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Zero dependencies.\nmetadata:\n  category: marketing\n  skills: [\"email\", \"marketing\", \"newsletters\", \"cold-email\", \"outreach\", \"sequences\", \"deliverability\", \"automation\", \"lead-generation\", \"drip-campaigns\"]\n---\n\n# Email Marketing Engine\n\nComplete methodology for building, running, and optimizing email marketing — from domain setup to revenue attribution. Covers lifecycle email (newsletters, onboarding, retention) AND cold outreach (prospecting, personalization, follow-up). No API keys, no paid tools required.\n\n---\n\n## Phase 1: Infrastructure & Deliverability\n\n### Domain Authentication Checklist\n\nBefore sending a single email, complete ALL of these:\n\n```yaml\ndomain_auth:\n  spf:\n    record: \"v=spf1 include:_spf.google.com include:[esp-domain] ~all\"\n    check: \"nslookup -type=txt yourdomain.com\"\n    status: pending  # pending | configured | verified\n  dkim:\n    selector: \"google\"  # or ESP-specific\n    key_length: 2048  # minimum\n    status: pending\n  dmarc:\n    policy: \"v=DMARC1; p=quarantine; rua=mailto:dmarc@yourdomain.com; pct=100\"\n    progression: \"none → quarantine → reject (over 4 weeks)\"\n    status: pending\n  bimi:\n    logo_format: \"SVG Tiny 1.2\"\n    vmc_certificate: false  # optional but increases trust\n  reverse_dns: pending\n  custom_return_path: pending\n```\n\n### Domain Warm-Up Schedule\n\nNew domain or IP? Follow this exactly:\n\n| Week | Daily Volume | Target Audience | Content Type |\n|------|-------------|-----------------|--------------|\n| 1 | 20-50 | Known engaged contacts | Personal, high-value |\n| 2 | 50-150 | Recent subscribers | Welcome + best content |\n| 3 | 150-500 | Active segment (opened 30d) | Mix of content types |\n| 4 | 500-1500 | Broader active list | Regular campaigns |\n| 5 | 1500-5000 | Full active list | Normal operations |\n| 6+ | Scale 20%/week | Full list minus unengaged | All campaign types |\n\n**Warm-up rules:**\n- Send to Gmail/Outlook first (strictest filters = best signal)\n- Get replies during warm-up — ask questions, request feedback\n- If bounce rate exceeds 3% at any stage, STOP and clean list\n- Monitor Google Postmaster Tools daily during warm-up\n- Never skip weeks — rebuilding from a spam flag takes 3-6 months\n\n### Sender Reputation Monitoring\n\nCheck these weekly:\n\n```yaml\nreputation_dashboard:\n  google_postmaster:\n    domain_reputation: high  # high | medium | low | bad\n    spam_rate: 0.02%  # must stay under 0.1%\n    authentication: pass\n    encryption: tls\n  blacklists:\n    check_url: \"https://mxtoolbox.com/blacklists.aspx\"\n    listed_on: []  # any listing = immediate action\n  bounce_tracking:\n    hard_bounces: 0.3%  # remove immediately, never re-send\n    soft_bounces: 1.2%  # retry 3x, then suppress\n    complaint_rate: 0.04%  # above 0.1% = emergency\n  inbox_placement:\n    gmail: 94%\n    outlook: 91%\n    yahoo: 88%\n    corporate: 85%\n```\n\n**Emergency response if reputation drops:**\n1. Immediately reduce volume by 75%\n2. Send ONLY to most engaged segment (opened in 7 days)\n3. Pause all cold outreach and promotional campaigns\n4. Review last 5 campaigns for content triggers\n5. Check for spam trap hits (sudden bounces from old addresses)\n6. Rebuild gradually over 2-4 weeks\n\n---\n\n## Phase 2: List Building & Management\n\n### List Growth Strategy\n\n**Organic growth methods (ranked by quality):**\n\n| Method | Quality | Volume | Setup Effort |\n|--------|---------|--------|-------------|\n| Content upgrade (in-article) | ★★★★★ | Medium | Medium |\n| Webinar/event registration | ★★★★★ | Low-Med | High |\n| Free tool/calculator | ★★★★☆ | High | High |\n| Newsletter referral program | ★★★★☆ | Medium | Medium |\n| Exit-intent popup | ★★★☆☆ | High | Low |\n| Social media bio link | ★★★☆☆ | Low | Low |\n| Co-marketing swap | ★★★☆☆ | Medium | Medium |\n| Gated whitepaper/report | ★★★☆☆ | Medium | Medium |\n| Contest/giveaway | ★★☆☆☆ | High | Medium |\n| Purchased list | ☆☆☆☆☆ | High | Low |\n\n**Never buy lists.** Purchased lists contain spam traps, kill deliverability, and violate GDPR/CAN-SPAM. The \"shortcut\" costs more than building organically.\n\n### Lead Magnet Framework\n\nEvery opt-in needs a compelling reason:\n\n```yaml\nlead_magnet:\n  name: \"[Specific Outcome] [Format]\"\n  format: checklist | template | calculator | swipe_file | mini_course | report\n  promise: \"What specific result will they get?\"\n  time_to_value: \"< 5 minutes\"  # faster = higher conversion\n  quality_bar: \"Would someone pay $20 for this?