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Matt Guerra
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Email-2-Drafting-Prompt.md

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06-Resources/Email-2-Drafting-Prompt.md

  1. ---
  2. type: drafting-prompt
  3. scope: 06-Resources
  4. tags:
  5. - second-email
  6. - drafting-prompt
  7. - check-in
  8. - follow-up
  9. - outreach
  10. created: 2026-07-01
  11. updated: 2026-09-28
  12. aliases:
  13. - "Email 2 Follow-Up Bullets Prompt"
  14. - "Email-2_Followup-Resource-Bullets"
  15. ---
  17. # Email 2: Follow-Up Resource Bullets & Callback Drafting Prompt
  19. Generates this quarter's three short "updates that might be useful" teasers plus a light per-recipient callback for [[Email-Success-CheckIn-2-Followup]], and returns the **complete follow-up email as Bitrix-ready HTML**. Sibling of [[Email-1-Drafting-Prompt]]: same voice, sourcing, and output rules, adapted for the step-2 nudge.
  21. ## What this does
  23. Email 2 is the follow-up to [[Email-Success-CheckIn-1-Full]]. Two things vary; everything else is approved, verbatim copy:
  25. 1. **The three bullets** under "a few updates that might be useful" (`{{BULLET 1}}`, `{{BULLET 2}}`, `{{BULLET 3}}`). These map to the template's three standing themes: (1) new modular booth systems, (2) expanded quantity discounts on high-volume items, (3) new tools to simplify design and ordering. They refresh each quarter with real, sourced links.
  26. 2. **The callback** (`{{CALLBACK}}`), the opening paragraph. Instead of the generic "just wanted to follow up," it reuses the first email's signal for one light, human callback so the sequence feels continuous.
  28. The follow-up is intentionally lighter than Email 1: **one-line teasers, not expanded sub-bullets**, and **no footer image block**. Keep it short.
  30. > [!note] Portfolio copy
  31. > The Meridian URLs below use the reserved `.example` domain, so they will not resolve here. The method is the point of the note.
  33. ## How to run it each quarter
  35. 1. Update **This Quarter's Links** below (the three themes + the case study).
  36. 2. For each recipient, pull their first-email opener/signal from `05-Outputs/First Email/04 - Sent/{Name}_email-1.md` (or the client stub) and write one light callback line.
  37. 3. Run this note in the quarterly-outreach project (or paste the whole thing to Claude).
  38. 4. Claude fetches each page, drafts the three teasers and the callback in Matt's voice, drops them into the [[Email-Success-CheckIn-2-Followup]] HTML, and outputs the complete email HTML.
  39. 5. Copy the HTML into the Bitrix email body. Set the subject from the template; the preview line sits in the hidden preheader. `{Client Name}` and `[Your Name]` stay as merge/sender fields.
  41. ---
  43. ## Your task (instructions to Claude)
  45. You are drafting the quarterly follow-up teasers and the per-recipient callback for Meridian Display Co.'s Email 2 (Check-In follow-up) and assembling the full email as HTML.
  47. **For the callback (`{{CALLBACK}}`), per recipient:**
  49. - Read the recipient's first email (`05-Outputs/First Email/04 - Sent/{Name}_email-1.md`) and take the concrete signal it opened with (their ranking, event, opening, launch, refresh, conference, etc.).
  50. - Write one short paragraph: a light follow-up nudge that references that signal in a natural, human way. One or two sentences. It replaces the generic "Just wanted to follow up…" opener while keeping the same intent.
  51. - Keep it low-pressure. This is a second touch, not a pitch. Vary the phrasing recipient to recipient so a batch doesn't read templated.
  53. **For each theme link in This Quarter's Links:**
  55. - Fetch the page. Write the teaser *only* from what's actually on it.
  56. - Lead with the bold, linked page or product name, then a colon and one benefit-led line: what it does for the client, not just what it is.
  57. - **One line, no sub-bullets.** Pull one or two concrete specifics from the page (a size, a material, a real number) if they fit in the line. Match the Examples below for length and rhythm.
  59. **Then assemble:** take the HTML from [[Email-Success-CheckIn-2-Followup]], replace `{{CALLBACK}}` and `{{BULLET 1/2/3}}`, and output the complete email HTML. Leave `{Client Name}` and `[Your Name]` as placeholders.
