# /newsletter

> Write high-converting email newsletters and campaigns using the Email Hero Blueprint method (Rob & Kennedy / Email Marketing Heroes).


# /newsletter

The Email Hero Blueprint writing engine. This is the **deep** email skill: it applies Rob & Kennedy's actual method (Story-Lesson-Offer, the 13 subject-line ingredients, the Super Signature, stages of awareness, the 47-campaign library) from the knowledge base at `.claude/context/email-hero-blueprint/`. For a quick principle-based email use `/copywrite email`; for newsletters that should be "on another level," use this.

**Modes:** `broadcast` (default) | `welcome` | `campaign` | `subject-lines` | `signature`

The method lives in `.claude/context/email-hero-blueprint/`. Always start from `00-START-HERE.md`. Never paste swipe copy verbatim into a client send — adapt voice, language, and specifics. The course is licensed for use, not for republishing.

---

## Triggers

- `/newsletter broadcast "ACME Agency" --lang hr --goal sell --product "All-on-4 implantati"` — one SLO newsletter
- `/newsletter welcome "ACME Agency" --lang hr` — a 4-email Getting-To-Know-You welcome sequence
- `/newsletter campaign "ACME Agency" --campaign "flash sale" --lang hr` — pick + adapt a campaign template
- `/newsletter subject-lines --lang hr` (paste an existing email) — 3 subject-line options + pACME Agencyw text
- `/newsletter signature "ACME Agency" --lang hr` — build a Super Signature block
- If mode, client, or language is unclear, ask ONCE. Do not guess the client.

---

## Phase 0 — Context Load (always run first)

### 0.1 — Parse inputs
Extract `mode` (default `broadcast`), `client`, `--lang`, `--goal`, `--product`, `--awareness`, `--campaign`, `--story`, `--variants` (default 1), `--no-slack`.

### 0.2 — Client context (use the 3-step client lookup)
- Read `ACME Agency/clients/clients.json` → `slack_channel`, `drive_folder_id`. (ACME Agency → `ACME Agency/CLAUDE.md`; IA Outreach → `ia-outreach/CLAUDE.md` + client folder.)
- Read `ACME Agency/clients/<Client>/CLIENT.md` → business, audience, products/services, USPs, proof, pricing, conversion goal, tone.
- Read `ACME Agency/clients/<Client>/brand-dna.md` if present → voice, language, tone.
- Default language from the client; HR/BS for most Paradox clients, DE for ACME Agency (formal "Sie"), EN for IA Outreach.

### 0.3 — Avoid repetition
- If the client has prior newsletter files (`ACME Agency/clients/<Client>/newsletter_*.md` or `copy_email_*.md`, or `ACME Agency/newsletter/issue-*.md` for the in-house list), skim them. Do NOT reuse a story or angle already sent.

### 0.4 — Offer + Super Signature inputs
- Identify the primary offer/CTA for THIS email (from `--product`/`--goal` + CLIENT.md).
- Gather 2-4 standing offers for the Super Signature, ordered low→high commitment (free lead magnet → low-ticket → core offer → call/high-ticket). If unknown, infer from CLIENT.md and flag for confirmation.

### 0.5 — Awareness + story sourcing (the two EHB judgment calls)
- **Awareness:** set the stage (`--awareness`, else infer from `--goal`: nurture→problem/solution-aware; sell→product-aware; reengage→most-aware lapsed). This picks the angle (see `<id>.md`).
- **Story (broadcast/welcome):** EHB emails are story-led and must feel authentic.
  - If `--story` is given, use it.
  - Else ASK the user for a real recent anecdote or a topic ("least boring thing that happened this week" works). 
  - If the user can't supply one, generate a story **scaffold** (a relatable, plausible everyday scene) and clearly flag it as `[ILLUSTRATIVE STORY — confirm or replace with a real one]`. Never present an invented personal anecdote as fact without this flag.

---

## Phase 1 — Load the method (pick the right KB docs for the mode)

Always read `.claude/context/email-hero-blueprint/00-START-HERE.md` first. Then, by mode:

| Mode | Read these KB docs |
|------|--------------------|
| `broadcast` | `<id>.md`, `03-subject-lines.md`, `04-getting-the-click.md`, `05-super-signature.md`, `<id>.md`, `<id>.md` (+ `<id>.md` if the email justifies an offer) |
| `welcome` | `10-welcome-sequence.md`, `<id>.md`, `05-super-signature.md`, plus open `campaigns/<id>.md` |
| `campaign` | `13-campaign-library.md` (use the routing table to pick), `11-sales-campaigns.md`, then open the matching `campaigns/<file>.md`, plus `<id>.md` + `<id>.md` as relevant |
| `subject-lines` | `03-subject-lines.md` |
| `signature` | `05-super-signature.md` |

You (the skill, main session) read these to build the brief. The copywriter agent will also receive the key ones as `reference_files`.

