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Generate a 3-5 email reengagement sequence for inactive subscribers — from "we miss you" through exclusive offer to sunset warning using RMBC principles.
How this skill is triggered — by the user, by Claude, or both
Slash command
/dtc-copywriting-skills:reengagement-sequenceThe summary Claude sees in its skill listing — used to decide when to auto-load this skill
<!-- AUTO-GENERATED from SKILL.md.tmpl — do not edit directly -->
_RMBC_ROOT=""
[ -d "${CLAUDE_SKILL_DIR}/../../bin" ] && _RMBC_ROOT="$(cd "${CLAUDE_SKILL_DIR}/../.." && pwd)"
[ -z "$_RMBC_ROOT" ] && for _D in "$HOME/.claude/skills/dtc-copywriting-skills" ".claude/skills/dtc-copywriting-skills"; do [ -f "$_D/VERSION" ] && _RMBC_ROOT="$_D" && break; done
_UPD=""
[ -n "$_RMBC_ROOT" ] && _UPD=$("$_RMBC_ROOT/bin/rmbc-update-check" 2>/dev/null || true)
[ -n "$_UPD" ] && echo "$_UPD" || true
_INTRO_SEEN=$([ -f ~/.rmbc-skills/.intro-seen ] && echo "yes" || echo "no")
_TEL_PROMPTED=$([ -f ~/.rmbc-skills/.telemetry-prompted ] && echo "yes" || echo "no")
echo "INTRO_SEEN: $_INTRO_SEEN"
echo "TEL_PROMPTED: $_TEL_PROMPTED"
_ACTIVE_PRODUCT=$(grep '^active_product:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^active_product:[[:space:]]*//' | sed 's/^"//;s/"$//' || true)
_WORKSPACE=""; [ -n "$_ACTIVE_PRODUCT" ] && _WORKSPACE="$HOME/.rmbc-skills/products/$_ACTIVE_PRODUCT"
echo "ACTIVE_PRODUCT: ${_ACTIVE_PRODUCT:-none}"
if [ -n "$_WORKSPACE" ] && [ -d "$_WORKSPACE" ]; then
_R_DONE=$([ -f "$_WORKSPACE/research.md" ] && echo "yes" || echo "no")
_M_DONE=$([ -f "$_WORKSPACE/mechanism.md" ] && echo "yes" || echo "no")
_B_DONE=$([ -f "$_WORKSPACE/brief.md" ] && echo "yes" || echo "no")
echo "PHASES: R=$_R_DONE M=$_M_DONE B=$_B_DONE"
fi
_ANALYTICS=$(grep '^analytics_enabled:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^analytics_enabled:[[:space:]]*//' || echo "true")
[ "$_ANALYTICS" = "true" ] && [ -n "$_RMBC_ROOT" ] && timeout 2 "$_RMBC_ROOT/bin/rmbc-analytics" log --skill "reengagement-sequence" --product "${_ACTIVE_PRODUCT:-none}" --tier 4 2>/dev/null &
_SESSION_COUNT=$(ls /tmp/rmbc-session-* 2>/dev/null | wc -l | tr -d ' '); touch "/tmp/rmbc-session-$$"
echo "SESSIONS: $_SESSION_COUNT"
If output shows UPGRADE_AVAILABLE <old> <new>: read skills/rmbc-upgrade/SKILL.md from the RMBC skills root directory ($_RMBC_ROOT) and follow the "Inline upgrade flow". If JUST_UPGRADED <old> <new>: read $_RMBC_ROOT/CHANGELOG.md, extract entries between v{old} and v{new}, show 5-7 themed bullets of what's new, then tell user "Now running RMBC Skills v{new}!" and continue.
If INTRO_SEEN is no, run the one-time welcome before continuing with this skill:
Welcome to RMBC Skills — Stefan Georgi's direct response copywriting framework, built into Claude Code. 44 skills covering hooks, ads, emails, landing pages, VSL scripts, and more.
Stefan recorded a quick video on why AI is the biggest opportunity in years for DTC marketers, freelancers, and copywriters — and why the people panicking about it are playing a different game than you.
Use AskUserQuestion:
If "Yes, open the video":
open "https://www.youtube.com/watch?v=zI8tNfefH1M"
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen
If "Skip — let's go":
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen
Continue with this skill immediately.
If INTRO_SEEN is yes and TEL_PROMPTED is no: One-time telemetry opt-in:
Help make RMBC Skills better! Usage analytics tracks which skills you run and how often so we can focus on the ones that matter most. Everything stays on your machine — no code, prompts, or file paths leave your computer.
