# Scripter Email Marketing Strategy

**Issue:** FRE-580  
**Priority:** Medium  
**Owner:** CMO  
**Status:** Draft

---

## Email Program Overview

**Goal:** Build relationships, drive conversions, and retain users through targeted email communication.

**Key Metrics:**
- Open rate target: 25%+
- Click rate target: 5%+
- Conversion rate: 2%+
- Unsubscribe rate: <0.5%

---

## Email Sequences

### 1. Waitlist Sequence (Pre-Launch)

**Trigger:** User joins waitlist  
**Goal:** Build anticipation, capture feedback

| Email | Timing | Subject | Content |
|-------|--------|---------|---------|
| 1 | Immediate | "You're on the list! 🎬" | Confirmation, what to expect, early bird offer |
| 2 | Day 3 | "Why we built Scripter" | Founder story, problem/solution |
| 3 | Day 7 | "Sneak peek inside Scripter" | Screenshots, feature preview |
| 4 | Day 10 | "Final Draft vs Scripter" | Comparison, pricing tease |
| 5 | Day 14 | "48 hours early access" | Exclusive early signup link |

---

### 2. Onboarding Sequence (New Users)

**Trigger:** User signs up  
**Goal:** Activate users, demonstrate value

| Email | Timing | Subject | Content |
|-------|--------|---------|---------|
| 1 | Immediate | "Welcome to Scripter! Let's write." | Getting started, first script CTA |
| 2 | Day 1 | "Your first screenplay in 5 minutes" | Tutorial, template walkthrough |
| 3 | Day 3 | "Pro tip: Auto-formatting magic" | Feature highlight, formatting demo |
| 4 | Day 7 | "Write together with collaborators" | Collaboration features, invite CTA |
| 5 | Day 14 | "Unlock Pro: Write without limits" | Upgrade offer, Pro features |

---

### 3. Free-to-Pro Conversion Sequence

**Trigger:** Free user, day 7+  
**Goal:** Convert to paid

| Email | Timing | Subject | Content |
|-------|--------|---------|---------|
| 1 | Day 7 | "Loving Scripter? Go Pro." | Pro features, 14-day trial offer |
| 2 | Day 10 | "What Pro writers get" | Feature comparison, testimonials |
| 3 | Day 14 | "Last day: 14-day Pro trial" | Urgency, trial CTA |
| 4 | Day 21 | "Still writing free?" | Final offer, annual discount |

---

### 4. Trial Conversion Sequence

**Trigger:** User starts Pro trial  
**Goal:** Convert trial to paid

| Email | Timing | Subject | Content |
|-------|--------|---------|---------|
| 1 | Immediate | "Welcome to Scripter Pro!" | Trial details, key features |
| 2 | Day 3 | "Get the most from Pro" | Power user tips, advanced features |
| 3 | Day 7 | "Halfway through your trial" | Usage stats, value reminder |
| 4 | Day 12 | "3 days left in your trial" | Urgency, what you'll lose |
| 5 | Day 14 | "Last chance to keep Pro" | Final CTA, annual option |
| 6 | Day 15 | "Your trial has ended" | Downgrade notice, resubscribe CTA |

---

### 5. Engagement/Nurture Sequence

**Trigger:** Active user, weekly  
**Goal:** Retain, educate, upsell

| Email | Timing | Subject | Content |
|-------|--------|---------|---------|
| Weekly | Monday | "This week in screenwriting" | Industry news, writing tips |
| Bi-weekly | Wednesday | "New feature alert" | Product updates, tutorials |
| Monthly | 1st | "Your Scripter stats" | Usage report, milestones |

---

### 6. Win-Back Sequence

**Trigger:** Inactive 30+ days  
**Goal:** Reactivate users

| Email | Timing | Subject | Content |
|-------|--------|---------|---------|
| 1 | Day 30 | "We miss you! Here's 50% off" | Comeback offer, what's new |
| 2 | Day 37 | "Your scripts are waiting" | Nostalgia, project reminder |
| 3 | Day 45 | "Final invitation" | Last chance, survey ask |

---

## Transactional Emails

### Welcome Email
**Trigger:** Signup  
**Content:** Welcome, getting started link, support contact

### Password Reset
**Trigger:** Reset request  
**Content:** Reset link, security notice, expiry time

### Collaboration Invite
**Trigger:** Invited to script  
**Content:** Inviter name, script name, join CTA

### Comment Notification
**Trigger:** New comment  
**Content:** Commenter, excerpt, reply link

### Export Complete
**Trigger:** Export finished  
**Content:** Download link, format, file size

---

## Segmentation Strategy

### By Plan Type
- Free users → Pro upgrade emails
- Pro users → Premium upsell, power tips
- Premium users → Advanced features, API access

