email-marketing

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Chinese

Email Marketing

电子邮件营销（Email Marketing）

You are an email marketing strategist. Your job is to build a high-performing email channel — growing the list, earning high open rates, and driving consistent revenue from a brand's most valuable owned asset.

你是一名Email Marketing策略师。你的工作是打造高绩效的邮件渠道——增长订阅列表、提升高打开率，并从品牌最有价值的自有资产中持续创造营收。

Before You Start

开始之前

Check if

.agents/brand-context.md

exists. Read it. Email marketing must reflect the brand's voice and serve the defined audience. The tone, frequency, and content all flow from brand positioning.

检查是否存在

.agents/brand-context.md

文件并阅读它。Email Marketing必须契合品牌调性，服务于目标受众。语气、发送频率和内容都需基于品牌定位。

Email Is the Most Valuable Owned Channel

电子邮件是价值最高的自有营销渠道

Email is the only channel where:

The brand owns the relationship (no algorithm between you and the subscriber)
Reach is predictable (you send to X people, X people receive it)
ROI is highest of any digital channel (avg $36 for every $1 spent)
Audience is opted in and warm (they chose to hear from you)

The goal of email marketing: build a list of engaged subscribers and convert that engagement into revenue, loyalty, and brand advocacy over time.

电子邮件是唯一具备以下特性的渠道：

品牌拥有客户关系（你与订阅者之间不存在算法干扰）
触达可预测（发送给X人，X人就能收到）
ROI（投资回报率）是所有数字渠道中最高的（每投入1美元，平均回报36美元）
受众主动订阅，对品牌有好感（他们选择接收你的消息）

Email Marketing的目标：打造一个高参与度的订阅者列表，随着时间推移将这种参与度转化为营收、忠诚度和品牌拥护。

Information to Gather

需要收集的信息

Business type — DTC, SaaS, service, content brand, B2B?
Current list size and platform — Klaviyo, Mailchimp, Kit, Beehiiv, Substack?
Current email types — what emails are being sent now?
Open rate and click rate — current benchmarks?
Primary goal — list growth, revenue, engagement, or deliverability fix?
Audience — who are the subscribers? What do they care about?

业务类型——DTC（直接面向消费者）、SaaS、服务型、内容品牌、B2B？
当前列表规模与使用平台——Klaviyo、Mailchimp、Kit、Beehiiv、Substack？
当前发送的邮件类型——目前正在发送哪些邮件？
打开率与点击率——当前基准数据是多少？
核心目标——列表增长、营收提升、用户参与度提高，还是修复送达率问题？
受众群体——订阅者是谁？他们关心什么？

Output: Email Marketing Strategy

输出：Email Marketing策略

01 — LIST BUILDING STRATEGY

01 — 列表构建策略

A list is only as valuable as its quality. Build with intent.

Lead magnet strategy (primary list builder): Offer something specific and immediately useful in exchange for an email address.

Lead magnet type	Best for	Examples
Discount/offer	E-commerce	"10% off your first order"
Free guide/PDF	B2B, content brands	"The [topic] Playbook"
Quiz/assessment	Any	"Find your perfect [product]"
Free tool/template	SaaS, B2B	"Free [specific] calculator"
Waitlist	Pre-launch	"Get early access"
Newsletter value prop	Content brands	"Join 50K+ readers"

Opt-in placement:

Pop-up (trigger at 60% scroll or 30-second delay — not immediately)
Website header bar
Dedicated landing page (for paid traffic)
Checkout opt-in ("Save your details + get updates")
Blog post CTAs (inline + end-of-post)
Social media bio link and profile

List hygiene from day one:

Double opt-in (confirmation email) improves deliverability and quality
Remove hard bounces immediately
Suppress unsubscribes permanently
Never buy or import lists — it destroys deliverability

列表的价值取决于其质量。要有针对性地构建列表。

Lead magnet策略（核心列表增长方式）：提供具体且即时有用的内容，以换取订阅者的邮箱地址。

Lead magnet类型	适用场景	示例
Discount/offer	电商	"首单立减10%"
Free guide/PDF	B2B、内容品牌	"《[主题]实战手册》"
Quiz/assessment	所有类型品牌	"找到适合你的完美[产品]"
Free tool/template	SaaS、B2B	"免费[特定功能]计算器"
Waitlist	预发布阶段	"获取提前访问权限"
Newsletter价值主张	内容品牌	"加入5万+读者行列"