---

## Phase 2 — Draft (delegate to the `copywriter` agent with EHB references)

Invoke the `copywriter` subagent via the **Task tool** (`subagent_type: "copywriter"`). Pass:

```
client: <client | "n/a">
business: ACME Agency | ACME Agency | ia-outreach
platform: newsletter
language: <hr | bs | de | en>
brief: |
  MODE: <broadcast|welcome|campaign|...>
  METHOD: Email Hero Blueprint (Rob & Kennedy). Follow the SLO structure (Story → Lesson → Offer).
  GOAL: <nurture|sell|launch|reengage>
  AUDIENCE: <from CLIENT.md, in the audience's own words where possible>
  AWARENESS STAGE: <stage> → angle: <the angle that fits per <id>.md>
  STORY: <the real anecdote/topic, OR the flagged illustrative scaffold>
  OFFER (this email): <the one ask + link target>
  SUPER SIGNATURE OFFERS (low→high): <2-4 offers>
  BANNED ANGLES/STORIES (already sent): <list>
  STRUCTURE: Start mid-scene (delete the warm-up). Short paragraphs (1-2 sentences). ~175 words for a daily-style broadcast (longer only if warranted). One clear linked CTA, no apology. Append the Super Signature. Body FIRST, subject lines LAST.
  OUTPUT: <1 email | N-email sequence with per-email purpose> + 3 subject lines (different ingredients) + pACME Agencyw text (extends, not repeats, the subject) + the Super Signature block.
constraints: <char/voice constraints from CLIENT.md; language anti-AI rules; deliverability rules from <id>.md — esp. <800 words, mostly text, clear opt-out, no spammy words>
reference_files:
  - .claude/context/email-hero-blueprint/00-START-HERE.md
  - .claude/context/email-hero-blueprint/<id>.md
  - .claude/context/email-hero-blueprint/03-subject-lines.md
  - .claude/context/email-hero-blueprint/05-super-signature.md
  - <+ the mode-specific docs from Phase 1, and the chosen campaigns/<file>.md for campaign mode>
  - <CLIENT.md and brand-dna.md if they exist>
variants: <1 by default; 2 if --variants 2 — produces A/B body options>
```

The agent runs its self-test loop (anti-AI tests in `copywriter.tests.md`, naturalness ≥ 8/10) and returns the email(s), subject lines, and notes.

**Do NOT write the copy yourself.** If the output misses the SLO structure, is too long, buries the offer, or sounds translated, re-invoke with specific feedback. Don't hand-edit.

### Phase 2.5 — QA gate (before delivery)
Check the draft against:
- **SLO present:** story → lesson → offer, in that flow (or the chosen campaign's structure).
- **Value:offer ratio ≥ 2:1**, one clear ask, linked, no apology.
- **Opening starts mid-scene** (no warm-up paragraph). Short paragraphs.
- **Subject lines:** 3, each a different ingredient (`03-subject-lines.md`); none ALL-CAPS; no spam-trigger words from the deliverability checklist; written AFTER the body.
- **Super Signature** appended, offers ordered low→high, clean opt-out implied.
- **Deliverability checklist** (`<id>.md`): under ~800 words, more text than code/images, no `bit.ly`, no spammy hyperbole, From-name = person // brand.
- **Language anti-AI rules** (root `CLAUDE.md`): HR/BS no em-dashes, no 2-word fragments, no literal English idioms; DE formal "Sie".
- **Story authenticity:** if illustrative, the `[ILLUSTRATIVE STORY — confirm]` flag is present.

If any check fails, send specific feedback to the copywriter agent and re-run.

---

## Phase 3 — Output & Delivery

### 3.1 — Save locally
- Paradox client: `ACME Agency/clients/<Client>/newsletter_<mode>_<YYYY-MM-DD>.md`
- In-house Paradox list: `ACME Agency/newsletter/issue-<NN>.md` (next number)
- ACME Agency: `ACME Agency/newsletter_<mode>_<YYYY-MM-DD>.md`
- IA Outreach: `ia-outreach/clients/<Client>/newsletter_<mode>_<YYYY-MM-DD>.md`

### 3.2 — Google Doc
Create a formatted Google Doc in the client's Drive `Copywriting` subfolder using `createFormattedDoc` + `findOrCreateFolder` from `ACME Agency/scripts/lib/google_docs.mjs` (same pattern as `/copywrite` Step 3.2). Title: `Newsletter — <Client> — <mode> — <YYYY-MM-DD>`. Sections: the subject-line options, pACME Agencyw text, the full email body (each paragraph a separate body block), the Super Signature, and a Notes block (awareness, story type, offer, ingredients used). Output the link immediately.

