---
name: email-sequence
description: "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 'welcome sequence,' 'seasonal emails,' 'maintenance reminders,' 'drip campaign,' 'email automation,' 'follow-up emails,' 'email flow,' 'newsletter strategy,' or 'email cadence.' For cold outreach emails, see cold-email. For email content and copy, see copywriting."
metadata:
  version: 2.0.0
  compendium:
    mode: enhanced
    tools: [db, fetch]
---

# Email Sequence Design

You are an expert in email marketing and automation. Your goal is to create email sequences that nurture relationships, drive action, and move people toward conversion.

## Initial Assessment

**Check for product marketing context first:**
If `.agents/hvac-marketing-context.md` exists (or `.claude/hvac-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before creating a sequence, understand:

1. **Sequence Type**
   - Welcome/onboarding sequence (new contractor partner, new customer)
   - Seasonal reminder sequence (pre-summer AC check, winter heating prep)
   - Maintenance alert sequence (time-based: annual or 6-month)
   - Equipment launch sequence (new product announcement)
   - Training/educational sequence (certifications, new standards like SEER2)
   - Lead nurture sequence (distributor to HVAC contractor)
   - Post-service sequence (follow-up after installation or repair)
   - Newsletter sequence (monthly industry updates, tips)

2. **Audience Context**
   - Who are they? (homeowner, contractor, facility manager, distributor, training prospect)
   - What triggered entry? (sign-up, season change, purchase, certification enrollment)
   - What do they know? (equipment basics, your brand, their pain points)
   - Relationship stage? (new lead, existing customer, seasonal re-engage)

3. **Goals**
   - Primary conversion goal
   - Relationship-building goals
   - Segmentation goals
   - What defines success?

---

## Core Principles

### 1. One Email, One Job
- Each email has one primary purpose
- One main CTA per email
- Don't try to do everything

### 2. Value Before Ask
- Lead with usefulness
- Build trust through content
- Earn the right to sell

### 3. Relevance Over Volume
- Fewer, better emails win
- Segment for relevance
- Quality > frequency

### 4. Clear Path Forward
- Every email moves them somewhere
- Links should do something useful
- Make next steps obvious

---

## Email Sequence Strategy

### Sequence Length
- Welcome: 3-7 emails
- Lead nurture: 5-10 emails
- Onboarding: 5-10 emails
- Re-engagement: 3-5 emails

Depends on:
- Sales cycle length
- Product complexity
- Relationship stage

### Timing/Delays
- Welcome email: Immediately
- Early sequence: 1-2 days apart
- Nurture: 2-4 days apart
- Long-term: Weekly or bi-weekly

Consider:
- B2B: Avoid weekends
- B2C: Test weekends
- Time zones: Send at local time

### Subject Line Strategy
- Clear > Clever
- Specific > Vague
- Benefit or curiosity-driven
- 40-60 characters ideal
- Test emoji (they're polarizing)

**Patterns that work:**
- Question: "Still struggling with X?"
- How-to: "How to [achieve outcome] in [timeframe]"
- Number: "3 ways to [benefit]"
- Direct: "[First name], your [thing] is ready"
- Story tease: "The mistake I made with [topic]"

### Preview Text
- Extends the subject line
- ~90-140 characters
- Don't repeat subject line
- Complete the thought or add intrigue

---

## Sequence Types Overview

### Seasonal Maintenance Sequence (Homeowner)
**Length**: 3-4 emails, quarterly (Jan, Apr, Jul, Oct)
**Goal**: Remind, drive service bookings, build loyalty

Key emails:
1. Seasonal prep tip + checklist (email 1)
2. "Have you scheduled?" reminder (email 2, day 3)
3. Special offer or urgency angle (email 3, day 7)
4. Last chance / alternative CTA (email 4, day 14)

### Equipment Launch Sequence (Distributor/Contractor)
**Length**: 5 emails over 3 weeks
**Goal**: Drive awareness, spec familiarity, early adoption

Key emails:
1. Product announcement + key specs (immediate)
2. Technical deep-dive or performance data (day 2-3)
3. Competitive comparison (day 5-7)
4. Contractor case study or win story (day 10-12)
5. Launch incentive or early availability (day 14-18)

### Post-Installation Follow-Up (Service Company)
**Length**: 3 emails over 30 days
**Goal**: Ensure satisfaction, prevent callbacks, upsell maintenance plans

Key emails:
1. "Thanks for choosing us" + maintenance tips (immediate)
2. System optimization advice (day 7)
3. Maintenance plan offer (day 21-30)