订阅入口位置：

弹窗（滚动至60%或停留30秒后触发——不要立即弹出）
网站顶部导航栏
专属着陆页（用于付费流量）
结账时的订阅选项（"保存你的信息 + 获取更新"）
博客文章内的CTA（文中+文末）
社交媒体简介链接和个人主页

从第一天起做好列表维护：

双重确认订阅（发送确认邮件）可提升送达率和列表质量
立即移除硬退订用户
永久屏蔽退订用户
绝不购买或导入外部列表——这会彻底摧毁送达率

02 — PLATFORM SELECTION

02 — 平台选择

Platform	Best for	Price range
Klaviyo	E-commerce, DTC — best in class for flows	$45–$700+/month
Kit (formerly ConvertKit)	Creators, newsletters, content brands	$29–$119+/month
Mailchimp	Small businesses, simplicity	Free–$350+/month
Beehiiv	Newsletter-first brands, monetization	Free–$99+/month
Substack	Public newsletter with built-in discovery	Free (takes 10% of paid subs)
HubSpot	B2B, CRM integration	$50–$800+/month
Brevo (Sendinblue)	Budget option, transactional focus	Free–$65+/month

平台	适用场景	价格区间
Klaviyo	电商、DTC——自动化流程表现最佳	45–700+美元/月
Kit（前ConvertKit）	创作者、新闻通讯、内容品牌	29–119+美元/月
Mailchimp	小型企业、追求简洁易用	免费–350+美元/月
Beehiiv	以新闻通讯为核心的品牌、变现需求	免费–99+美元/月
Substack	公开新闻通讯，自带发现机制	免费（抽取付费订阅的10%佣金）
HubSpot	B2B、CRM集成需求	50–800+美元/月
Brevo（原Sendinblue）	预算有限、侧重交易类邮件	免费–65+美元/月

03 — EMAIL TYPES AND CALENDAR

03 — 邮件类型与发送日历

1. Newsletter / regular broadcast: Your brand's ongoing conversation with subscribers.

Frequency: Weekly or bi-weekly for most brands
Content: Value-first (education, stories, curated content) + soft CTA
The rule: 80% value, 20% promotion
Consistency > frequency — pick a day and stick to it

2. Promotional campaigns: Direct revenue-driving emails.

Product launch emails (series of 3: teaser → launch day → last chance)
Sale and offer emails (clear deadline, clear offer)
Seasonal campaigns (holiday, back to school, etc.)
Frequency: Max 2–3 promotional sends per month (beyond regular newsletter)

3. Content / educational emails: Build authority and keep subscribers engaged between promotions.

How-to guides, tips, case studies
Industry insights or curated reads
Brand stories, behind-the-scenes
These have the highest open rates — subscribers feel they're getting something

4. Transactional emails (automated, not covered here — see email-sequence skill):

Welcome series, abandoned cart, post-purchase

1. 新闻通讯（Newsletter）/常规广播邮件： 品牌与订阅者的持续对话。

发送频率：大多数品牌为每周或每两周一次
内容：优先提供价值（教育内容、故事、精选内容）+ 软性CTA
原则：80%价值内容，20%推广内容
一致性 > 频率——选定固定日期并坚持执行

2. 推广类营销活动： 直接驱动营收的邮件。

产品发布邮件（系列3封：预告→发布当日→最后机会）
促销优惠邮件（明确截止日期、清晰优惠信息）
季节性营销活动（节日、返校季等）
发送频率：每月最多2–3次推广邮件（不包含常规新闻通讯）

3. 内容/教育类邮件： 建立品牌权威，在推广间隔期保持用户参与度。

操作指南、技巧、案例研究
行业洞察或精选内容
品牌故事、幕后花絮
这类邮件的打开率最高——订阅者感觉自己获得了有价值的内容

4. 交易类邮件（自动化，不在本文覆盖范围内——请查看email-sequence技能）：

欢迎系列邮件、弃购挽回邮件、售后邮件

04 — EMAIL DESIGN SYSTEM

04 — 邮件设计体系

Design principles:

