How to install email-marketing
npx skills add https://github.com/kostja94/marketing-skills --skill email-marketingFull instructions (SKILL.md)
Source of truth, from kostja94/marketing-skills.
name: email-marketing description: When the user wants to plan email marketing, EDM, newsletter strategy, or email deliverability. Also use when the user mentions "email marketing," "EDM," "newsletter," "SPF," "DKIM," "DMARC," "email deliverability," "email content strategy," "email campaigns," "newsletter strategy," "email automation," or "cold email." For signup UI, use newsletter-signup-generator. metadata: version: 1.0.1
Channels: Email Marketing
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.
Initial Assessment
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:
- Goal: Retention, conversion, brand reach, or SEO synergy
- Content mix: Onboarding, campaign, announcement, features, newsletter
- List size: Bulk sender rules (5,000+/day) require Gmail/Yahoo compliance
EDM vs Newsletter
| 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.
Five Content Types
| 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 |
User Best Practices
| 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 |
Content Best Practices
| 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 |
Deliverability & Domain Config
Subdomain: Use subdomain (e.g. mail.example.com) for marketing; keep transactional (support@, etc.) on main domain. Isolate risk.
SPF, DKIM, DMARC
| 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.
Delivery Strategy: Articles + SEO Synergy
| 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.
Planning Framework
- Content mix: Allocate onboarding, campaign, announcement, features, newsletter
- Select articles: Pick retention, ToFu, MoFu from blog; prioritize SEO target pages
- Cadence: Stable frequency (weekly/biweekly/monthly); avoid over-sending
- Monitor: Open rate, click rate; GA4 email contribution to article traffic; GSC
Frequency
| 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.
Output Format
- Content mix (five types)
- EDM vs Newsletter balance
- Deliverability (subdomain, SPF/DKIM/DMARC)
- Article delivery (Retention, ToFu, MoFu, SEO targets)
- Cadence and frequency
- KPI (open, click, GA4 email traffic, GSC)
Related Skills
- content-marketing: Content types, formats; email as channel in repurposing matrix
- newsletter-signup-generator: Signup form design
- traffic-analysis: Email source attribution, UTM
- analytics-tracking: Email click tracking
- content-strategy: Article selection for email delivery
- integrated-marketing: Email as owned media channel
Related skills
More from kostja94/marketing-skills and the wider catalog.
employee-generated-content
When the user wants to plan, implement, or optimize employee-generated content (EGC) or employee advocacy. Also use when the user mentions "EGC," "employee advocacy," "employee content," "internal brand ambassadors," "employee social media," "employee advocacy program," "staff advocacy," "LinkedIn employee posts," or "brand ambassador program." For LinkedIn, use linkedin-posts.
entity-seo
Optimize your brand, product, and authors as distinct entities in search engines' knowledge systems for ~3.2× more AI-powered search visibility.
faq-page-generator
When the user wants to create, optimize, or audit FAQ page content. Also use when the user mentions "FAQ page," "frequently asked questions," "help page," "Q&A page," "FAQ schema," "FAQ section," "common questions," "FAQ SEO," "accordion FAQ," "People Also Ask," "PAA," "People Also Search For," "PASF," or "FAQ rich results." For FAQ structured data markup, use schema-markup. For AI search visibility strategy, use generative-engine-optimization.
favicon-generator
When the user wants to implement, optimize, or audit favicon and app icons. Also use when the user mentions "favicon," "app icon," "browser icon," "touch icon," "PWA icon," "favicon sizes," "apple-touch-icon," "favicon.ico," "site icon," or "tab icon." For visual system, use brand-visual-generator.
featured-snippet
When the user wants to optimize for Featured Snippets, Position Zero, or snippet extraction. Also use when the user mentions "featured snippet," "position zero," "snippet optimization," "answer box," "definition box," "list snippet," "table snippet," "paragraph snippet," "PAA optimization," or "win position zero." For schema, use schema-markup. For step-by-step HowTo sections (lists, copy), use howto-section-generator.
features-page-generator
When the user wants to create, optimize, or audit features page content. Also use when the user mentions "features page," "product features," "capabilities," "what it does," "feature list," "feature comparison," "product capabilities," or "features section." For sitewide page planning, use website-structure.