email skill

profiles/opencode/skill/email-best-practices/resources/marketing-emails.md

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+# Marketing Email Best Practices
+
+Promotional emails that require explicit consent and provide value to recipients.
+
+## Core Principles
+
+1. **Consent first** - Explicit opt-in required (especially GDPR/CASL)
+2. **Value-driven** - Provide useful content, not just promotions
+3. **Respect preferences** - Let users control frequency and content types
+
+## Opt-In Requirements
+
+### Explicit Opt-In
+
+**What counts:**
+- User checks unchecked box
+- User clicks "Subscribe" button
+- User completes form with clear subscription intent
+
+**What doesn't count:**
+- Pre-checked boxes
+- Opt-out model
+- Assumed consent from purchase
+- Purchased/rented lists
+
+### Informed Consent
+
+Disclose: email types, frequency, sender identity, how to unsubscribe.
+
+✅ "Subscribe to our weekly newsletter with product updates and tips"
+❌ "Sign up for emails"
+
+### Double Opt-In (Recommended)
+
+1. User submits email
+2. Send confirmation email with verification link
+3. User clicks to confirm
+4. Add to list only after confirmation
+
+Benefits: Verifies deliverability, confirms intent, reduces complaints, required in some regions (Germany).
+
+## Unsubscribe Requirements
+
+**Must be:**
+- Prominent in every email
+- One-click (preferred) or simple process
+- Immediate (GDPR) or within 10 days (CAN-SPAM)
+- Free, no login required
+
+**Preference center options:** Frequency (daily/weekly/monthly), content types, complete unsubscribe.
+
+## Content and Design
+
+### Subject Lines
+
+- Clear and specific (50 chars or less for mobile)
+- Create curiosity without misleading
+- A/B test regularly
+
+✅ "Your weekly digest: 5 productivity tips"
+❌ "You won't believe what happened!"
+
+### Structure
+
+**Above fold:** Value proposition, primary CTA, engaging visual
+
+**Body:** Scannable (short paragraphs, bullets), clear hierarchy, multiple CTAs
+
+**Footer:** Unsubscribe link, company info, physical address (CAN-SPAM), social links
+
+### Mobile-First
+
+- Single column layout
+- 44x44px minimum buttons
+- 16px minimum text
+- Test on iOS, Android, dark mode
+
+## Segmentation
+
+**Segment by:** Behavior (purchases, activity), demographics, preferences, engagement level, signup source.
+
+Benefits: Higher open/click rates, lower unsubscribes, better experience.
+
+## Personalization
+
+**Options:** Name in subject/greeting, location-specific content, behavior-based recommendations, purchase history.
+
+**Don't over-personalize** - can feel intrusive. Use data you have permission to use.
+
+## Frequency and Timing
+
+**Frequency:** Start conservative, increase based on engagement, let users set preferences, monitor unsubscribe rates.
+
+**Timing:** Weekday mornings (9-11 AM local), Tuesday-Thursday often best. Test your specific audience.
+
+## List Hygiene
+
+**Remove immediately:** Hard bounces, unsubscribes, complaints
+
+**Remove after inactivity:** Send re-engagement campaign first, then remove non-responders
+
+**Monitor:** Bounce rate <2%, complaint rate <0.1%
+
+## Required Elements (All Marketing Emails)
+
+- Clear sender identification
+- Physical mailing address (CAN-SPAM)
+- Unsubscribe mechanism
+- Indication it's marketing (GDPR)
+
+## Related
+
+- [Compliance](./compliance.md) - Detailed legal requirements by region
+- [Email Capture](./email-capture.md) - Collecting consent properly
+- [List Management](./list-management.md) - Maintaining list hygiene