---
name: drip-campaign
description: "สกิลสำหรับ Drip Campaign ใช้เมื่อต้องการวางกลยุทธ์ สร้างคอนเทนต์ ปรับ Conversion วิเคราะห์ผล หรือทำงานการตลาดดิจิทัลในหัวข้อนี้ให้เป็นระบบ"
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Drip Campaign

## When to Use This Skill

Use this skill when you need to:
- Build an automated email nurture sequence that moves leads toward a purchase
- Design conditional logic paths based on subscriber behavior (opens, clicks, purchases)
- Map content to each stage of the buyer journey within an email sequence
- Set up lead scoring triggers that advance or redirect subscribers

**DO NOT** use this skill for one-off broadcast emails, transactional emails (order confirmations, receipts), or SMS sequences. This is for multi-step automated email campaigns with branching logic.

---

## Core Principle

EVERY DRIP CAMPAIGN MUST MOVE THE SUBSCRIBER CLOSER TO A SPECIFIC ACTION — EACH EMAIL EARNS PERMISSION TO SEND THE NEXT ONE BY DELIVERING VALUE FIRST.

---

## Phase 1: Campaign Brief

Before building any sequence, gather the inputs that define the campaign's structure and goals.

### Required Inputs

Ask the user for each of these. If they do not provide one, use the default.

| Input | What to Ask | Default |
|-------|------------|---------|
| **Campaign goal** | "What action should subscribers take by the end?" | No default — must be provided |
| **Entry trigger** | "How do people enter this sequence? (opt-in, purchase, tag, etc.)" | Email opt-in via lead magnet |
| **Audience stage** | "Are these cold leads, warm leads, or existing customers?" | Warm leads (opted in but haven't purchased) |
| **Number of emails** | "How many emails in the sequence?" | 5-7 emails |
| **Sending cadence** | "How often should emails send?" | Every 2-3 days |
| **Email platform** | "What email tool are you using?" | Platform-agnostic |

### Brief Template

Present this before moving to Phase 2:

```
## Drip Campaign Brief

**Campaign goal:** Purchase the $297 course
**Entry trigger:** Downloaded free PDF guide
**Audience stage:** Warm leads — interested but not committed
**Sequence length:** 7 emails over 18 days
**Cadence:** Days 0, 2, 5, 8, 11, 14, 18
**Platform:** ConvertKit
**Lead scoring:** +5 per open, +10 per click, +25 for pricing page visit
```

**GATE: Do not proceed to Phase 2 until the user confirms or adjusts the brief.**

---

## Phase 2: Sequence Map

Build the complete campaign architecture before writing any email copy.

### Sequence Map Rules

1. **Each email has a single job** — educate, build trust, create desire, or ask for the sale
2. **Conditional branches** must trigger on measurable actions (opened, clicked, visited page, scored above threshold)
3. **Lead scoring thresholds** determine when a subscriber moves to a sales-focused path
4. **Exit conditions** remove subscribers who convert or disengage

### Sequence Map Format

```
## Email Sequence Map

**Email 1 (Day 0):** Welcome + deliver lead magnet
  → If opened → continue sequence
  → If not opened after 48hrs → resend with new subject line

**Email 2 (Day 2):** Quick win / immediate value
  → Click on resource link → +10 points

**Email 3 (Day 5):** Story-driven lesson (pain point)
  → If score > 30 → move to fast-track (skip to Email 5)

**Email 4 (Day 8):** Case study / social proof

**Email 5 (Day 11):** Soft pitch — introduce offer
  → Click on sales page → +25 points, tag as "sales-interested"

**Email 6 (Day 14):** Objection handling
  → If purchased → exit sequence, enter customer onboarding

**Email 7 (Day 18):** Final CTA with urgency / deadline
  → If no purchase → move to long-term nurture sequence
```

**GATE: Present the sequence map and wait for user approval before writing email copy.**

---

## Phase 3: Write Email Copy

With an approved sequence map, write each email in the campaign.

### Email Structure (per email)

1. **Subject line** — 6-10 words, curiosity or benefit-driven
2. **Preview text** — complements the subject line (40-90 characters)
3. **Body copy** — 150-300 words per email (short, scannable)
4. **Single CTA** — one clear action per email
5. **Conditional logic notes** — what triggers based on subscriber behavior

### Writing Rules

- Write in second person ("you") with a conversational tone
- Each email must standalone — subscribers may skip emails
- Front-load value before any pitch
- Include personalization tokens where relevant: {first_name}, {lead_magnet_name}
- Sales emails (5-7) use direct response copywriting principles

---

## Phase 4: Polish

After all emails are written, deliver these finishing elements.

### 1. Lead Scoring Matrix

```
## Lead Scoring

| Action | Points |
|--------|--------|
| Email open | +5 |
| Link click | +10 |
| Sales page visit | +25 |
| Pricing page visit | +25 |
| Reply to email | +15 |
| No open (3 consecutive) | -20 |

**Thresholds:**
- Score > 50 → Tag as "engaged", move to fast-track
- Score > 80 → Tag as "hot lead", notify for personal outreach
- Score < 0 → Move to re-engagement sequence
```

### 2. Platform Setup Checklist

- [ ] All emails loaded into automation tool
- [ ] Entry trigger configured and tested
- [ ] Conditional branches set with correct logic
- [ ] Lead scoring rules active
- [ ] Exit conditions configured (purchase, unsubscribe)
- [ ] UTM parameters added to all links
- [ ] Test subscriber run through complete sequence

### 3. Performance Benchmarks

Provide target metrics: open rate (35-45% for nurture), click rate (3-5%), conversion rate by email, and unsubscribe threshold per email (under 0.5%).

---

## Anti-Patterns

- **Selling in Email 1** — the first email delivers what was promised. Selling before trust is built kills the sequence.
- **Multiple CTAs per email** — one email, one job, one link. Split focus kills click rates.
- **No conditional logic** — a linear sequence ignores subscriber behavior. Always branch on engagement.
- **Too many emails too fast** — more than one email per day feels like spam. Space them out.
- **Generic subject lines** — "Newsletter #4" gets deleted. Every subject line must earn the open.
- **No exit condition** — subscribers who purchase must leave the sequence immediately.

---

## Recovery

- **No clear campaign goal:** Ask what product or action they want subscribers to take. If no product exists yet, build a lead nurture sequence focused on trust-building.
- **Too many emails requested (15+):** Recommend splitting into two sequences with a trigger between them.
- **No email platform chosen:** Write platform-agnostic copy with conditional logic described in plain language.
- **User wants to sell immediately:** Explain the value-first approach but offer a compressed 3-email sequence with faster pitch timing.
- **Sequence map rejected:** Ask which emails feel wrong — too many, wrong order, or missing a topic. Isolate and fix.
