称/目的]
发送时间：[时机]
主题行：[主题]
预览文本：[预览文字]
正文：[完整文案]
CTA：[按钮文字] → [链接目标]
细分/条件：[如适用]

指标计划

  • 衡量内容及基准

任务特定问题

  1. 触发进入此序列的条件是什么？
  2. 主要目标/转化动作是什么？
  3. 用户已经了解你什么？
  4. 他们正在接收哪些其他邮件？
  5. 你当前的邮件性能如何？

工具集成

关于实施，请参见 工具注册表。关键邮件工具如下：

工具最适合MCP指南
Customer.io基于行为的自动化-customer-io.md
Mailchimp中小企业邮件营销✓mailchimp.md
NitrosendAI原生邮件（通过提示进行序列）✓nitrosend.md
Resend开发者友好的事务性邮件✓resend.md
SendGrid大规模事务性邮件-sendgrid.md
Kit创作者/新闻通讯专注-kit.md

相关技能

  • lead-magnets：用于规划可注入培育序列的引流诱饵
  • churn-prevention：用于取消流程、挽留优惠和催款策略（邮件支持此功能）
  • onboarding：用于应用内引导（邮件起辅助作用）
  • copywriting：用于邮件链接到的着陆页
  • ab-testing：用于测试邮件元素
  • popups：用于邮件捕获弹窗
  • revops：用于触发邮件序列的生命周期阶段

Individual skills in this repo

This repo contains 20 individual skills — each has its own dedicated page.

ab-testing

When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions

ads

When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions

ai-seo

When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions

analytics

When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions

aso

When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions

attribution

When the user wants to figure out which marketing actually drives conversions and revenue, choose or interpret an attribution model, or reconcile conflicting numbers across tools. Also use when the user mentions

churn-prevention

When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions

cold-email

Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions

co-marketing

When the user wants to find co-marketing partners, plan joint campaigns, or brainstorm partnership opportunities. Use when the user says

community-marketing

Build and leverage online communities to drive product growth and brand loyalty. Use when the user wants to create a community strategy, grow a Discord or Slack community, manage a forum or subreddit, build brand advocates, increase word-of-mouth, drive community-led growth, engage users post-signup, or turn customers into evangelists. Trigger phrases: \

competitor-profiling

When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions

competitors

When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions

content-strategy

When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions

copy-editing

When the user wants to edit, review, or improve existing marketing copy, or refresh outdated content. Also use when the user mentions

copywriting

When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says

coreyhaines31/ab-test-setup

When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," "how long should I run this test," "growth experiments," "experiment velocity," "experiment backlog," "ICE score," "experimentation program," or "experiment playbook." Use this whenever someone is comparing two approaches and wants to measure which performs better, or when they want to build a systematic experimentation practice. For tracking implementation, see analytics-tracking. For page-level conversion optimization, see page-cro.

coreyhaines31/analytics-tracking

When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "attribution," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For A/B test measurement, see ab-test-setup.

coreyhaines31/aso-audit

When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO audit,' 'app store optimization,' 'optimize my app listing,' 'improve app visibility,' 'app store ranking,' 'audit my listing,' 'why aren't people downloading my app,' 'improve my app conversion,' 'keyword optimization for app,' or 'compare my app to competitors.' Use when the user shares an App Store or Google Play URL and wants to improve it.

coreyhaines31/competitor-alternatives

When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. For sales-specific competitor docs, see sales-enablement.

coreyhaines31/email-sequence

When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," "lifecycle emails," "trigger-based emails," "email funnel," "email workflow," "what emails should I send," "welcome series," or "email cadence." Use this for any multi-email automated flow. For cold outreach emails, see cold-email. For in-app onboarding, see onboarding-cro.

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