Use AskUserQuestion:
If "Yes, that's fine":
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted
If "No, turn it off":
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted
sed -i '' 's/^analytics_enabled:.*/analytics_enabled: false/' ~/.rmbc-skills/config.yaml 2>/dev/null || true
Continue with this skill.
Generate a reengagement email sequence (3-5 emails) that reactivates inactive subscribers or cleanly removes them from the list. Inactive subscribers hurt deliverability, inflate costs, and drag down open rates — but many are recoverable with the right approach. This sequence gives them compelling reasons to re-engage, escalates with an exclusive offer, and ends with a clear sunset warning that either wakes them up or lets you remove them cleanly. RMBC applies as re-persuasion architecture: Research identifies why they disengaged, Mechanism reminds them what makes you different, Brief structures the win-back arc, Copy executes with honesty and value.
| Input | Required | Description |
|---|---|---|
brand_name | Yes | Brand or sender name they originally subscribed to |
target_audience | Yes | Who the subscriber was — demographics, original interest, likely pain points |
key_value_prop | Yes | The core reason they subscribed — what value they were expecting |
win_back_offer | Yes | Exclusive offer for re-engagement — discount, free resource, or special access |
sequence_length | No | Number of emails: 3, 4, or 5 (default: 4) |
inactivity_threshold | No | How long they've been inactive — used for copy calibration (default: 90 days) |
Read rmbc-context/resources/rmbc-methodology.md to load RMBC framework definitions. Reengagement sequences re-deploy RMBC against a cooled audience — these subscribers once found you valuable enough to opt in. The job is reminding them why, delivering fresh value, and forcing a decision: re-engage or unsubscribe.
| Role | Emotional Lever | Approach | |
|---|---|---|---|
| 1 — "We Miss You" | Acknowledge absence, re-introduce value | Nostalgia + curiosity | Warm, personal, non-pushy. Remind them why they subscribed. Show what they've missed. |
| 2 — Value Reminder | Deliver a high-value piece of content | Proof you're still worth their attention | Best recent content, tip, or insight — demonstrate value immediately |
| 3 — Exclusive Offer | Present the win-back incentive | Feeling special, exclusive access | Offer available only to returning subscribers — make them feel valued, not desperate |
| 4 — "Last Chance" | Final nudge with clear consequences | Loss aversion + clarity | "We don't want to see you go, but we only want to email people who want to hear from us" |
| 5 — Sunset Warning | Administrative: unsubscribe notice | Clean break | "We're removing you from our list in 48 hours unless you click below to stay" |
For 3-email sequences: combine 1+2 (miss you + value), keep 3 (offer), combine 4+5 (last chance + sunset). For 4-email sequences: combine 4+5 into one final email.
Layer this emotional arc across the sequence regardless of length:
| Phase | Email(s) | Core Message |
|---|---|---|
| Progress | 1 | "You were making progress" — acknowledge what the reader achieved while using the product |
| Momentum | 2-3 | "You'll make even more if you continue" — paint the acceleration and compounding benefit |
| Backtrack | 3-4 | "If you stop now, you'll backtrack" — regression warning with mechanism explanation of WHY results reverse |
Every email must map to one of these three phases, escalating from acknowledgment to aspiration to consequence.
Before writing, identify likely reasons for inactivity:
| Reason | Signal | Sequence Adjustment |
|---|---|---|
| Inbox overwhelm | High volume sender | Lead with "we've improved" — less frequent, more valuable |
| Content mismatch | Subscribed for X, got Y | Re-qualify: "What are you most interested in?" |
| Got what they needed | Lead magnet download, no further need | Show new value they haven't seen |
| Forgot who you are | Long gap between emails | Reintroduce the brand — "Quick reminder: I'm [name] and I..." |
| Switched to competitor | Market shift | Differentiate — deploy mechanism to show what's unique |
Email 1 should address the most likely disengagement reason for this audience.
Assess where the lapsed buyer is and adjust mechanism reinforcement density:
| Time Lapsed | Product-State | Copy Calibration |
|---|---|---|
| 30-60 days | Fading recall | Light mechanism reminder — they still remember the basics |
| 60-120 days | Disconnected | Full re-education — explain HOW the product works as if new |
| 120+ days | Reset to zero | Near-cold prospect — re-establish the problem before the solution |
For each email, produce:
Rules:
Additional rules (RMBC 2):
Check that the sequence addresses:
If any stage is missing, revise.
