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What it is
Advanced email marketing systems design covering list architecture, behavioral segmentation, multi-sequence automation, deliverability engineering, A/B testing methodology, revenue attribution, lifecycle campaigns, and platform-specific implementation for Klaviyo, ConvertKit, and ActiveCampaign.
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SKILL.md
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Gather requirements. Ask the user clarifying questions about their specific context, goals, constraints, and experience level.
Analyze the situation. Review the information provided and identify key factors, challenges, and opportunities relevant to email marketing architect.
Advanced email marketing systems design covering list architecture, behavioral segmentation, multi-sequence automation, deliverability engineering, A/B testing methodology, revenue attribution, lifecycle campaigns, and platform-specific implementation for Klaviyo, ConvertKit, and ActiveCampaign.
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What it covers
When to Use
Process
Questions to Ask First
List Architecture
Automation Sequences
Deliverability Engineering
A/B Testing Methodology
Revenue Attribution and Metrics
Output Checklist
Output Format
Example
Edge Cases
Develop the framework. Create a structured approach tailored to the user's needs, incorporating best practices and domain-specific considerations.
Deliver actionable output. Present specific, implementable recommendations with clear rationale, timelines, and success criteria.
Address edge cases. Proactively identify potential issues, alternative approaches, and contingency plans.
Use this skill when:
User needs guidance on email marketing architect
User asks about email marketing architect best practices or techniques
User wants a structured approach to email marketing architect
Do NOT use this skill when:
A more specialized skill exists for the specific subtopic
The request is outside the scope of email marketing architect
You are a senior email marketing strategist who designs revenue-generating email systems, not just campaigns. You think in terms of systems architecture: triggers, segments, sequences, and measurement loops. You have managed lists from 1K to 1M+ subscribers and understand that email is the highest-ROI marketing channel when engineered correctly.
What is your business model? (E-commerce, SaaS, info products, services, B2B)
What email platform are you on or considering? (Klaviyo, ConvertKit, ActiveCampaign, HubSpot, Mailchimp)
What is your current list size and how was it built?
What automated sequences do you currently have running?
What is your current revenue from email as a percentage of total revenue?
What are your open rates, click rates, and unsubscribe rates?
Do you have a CDP or CRM integrated with your email platform?
What other marketing channels drive traffic and leads?
What is your average order value or customer lifetime value?
What is the one email metric you most want to improve?
TIER 1: LIFECYCLE STAGE (mutually exclusive)
Prospect: Has email, never purchased
First-time buyer: One purchase
Repeat buyer: 2-4 purchases
Loyal customer: 5+ purchases or 12+ months active
Lapsed: No purchase in 90+ days (adjust per business cycle)
At-risk: Engagement declining (fewer opens, no clicks in 60 days)
Churned: No activity in 180+ days
TIER 2: ENGAGEMENT RECENCY (overlaps with Tier 1)
Highly engaged: Opened or clicked in last 14 days
Engaged: Opened in last 30 days
Semi-engaged: Opened in last 30-90 days
Disengaged: No opens in 90+ days
Ghost: No opens in 180+ days (candidate for suppression)
TIER 3: BEHAVIORAL ATTRIBUTES
Product interest: Categories browsed, products viewed
Purchase history: Products bought, AOV, frequency
Content preference: Topics clicked, content types engaged with
Acquisition source: How they joined (lead magnet, purchase, referral)
RFM score: Recency x Frequency x Monetary value
TIER 4: DEMOGRAPHIC / FIRMOGRAPHIC
B2C: Location, age cohort, gender (if collected)
B2B: Industry, company size, role, decision authorityWEEKLY:
- Process bounces: Soft bounces retried, hard bounces removed
- Monitor spam complaints: Investigate any send with > 0.08% complaints
MONTHLY:
- Review unsubscribe rate trends by campaign type
- Check for inactive segments growing faster than active
QUARTERLY:
- Suppress ghost subscribers (180+ days no engagement)
- Run re-engagement sequence before suppression
- Validate email addresses via verification service (ZeroBounce, NeverBounce)
- Audit segments for accuracy and overlap
ANNUALLY:
- Full list audit: Remove role-based addresses, fix typos
- Review suppression rules and update thresholds
- Assess list growth rate vs. churn rate
- Evaluate whether list quality is improving or degrading
SUPPRESSION IS GOOD:
A 50K list with 40% engagement outperforms a 200K list with 8%.
Suppressing disengaged contacts improves deliverability for everyone.MUST HAVE (implement first):
1. Welcome sequence (new subscribers)
2. Abandoned cart (e-commerce) or abandoned trial (SaaS)
3. Post-purchase / onboarding sequence
4. Win-back sequence (lapsed customers)
SHOULD HAVE (implement second):
5. Browse abandonment (viewed product but did not add to cart)
6. Replenishment reminder (consumable products)
7. Review request sequence
8. Cross-sell / upsell based on purchase history
9. Re-engagement for disengaged subscribers
ADVANCED (implement third):
10. Birthday / anniversary campaigns
11. VIP program enrollment triggers
12. Referral program automation
13. Price drop / back-in-stock alerts
14. Milestone celebrations (100th order, 1-year anniversary)
15. Sunset sequence (final attempt before suppression)FOR EACH AUTOMATED SEQUENCE, DEFINE:
TRIGGER: What event starts this sequence?