\"\n  delivery: immediate  # never gate behind \"check your email in 24h\"\n  \n  # Opt-in page elements\n  headline: \"[Number] [Outcome] without [Pain]\"\n  subhead: \"One specific proof point or social proof\"\n  bullet_1: \"Specific benefit with number\"\n  bullet_2: \"Addresses main objection\"\n  bullet_3: \"Speed/ease promise\"\n  form_fields: [email]  # name optional, more fields = lower conversion\n  cta_button: \"Get the [Format]\"  # never \"Submit\"\n  social_proof: \"[X] people downloaded this week\"\n```\n\n### Segmentation Architecture\n\n**Core segments (minimum viable):**\n\n```yaml\nsegments:\n  lifecycle:\n    - new_subscriber:\n        definition: \"Joined < 14 days ago\"\n        treatment: \"Welcome sequence, daily for 2 weeks\"\n    - active:\n        definition: \"Opened or clicked in last 30 days\"\n        treatment: \"Full campaigns, all content types\"\n    - cooling:\n        definition: \"No opens 30-60 days\"\n        treatment: \"Reduced frequency, best content only\"\n    - dormant:\n        definition: \"No opens 60-90 days\"\n        treatment: \"Re-engagement sequence\"\n    - dead:\n        definition: \"No opens > 90 days, re-engagement failed\"\n        treatment: \"Remove from list (improves deliverability)\"\n    - customer:\n        definition: \"Has purchased\"\n        treatment: \"Retention, upsell, referral\"\n    - vip:\n        definition: \"Top 10% by engagement OR revenue\"\n        treatment: \"Early access, exclusives, personal touch\"\n  \n  behavioral:\n    - clicked_pricing: \"Sales-ready, trigger demo offer\"\n    - downloaded_resource: \"Interested in [topic], nurture there\"\n    - visited_3x_week: \"High intent, accelerate sequence\"\n    - opened_not_clicked: \"Subject works, content needs help\"\n    - clicked_not_converted: \"Interest without action, address objection\"\n  \n  demographic:\n    - by_role: \"[CEO, VP, Manager, IC]\"\n    - by_company_size: \"[1-10, 11-50, 51-200, 201-1000, 1000+]\"\n    - by_industry: \"[SaaS, Ecommerce, Finance, Healthcare, etc.]\"\n```\n\n### List Hygiene Protocol\n\nRun monthly:\n\n```\nList Hygiene Checklist:\n□ Remove all hard bounces (immediately, never re-add)\n□ Suppress soft bounces with 3+ consecutive failures\n□ Remove spam complainers (permanent suppress)\n□ Flag role addresses (info@, admin@, support@) — lower priority\n□ Identify spam traps (sudden old-domain bounces)\n□ Run email verification on new imports (NeverBounce, ZeroBounce)\n□ Sunset dormant subscribers (90 days no engagement)\n□ Merge duplicates (same email, different entries)\n□ Update preference center opt-outs\n□ Document list size change: [before] → [after] = [% change]\n```\n\n---\n\n## Phase 3: Email Sequences & Campaigns\n\n### Welcome Sequence (7 emails, 14 days)\n\nThe most important sequence you'll ever write:\n\n```yaml\nwelcome_sequence:\n  email_1:\n    timing: \"Immediate (within 60 seconds)\"\n    subject: \"Here's your [lead magnet] + a quick question\"\n    goal: \"Deliver value, set expectations, get a reply\"\n    structure:\n      - deliver_lead_magnet: \"Direct download link, no hoops\"\n      - set_expectations: \"Here's what you'll get from me and how often\"\n      - personal_question: \"What's your biggest challenge with [topic]?\"\n      - ps: \"Reply to this email — I read every response\"\n    why: \"First email gets 50-80% open rate. Replies train inbox placement.\"\n    \n  email_2:\n    timing: \"Day 1 (24 hours)\"\n    subject: \"The [thing] that changed everything for me\"\n    goal: \"Build connection through story + deliver quick win\"\n    structure:\n      - origin_story: \"Why I care about [topic] (brief, 3-4 sentences)\"\n      - quick_win: \"One actionable tip they can use in 5 minutes\"\n      - result: \"What happened when I/client did this\"\n    \n  email_3:\n    timing: \"Day 3\"\n    subject: \"[Number] mistakes killing your [desired outcome]\"\n    goal: \"Educate + position expertise\"\n    structure:\n      - mistakes_list: \"3-5 common mistakes with brief explanations\"\n      - reframe: \"Why most advice about this is wrong\"\n      - bridge: \"What to do instead (high-level)\"\n    \n  email_4:\n    timing: \"Day 5\"\n    subject: \"How [client/case study] achieved [specific result]\"\n    goal: \"Social proof + belief building\"\n    structure:\n      - situation: \"Where they started (relatable)\"\n      - action: \"What they did (your method)\"\n      - result: \"Specific numbers and outcomes\"\n      - takeaway: \"One thing the reader can apply today\"\n    \n  email_5:\n    timing: \"Day 7\"\n    subject: \"The complete guide to [core topic]\"\n    goal: \"Deliver highest-value free content\"\n    structure:\n      - comprehensive_resource: \"Best blog post, guide, or video\"\n      - framework: \"Your unique approach/methodology\"\n      - depth: \"Go deeper than competitors dare\"\n    \n  email_6:\n    timing: \"Day 10\"\n    subject: \"Why most [people] fail at [goal] (and how to avoid it)\"\n    goal: \"Address objections before selling\"\n    structure:\n      - common_objections: \"The 3 reasons people hesitate\"\n      - reframe_each: \"Why each objection is actually a feature\"\n      - bridge_to_offer: \"Subtle transition toward solution\"\n    \n  email_7:\n    timing: \"Day 14\"\n    subject: \"Quick question about [their goal]\"\n    goal: \"Soft CTA — consultation, product, or next step\"\n    structure:\n      - summary: \"Quick recap of value delivered so far\"\n      - offer: \"Clear, specific next step with benefit\"\n      - urgency: \"Genuine reason to act now (not fake scarcity)\"\n      - ps: \"Easy alternative if they're not ready\"\n```\n\n### Cold Outreach Sequence (5 emails, 21 days)\n\nFor prospects who don't know you:\n\n```yaml\ncold_outreach:\n  principles:\n    - \"Research before writing — generic = spam\"\n    - \"One ask per email — never multiple CTAs\"\n    - \"Under 125 words — busy people skim\"\n    - \"No HTML, no images — plain text performs 2x better\"\n    - \"Personalize first 2 lines or don't send\"\n    - \"Never lie about prior relationship ('We met at...' when you didn't)\"\n\n  email_1:\n    timing: \"Day 0\"\n    subject: \"[First name], quick question about [their specific initiative]\"\n    template: |\n      Hi [Name],\n\n      Saw [specific thing — blog post, LinkedIn update, company news, job posting].