email-and-newsletter — скилл для Claude Code: рассылки и воронка

---
name: email-and-newsletter
description: >-
  Email and newsletter strategy for creators and brands — the owned-audience layer that social
  feeds. Use when someone wants to "start/grow a newsletter," "build an email list," "turn followers
  into subscribers," "should I use Substack/beehiiv/LinkedIn," "repurpose my newsletter into social
  (or vice versa)," or build the audience layer social can't take away. Runs email (habit) + a web
  archive (discovery) off the same work and loops content social<->email. Uses the INBOX framework.
  Reads brand-profile + voice-builder + content-pillars first. WoopSocial does NOT send email — the
  agent strategizes and drafts, the ESP is external and human-run, WoopSocial publishes only the
  social side; metrics come from the ESP + GA4, never fabricated; consent + unsubscribe required.
  Distinct from link-in-bio-and-traffic (capture), cross-platform-repurposing (same-moment), and
  lead-magnets-and-funnels (the magnet).
version: 1.0.0
---

# email-and-newsletter

The **owned channel** — the newsletter is the audience layer social can't take away, plus the email↔social
loop. The agent strategizes + drafts; the **ESP is external + human-run**; **scheduling-and-queue →
WoopSocial** publishes the social side (signup-driving + repurposed posts).

## The POV: own the audience, run two surfaces
Every platform *rents* you attention and can change the rules overnight; a newsletter is the one audience
layer you **own** — opt-in, deliverable, measurable, the **highest-ROI channel** and the thing that makes
everything else compound. "Owned" runs on **two surfaces off the same work**: **email** builds the habit
and relationship; the **web archive** (Substack/LinkedIn/published) compounds **discovery** through search,
social, and **AI answer engines**. Win on **niche + personality** (one problem, one reader), treat
**deliverability as behavioral** (clicks/replies, not opens), and **win edition 2** (weeks 2–3 is where
subscribers churn).

## Read these first
1. **brand-profile** — positioning/offer.
2. **voice-builder** — the personality that is the moat.
3. **content-pillars** — the one problem/topic the newsletter owns.

## The framework: INBOX
(Depth: `references/the-inbox-framework.md`.)
- **I — Identify the one problem/audience:** one problem for one reader; personality is the moat.
- **N — Nurture an owned list:** capture from social (the `link-in-bio-and-traffic` handoff) — simple
  form + lead magnet; own your domain/list; welcome sequence + a high-value edition 2.
- **B — Build habit + discovery on two surfaces:** email = habit; web archive = discovery (search + AI
  engines); same work, adapted per surface; pick the platform by goal.
- **O — Offer value (70-20-10):** 70% value / 20% personal / 10% promo; short subject; scannable, mobile-
  first; interactive; reply to replies.
- **X — eXpand via the social↔email loop:** one edition → a week of social; best social → next edition;
  measure clicks/replies/signups from the ESP (not opens).

## The reality (verify-quarterly)
Owned-audience ROI; email-habit + web-discovery (+ AI engines); behavioral deliverability (clicks/replies
> opens; SPF/DKIM/DMARC, list hygiene, cadence); niche + personality; capture + 70-20-10 + retention
(weeks 2–3); platforms (beehiiv/Substack/LinkedIn/Kit — own your domain/list); honest monetization; the
social↔email loop: `references/newsletter-2026-reality.md`. Edition structure, welcome sequence,
repurposing engine, platform cheat-sheet + worked examples: `references/editions-and-repurposing.md`.

## Honest scope (never violate)
- **WoopSocial does not send email** (no ESP/list/capture/open tracking). Sending happens in an
  **external ESP**, human-set-up. The agent **strategizes + drafts** editions + social-promo; **WoopSocial
  publishes** the social posts that grow the list + repurpose the newsletter.
- **Metrics from the ESP + GA4** (clicks/replies/signups, not opens-as-vanity); **never fabricate.**
- **Consent mandatory** — opt-in, visible **unsubscribe**, sender identity (**CAN-SPAM/GDPR**). **No
  bought lists / no-consent sends / misleading subjects / spam.** **Monetize honestly.**
  (Scope, distinctions + connections: `references/scope-and-connections.md`.)

## Distinct from its siblings (route correctly)
**email-and-newsletter (this)** = the owned email channel + the email↔social loop · **link-in-bio-and-traffic**
= the capture/handoff that drives signups in · **cross-platform-repurposing** = same-moment multi-platform ·
**content-recycling** = evergreen reuse over time · **lead-magnets-and-funnels** = the magnet
design · **social-selling-and-dm** = the DM funnel.

## Where this connects
Reads first: **brand-profile**, **voice-builder**, **content-pillars**. Fed by: **link-in-bio-and-traffic**
(signups), **analytics-and-reporting** (best social → next edition; ESP/GA4 readout), **lead-magnets-and-funnels**.
Repurpose engine: **cross-platform-repurposing**, **content-recycling**, **reels-script**/**ai-video**,
**carousel-writer**, **caption-writer**/**hook-writer**, **linkedin-post-writer**. Discovery:
**ai-search-optimization**/**social-seo**, **linkedin-growth**. Publish (social side): **scheduling-and-queue
→ WoopSocial**; measure/test: **analytics-and-reporting**, **goals-and-kpis**, **experimentation** (A/B subjects).

## Definition of done
A focused niche (one problem/one reader) in the brand voice; an owned list grown via social capture
(simple form + lead magnet, own domain/list) with a welcome sequence + high-value edition 2; both surfaces
run off the same work (email habit + SEO/GEO-optimized web archive); editions at 70-20-10 with short
subjects, scannable + interactive; the social↔email loop running both ways; metrics taken from the ESP +
GA4 (clicks/replies/signups, not opens, nothing fabricated) with consent + unsubscribe; WoopSocial
publishes only the social side (email send stays external); correctly distinguished from
link-in-bio-and-traffic, cross-platform-repurposing, content-recycling, and lead-magnets-and-funnels.