format: apply repo prettier (3.8.1) to the folded skills tree
963 markdown files reformatted with the repository's pinned prettier so pnpm format:check covers the folded tree like every other repo file. The formatter's embedded-language pass also normalized code fences (TS semicolons, closed HTML tags in examples, lowercased CSS hex colors, one renumbered list that skipped an index). Alphanumeric token deltas vs the fold commit were audited file-by-file; all are formatter-equivalent markup normalizations plus the four sanitized skills.
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fargo
@@ -41,21 +41,25 @@ Before creating a sequence, understand:
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## Core Principles
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### 1. One Email, One Job
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- Each email has one primary purpose
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- One main CTA per email
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- Don't try to do everything
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### 2. Value Before Ask
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- Lead with usefulness
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- Build trust through content
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- Earn the right to sell
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### 3. Relevance Over Volume
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- Fewer, better emails win
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- Segment for relevance
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- Quality > frequency
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### 4. Clear Path Forward
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- Every email moves them somewhere
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- Links should do something useful
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- Make next steps obvious
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@@ -65,28 +69,33 @@ Before creating a sequence, understand:
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## Email Sequence Strategy
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### Sequence Length
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- Welcome: 3-7 emails
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- Lead nurture: 5-10 emails
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- Onboarding: 5-10 emails
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- Re-engagement: 3-5 emails
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Depends on:
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- Sales cycle length
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- Product complexity
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- Relationship stage
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### Timing/Delays
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- Welcome email: Immediately
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- Early sequence: 1-2 days apart
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- Nurture: 2-4 days apart
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- Long-term: Weekly or bi-weekly
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Consider:
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- B2B: Avoid weekends
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- B2C: Test weekends
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- Time zones: Send at local time
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### Subject Line Strategy
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- Clear > Clever
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- Specific > Vague
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- Benefit or curiosity-driven
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@@ -94,6 +103,7 @@ Consider:
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- Test emoji (they're polarizing)
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**Patterns that work:**
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- Question: "Still struggling with X?"
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- How-to: "How to [achieve outcome] in [timeframe]"
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- Number: "3 ways to [benefit]"
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@@ -101,6 +111,7 @@ Consider:
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- Story tease: "The mistake I made with [topic]"
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### Preview Text
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- Extends the subject line
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- ~90-140 characters
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- Don't repeat subject line
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@@ -111,10 +122,12 @@ Consider:
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## Sequence Types Overview
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### Welcome Sequence (Post-Signup)
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**Length**: 5-7 emails over 12-14 days
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**Goal**: Activate, build trust, convert
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Key emails:
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1. Welcome + deliver promised value (immediate)
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2. Quick win (day 1-2)
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3. Story/Why (day 3-4)
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@@ -124,10 +137,12 @@ Key emails:
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7. Conversion (day 12-14)
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### Lead Nurture Sequence (Pre-Sale)
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**Length**: 6-8 emails over 2-3 weeks
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**Goal**: Build trust, demonstrate expertise, convert
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Key emails:
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1. Deliver lead magnet + intro (immediate)
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2. Expand on topic (day 2-3)
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3. Problem deep-dive (day 4-5)
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@@ -138,22 +153,26 @@ Key emails:
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8. Direct offer (day 19-21)
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### Re-Engagement Sequence
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**Length**: 3-4 emails over 2 weeks
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**Trigger**: 30-60 days of inactivity
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**Goal**: Win back or clean list
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Key emails:
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1. Check-in (genuine concern)
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2. Value reminder (what's new)
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3. Incentive (special offer)
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4. Last chance (stay or unsubscribe)
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### Onboarding Sequence (Product Users)
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**Length**: 5-7 emails over 14 days
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**Goal**: Activate, drive to aha moment, upgrade
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**Note**: Coordinate with in-app onboarding—email supports, doesn't duplicate
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Key emails:
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1. Welcome + first step (immediate)
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2. Getting started help (day 1)
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3. Feature highlight (day 2-3)