\n      [One sentence connecting their situation to your value prop].\n\n      We helped [similar company] [specific result with numbers].\n\n      Worth a 15-min call to see if this applies to [their company]?\n\n      [Your name]\n    personalization_checklist:\n      - \"Reference something specific to THEM (not their industry)\"\n      - \"Mention a trigger event (hiring, funding, product launch)\"\n      - \"Name a competitor or peer who got results\"\n    \n  email_2:\n    timing: \"Day 3\"\n    subject: \"Re: [original subject]\"\n    template: |\n      Hi [Name],\n\n      Quick follow-up — wanted to share [relevant resource/case study]\n      that shows how [peer company] solved [the problem you help with].\n\n      [One-line insight from the resource]\n\n      Would this be relevant for [their company]?\n\n      [Your name]\n    note: \"Add value, don't just 'bump' — bumps are lazy\"\n    \n  email_3:\n    timing: \"Day 7\"\n    subject: \"[Their company] + [your solution area]\"\n    template: |\n      Hi [Name],\n\n      [One specific observation about their business/website/product].\n      [What this typically means / costs them].\n\n      If you're seeing the same thing, I have 2-3 ideas that took\n      [similar company] from [before] to [after].\n\n      Open to hearing them?\n\n      [Your name]\n    note: \"Show you've done homework — specific observation > generic pitch\"\n    \n  email_4:\n    timing: \"Day 14\"\n    subject: \"Should I close the loop?\"\n    template: |\n      Hi [Name],\n\n      I've reached out a few times — totally understand if the\n      timing isn't right.\n\n      If [problem you solve] isn't a priority right now, no worries.\n      But if it is, I'd love 15 minutes to share what's working\n      for [industry] companies like [their company].\n\n      Either way, just let me know and I'll update my notes.\n\n      [Your name]\n    note: \"Give them an easy out — reduces guilt, increases replies\"\n    \n  email_5:\n    timing: \"Day 21\"\n    subject: \"Closing the file on [their company]\"\n    template: |\n      Hi [Name],\n\n      Looks like [solving X] isn't a priority right now — totally get it.\n\n      I'll close out my notes on [their company]. If things change\n      down the road, here's my calendar link: [link]\n\n      Wishing you and the team a great [quarter/year].\n\n      [Your name]\n    note: \"Breakup email — often gets the highest reply rate (20-30%)\"\n```\n\n### Personalization Framework\n\nMove beyond `{first_name}`:\n\n```yaml\npersonalization_levels:\n  level_1_basic:  # minimum viable\n    - first_name\n    - company_name\n    - industry\n    impact: \"5-10% lift in opens\"\n    \n  level_2_contextual:  # good\n    - role/title reference\n    - company size tier messaging\n    - industry-specific pain points\n    - geographic reference\n    impact: \"15-25% lift in opens and clicks\"\n    \n  level_3_behavioral:  # great\n    - reference their recent action (download, page visit, event)\n    - mention content they engaged with\n    - tailor offer to demonstrated interest\n    impact: \"30-50% lift in conversions\"\n    \n  level_4_research:  # cold outreach only\n    - reference specific blog post/interview they wrote\n    - mention recent company news (funding, launch, hire)\n    - note a competitor move affecting them\n    - connect to LinkedIn post or tweet they shared\n    impact: \"2-5x reply rate vs. generic\"\n```\n\n### Re-Engagement Sequence (3 emails)\n\nFor subscribers going dark (30-90 days no opens):\n\n```yaml\nre_engagement:\n  email_1:\n    timing: \"Day 0 (triggered at 60 days no open)\"\n    subject: \"Still interested in [topic]?\"\n    content: |\n      We noticed you haven't opened our emails in a while.\n      No hard feelings — priorities change.\n      \n      Here's what you missed: [link to best content from last 60 days]\n      \n      Want to stay on the list? Just click here: [re-confirm link]\n      \n      If not, we'll automatically remove you in 14 days.\n      Either way, no spam — that's a promise.\n      \n  email_2:\n    timing: \"Day 7\"\n    subject: \"Last chance: [special offer or best content piece]\"\n    content: \"Offer genuine incentive — exclusive content, discount, or early access\"\n    \n  email_3:\n    timing: \"Day 14\"\n    subject: \"Goodbye (for now)\"\n    content: |\n      We're removing you from our email list to keep things clean.