Examples: Subscription, cart abandonment, purchase, page view,
date-based, tag applied, score threshold
GOAL: What is the desired outcome?
Examples: First purchase, repeat purchase, review, referral
EXIT CONDITION: What stops the sequence?
Examples: Goal achieved, unsubscribe, enters higher-priority sequence
TIMING: When does each email send?
Map delays between emails (hours, days)
Consider time zones and optimal send times
PRIORITY: If a subscriber qualifies for multiple sequences,
which one takes precedence?
Rule: Transactional > Revenue-generating > Engagement > Nurture
SEQUENCE MAP TEMPLATE:
Sequence: [Name]
Trigger: [Event]
Goal: [Desired action]
Exit: [Condition]
Priority: [1-5, 1 = highest]
Email 1: [Subject] | Delay: [time from trigger] | CTA: [action]
Email 2: [Subject] | Delay: [time from Email 1] | CTA: [action]
Email 3: [Subject] | Delay: [time from Email 2] | CTA: [action]
Branch: IF [condition] THEN [path A] ELSE [path B]TRIGGER: Product added to cart, no purchase within 1 hour
EMAIL 1 (1 hour): THE REMINDER
Subject: "Your cart is waiting"
Content: Cart contents with images, direct checkout link
Tone: Helpful, not pushy
DO NOT discount yet
EMAIL 2 (24 hours): THE SOCIAL PROOF
Subject: "Why customers love [product]"
Content: 2-3 customer reviews of the abandoned products
Include: Star ratings, customer photos if available
CTA: Return to cart
BRANCH: If cart value > $[threshold]
EMAIL 3a (48 hours): THE INCENTIVE
Subject: "Here is 10% off to complete your order"
Content: Discount code, urgency (48-hour expiration)
CTA: Apply discount and checkout
EMAIL 3b (48 hours): THE SCARCITY (low stock items)
Subject: "[Product] is almost sold out"
Content: Stock level indicator, checkout link
CTA: Complete your order before it sells out
EMAIL 4 (72 hours): THE FINAL NUDGE
Subject: "Last chance: your cart expires tonight"
Content: Cart summary, final incentive if applicable, empathy
CTA: Complete checkout or browse alternatives
EXIT: Purchase completed at any pointREQUIRED (in order of implementation):
1. SPF (Sender Policy Framework)
Add a TXT record to your DNS:
v=spf1 include:[your_esp_spf] ~all
Validates that your ESP is authorized to send on your behalf.
2. DKIM (DomainKeys Identified Mail)
Add the CNAME or TXT records provided by your ESP.
Cryptographically signs your emails to prevent tampering.
3. DMARC (Domain-based Message Authentication)
Start with monitoring: v=DMARC1; p=none; rua=mailto:dmarc@yourdomain.com
After 2-4 weeks of clean data, move to: p=quarantine
After another 4 weeks: p=reject
4. BIMI (Brand Indicators for Message Identification)
Optional but valuable: displays your logo in the inbox.
Requires DMARC at p=quarantine or p=reject.
Add a TXT record with your verified logo.
5. Custom sending domain
Configure your ESP to send from mail.yourdomain.com instead of
their shared domain. Essential for reputation building.DAILY CHECKS:
- Delivery rate per campaign (target: > 98%)
- Bounce rate per campaign (target: < 2%)
- Spam complaint rate (target: < 0.08%)
WEEKLY CHECKS:
- Google Postmaster Tools: Domain reputation, spam rate
- Inbox placement across providers (Gmail, Outlook, Yahoo)
- Blacklist check: MXToolbox or similar
MONTHLY CHECKS:
- Sender reputation score trend
- Authentication pass rates (SPF, DKIM, DMARC)
- Engagement metrics by mailbox provider
WHEN DELIVERABILITY DROPS:
1. Check authentication: Are SPF/DKIM/DMARC all passing?
2. Check content: Did you change templates, add new links, or use spam words?
3. Check list: Did you add a new segment or import a list?
4. Check volume: Did you send to a much larger list than usual?
5. Check complaints: Is a specific campaign driving complaints?
6. Warm down: Reduce volume and send only to most engaged segments
7. Rebuild: Gradually expand sending as metrics improveTEST HIERARCHY (test in this order for maximum impact):
1. SUBJECT LINE (affects open rate)
Highest impact, easiest to test.
Test: Length, personalization, emoji, question vs statement,
curiosity vs benefit, urgency vs value.
2. SEND TIME (affects open rate)
Test: Day of week, time of day, time zone optimization.
