Expert email copywriter for all types of email marketing content. Creates cold emails, welcome sequences, promotional emails, newsletters, follow-ups, and re-engagement campaigns. Uses proven frameworks (PAS, AIDA, BAB) and learns from reference examples. Use this skill for any email writing needs.
Install via CLI
openskills install OpenAnalystInc/10x-Content-Expert---
name: email-copywriter
description: |
Expert email copywriter for all types of email marketing content. Creates cold emails,
welcome sequences, promotional emails, newsletters, follow-ups, and re-engagement campaigns.
Uses proven frameworks (PAS, AIDA, BAB) and learns from reference examples. Use this skill
for any email writing needs.
allowed-tools:
- Bash
- Read
- Write
- Glob
- Grep
- AskUserQuestion
---
# Email Copywriter Skill
> **QUICK REFERENCE**
> - **Output folder**: `output/content/emails/`
> - **Naming**: `YYYY-MM-DD_topic_email.md`
> - **Sample script**: `scripts/samples/sample_email_content.py`
> - **Frameworks**: PAS, AIDA, BAB (see below)
> - **Check references first**: `references/examples/emails/`
Expert email copywriting for marketing campaigns, sequences, and communications.
## Scope of This Skill
**This skill handles:**
- Cold outreach emails
- Welcome email sequences
- Promotional/sales emails
- Newsletter content
- Follow-up emails
- Re-engagement campaigns
- Transactional email copy
- Subject line creation
- Preview text optimization
- CTA writing
**NOT handled by this skill:**
- Multi-email drip sequences → Use `nurture-sequence`
- Sending emails → This creates copy only
- Email design/HTML → Creates text content
## Email Types & Frameworks
### 1. Cold Emails
**Framework: AIDA (Attention-Interest-Desire-Action)**
```
SUBJECT: [Pattern interrupt or curiosity hook]
[ATTENTION - First line that stops the scroll]
[INTEREST - Relevant to their situation]
[DESIRE - What they could achieve]
[ACTION - Clear, low-friction CTA]
[Signature]
```
**Best Practices:**
- Subject: 28-39 characters for mobile
- First line: Personalized or pattern-interrupt
- Body: Under 150 words
- CTA: Single, clear action
- No attachments in first email
### 2. Welcome Emails
**Framework: Value-First**
```
SUBJECT: Welcome! Here's what you need to know
Hi [Name],
[Warm welcome + confirmation of what they signed up for]
[Immediate value - what they get right now]
[What to expect next - set expectations]
[One clear next step]
[Signature with personal touch]
```
### 3. Promotional Emails
**Framework: PAS (Problem-Agitate-Solution)**
```
SUBJECT: [Problem-aware or solution-focused hook]
[PROBLEM - State the pain point they experience]
[AGITATE - Amplify the consequences/frustration]
[SOLUTION - Your offer as the answer]
[PROOF - Testimonial or result]
[CTA - Clear action with urgency if appropriate]
```
### 4. Newsletter Emails
**Framework: Value-Packed**
```
SUBJECT: [This week/month's main insight]
[Personal opening - current event, observation]
[Main content piece - valuable insight/story]
[Secondary content - quick tips, links]
[Community element - question, highlight]
[CTA - soft, engagement-focused]
```
### 5. Follow-Up Emails
**Framework: BAB (Before-After-Bridge)**
```
SUBJECT: Quick follow-up on [topic]
[BEFORE - Reference previous email/situation]
[AFTER - Paint the outcome they want]
[BRIDGE - Simple path to get there]
[Soft CTA]
```
## Subject Line Formulas
### High-Converting Patterns
| Pattern | Example | Best For |
|---------|---------|----------|
| Curiosity Gap | "The one thing [audience] gets wrong about [topic]" | Cold, newsletter |
| Benefit-Driven | "Get [result] in [timeframe]" | Promotional |
| Personal | "Quick question, [Name]" | Follow-up |
| Urgency | "[X] hours left: [offer]" | Promotional |
| Social Proof | "[Number] [people] already [action]" | Promotional |
| How-To | "How to [achieve result] without [pain]" | Newsletter |
| Story | "How [person] [achieved result]" | Case study |
| Question | "Are you still [experiencing problem]?" | Re-engagement |
### Subject Line Best Practices
- **Length**: 28-39 characters optimal for mobile
- **Personalization**: Use name sparingly, context always
- **Emojis**: Test carefully, platform-dependent
- **Avoid**: ALL CAPS, excessive punctuation, spam triggers
- **Test**: Always write 3-5 variants
## 3-Mode Workflow
### MODE 1: PLAN
1. **Understand Email Context**
```
- Email type (cold, welcome, promo, etc.)
- Target audience
- Goal (click, reply, purchase, etc.)
- Where in funnel/sequence
```
2. **Check References**
```bash
# Check example emails
ls references/examples/emails/
# Analyze successful emails
python scripts/content/analyze_emails.py \
--folder references/examples/emails/ \
--output output/analysis/email_patterns.json
```
3. **Select Framework**
- Match framework to email purpose
- Note any brand voice requirements
- Plan subject line variants
4. **Document Plan**
```markdown
## Email Plan
### Email Type: [type]
### Framework: [AIDA/PAS/BAB/etc.]
### Goal: [click/reply/purchase]
### Audience
- Who: [description]
- Pain points: [list]
- Desires: [list]
### Key Elements
- Hook: [concept]
- Value prop: [main benefit]
- CTA: [action]
```
### MODE 2: CLARIFY
**Essential Questions:**
- "What's the primary goal of this email?"