\n      \n      If you ever want back in: [subscribe link]\n      \n      Thanks for being here — hope we helped along the way.\n    \n    action: \"Auto-suppress after send. NEVER re-add without explicit re-opt-in.\"\n```\n\n---\n\n## Phase 4: Campaign Types & Templates\n\n### Newsletter Framework\n\n```yaml\nnewsletter:\n  frequency: weekly | biweekly  # pick one and be consistent\n  best_day: \"Tuesday-Thursday, 9-11 AM recipient timezone\"\n  \n  structure:\n    hook: \"Opening line — personal, topical, or contrarian (2 sentences max)\"\n    main_content:\n      format: \"1 deep piece OR 3-5 curated pieces with commentary\"\n      rule: \"80% education, 20% promotion maximum\"\n      voice: \"Write like you're emailing a smart friend\"\n    cta: \"One clear ask — reply, click, share, or buy\"\n    ps: \"Secondary link, personal note, or teaser for next issue\"\n  \n  subject_line_formulas:\n    curiosity: \"[Number] things I learned about [topic] this week\"\n    utility: \"How to [achieve X] without [pain Y]\"\n    contrarian: \"Stop [common advice] — here's what works instead\"\n    news: \"[Topic] just changed — here's what it means for you\"\n    personal: \"I made a mistake with [topic] (here's what happened)\"\n  \n  metrics_targets:\n    open_rate: \"> 35% (engaged list), > 20% (broad)\"\n    click_rate: \"> 3%\"\n    reply_rate: \"> 0.5%\"\n    unsubscribe: \"< 0.3% per send\"\n```\n\n### Promotional Campaign Template\n\n```yaml\npromotional:\n  pre_launch:  # 3-7 days before\n    email_1: \"Tease — 'Something's coming for [audience]'\"\n    email_2: \"Behind-the-scenes — why we built this\"\n    \n  launch:  # Day of\n    email_1: \"Announcement — what it is, who it's for, how to get it\"\n    email_2: \"Social proof — early results, testimonials\"\n    \n  follow_up:  # 3-7 days after\n    email_1: \"FAQ — address top objections\"\n    email_2: \"Case study — detailed success story\"\n    email_3: \"Last chance — genuine deadline or limit\"\n    \n  rules:\n    - \"Never fake scarcity — if it's evergreen, don't say 'limited time'\"\n    - \"Segment: don't pitch customers what they already own\"\n    - \"Track revenue per email, not just clicks\"\n    - \"3 promotional emails per month maximum (ratio to value emails)\"\n```\n\n### Transactional Email Optimization\n\nMost companies waste transactional emails (70%+ open rate):\n\n```yaml\ntransactional_upgrades:\n  order_confirmation:\n    must_have: \"Order details, delivery estimate\"\n    add: \"Onboarding tip, complementary product, referral ask\"\n    \n  shipping_notification:\n    must_have: \"Tracking link, delivery date\"\n    add: \"Setup guide, community invite, content recommendation\"\n    \n  receipt:\n    must_have: \"Amount, description, support contact\"\n    add: \"Usage tips, upgrade path, review request (after delivery)\"\n    \n  password_reset:\n    must_have: \"Reset link, security note\"\n    add: \"Account security tips, feature reminder\"\n    \n  rule: \"Transactional emails MUST remain primarily transactional. Marketing content should be secondary and relevant.\"\n```\n\n---\n\n## Phase 5: A/B Testing & Optimization\n\n### Testing Protocol\n\n```yaml\nab_testing:\n  minimum_sample: 1000  # per variant for statistical significance\n  confidence_level: 95%  # don't declare winners below this\n  \n  priority_order:  # test in this order for maximum impact\n    1: \"Subject line (biggest lever — 30-50% impact on opens)\"\n    2: \"Send time (10-20% impact)\"\n    3: \"From name (15-25% impact — personal name vs brand)\"\n    4: \"CTA copy and placement (20-40% impact on clicks)\"\n    5: \"Email length (varies wildly by audience)\"\n    6: \"Plain text vs HTML\"\n    7: \"Personalization depth\"\n    8: \"Preheader text\"\n  \n  methodology:\n    split: \"20% test / 80% winner (for subject lines)\"\n    duration: \"Wait minimum 4 hours before declaring winner\"\n    isolation: \"Change ONE variable per test\"\n    documentation: \"Log every test result — institutional knowledge\"\n  \n  test_log_template:\n    date: \"YYYY-MM-DD\"\n    variable: \"Subject line | Send time | CTA | etc.\"\n    variant_a: \"Description\"\n    variant_b: \"Description\"\n    sample_size: \"N per variant\"\n    metric: \"Open rate | Click rate | Conversion\"\n    result_a: \"X%\"\n    result_b: \"Y%\"\n    winner: \"A | B | No significant difference\"\n    confidence: \"95%+\"\n    learning: \"What we now know\"\n    next_test: \"What to test based on this result\"\n```\n\n### Subject Line Scoring\n\nRate every subject line before sending:\n\n```yaml\nsubject_line_rubric:\n  length:\n    score: 0-2\n    criteria:\n      2: \"30-50 characters (optimal mobile display)\"\n      1: \"50-70 characters (acceptable)\"\n      0: \"> 70 characters (truncated on most devices)\"\n      \n  specificity:\n    score: 0-2\n    criteria:\n      2: \"Contains a specific number, name, or outcome\"\n      1: \"Somewhat specific\"\n      0: \"Vague or generic\"\n      \n  curiosity_gap:\n    score: 0-2\n    criteria:\n      2: \"Creates genuine