--- name: minhnv0807/14-email-marketing-global source: https://app.decimal.ai/s/minhnv0807-14-email-marketing-global@1/SKILL.md source_sha256: 7d64c416ad01 --- # 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 (welcome / nurture / re-engage / promo) Step 6: Configure automation flow Step 7: Set up tracking + A/B test plan ``` --- ## Step 0: Check global context file Check whether `.agents/product-marketing-context-global.md` exists: - **Yes** -> Read product, customer, region, language, regulation context. Do NOT re-ask. - **No** -> Suggest running `product-marketing-context-global` first. If user wants to continue, ask 2-3 minimum questions about product + region. --- ## Step 1: Pick region variant Ask the user one question: **"Which is your PRIMARY region: US, EU, SEA, or LATAM?"** ### Decision tree (LEGAL FRAMING) ``` Where do MOST of your subscribers live? |-- US / Canada | --> 01-us.md (CAN-SPAM Act 2003, opt-out OK, CCPA/state laws) |-- EU / EEA / UK | --> 02-eu.md (GDPR + ePrivacy, opt-in MANDATORY, EUR 20M penalty) |-- Southeast Asia (SG, MY, ID, TH, PH) | --> 03-sea.md (PDPA Singapore + per-country, mostly opt-in) |-- Latin America (BR, MX, AR, CO, CL) | --> 04-latam.md (LGPD Brazil + LFPDPPP Mexico, opt-in mandatory) |-- Vietnam only | --> Use `14-email-marketing` (VN skill) — Decree 13/2023 |-- Multi-region --> Default to STRICTEST applicable region (usually EU GDPR) ``` ### Why "default to strictest" matters If you sell in US + EU + LATAM, you can either: 1. **Run separate sequences per region** (best — but operationally heavy) 2. **Apply EU GDPR rules globally** (safe — but loses 20-30% US subscribers due to double opt-in friction) For most early-stage brands, option 2 is the safer default. Document the decision in your DPA. --- ## Step 2: Choose ESP (Email Service Provider) | ESP | Strength | Region fit | Legal features | |-----|----------|------------|---------------| | **Klaviyo** | E-commerce / DTC | US (default), EU (with EU data center) | GDPR-ready, opt-in flows, suppression lists | | **Mailchimp** | General-purpose, easy UI | US (HQ), EU (Intuit-owned, GDPR DPA available) | Built-in GDPR forms, double opt-in toggle | | **ActiveCampaign** | CRM + automation | US default, global | Behavioral + GDPR consent tracking | | **Brevo (Sendinblue)** | EU-native, transactional | EU (data residency in FR/DE), Global | GDPR by default, EU servers | | **Customer.io** | API-first, developer-friendly | Global | GDPR + CCPA + LGPD ready | | **HubSpot Marketing Hub** | All-in-one CRM | US default, EU (with EU hosting) | GDPR consent + cookie management | ### ESP picker per region - **US (DTC/e-commerce):** Klaviyo (default) or Mailchimp - **US (B2B SaaS):** ActiveCampaign or HubSpot - **EU:** Brevo (EU servers), Klaviyo EU, Mailchimp + EU DPA - **SEA:** Mailchimp, ActiveCampaign (no native local ESP dominant) - **LATAM:** Brevo (BR datacenter via partner), ActiveCampaign, RD Station (BR-native) --- ## Step 3: Legal foundation (varies by variant) This is the CRITICAL step. Read the variant file carefully — it spells out the consent model, footer requirements, unsubscribe rules, and data retention specific to your region. ### Universal requirements (all regions) - Working unsubscribe link in every email - Sender identification (brand name, physical address) - Subject line accurately describes content (no deceptive headers) - Honor unsubscribe within reasonable time (10 days US, 24h EU/SEA/LATAM) ### Region-specific requirements (see variants) - **US:** Physical postal address, opt-out within 10 days - **EU:** Explicit opt-in (timestamp + IP logged), DPO if processing large data, DPA with ESP, right to erasure - **SEA:** Per-country (Singapore PDPA strictest), opt-in for marketing - **LATAM:** Brazil LGPD requires opt-in + DPO; Mexico LFPDPPP requires privacy notice --- ## Step 4-7: Segmentation, sequences, automation, tracking These are largely region-agnostic in CONTENT, but legal-bound in EXECUTION. The variant file documents: - What data fields you can/cannot collect (e.g., EU requires "minimum necessary") - Retention period (e.g., LGPD Brazil = 5 years max default) - Cross-border transfer rules (e.g., EU -> US requires SCCs or DPF) For sequence templates and KPI structure, the patterns are the same as the VN skill (welcome 3-email, nurture 5-email, re-engage 3-email) but with region-tuned subject lines, send times, and footer. --- ## How other skills use this file When `00-marketing-plan-global` includes email as a channel, it references this skill for the operational layer. When `18-referral-program-global` builds a referral flow with email triggers, it inherits the consent model from this skill. --- ## Quality checklist - [ ] Region variant chosen (US / EU / SEA / LATAM) - [ ] ESP selected with region-appropriate data residency - [ ] Consent model documented (opt-in vs opt-out) - [ ] Footer compliant (physical address + unsubscribe) - [ ] DPA signed with ESP if processing EU/UK/Brazil data - [ ] Sequences tested in dev environment before launch - [ ] Suppression list / hard-bounce auto-removal active - [ ] A/B test plan documented (one variable at a time) --- ## Related skills - `product-marketing-context-global` — foundation context (run first) - `11-channel-setup-global` — channel infrastructure (when available) - `18-referral-program-global` — referral via email - `references/global-legal-compliance` — deep legal reference --- *Global Skill 14 (Email Marketing) | Over Powers Agency | v1.0.0*