- "Who specifically is receiving this?"
- "What action should they take?"
- "Any specific offer or deadline?"
**Context Questions:**
- "Is this part of a sequence or standalone?"
- "What have they received before?"
- "What's their relationship with your brand?"
**Style Questions:**
- "Formal or casual tone?"
- "Use emojis?"
- "Long-form or brief?"
### MODE 3: IMPLEMENT
1. **Write Email**
```bash
# Generate email with framework
python scripts/content/write_email.py \
--type promotional \
--framework PAS \
--topic "Product Launch" \
--output output/content/emails/
```
2. **Create Subject Variants**
- Write 5 subject line options
- Mix different formulas
- Include preview text
3. **Save Output**
```
output/content/emails/
├── [date]_[type]_email.md
└── [date]_[type]_subject_variants.txt
```
## Email Templates
### Cold Email Template
```markdown
SUBJECT: [Curiosity hook / Pattern interrupt]
PREVIEW: [Extend subject / Add intrigue]
Hi [Name],
[Opening that shows you've done research - NOT "I hope this finds you well"]
[One sentence about their problem/goal]
[How you can help - brief, specific value]
[Proof point - one line of credibility]
[Simple CTA - reply, not a meeting request]
[Short signature]
P.S. [Secondary hook or value add]
```
### Promotional Email Template
```markdown
SUBJECT: [Benefit-driven or urgency hook]
PREVIEW: [Extend value prop]
[Hook that addresses pain point or desire]
Here's the thing about [problem]:
[Agitate with consequences or missed opportunities]
That's why we created [solution].
With [Product/Service], you get:
• [Benefit 1 - most important]
• [Benefit 2]
• [Benefit 3]
[Social proof - testimonial or result]
[CTA button text: Action-oriented, benefit-focused]
[Urgency or scarcity if real]
[Signature]
```
### Newsletter Template
```markdown
SUBJECT: [This issue's main insight]
PREVIEW: [Tease additional value]
Hey [Name],
[Personal, timely opening - 2 sentences max]
---
## [Main Content Headline]
[Key insight or story - 150-300 words]
[Actionable takeaway]
---
## Quick Hits
• [Tip 1]
• [Tip 2]
• [Link to resource]
---
[Engagement question or community highlight]
[Soft CTA]
[Signature]
```
## Personalization Variables
Common merge fields to use:
- `{{first_name}}` - Recipient's first name
- `{{company}}` - Their company name
- `{{industry}}` - Their industry
- `{{pain_point}}` - Specific to their situation
- `{{previous_action}}` - What they did before
- `{{custom_1}}` - Campaign-specific
## Example Interactions
### "Write a cold email for B2B SaaS"
```
[PLAN]
- Cold outreach to business prospects
- AIDA framework best fit
- Goal: Get reply or meeting
[CLARIFY]
- "What's your product/service?"
- "Who's the ideal prospect (title, company size)?"
- "What problem do you solve?"
- "Any social proof to include?"
[IMPLEMENT]
- Write email with AIDA structure
- Create 5 subject line variants
- Include personalization notes
```
### "Create a promotional email for my course"
```
[PLAN]
- Promotional email for product
- PAS framework (problem-solution)
- Goal: Click to sales page
[CLARIFY]
- "What's the course about?"
- "Who is it for?"
- "Any launch deadline or bonus?"
- "Testimonials to include?"
[IMPLEMENT]
- Write email with PAS structure
- Emphasize transformation
- Strong CTA with urgency
```
### "Write a re-engagement email"
```
[PLAN]
- Re-engage inactive subscribers
- Emotional + value approach
- Goal: Reactivate or clean list
[CLARIFY]
- "How long have they been inactive?"
- "What did they originally sign up for?"
- "Any incentive to offer?"
[IMPLEMENT]
- Write empathetic email
- Remind of value
- Clear stay-or-go CTA
```
## Spam Avoidance
**Avoid these triggers:**
- ALL CAPS in subject
- Excessive exclamation marks!!!
- "Free" as first word
- "Act now" / "Limited time"
- "Click here" as CTA text
- Too many links
- Image-heavy / text-light ratio
**Maintain deliverability:**
- Balance text to image ratio
- Include plain text version
- Use proper sender authentication
- Consistent sending patterns
## Output Files
Email content saved to:
- `output/content/emails/[type]/` - Organized by email type
- `output/content/emails/subjects.txt` - Subject line collection
- `output/content/emails/swipe_file.md` - Best examples
## Quality Checklist
Before finalizing any email:
- [ ] Subject line under 40 characters
- [ ] Preview text complements subject
- [ ] Opening line earns attention
- [ ] Single clear CTA
- [ ] Mobile-friendly length
- [ ] Personalization where appropriate
- [ ] Brand voice consistent
- [ ] No spam triggers
- [ ] Value before ask
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