curiosity without being clickbait\"\n      1: \"Mildly interesting\"\n      0: \"No reason to open\"\n      \n  relevance:\n    score: 0-2\n    criteria:\n      2: \"Directly addresses recipient's known interest/pain\"\n      1: \"Generally relevant to audience\"\n      0: \"Could be for anyone\"\n      \n  spam_risk:\n    score: 0-2\n    criteria:\n      2: \"No spam triggers, natural language\"\n      1: \"Minor risk factors (emoji, question mark)\"\n      0: \"ALL CAPS, exclamation!!!, 'Free', 'Act now'\"\n      \n  total: \"/10 — don't send below 7\"\n```\n\n### Email Copy Scoring\n\n```yaml\nemail_quality_rubric:\n  clarity:\n    weight: 25\n    criteria:\n      25: \"One clear message, one CTA, instantly understood\"\n      15: \"Clear but slightly unfocused\"\n      5: \"Multiple messages competing for attention\"\n      \n  value:\n    weight: 25\n    criteria:\n      25: \"Reader gains actionable insight or clear benefit\"\n      15: \"Somewhat useful\"\n      5: \"Self-serving with no reader benefit\"\n      \n  voice:\n    weight: 20\n    criteria:\n      20: \"Sounds like a human wrote it to one person\"\n      12: \"Professional but slightly generic\"\n      4: \"Corporate-speak, AI-obvious, or template-y\"\n      \n  structure:\n    weight: 15\n    criteria:\n      15: \"Scannable: short paragraphs, bold key points, bullets\"\n      9: \"Readable but dense\"\n      3: \"Wall of text, no formatting\"\n      \n  mobile:\n    weight: 15\n    criteria:\n      15: \"Single column, large CTA, < 300 words, images optional\"\n      9: \"Mostly mobile-friendly\"\n      3: \"Multi-column, tiny links, image-heavy\"\n      \n  total: \"/100 — don't send below 70\"\n```\n\n---\n\n## Phase 6: Cold Outreach System\n\n### Prospect Research Template\n\nBefore writing a single cold email:\n\n```yaml\nprospect_research:\n  person:\n    full_name: \"\"\n    title: \"\"\n    linkedin_url: \"\"\n    recent_post_or_article: \"\"\n    career_trajectory: \"\"  # where they came from\n    mutual_connections: \"\"\n    \n  company:\n    name: \"\"\n    website: \"\"\n    industry: \"\"\n    employee_count: \"\"\n    recent_news: \"\"  # funding, launches, hires, awards\n    tech_stack: \"\"  # BuiltWith, Wappalyzer\n    job_postings: \"\"  # what they're hiring for = priorities\n    \n  trigger_events:  # why NOW is the right time\n    - \"New funding round\"\n    - \"New executive hire\"\n    - \"Product launch\"\n    - \"Competitor move\"\n    - \"Industry regulation change\"\n    - \"Job posting related to your solution\"\n    - \"Negative review/complaint about current tool\"\n    \n  connection_points:  # personalization hooks\n    - \"Shared background/school/employer\"\n    - \"Content they published\"\n    - \"Conference they spoke at\"\n    - \"Mutual connection\"\n    - \"Specific challenge visible from outside\"\n```\n\n### Cold Email Deliverability Rules\n\nCold outreach has DIFFERENT rules than marketing email:\n\n```yaml\ncold_email_rules:\n  domain:\n    - \"Use a separate domain for cold outreach (not your main domain)\"\n    - \"Set up: outreach.yourdomain.com or yourdomain.co\"\n    - \"Full SPF/DKIM/DMARC on the outreach domain\"\n    - \"Warm up for minimum 2 weeks before sending\"\n    \n  volume:\n    - \"Maximum 50 cold emails per day per inbox\"\n    - \"Use multiple inboxes to scale (5 inboxes = 250/day)\"\n    - \"Spread sends throughout the day (not all at once)\"\n    - \"Randomize send times ±15 minutes\"\n    \n  content:\n    - \"Plain text only — no HTML, no images, no tracking pixels\"\n    - \"Under 125 words (3-4 short paragraphs)\"\n    - \"No more than 1 link per email\"\n    - \"Avoid spam trigger words (free, guaranteed, act now, limited)\"\n    - \"Include physical address and opt-out mechanism\"\n    \n  list:\n    - \"Verify every email address before sending (< 3% bounce)\"\n    - \"Never send to catch-all domains without verification\"\n    - \"Remove any email that bounces immediately\"\n    - \"Respect unsubscribe within 24 hours\"\n```\n\n### Reply Handling Framework\n\n```yaml\nreply_handling:\n  positive:\n    signals: [\"interested\", \"tell me more\", \"let's talk\", \"send info\"]\n    response_time: \"< 1 hour during business hours\"\n    action: |\n      1. Thank them specifically for what they said\n      2. Answer any questions in the reply\n      3. Propose 2-3 specific meeting times\n      4. Keep it short — they said yes, don't oversell\n      \n  objection:\n    signals: [\"too expensive\", \"not now\", \"using competitor\", \"not interested\"]\n    response_time: \"< 4 hours\"\n    action: |\n      1. Acknowledge their concern genuinely\n      2. Address the specific objection (not a generic rebuttal)\n      3. Offer lighter alternative (case study, free resource)\n      4. Leave door open: \"If things change, I'm here\"\n      \n  referral:\n    signals: [\"talk to [name]\", \"not the right person\", \"try [department]\"]\n    action: |\n      1. Thank them warmly\n      2. Ask: \"Would you mind making an intro, or should I reach out directly and mention you?