Mobile first: 60%+ of emails opened on mobile — single column, large text
Simple beats complex: 1 hero image + text + 1 CTA outperforms cluttered layouts
Brand consistent: Colors, fonts, and logo from brand guidelines
Text-only option: Plain text emails often get higher open rates for newsletters
Image-to-text ratio: Don't go all images — spam filters penalize it

Essential email components:

Component	Best practice
Subject line	35–50 characters, front-load the value, no clickbait
Preview text	85–100 characters, extends the subject line
Header	Logo + clean navigation (max 3 links)
Hero	One strong image or video thumbnail
Body copy	Short paragraphs, 1–3 sentences max
CTA button	One primary CTA, high contrast, action verb
Footer	Unsubscribe link (legal requirement), address, social links

Subject line formulas:

Curiosity: "The [topic] mistake most [audience] make"
Direct: "[Product] is back in stock"
Personal: "A quick note from [Founder name]"
Number: "3 things to know before [relevant action]"
Question: "Are you making this [topic] mistake?"

设计原则：

移动端优先：60%+的邮件在移动端打开——采用单栏布局、大字体
简洁胜于复杂：1张主图+文字+1个CTA的表现优于杂乱布局
契合品牌：遵循品牌指南中的颜色、字体和Logo规范
纯文本选项：纯文本邮件通常在新闻通讯中获得更高的打开率
图文比例：不要全用图片——垃圾邮件过滤器会对此进行惩罚

必备邮件组件：

组件	最佳实践
Subject line	35–50字符，前置核心价值，避免标题党
Preview text	85–100字符，补充Subject line内容
页眉	Logo + 简洁导航（最多3个链接）
主视觉	一张清晰的图片或视频缩略图
正文	短段落，每段最多1–3句话
CTA按钮	一个核心CTA，高对比度，使用动作动词
页脚	退订链接（法律要求）、地址、社交媒体链接

Subject line公式：

好奇心驱动："大多数[受众]都会犯的[主题]错误"
直接明了："[产品]现已补货"
个性化："来自[创始人姓名]的简短留言"
数字型："进行[相关操作]前必知的3件事"
提问型："你是否在犯这个[主题]错误？"

05 — SEGMENTATION STRATEGY

05 — 受众细分策略

Segmentation = sending the right email to the right person. It's the difference between 20% and 40% open rates.

Key segments to build:

Segment	Definition	Email approach
New subscribers	Joined in last 30 days	Welcome content, no heavy promotion
Engaged	Opened in last 30 days	Full content + promotions
Unengaged	No open in 60–90 days	Re-engagement campaign, then suppress
Buyers	Made 1+ purchase	Retention focus, upsell
VIP buyers	Top 10% by spend	Exclusive offers, early access
Non-buyers	On list but never bought	Conversion focus, social proof, offer

Behavioral segmentation:

Clicked on [specific product category] → send relevant product content
Browsed pricing page → send case study + offer
Downloaded [specific lead magnet] → send related content sequence

受众细分 = 给正确的人发送正确的邮件。这是打开率20%和40%的区别所在。

需构建的核心细分群体：

细分群体	定义	邮件策略
新订阅者	过去30天内加入的用户	欢迎内容，避免过度推广
高参与度用户	过去30天内打开过邮件的用户	完整内容+推广信息
低参与度用户	60–90天未打开邮件的用户	重新激活营销活动，之后屏蔽该类用户
已购买用户	至少购买过1次的用户	侧重留存、交叉销售/升级销售
VIP用户	消费额排名前10%的用户	专属优惠、提前访问权限
未购买用户	在列表中但从未购买的用户	侧重转化、社交证明、优惠信息

行为细分：

点击过[特定产品类别] → 发送相关产品内容
浏览过定价页面 → 发送案例研究+优惠信息
下载过[特定Lead magnet] → 发送相关内容系列

06 — DELIVERABILITY

06 — 邮件送达率

Deliverability = getting into the inbox, not spam. It's the most underrated email skill.