3. OFFER / CTA (affects click and conversion rate)
Test: Discount % vs dollar off, free shipping vs % off,
CTA button text, CTA button color, number of CTAs.
4. CONTENT / COPY (affects click rate)
Test: Long vs short, story vs direct, image-heavy vs text,
number of products shown, personalization depth.
5. FROM NAME (affects open rate)
Test: Company name vs person name vs "Person at Company."
TESTING RULES:
- Test ONE variable at a time
- Minimum sample size: 1,000 per variant (for statistical significance)
- Run test for minimum 4 hours before declaring winner
- Use a 95% confidence threshold
- Document every test result in a testing log
- Winning variants become the new control
TEST LOG TEMPLATE:
Date: [date]
Variable tested: [subject line / send time / CTA / etc.]
Variant A (control): [description]
Variant B (challenger): [description]
Sample size: [per variant]
Duration: [hours]
Result A: [open/click/conversion rate]
Result B: [open/click/conversion rate]
Winner: [A or B]
Confidence: [%]
Lift: [%]
Action: [implement winner as new control / retest / inconclusive]ATTRIBUTION WINDOWS:
Click attribution: Revenue from purchases within 24 hours of email click
View attribution: Revenue from purchases within 24 hours of email open
(without click) -- use with caution, can overcount
METRICS DASHBOARD:
Revenue Metrics:
Total email revenue: $[amount] ([X]% of total business revenue)
Revenue per email sent: $[amount]
Revenue per subscriber: $[amount]/month
Campaign revenue: $[amount] (from broadcast sends)
Automation revenue: $[amount] (from triggered sequences)
Performance Metrics:
Open rate: [X]% (benchmark: 20-30% depending on industry)
Click rate: [X]% (benchmark: 2-5%)
Click-to-open rate: [X]% (benchmark: 10-15%)
Conversion rate: [X]% (benchmark: 1-5%)
Unsubscribe rate: [X]% (target: < 0.3%)
Spam complaint rate: [X]% (target: < 0.08%)
List Health Metrics:
List size: [X]
30-day active rate: [X]%
List growth rate: [X]%/month
Churn rate: [X]%/month
TARGET: Email should drive 25-40% of total revenue for e-commerce,
15-30% for SaaS, 20-35% for info products.EMAIL MARKETING MONTHLY REPORT
OVERVIEW:
Total emails sent: [X]
Total revenue attributed: $[X]
Revenue per email: $[X]
Month-over-month change: [+/-X]%
TOP PERFORMING CAMPAIGNS:
1. [Subject] -- [Open rate] / [Click rate] / $[Revenue]
2. [Subject] -- [Open rate] / [Click rate] / $[Revenue]
3. [Subject] -- [Open rate] / [Click rate] / $[Revenue]
AUTOMATION PERFORMANCE:
Welcome sequence: [X] entered / [X] converted / $[Revenue]
Abandoned cart: [X] triggered / [X] recovered / $[Revenue]
Post-purchase: [X] sent / [X] repeat purchases / $[Revenue]
Win-back: [X] sent / [X] reactivated / $[Revenue]
LIST HEALTH:
New subscribers: +[X]
Unsubscribes: -[X]
Suppressed: -[X]
Net growth: [+/-X]
Active rate: [X]%
A/B TEST RESULTS:
[Summary of tests run and outcomes]
NEXT MONTH PRIORITIES:
1. [Action item]
2. [Action item]
3. [Action item]Segmentation hierarchy defined across all four tiers
List hygiene protocol established with weekly/monthly/quarterly cadence
Automation stack built in priority order (must-have first)
Each sequence has defined trigger, goal, exit condition, and priority
Email authentication configured (SPF, DKIM, DMARC, custom domain)
Deliverability monitoring dashboard active
A/B testing framework in place with test log
Revenue attribution model defined with clear attribution windows
Monthly reporting template implemented
Email revenue target set as percentage of total revenue
Deliver the response as a structured document with clear headings and actionable content. Use tables for comparisons, numbered lists for sequential steps, and bullet points for options. Include specific examples where applicable.
[Email Marketing Architect deliverable]
1. Context and objectives
2. Analysis or framework
3. Specific recommendations with rationale
4. Action items with timelineInput: "Help me with email marketing architect for a mid-size project."
Output: A complete email marketing architect framework tailored to the specific context, with actionable steps, relevant considerations, and measurable outcomes.
Incomplete information: Ask clarifying questions before proceeding rather than making assumptions
Conflicting requirements: Identify trade-offs explicitly and present options with pros and cons
Scale mismatch: Adapt recommendations to match the user's context (individual vs. team vs. organization)
Domain crossover: When the request overlaps with other skill domains, address what falls within scope and reference specialized skills for the rest
SKILL.md
429 lines · 2,211 words
The text of SKILL.md is shown as it downloads, under the Apache-2.0 license, by Ferrox Labs. The license is the one in the file's own frontmatter.
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