B2B SaaS Email Sequence Builder

SKILL.md

---
name: email-sequence
description: >
  B2B SaaS email sequence and nurture flow builder.
  Use this skill whenever the user wants to write, plan, or optimize email sequences, drip campaigns,
  or nurture flows. Trigger for phrases like "write an email sequence", "drip campaign",
  "nurture flow", "email cadence", "outbound email sequence", "follow-up emails",
  "MQL nurture", "trial nurture emails", "demo follow-up sequence", "cold email sequence",
  "subject lines", or any request to create a structured series of emails for a B2B audience.
---

# Email Sequence Builder — B2B SaaS

**Purpose:** Write high-converting email sequences that move B2B buyers through the funnel.

---

## Step 1: Gather Context

- **Type:** cold outbound / MQL nurture / trial nurture / demo follow-up / re-engagement / onboarding / expansion
- **Audience:** Role, company type, funnel stage
- **Goal:** Book demo / upgrade / re-engage?
- **Tone:** Formal / conversational / direct?
- **From:** Person (SDR/AE) or brand?

---

## Sequence Types

| Type | Audience | Goal | Touches |
|---|---|---|---|
| Cold outbound | Cold ICP | Book meeting | 5-7 |
| Inbound MQL nurture | Form fills | Convert to demo | 4-6 |
| Free trial nurture | Trial signups | Activate -> paid | 6-10 |
| Demo follow-up | Post-demo | Keep deal moving | 3-5 |
| Re-engagement | Dormant leads | Reactivate | 3-4 |
| Onboarding | New customers | Activate + retain | 5-8 |
| Expansion | Customers | Upgrade | 3-5 |

---

## Step 2: Sequence Map

```
Goal: [Conversion event]
Entry trigger: [What puts someone in]
Exit triggers: [Booked / replied / unsubscribed]

Touch 1 — Day 0:  Hook / insight / curiosity
Touch 2 — Day 3:  New angle / social proof
Touch 3 — Day 7:  Case study / specific outcome
Touch 4 — Day 12: Objection handler / different stakeholder
Touch 5 — Day 17: Urgency / event
Touch 6 — Day 22: Breakup
```

---

## Step 3: Email Template Per Touch

```
EMAIL [N] — Day [X]
Subject: [Primary] | A/B: [Alternative]
Preview text: [40-90 chars]
From: [Name / role]

[Opening — hook, not a pitch. 1 sentence.]
[1-2 sentences relevant context]
[Core message — outcome in 1-2 sentences]
[Proof point]
[CTA — one clear ask]
[Signature]
```

---

## Writing Principles Per Touch

- **Touch 1:** Insight > pitch. Under 100 words. Low-commitment CTA.
- **Touch 2:** New angle + light social proof ("3 other [roles] at [similar companies]...")
- **Touch 3:** Specific customer story framed in their world. CTA: "I can show you how in 15 min"
- **Touch 4:** Different stakeholder OR address top objection directly
- **Touch 5:** Legitimate urgency — event, pricing change, new feature
- **Touch 6:** "I'll stop reaching out after this." Give easy out.

---

## Subject Line Formulas

```
CURIOSITY: "Question about [pain] at [Company]"
DIRECT: "15 minutes for [specific outcome]?"
PAIN-FIRST: "Still dealing with [pain]?"
SOCIAL PROOF: "How [similar co] achieved [X]"
FOLLOW-UP: "Re: [previous]" / "Last one from me — [hook]"
```

---

## Output Format

```
# Email Sequence — [Name]
Audience: [who] | Goal: [event] | Length: [N] emails / [X] days

## Sequence Map
## Email 1 — Day 0 (full copy)
## Email 2-N (full copy for each)
## Segmentation Notes
## A/B Test Recommendations
## Benchmarks: 30-45% open, 3-8% reply (outbound)
```