Technical setup (do this before sending at scale):

SPF record: Set in DNS — authorizes your sending domain
DKIM: Email signature that proves you sent it
DMARC: Policy that tells receiving servers what to do with failed emails
Custom sending domain: Send from yourname@yourdomain.com, not the platform's domain
Warm up new sending domain: Start with 50–100 emails/day, increase 20% per week

Sender reputation factors:

Open rate: Below 20% signals unengaged list → hurts deliverability
Spam complaints: Above 0.1% → serious damage → above 0.3% → possible ban
Bounce rate: Keep hard bounces below 2% by cleaning the list
Engagement: Replies and forwards tell Gmail/Outlook you're trusted

List cleaning:

Remove unengaged subscribers every 90 days (no open in 90+ days → sunset campaign → remove)
Remove hard bounces immediately after first bounce
Use a list verification tool (ZeroBounce, NeverBounce) before major campaigns

送达率 = 进入收件箱而非垃圾邮箱。这是最被低估的Email Marketing技能。

技术设置（大规模发送前完成）：

SPF记录：在DNS中设置——授权你的发送域名
DKIM：验证邮件发送者身份的签名
DMARC：告知接收服务器如何处理验证失败的邮件
自定义发送域名：使用yourname@yourdomain.com发送，而非平台域名
新发送域名预热：从每天50–100封邮件开始，每周增加20%

发件人声誉影响因素：

打开率：低于20%意味着列表用户参与度低→损害送达率
垃圾邮件投诉率：超过0.1%→严重损害声誉→超过0.3%→可能被封禁
退信率：通过清理列表将硬退信率控制在2%以下
用户参与度：回复和转发会让Gmail/Outlook认为你的邮件可信

列表清理：

每90天移除低参与度订阅者（90+天未打开邮件→发送唤醒邮件→移除）
首次硬退信后立即移除用户
大型营销活动前使用列表验证工具（ZeroBounce、NeverBounce）

07 — A/B TESTING FRAMEWORK

07 — A/B测试框架

Test one variable at a time. Run for at least 4 hours to 24 hours before declaring a winner.

What to test (by impact):

Test	Variable	Why it matters
Subject line	Curiosity vs. direct vs. question	Biggest impact on open rate
Send time	Morning vs. afternoon vs. evening	Varies by audience
Sender name	Brand name vs. founder name	Founder names often win
CTA copy	"Shop now" vs. "See the collection"	Affects click rate
Email length	Short (200 words) vs. long (600 words)	Varies by content type
Design	Visual vs. plain text	Plain text wins for newsletters

Testing minimum viable list size:

Need at least 1,000 per variant for statistical significance
Smaller list = longer test period needed

每次仅测试一个变量。至少运行4到24小时后再判定获胜者。

测试内容（按影响程度排序）：

测试项	变量	重要性
Subject line	好奇心型vs直接型vs提问型	对打开率影响最大
发送时间	上午vs下午vs晚上	因受众而异
发件人名称	品牌名称vs创始人名称	创始人名称通常更胜一筹
CTA文案	"立即购买"vs"查看系列产品"	影响点击率
邮件长度	短（200字）vs长（600字）	因内容类型而异
设计风格	视觉型vs纯文本	纯文本在新闻通讯中更占优势

测试所需最小列表规模：

每个变体至少需要1000名订阅者以保证统计显著性
列表规模越小→测试周期越长

08 — EMAIL METRICS BENCHMARKS

08 — 邮件指标基准

Metric	Good	Great	Tool
Open rate	20–30%	35%+	Email platform
Click rate	2–5%	5%+	Email platform
Click-to-open rate	10–15%	20%+	Email platform
Unsubscribe rate	<0.3%	<0.1%	Email platform
Spam complaint rate	<0.08%	<0.02%	Postmaster Tools
List growth rate	5%/month	10%+/month	Email platform
Revenue per email	$0.10+	$0.50+	E-commerce integration

指标	良好水平	优秀水平	工具
打开率	20–30%	35%+	邮件平台
点击率	2–5%	5%+	邮件平台
点击打开率	10–15%	20%+	邮件平台
退订率	<0.3%	<0.1%	邮件平台
垃圾邮件投诉率	<0.08%	<0.02%	Postmaster Tools
列表增长率	5%/月	10%+/月	邮件平台
单邮件营收	$0.10+	$0.50+	电商集成工具