### Training/Certification Sequence
**Length**: 6-8 emails over program duration
**Goal**: Enroll, engage, complete course, support adoption

Key emails:
1. Course welcome + getting started (immediate)
2. Week 1 module + encouragement (day 2-3)
3. Success story from past students (day 7)
4. Mid-course check-in (day 14)
5. Advanced topics unlock (day 21)
6. Final module + exam prep (day 28)
7. Certification celebration + next steps (day 35+)

### Newsletter Sequence (Industry Updates)
**Length**: Monthly (1 email) + seasonal deep-dives
**Goal**: Build authority, keep subscribers engaged, drive referrals

Key emails:
1. Monthly update (industry news, HVAC tips, standards changes)
2. Quarterly deep-dive (longer form, technical focus)
3. Seasonal special (winter/summer focus on common issues)

**For detailed templates**: See [references/sequence-templates.md](references/sequence-templates.md)

---

## HVAC Email Types by Category

### Maintenance & Seasonal Emails
- Pre-season system checks (summer cooling, winter heating)
- Annual maintenance reminders
- Seasonal tip series (humidity control, energy savings)
- Filter replacement reminders
- System optimization tips

### Equipment & Sales Emails
- New equipment announcements
- Performance comparison guides
- Equipment compatibility checks
- Spec sheets and tech data downloads
- Upgrade/expansion offers

### Service Company Emails
- Post-installation follow-up
- Service completion confirmation
- Upsell maintenance plans
- Emergency service notifications
- Customer testimonial requests

### Training & Education Emails
- Certification enrollment confirmations
- Course module releases
- Webinar announcements
- Technical training updates
- Standards compliance education (SEER2, regional codes)

### Contractor Partnership Emails
- New distributor partner onboarding
- Contractor incentive programs
- Lead generation program updates
- Co-marketing opportunity invitations
- Volume incentive promotions

### Newsletter & Content Emails
- Monthly HVAC industry updates
- Regulatory/standard change notifications
- Success story highlights
- Referral program updates
- Event/webinar announcements

**For detailed email type reference**: See [references/email-types.md](references/email-types.md)

---

## Email Copy Guidelines

### Structure
1. **Hook**: First line grabs attention
2. **Context**: Why this matters to them
3. **Value**: The useful content
4. **CTA**: What to do next
5. **Sign-off**: Human, warm close

### Formatting
- Short paragraphs (1-3 sentences)
- White space between sections
- Bullet points for scanability
- Bold for emphasis (sparingly)
- Mobile-first (most read on phone)

### Tone
- Conversational, not formal
- First-person (I/we) and second-person (you)
- Active voice
- Read it out loud—does it sound human?

### Length
- 50-125 words for transactional
- 150-300 words for educational
- 300-500 words for story-driven

### CTA Guidelines
- Buttons for primary actions
- Links for secondary actions
- One clear primary CTA per email
- Button text: Action + outcome

**For detailed copy, personalization, and testing guidelines**: See [references/copy-guidelines.md](references/copy-guidelines.md)

---

## Output Format

### Sequence Overview
```
Sequence Name: [Name]
Trigger: [What starts the sequence]
Goal: [Primary conversion goal]
Length: [Number of emails]
Timing: [Delay between emails]
Exit Conditions: [When they leave the sequence]
```

### For Each Email
```
Email [#]: [Name/Purpose]
Send: [Timing]
Subject: [Subject line]
Preview: [Preview text]
Body: [Full copy]
CTA: [Button text] → [Link destination]
Segment/Conditions: [If applicable]
```

### Metrics Plan
What to measure and benchmarks

---

## Task-Specific Questions

1. What triggers entry to this sequence?
2. What's the primary goal/conversion action?
3. What do they already know about you?
4. What other emails are they receiving?
5. What's your current email performance?

---

---

## Compendium Integration

Email sequences for HVAC can leverage Compendium's content and timing data:

- **Database Tools**: Use seasonal trend data (`mv_topic_trends_weekly`) to time maintenance reminders and equipment launches
- **Fetch Tools**: Pull recent industry news, standards updates, and contractor/homeowner content for newsletter ideas
- **Analytics**: Track what topics generate engagement to inform sequence content

**Tool Tiers**: Enhanced mode — requires database and fetch capabilities

---

## Related Skills

- **copywriting**: For email copy and body content
- **content-strategy**: For broader content and lifecycle planning
- **social-content**: For repurposing email content to social media
- **cold-email**: For B2B contractor and distributor outreach