\"\n      3. Reference the referral in new outreach\n      \n  negative:\n    signals: [\"remove me\", \"stop emailing\", \"spam\", \"unsubscribe\"]\n    action: \"Immediately suppress. Reply with brief apology. Never re-add.\"\n```\n\n---\n\n## Phase 7: Automation & Workflows\n\n### Email Automation Map\n\n```yaml\nautomations:\n  # Acquisition\n  lead_magnet_download:\n    trigger: \"Form submission\"\n    action: \"Deliver asset → Start welcome sequence → Tag by lead magnet topic\"\n    \n  webinar_registration:\n    trigger: \"Registration\"\n    action: \"Confirmation → 3 reminder emails → Post-event replay + offer\"\n    \n  # Activation\n  trial_signup:\n    trigger: \"Account created\"\n    sequence:\n      day_0: \"Welcome + first action to take\"\n      day_1: \"Quick win tutorial\"\n      day_3: \"Feature highlight relevant to their use case\"\n      day_5: \"Case study from similar company\"\n      day_7: \"Check-in: 'How's it going?'\"\n      day_10: \"Advanced feature + upgrade nudge\"\n      day_13: \"Trial ending reminder + offer\"\n      day_14: \"Last day — decision time\"\n    \n  # Revenue\n  abandoned_cart:\n    trigger: \"Cart created, no purchase in 1 hour\"\n    sequence:\n      1_hour: \"Forgot something? [Cart contents]\"\n      24_hours: \"Still thinking about it? [Social proof]\"\n      72_hours: \"Last chance + incentive (if margin allows)\"\n    recovery_rate_target: \"5-15%\"\n    \n  # Retention\n  post_purchase:\n    trigger: \"Purchase completed\"\n    sequence:\n      immediate: \"Order confirmation + onboarding\"\n      day_3: \"Setup tips + quick win\"\n      day_14: \"Check-in + feature discovery\"\n      day_30: \"Usage milestone celebration\"\n      day_60: \"Case study request or testimonial ask\"\n      day_90: \"Upsell/cross-sell relevant product\"\n    \n  # Win-back\n  churn_risk:\n    trigger: \"No login in 14 days (SaaS) or no purchase in 60 days (ecomm)\"\n    sequence:\n      day_0: \"We miss you — here's what's new\"\n      day_7: \"Special offer to come back\"\n      day_14: \"Cancellation survey + last offer\"\n    \n  # Expansion\n  nps_follow_up:\n    trigger: \"NPS score submitted\"\n    action:\n      promoter_9_10: \"Ask for review/referral + referral incentive\"\n      passive_7_8: \"Ask what would make it a 10\"\n      detractor_0_6: \"Personal outreach from CS + escalation\"\n```\n\n### Send Time Optimization\n\n```yaml\nsend_time_strategy:\n  b2b:\n    best: \"Tuesday-Thursday, 9:00-11:00 AM recipient timezone\"\n    good: \"Monday 10AM, Friday 9AM\"\n    avoid: \"Friday afternoon, weekends, holidays\"\n    \n  b2c:\n    best: \"Saturday 10AM, Sunday 6PM, Tuesday 8PM\"\n    good: \"Weekday evenings 6-9PM\"\n    avoid: \"Weekday mornings (competing with work email)\"\n    \n  cold_outreach:\n    best: \"Tuesday-Thursday, 7:00-8:00 AM (before inbox floods)\"\n    good: \"Monday 7AM, Thursday 4PM\"\n    avoid: \"Weekends, lunch hour, Friday PM\"\n    \n  advanced:\n    - \"Use ESP's send-time optimization if available\"\n    - \"Test YOUR audience — benchmarks are averages, not your data\"\n    - \"Consider timezone — segment by geography for large lists\"\n    - \"Account for industry patterns (retail ≠ enterprise ≠ healthcare)\"\n```\n\n---\n\n## Phase 8: Analytics & Revenue Attribution\n\n### Email Marketing Dashboard\n\nTrack weekly:\n\n```yaml\ndashboard:\n  growth:\n    list_size: 0\n    new_subscribers_this_week: 0\n    unsubscribes_this_week: 0\n    net_growth_rate: \"0%\"\n    \n  engagement:\n    avg_open_rate: \"0%\"\n    avg_click_rate: \"0%\"\n    avg_reply_rate: \"0%\"\n    click_to_open_rate: \"0%\"  # clicks / opens — measures content quality\n    \n  health:\n    bounce_rate: \"0%\"\n    spam_complaint_rate: \"0%\"\n    list_churn_rate: \"0%\"  # (unsubs + bounces + complaints) / list size\n    deliverability_rate: \"0%\"\n    \n  revenue:\n    email_attributed_revenue: \"$0\"\n    revenue_per_subscriber: \"$0\"\n    revenue_per_email_sent: \"$0\"\n    conversion_rate: \"0%\"\n    \n  cold_outreach:\n    emails_sent: 0\n    open_rate: \"0%\"\n    reply_rate: \"0%\"\n    positive_reply_rate: \"0%\"\n    meetings_booked: 0\n    pipeline_generated: \"$0\"\n```\n\n### Revenue Attribution Model\n\n```yaml\nattribution:\n  last_touch:\n    description: \"Credit to last email before conversion\"\n    use_when: \"Simple tracking, small list, direct sales\"\n    \n  first_touch:\n    description: \"Credit to email that acquired the subscriber\"\n    use_when: \"Measuring list-building ROI\"\n    \n  linear:\n    description: \"Equal credit to all emails in journey\"\n    use_when: \"Understanding full funnel contribution\"\n    \n  time_decay:\n    description: \"More credit to emails closer to conversion\"\n    use_when: \"Mature program with long sales cycles\"\n    \n  calculation: |\n    Email ROI = (Revenue attributed to email - Email costs) / Email costs × 100\n    \n    Email costs include:\n    - ESP subscription\n    - Email verification tools\n    - Content creation time (hourly rate × hours)\n    - Design/template costs\n    \n    Industry benchmark: $36-42 return per $1 spent\n    Healthy program: > $20 per $1\n    Needs work: < $10 per $1\n```\n\n### Weekly Review Template\n\n```\n## Email Marketing Weekly Review — [Date]\n\n### Growth\n- List size: [N] ([+/-X] from last week, [Y%] growth)\n- Top acquisition source: [source] ([N] new subs)\n- Churn: [N] unsubscribes + [N] bounces = [X%] churn rate\n\n### Campaign Performance\n| Campaign | Sent | Opens | Clicks | Unsubs | Revenue |\n|----------|------|-------|--------|--------|---------|\n| [name]   | [N]  | [X%]  | [X%]   | [N]    | $[X]    |\n\n### Cold Outreach\n- Sent: [N] | Opens: [X%] | Replies: [N] ([X%])\n- Positive replies: [N] | Meetings booked: [N]\n- Pipeline generated: $[X]\n\n### A/B Test Results\n- Test: [variable] — [A] vs [B]\n- Winner: [variant] by [X%] ([confidence]% confidence)\n- Learning: [insight]\n\n### Health Check\n- Deliverability: [X%] | Spam rate: [X%] | Blacklists: [clean/listed]\n- Domain reputation: [high/medium/low]\n\n### Next Week\n- [ ] [Action item 1]\n- [ ] [Action item 2]\n- [ ] [Test to run]\n```\n\n---\n\n## Phase 9: Compliance & Legal\n\n### Compliance Checklist by Region\n\n```yaml\ncompliance:\n  can_spam_us:\n    - \"Include physical mailing address\"\n    - \"Clear 'From' name — no deceptive headers\"\n    - \"Subject line must reflect content\"\n    - \"Identify as ad if promotional\"\n    - \"One-click unsubscribe link in every email\"\n    - \"Honor unsubscribe within 10 business days\"\n    - \"No harvested or purchased emails\"\n    penalty: \"Up to $51,744 per email violation\"\n    \n  gdpr_eu_uk:\n    - \"Explicit opt-in consent (no pre-checked boxes)\"\n    - \"Record consent: who, when, what, how\"\n    - \"Right to be forgotten — delete on request within 30 days\"\n    - \"Data portability — export subscriber data on request\"\n    - \"Privacy policy link accessible\"\n    - \"Legitimate interest for B2B cold outreach (document your basis)\"\n    - \"Data Processing Agreement with ESP\"\n    penalty: \"Up to €20M or 4% of annual revenue\"\n    \n  casl_canada:\n    - \"Express consent required (implied consent expires after 2 years)\"\n    - \"Sender identification + physical address\"\n    - \"Unsubscribe processed within 10 business days\"\n    - \"Record of consent for all recipients\"\n    penalty: \"Up to $10M per violation\"\n    \n  cold_email_specific:\n    - \"Separate domain from marketing (protect main domain)\"\n    - \"Physical address in signature\"\n    - \"Unsubscribe mechanism in every email\"\n    - \"Legitimate business reason for contact\"\n    - \"No misleading subject lines\"\n    - \"Respect 'do not contact' requests permanently\"\n```\n\n---\n\n## Edge Cases & Advanced Patterns\n\n### Multi-Language Email\n- Segment by language preference, never auto-translate and send\n- Subject lines don't translate well — write natively for each language\n- Cultural norms vary: formality, humor, directness, imagery\n- Compliance differs by country — check local laws\n\n### Email + SMS Integration\n- Email for content/education, SMS for time-sensitive alerts\n- Never send same message on both channels simultaneously\n- SMS opt-in is separate from email — don't assume permission\n- Use email for story, SMS for action trigger\n\n### B2B vs B2C Differences\n- B2B: longer sequences, more education, weekday sends, case studies\n- B2C: shorter, emotional, weekend-friendly, social proof, urgency\n- B2B: decision involves multiple stakeholders — forward-friendly content\n- B2C: decision is individual — focus on desire and urgency\n\n### Large List Migration\n- Moving ESPs? Export everything: subscribers, tags, engagement history\n- Re-warm from the new ESP — don't blast full list on day 1\n- Start with most engaged segment, scale up over 2-4 weeks\n- Update DNS records before first send from new platform\n\n### High-Volume Sending (50K+ per campaign)\n- Dedicated IP required (shared IP risk increases)\n- Throttle sends: 1000-2000/hour to avoid triggering filters\n- Monitor seed list inbox placement across providers\n- Separate IPs for transactional vs marketing email\n\n---\n\n## Natural Language Commands\n\n```\n\"Set up email authentication for [domain]\" → Generate DNS records\n\"Build a welcome sequence for [business/product]\" → 7-email sequence\n\"Write a cold email for [prospect] at [company]\" → Research + personalized email\n\"Score this subject line: [text]\" → Subject line rubric evaluation\n\"Review this email for quality\" → Email copy scoring rubric\n\"Create a lead magnet for [topic/audience]\" → Lead magnet framework\n\"Audit my email list health\" → List hygiene checklist\n\"Build an abandoned cart sequence\" → 3-email recovery flow\n\"Plan my A/B test for [campaign]\" → Testing protocol\n\"Generate my weekly email report\" → Dashboard template\n\"Check compliance for [region]\" → Region-specific checklist\n\"Create a re-engagement campaign\" → 3-email win-back sequence\n```\n","readmeExcerpt":"--- name: Email Marketing Engine description: Complete email marketing system — deliverability, list building, sequences, cold outreach, automation, analytics, and revenue optimization. Zero dependencies. metadata: