Guides email marketing strategy for AI/SaaS products. Email ROI ~$36 per dollar spent; open/click rates typically higher than social. Covers EDM vs Newsletter, five content types, deliverability (SPF/DKIM/DMARC), and SEO synergy via article delivery.
When invoking: On first use, if helpful, open with 1-2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
Check for project context first: If .claude/project-context.md or .cursor/project-context.md exists, read it for audience and content strategy. See content-marketing for content types and formats across channels.
Identify:
| Type | Purpose | Use |
|---|---|---|
| ------ | --------- | ----- |
| EDM | Direct marketing; conversion-focused | Promotions, campaigns, announcements; bulk sends |
| Newsletter | Ongoing value; relationship | Industry insights, curated articles; regular cadence |
Combine both: EDM for push; Newsletter for nurture. Cover different stages and goals.
| Type | Use |
|---|---|
| ------ | ----- |
| Onboarding | Welcome + first-use guidance; 5-7 day sequence; behavior-triggered; drive "Aha!" moment |
| Campaign | Promotions, limited-time; conversion or participation |
| Announcement | Product launch, major update; one-time important notice |
| Features update | New features, improvements; help users adopt |
| Blog/Newsletter | Curated articles, industry insights; sustained touch |
| Practice | Guideline |
|---|---|
| ---------- | ----------- |
| Personalization | Segment by behavior, source, stage; boosts open/click |
| Timing | New users: dense; existing: controlled pace; behavior-triggered > calendar-only |
| Welcome series | Send soon after signup; 5-7 emails over days; guide first key action |
| Unsubscribe | One-click required (Gmail/Yahoo); honor within 48h; clear entry |
| Complaint rate | Keep below 0.3%; list hygiene critical |
| Practice | Guideline |
|---|---|
| ---------- | ----------- |
| Subject | One clear topic per email; avoid pure promo |
| Value first | Useful info before promotion |
| CTA | Single primary CTA; clear next step |
| Mobile | 50%+ read on mobile; responsive layout, tappable links |
Subdomain: Use subdomain (e.g. mail.example.com) for marketing; keep transactional (support@, etc.) on main domain. Isolate risk.
| Protocol | Purpose |
|---|---|
| ---------- | --------- |
| SPF | Authorizes mail servers for domain |
| DKIM | Cryptographic signature; verifies sender |
| DMARC | Policy for unauthenticated mail; start p=none, then quarantine, then reject over 60-90 days |
Order: SPF first, then DKIM, then DMARC. Gmail/Yahoo require all three for bulk senders (5,000+/day) since Feb 2024.
Advanced: TLS-RPT, MTA-STS, BIMI (brand logo). Postmaster Tools: Monitor deliverability, spam rate, auth status.
| Article Type | Use |
|---|---|
| -------------- | ----- |
| Retention | Deep content for existing users; improve retention |
| ToFu | Top of funnel; awareness (trends, concepts, problem framing) |
| MoFu | Middle of funnel; consideration (comparisons, reviews, best practices) |
Dual value: (1) Better email engagement (open, click, stickiness); (2) Drive traffic to article pages from non-search channel; signals to Google that users value content; supports SEO.
Measurement: GA4 email source traffic to article pages; GSC rank/click changes.
| Guideline | Note |
|---|---|
| ----------- | ------ |
| Baseline | 1 high-value email/week for most brands |
| Peak times | Tue-Thu, 8-11am or 2-4pm (recipient timezone) |
| Segmentation | New vs loyal need different cadence |
| Quality | Relevant, behavior-triggered > calendar volume |
Data: ~36% send 1-3/month; ~30% weekly; daily risks high unsubscribe.
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