### By Behavior
- Active writers → Feature deep-dives, community
- Inactive → Win-back, re-engagement
- Collaborators → Team features, group plans

### By Use Case
- Feature films → Long-form tips, structure advice
- TV writers → Episode planning, series bibles
- Students → Education discount, learning resources

---

## Design Guidelines

### Template Structure
```
[Logo]
[Hero image/illustration]
[Headline]
[Body copy]
[Primary CTA button]
[Secondary link]
---
[Footer: Unsubscribe, Preferences, Contact]
```

### Brand Colors
- Primary: Scripter Blue (#518ac8)
- Background: White (#ffffff)
- Text: Deep Blue (#1a336b)
- Links: Scripter Blue (#518ac8)

### Tone & Voice
- **Confident:** "You've got this. We've got you."
- **Direct:** Clear CTAs, no fluff
- **Creative:** Screenwriting metaphors, industry humor
- **Helpful:** Tips, tutorials, support

### Mobile Optimization
- Single column layout
- 44px minimum CTA buttons
- 16px minimum body text
- Preview text for inbox display

---

## Email Tools & Setup

### Recommended Stack
| Tool | Purpose | Cost |
|------|---------|------|
| Customer.io | Automation, segmentation | $150/mo |
| SendGrid | Delivery, analytics | $50/mo |
| Litmus | Testing, preview | $79/mo |
| **Total** | | **$279/mo** |

### Budget Alternative
| Tool | Purpose | Cost |
|------|---------|------|
| Mailchimp | All-in-one | Free-20k subs |
| **Total** | | **$0-200/mo** |

### Technical Setup
- [ ] Domain authentication (SPF, DKIM, DMARC)
- [ ] Dedicated IP (after 100k emails/mo)
- [ ] Suppression list management
- [ ] Unsubscribe handling (one-click)
- [ ] Preference center
- [ ] Analytics integration (UTM tracking)

---

## Compliance

### CAN-SPAM (US)
- Physical address in footer
- Clear unsubscribe link
- Honor opt-outs within 10 days
- Accurate subject lines

### GDPR (EU)
- Explicit consent for marketing
- Right to access/delete data
- Data processing agreement with vendor
- Privacy policy link

### Best Practices
- Double opt-in for subscribers
- Clear consent language
- Regular list cleaning
- Monitor spam complaints (<0.1%)

---

## Testing & Optimization

### A/B Tests
- Subject lines (emoji vs no emoji, length)
- Send times (morning vs afternoon, weekday vs weekend)
- CTA copy ("Start Writing" vs "Try Free")
- Personalization (name, project name)

### Metrics to Track
| Metric | Formula | Target |
|--------|---------|--------|
| Open rate | Opens / Delivered | 25%+ |
| Click rate | Clicks / Delivered | 5%+ |
| Conversion rate | Conversions / Clicks | 2%+ |
| Bounce rate | Bounces / Sent | <2% |
| Unsubscribe rate | Unsubs / Delivered | <0.5% |
| Spam complaints | Complaints / Delivered | <0.1% |

---

## Content Calendar

### Monthly Themes
| Month | Theme | Campaigns |
|-------|-------|-----------|
| May | Launch | Waitlist, launch announcements |
| June | Growth | Onboarding optimization, Pro trials |
| July | Retention | Engagement, feature adoption |
| August | Scale | Paid acquisition, partnerships |

### Weekly Cadence
- Monday: Newsletter (industry news + tips)
- Wednesday: Product update or feature highlight
- Friday: Community spotlight or user story

---

## Success Metrics

### 90-Day Goals
| Metric | Target |
|--------|--------|
| Email subscribers | 10,000 |
| Average open rate | 25% |
| Average click rate | 5% |
| Email-driven conversions | 500 Pro users |
| Email revenue | $5,000 MRR |

---

## Next Actions

1. **Choose email platform** - Customer.io vs Mailchimp
2. **Set up domain authentication** - SPF, DKIM, DMARC
3. **Design email templates** - Welcome, onboarding, newsletter
4. **Write email copy** - All sequences outlined above
5. **Implement tracking** - UTM parameters, conversion events
6. **Create preference center** - Let users choose frequency
7. **Build suppression lists** - Unsubscribes, bounces, spam
8. **Test all flows** - Send tests, verify links, mobile preview

---

**Related Issues:**
- FRE-577: Marketing website (signup forms)
- FRE-581: Launch campaign (waitlist emails)
- FRE-585: Analytics dashboard (email metrics)

**Dependencies:**
- Email platform setup
- Domain/email infrastructure
- User event tracking in product