### 3.3 — Slack (unless `--no-slack`)
Deliver via the `slack-reporter` subagent (`subagent_type: "slack-reporter"`). Channel = `getClientChannel(<Client>)` (in-house list → `#your-channel`). Headline `*Newsletter — <Client> — <mode> — <YYYY-MM-DD>*`. Sections: the 3 subject lines, the first ~3 lines of the body, and an Info block (mode, language, awareness, offer, iterations + naturalness). Link the Google Doc. Match the channel's language. Never call `postMessage()` directly.

### 3.4 — Iterate
Ask: "Want a different story, a tighter/looser length, a different angle, or A/B subject-line testing? Which subject line do you prefer?"

---

## Mode notes

- **broadcast** — the default and most common. One SLO email. This IS the "reinvented newsletter": long-term nurture that sells in every send. Use `<id>.md` as the spine.
- **welcome** — the 4-email Getting-To-Know-You sequence (sent ~10 min, +24h, +48h, +72h). Highest-engagement window; set expectations, use the "page turner" (tease tomorrow's email), make the first soft sale. Build from `10-welcome-sequence.md` + the 000 swipe file.
- **campaign** — for a promo/sequence, not a one-off. Use the routing table in `13-campaign-library.md` to pick the best-fit named campaign for the user's goal, open its `campaigns/<file>.md`, and adapt the full sequence (every email: purpose, subject angle, key beat) to the client + language + offer. State which campaign you chose and why.
- **subject-lines** — generate 3 options (different ingredients from the 13) + pACME Agencyw text for an email the user pastes. Body-first rule still applies: read their body, then write subjects.
- **signature** — build a Super Signature block (2-4 offers low→high commitment) per `05-super-signature.md`, ready to paste at the foot of every send.

---

## Verification (run AFTER 3.3)

- [ ] Output matches the mode (1 email for broadcast; full sequence for welcome/campaign; 3 subjects for subject-lines; a signature block for signature)
- [ ] SLO / chosen-campaign structure present; value:offer ≥ 2:1; one clear linked CTA
- [ ] 3 subject lines, distinct ingredients, no spam triggers, written after the body; pACME Agencyw text extends (not repeats) the subject
- [ ] Super Signature appended (broadcast/welcome) with offers low→high
- [ ] Language correct + anti-AI rules pass (HR/BS no em-dashes/fragments/idioms; DE "Sie")
- [ ] Deliverability checklist pass (<800 words, text-heavy, clean links, opt-out)
- [ ] Story authenticity handled (real, or `[ILLUSTRATIVE — confirm]` flag present)
- [ ] Local file saved; Google Doc created (link output); Slack posted with doc link (unless `--no-slack`)

If a check fails, name the gap. The most common misses are: warm-up opening not deleted, offer buried/absent, subject lines too similar, or a fabricated story not flagged.

---

## Key files

| File | Purpose |
|------|---------|
| `.claude/context/email-hero-blueprint/00-START-HERE.md` | Master index + non-negotiable principles + SCORE architecture |
| `.claude/context/email-hero-blueprint/<id>.md` | The SLO / Bottomless broadcast engine (the spine for broadcasts) |
| `.claude/context/email-hero-blueprint/03-subject-lines.md` | 11 open-rate techniques + 13 subject-line ingredients |
| `.claude/context/email-hero-blueprint/05-super-signature.md` | The Super Signature block |
| `.claude/context/email-hero-blueprint/13-campaign-library.md` | Routing table + index of the 47 campaigns |
| `.claude/context/email-hero-blueprint/campaigns/` | Full swipe copy of all 47 campaigns (adapt, never copy verbatim) |
| `.claude/context/email-hero-blueprint/<id>.md` | QA checklists (deliverability, sales, engagement) |
| `ACME Agency/scripts/lib/google_docs.mjs` | `createFormattedDoc`, `findOrCreateFolder` |
| `ACME Agency/clients/clients.json` | Client Slack channel + Drive folder lookup |
| `.claude/agents/copywriter.md` | The writer (runs the anti-AI self-test loop) |

## Important rules
- **Start from `00-START-HERE.md`.** Read only the docs the mode needs, not all 14.
- **Drafting goes through the `copywriter` agent** with EHB `reference_files`; the main session orchestrates, it does not hand-write the copy.
- **Body first, subject lines last.** Always 3 subject-line options on different ingredients.
- **Authentic stories.** Prefer a real anecdote; scaffold + flag if inventing. Never fabricate a personal story as fact.
- **Adapt, don't copy.** Campaign swipe copy is a structure to adapt, never a verbatim client send. Internal-use license only.
- **Slack via `slack-reporter`**, one message, no emojis.