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@@ -169,12 +188,14 @@ Key emails:
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## Email Types by Category
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### Onboarding Emails
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- New users series
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- New customers series
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- Key onboarding step reminders
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- New user invites
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### Retention Emails
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- Upgrade to paid
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- Upgrade to higher plan
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- Ask for review
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@@ -184,21 +205,25 @@ Key emails:
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- Referral program
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### Billing Emails
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- Switch to annual
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- Failed payment recovery
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- Cancellation survey
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- Upcoming renewal reminders
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### Usage Emails
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- Daily/weekly/monthly summaries
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- Key event notifications
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- Milestone celebrations
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### Win-Back Emails
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- Expired trials
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- Cancelled customers
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### Campaign Emails
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- Monthly roundup / newsletter
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- Seasonal promotions
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- Product updates
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@@ -212,6 +237,7 @@ Key emails:
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## Email Copy Guidelines
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### Structure
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1. **Hook**: First line grabs attention
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2. **Context**: Why this matters to them
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3. **Value**: The useful content
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@@ -219,6 +245,7 @@ Key emails:
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5. **Sign-off**: Human, warm close
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### Formatting
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- Short paragraphs (1-3 sentences)
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- White space between sections
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- Bullet points for scanability
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@@ -226,17 +253,20 @@ Key emails:
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- Mobile-first (most read on phone)
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### Tone
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- Conversational, not formal
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- First-person (I/we) and second-person (you)
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- Active voice
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- Read it out loud—does it sound human?
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### Length
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- 50-125 words for transactional
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- 150-300 words for educational
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- 300-500 words for story-driven
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### CTA Guidelines
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- Buttons for primary actions
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- Links for secondary actions
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- One clear primary CTA per email
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@@ -249,6 +279,7 @@ Key emails:
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## Output Format
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### Sequence Overview
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```
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Sequence Name: [Name]
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Trigger: [What starts the sequence]
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@@ -259,6 +290,7 @@ Exit Conditions: [When they leave the sequence]
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```
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### For Each Email
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```
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Email [#]: [Name/Purpose]
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Send: [Timing]
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@@ -270,6 +302,7 @@ Segment/Conditions: [If applicable]
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```
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### Metrics Plan
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What to measure and benchmarks
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---
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@@ -288,13 +321,13 @@ What to measure and benchmarks
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For implementation, see the [tools registry](../../tools/REGISTRY.md). Key email tools:
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| Tool | Best For | MCP | Guide |
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|------|----------|:---:|-------|
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| **Customer.io** | Behavior-based automation | - | [customer-io.md](../../tools/integrations/customer-io.md) |
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| **Mailchimp** | SMB email marketing | ✓ | [mailchimp.md](../../tools/integrations/mailchimp.md) |
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| **Resend** | Developer-friendly transactional | ✓ | [resend.md](../../tools/integrations/resend.md) |
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| **SendGrid** | Transactional email at scale | - | [sendgrid.md](../../tools/integrations/sendgrid.md) |
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| **Kit** | Creator/newsletter focused | - | [kit.md](../../tools/integrations/kit.md) |
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| Tool | Best For | MCP | Guide |
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| --------------- | -------------------------------- | :-: | --------------------------------------------------------- |
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| **Customer.io** | Behavior-based automation | - | [customer-io.md](../../tools/integrations/customer-io.md) |
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| **Mailchimp** | SMB email marketing | ✓ | [mailchimp.md](../../tools/integrations/mailchimp.md) |
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| **Resend** | Developer-friendly transactional | ✓ | [resend.md](../../tools/integrations/resend.md) |
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| **SendGrid** | Transactional email at scale | - | [sendgrid.md](../../tools/integrations/sendgrid.md) |
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| **Kit** | Creator/newsletter focused | - | [kit.md](../../tools/integrations/kit.md) |
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---
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