14-email-marketing-global

这段内容是审核时保存的快照。外部来源才是完整且最新的版本。

---
name: 14-email-marketing-global
description: "Use when the user needs email or lifecycle automation — welcome series, nurture, abandoned cart, re-engagement, broadcast, and transactional flows with subject lines, segmentation, cadence, and deliverability, plus legal variants: CAN-SPAM for US, GDPR opt-in for EU, PDPA for SEA, LGPD for LATAM. Covers Klaviyo, Mailchimp, and ActiveCampaign. Trigger on 'email marketing', 'welcome sequence', 'drip campaign', 'newsletter', 'abandoned cart emails', 'nobody opens our emails'. Not for — coding HTML that renders correctly in Outlook, see `49-html-email-template-global`; cold outbound to B2B prospects, see `33-b2b-lead-gen-global`; refer-a-friend loops, see `18-referral-program-global`."
metadata:
  version: 1.0.1
  category: operations
license: MIT
triggers:
  - "email marketing"
  - "email automation"
  - "newsletter"
  - "drip campaign"
  - "GDPR email"
  - "CAN-SPAM"
related:
  - product-marketing-context-global
  - 11-channel-setup-global
  - 18-referral-program-global
  - references/global-legal-compliance
---

# Email Marketing (Global)

> Email is the only owned channel — algorithm-proof, free to re-reach. **But legal differs HUGELY by region: US allows opt-out, EU mandates opt-in, SEA/LATAM mostly require opt-in.** Pick the right variant — getting this wrong can cost up to EUR 20M (GDPR) or USD 51,744 per email (CAN-SPAM).

---

## For newbies

### Who is this skill for?

| Audience | Concrete example |
|----------|------------------|
| Founder / DTC brand running newsletter | Shopify store, SaaS company, B2B service |
| Agency setting up email automation for client | Welcome series, nurture, re-engage |
| Marketer migrating from one ESP to another | Klaviyo to Mailchimp, ActiveCampaign to Brevo |
| Multi-region brand needing legal-safe email | Selling US + EU + LATAM, must comply per region |

### Who is this NOT for?

- **Vietnam-only email marketing** -> Use `14-email-marketing` (VN skill) — covers PDPA Vietnam (Decree 13/2023)
- **Transactional-only (order confirms, password reset)** -> Use ESP defaults; transactional emails have softer consent rules in most regions
- **SMS / WhatsApp / push** -> Different channels with different laws (TCPA US, GDPR EU)

### 30-second pre-read

This skill produces ONE email marketing strategy file with 4 components: subscriber segmentation, sequence templates (welcome / nurture / re-engage / promo), automation flow, and KPI tracking. Pick 1 of 4 region variants — the variant tunes the LEGAL framework (consent model, unsubscribe rules, data retention, cross-border transfer). Every email automation built without this risks legal exposure.

### 3 common errors

1. **Reusing US opt-out logic in EU** -> GDPR violation; fines up to EUR 20M or 4% global revenue
2. **Skipping double opt-in for EU/Brazil/SEA** -> Cannot prove consent if challenged; subscribers can demand deletion
3. **Missing physical address in footer** -> CAN-SPAM violation US; EUR 51,744 per email

---

## Why do you need this skill?

Email is the highest-ROI channel (USD 36-42 per USD 1 spent globally), but legal compliance is non-negotiable. Without the right region variant:
- US brand using EU opt-in flow -> losing 30-50% of subscribers unnecessarily
- EU brand using US opt-out flow -> direct GDPR violation
- LATAM brand ignoring LGPD -> BRL 50M penalty risk in Brazil
- SEA brand mixing rules -> PDPA Singapore + per-country differences

Pick the right variant once -> all downstream emails compliant by default.

---

## Workflow

```
Step 0: Check global context file
    |-- exists -> read product / region / customer info
    |-- missing -> suggest user run product-marketing-context-global first
Step 1: Pick region variant (US / EU / SEA / LATAM)
Step 2: Choose ESP based on region (Klaviyo / Mailchimp / ActiveCampaign / Brevo)
Step 3: Set up legal foundation (consent flow, footer, unsubscribe, DPA)
Step 4: Design segmentation (behavioral + lifecycle)
Step 5: Build sequences