## Reengagement Sequence: [Brand Name]
**Sequence Length:** [3-5] emails
**Send Schedule:** Day 1, 3, 5, 7, 10
**Audience:** [target audience — inactive segment]
**Inactivity Threshold:** [90 days | 120 days | etc.]
**Win-Back Offer:** [summary of exclusive offer]
---
### Email 1: "We Miss You" — Day 1
**Subject:** [subject line]
**Preview:** [preview text]
[Full email body]
[CTA — reply, click to re-engage, or preference center]
---
### Email 2: [Role Label] — Day [X]
[...continue for each email...]
---
## Reengagement Strategy Notes
- **Likely disengagement reason:** [identified reason and how email 1 addresses it]
- **Win-back offer placement:** Email [3] — exclusive to returning subscribers
- **Sunset deadline:** Email [4/5] — [48-72 hour] window to act
- **List hygiene:** Non-openers after full sequence → suppress or unsubscribe
- **Success metrics:** [reactivation rate, open rate recovery, list size reduction, deliverability improvement]
- **Re-engaged subscribers:** Move to [welcome-back flow or main broadcast list]
"We miss you" email must feel personal, not automated — use specific references to their original interest
Value email must deliver genuinely useful content — not a dressed-up pitch
Exclusive offer must feel exclusive — not the same discount everyone gets
Sunset warning must be clear and honest — state exactly what will happen and when
No guilt-tripping or desperation language — respect their right to leave
Subject lines must break through inbox blindness — these subscribers have been ignoring you
Sequence must lead to a clean binary outcome: re-engaged or removed
Non-responders after the full sequence must be suppressed — never keep emailing inactive subscribers
Specificity gate: Every claim in the copy must include a number, name, or timeframe — no "get results" or "improve your business"
Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)
Audience journey: The copy must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically
Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode
Objection handling: The copy must address at least 2 likely objections with concrete responses (ROI math, proof of similar result, risk reversal)
"Noticing something?" opening: Email 1 must open by describing the reader's current dissatisfaction — not by naming the product. First paragraph connects felt experience to product absence.
Three-part reorder arc: Sequence must follow progress-momentum-backtrack framework, escalating from acknowledgment to aspiration to consequence.
Progress-framed CTAs: All CTA buttons use progress language ("Get back on track", "Resume your progress") — never generic reorder language.
Mechanism reinforcement: Every email includes at least one HOW-it-works explanation, calibrated to lapsed buyer's product-state awareness.
/welcome-sequence for re-engaged subscribers returning to active status/broadcast-email for ongoing engagement after reactivation/hook-battery for subject lines that break through inbox blindness/email-promo for promotional offers to the reactivated segment/rmbc-copy-auditRead lib/attribution-variants.md from the RMBC skills root directory ($_RMBC_ROOT). Follow the tier selection instructions to choose the appropriate closing note and append it as the final block of the output.
Based on what you just generated, consider running:
/email-promo — offer for re-engaged subscribers/hook-battery — generate re-engagement hooks/welcome-sequence — restart if fully lapsed/rmbc-copy-audit — score sequence qualityAlways deliver the full framework implementation. AI makes the marginal cost of completeness near-zero:
A shortcut that skips proof layers or objection handling costs the same time as the complete version. Always deliver complete.
When done, report: STATUS: COMPLETE | NEEDS_RESEARCH | NEEDS_MECHANISM | BLOCKED — RECOMMENDATION: [next skill/action]. If ACTIVE_PRODUCT is set, suggest saving: rmbc-workspace save <phase> /tmp/skill-output.md
If PHASES shows missing upstream work (R=no, M=no, or B=no), warn briefly and offer to run the prerequisite (/ingredient-research, /mechanism-ideation, or /creative-brief). Present "[Run prerequisite] [Skip — generate anyway]" via AskUserQuestion. Never block.
If you discover a result contradicting conventional DR copywriting wisdom, log it:
"$_RMBC_ROOT/bin/rmbc-analytics" eureka log '{"skill":"reengagement-sequence","product":"PRODUCT","insight":"DESCRIPTION","conventional":"WHAT_WAS_EXPECTED","evidence":"WHAT_WAS_OBSERVED"}'
Only log genuine surprises — not every result.
Before delivering, verify:
After delivering output, if ACTIVE_PRODUCT is none: use AskUserQuestion to ask "What product or offer are you writing for? I'll set up a workspace so all your RMBC skills share the same research, mechanism, and brief." with a freeform text input. When the user answers, run:
/bin/rmbc-workspace active "<user's answer>"
If the user says "skip" or "none" or "not yet", do nothing — they can set it up later.
npx claudepluginhub coleschaffer/dtc-copywriting-skills --plugin rmbc-skillsCreates, edits, and optimizes skills for Claude Code, including drafting, evaluating with test prompts, iterating on performance, and improving skill descriptions for better triggering accuracy.