# Email sequences

Per niche (`bookkeeper/`, `revops/`, `shopify-pet/`):

- **`00-delivery.md`** — Day 0 Gumroad delivery email. Triggered when
  Gumroad confirms the purchase. Job #1: get the buyer to download
  and open the app inside the first 24h. Buyers who don't open within
  72h refund at ~3× the rate of buyers who do.
- **`01-day1.md`** — Day 1 nudge with a sample file matched to the
  niche. The Day-1 email is the highest-leverage one in the
  sequence; it converts "I bought it" into "I used it".
- **`02-day3.md`** — Day 3 deep-dive on one specific feature the
  niche cares about most.
- **`03-day7.md`** — Day 7 workflow framing. "Use it every {month /
  campaign / sync}, not as a one-off."
- **`04-day14.md`** — Day 14 power-user tip. Surfaces a non-obvious
  feature; converts "I use it" into "I rely on it".
- **`05-day30.md`** — Day 30 referral / review ask.

## Sender setup

- **From:** `support@datatools.app` (single-sender to keep replies in
  one inbox; don't fan out to per-niche aliases until volume warrants)
- **Reply-To:** same — every email expects a reply pathway
- **List provider:** Gumroad's built-in for delivery; Buttondown or
  ConvertKit for the 5-touch sequence (Gumroad's drip is too crude
  for niche segmentation)
- **Segmentation:** customers self-tag at checkout (Gumroad custom
  field "What do you do?"). Map: `bookkeeper`, `revops`,
  `shopify-pet`, `other`. `other` gets a generic sequence (not
  drafted yet — Tier C).

## Variables

All emails use these placeholders. Set them at sequence-import time,
not per-email:

- `{{first_name}}` — Gumroad provides; fall back to "there" if blank
- `{{download_url}}` — niche-specific download URL from Gumroad
- `{{sample_file_url}}` — niche-specific sample CSV (`samples/demo/...`)
- `{{landing_page}}` — niche-specific landing page URL
- `{{support_email}}` — `support@datatools.app`

## Cadence and quiet rules

- Don't send between 10pm-7am buyer-local-time (Buttondown supports
  TZ-aware send; ConvertKit doesn't out of the box)
- If the buyer replies to *any* email in the sequence, pause the
  remaining touches until you've replied to them. A drip that
  ignores a customer reply reads as worse than no drip.
- If the buyer requests a refund, kill the sequence immediately.
- Day 14 + Day 30 emails are skippable if the buyer has already
  emailed support with a feature request or bug report — they're
  engaged enough; don't pile on.

## Subject lines

Subjects are owned by `marketing/COPY.md` § 4. Don't edit subjects
in-line in the email files; edit COPY.md and re-propagate. Same
discipline applies to the closing CTA — owned by COPY.md § 0.