category: marketing skills: [\"email\", \"marketing\", \"newsletters\", \"cold-email\", \"outreach\", \"sequences\", \"deliverability\", \"automation\", \"lead-generation\", \"drip-campaigns\"] --- Email Marketing Engine Comp","codeSnippets":[],"executableExamples":[{"language":"yaml","snippet":"domain_auth:\n  spf:\n    record: \"v=spf1 include:_spf.google.com include:[esp-domain] ~all\"\n    check: \"nslookup -type=txt yourdomain.com\"\n    status: pending  # pending | configured | verified\n  dkim:\n    selector: \"google\"  # or ESP-specific\n    key_length: 2048  # minimum\n    status: pending\n  dmarc:\n    policy: \"v=DMARC1; p=quarantine; rua=mailto:dmarc@yourdomain.com; pct=100\"\n    progression: \"none → quarantine → reject (over 4 weeks)\"\n    status: pending\n  bimi:\n    logo_format: \"SVG Tiny 1.2\"\n    vmc_certificate: false  # optional but increases trust\n  reverse_dns: pending\n  custom_return_path: pending"},{"language":"yaml","snippet":"reputation_dashboard:\n  google_postmaster:\n    domain_reputation: high  # high | medium | low | bad\n    spam_rate: 0.02%  # must stay under 0.1%\n    authentication: pass\n    encryption: tls\n  blacklists:\n    check_url: \"https://mxtoolbox.com/blacklists.aspx\"\n    listed_on: []  # any listing = immediate action\n  bounce_tracking:\n    hard_bounces: 0.3%  # remove immediately, never re-send\n    soft_bounces: 1.2%  # retry 3x, then suppress\n    complaint_rate: 0.04%  # above 0.1% = emergency\n  inbox_placement:\n    gmail: 94%\n    outlook: 91%\n    yahoo: 88%\n    corporate: 85%"},{"language":"yaml","snippet":"lead_magnet:\n  name: \"[Specific Outcome] [Format]\"\n  format: checklist | template | calculator | swipe_file | mini_course | report\n  promise: \"What specific result will they get?\"\n  time_to_value: \"< 5 minutes\"  # faster = higher conversion\n  quality_bar: \"Would someone pay $20 for this?\"\n  delivery: immediate  # never gate behind \"check your email in 24h\"\n  \n  # Opt-in page elements\n  headline: \"[Number] [Outcome] without [Pain]\"\n  subhead: \"One specific proof point or social proof\"\n  bullet_1: \"Specific benefit with number\"\n  bullet_2: \"Addresses main objection\"\n  bullet_3: \"Speed/ease promise\"\n  form_fields: [email]  # name optional, more fields = lower conversion\n  cta_button: \"Get the [Format]\"  # never \"Submit\"\n  social_proof: \"[X] people downloaded this week\""},{"language":"yaml","snippet":"segments:\n  lifecycle:\n    - new_subscriber:\n        definition: \"Joined < 14 days ago\"\n        treatment: \"Welcome sequence, daily for 2 weeks\"\n    - active:\n        definition: \"Opened or clicked in last 30 days\"\n        treatment: \"Full campaigns, all content types\"\n    - cooling:\n        definition: \"No opens 30-60 days\"\n        treatment: \"Reduced frequency, best content only\"\n    - dormant:\n        definition: \"No opens 60-90 days\"\n        treatment: \"Re-engagement sequence\"\n    - dead:\n        definition: \"No opens > 90 days, re-engagement failed\"\n        treatment: \"Remove from list (improves deliverability)\"\n    - customer:\n        definition: \"Has purchased\"\n        treatment: \"Retention, upsell, referral\"\n    - vip:\n        definition: \"Top 10% by engagement OR revenue\"\n        treatment: \"Early access, exclusives, personal touch\"\n  \n  behavioral:\n    - clicked_pricing: \"Sales-ready, trigger demo offer\"\n    - downloaded_resource: \"Interested in [topic], nurture there\"\n    - visited_3x_week: \"High intent, accelerate sequence\"\n    - opened_not_clicked: \"Subject works, content needs help\"\n    - clicked_not_converted: \"Interest without action, address objection\"\n  \n  demographic:\n    - by_role: \"[CEO, VP, Manager, IC]\"\n    - by_company_size: \"[1-10, 11-50, 51-200, 201-1000, 1000+]\"\n    - by_industry: \"[SaaS, Ecommerce, Finance, Healthcare, etc.]\""},{"language":"text","snippet":"List Hygiene Checklist:\n□ Remove all hard bounces (immediately, never re-add)\n□ Suppress soft bounces with 3+ consecutive failures\n□ Remove spam complainers (permanent suppress)\n□ Flag role addresses (info@, admin@, support@) — lower priority\n□ Identify spam traps (sudden old-domain bounces)\n□ Run email verification on new imports (NeverBounce, ZeroBounce)\n□ Sunset dormant subscribers (90 days no engagement)\n□ Merge duplicates (same email, different entries)\n□ Update preference center opt-outs\n□ Document list size change: [before] → [after] = [% change]"},{"language":"yaml","snippet":"welcome_sequence:\n  email_1:\n    timing: \"Immediate (within 60 seconds)\"\n    subject: \"Here's your [lead magnet] + a quick question\"\n    goal: \"Deliver value, set expectations, get a reply\"\n    structure:\n      - deliver_lead_magnet: \"Direct download link, no hoops\"\n      - set_expectations: \"Here's what you'll get from me and how often\"\n      - personal_question: \"What's your biggest challenge with [topic]?\"\n      - ps: \"Reply to this email — I read every response\"\n    why: \"First email gets 50-80% open rate. 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