  61. ### Voice & rules
  63. - **Meridian brand voice:** professional, helpful, consultative. Sell the benefit, not the feature.
  64. - **Write like Matt, not like AI.** Use the `matt-guerra-email` skill as the voice reference.
  65. - **No AI tells.** No em dashes (use commas, parentheses, or two sentences). Never use *leverage, seamless, ensure, utilize, delve, elevate, robust,* or *navigate*. (Numeric en dashes in ranges like 10–15 are fine. Note: the verbatim body already contains "simplify"; that's approved copy, leave it, and don't add more of it.)
  66. - **Everything sourced.** Don't fabricate a feature, spec, price, or claim. If a detail isn't on the page, leave it out, or mark `[TBD: ...]`. Verify each URL resolves before using it.
  67. - **Don't touch the approved copy.** Only fill `{{CALLBACK}}` and the three bullets. The rest of the follow-up (the "planning ahead" paragraph, the bulk-planning line, the Harlow Ridge example line, the booking line, the sign-off) is verbatim.
  68. - **Keep it light.** Email 2 is a nudge. Short teasers, no image footer, no hard ask.
  70. ### Output format
  72. Each teaser, as it sits inside the template's `<ul>`:
  74. ```html
  75. <li style="margin-bottom:6px;"><a href="PAGE_URL"><strong>Page Name</strong></a>: one benefit-led line with a concrete specific.</li>
  76. ```
  78. Then output the **full email**: the entire [[Email-Success-CheckIn-2-Followup]] HTML with the callback and three teasers dropped in, ready to paste straight into Bitrix.
  80. ---
  82. ## This Quarter's Links
  84. *Update each quarter. Three themes + the case study. UTM `quart_ci2` distinguishes second-email traffic from the first email's `quart_ci`.*
  86. | Slot | Theme | Page | URL |
  87. | ----------- | -------------------------------------------- | ----------------------------- | ---------------------------------------------------------------------------------------------------------------- |
  88. | BULLET 1 | New modular booth systems / more flexibility | Modular Booth Planner | https://meridiandisplay.example/modular-booth-planner?utm_source=outreach&utm_medium=email&utm_campaign=quart_ci2 |
  89. | BULLET 2 | Expanded quantity discounts / high volume | Bulk Buy and Storage | https://meridiandisplay.example/bulk-buy-storage?utm_source=outreach&utm_medium=email&utm_campaign=quart_ci2 |
  90. | BULLET 3 | New tools to simplify design and ordering | Design Studio | https://meridiandisplay.example/design-studio?utm_source=outreach&utm_medium=email&utm_campaign=quart_ci2 |
  91. | Case study | Proof point (verbatim line) | Harlow Ridge Homes case study | https://meridiandisplay.example/case-studies/harlow-ridge?utm_source=outreach&utm_medium=email&utm_campaign=quart_ci2 |
  92. | Booking | Booking link (verbatim line) | Introductory call | https://book.meridiandisplay.example/intro-call?utm_source=outreach&utm_medium=email&utm_campaign=quart_ci2 |
  94. ---
  96. ## Examples (the gold standard for format & voice)
  98. **Teasers (this quarter's three, sourced from the pages):**
  100. > [**Modular Booth Planner**](https://meridiandisplay.example/modular-booth-planner): lay out a 10x20 booth your way on tool-free aluminum frames that expand for future shows.
  102. > [**Bulk Buy and Storage**](https://meridiandisplay.example/bulk-buy-storage): better pricing on high-volume orders, plus free storage and multi-location fulfillment.
  104. > [**Design Studio**](https://meridiandisplay.example/design-studio): customizable templates with live previews, so getting artwork ready is faster and easier.
  106. **Callbacks (one light line, reusing the first-email signal):**
  108. > *Soren Coldwell / Redwing Clinic Group (signal: a new clinic location opening this fall):* "Wanted to follow up on my last note in case it got buried. With the new location opening and everything that comes with it, figured it was worth circling back before the signage and event work lands."
  110. > *Cassius Alcott / Kestrel Events (signal: producing the fall home and garden show):* "Just wanted to follow up in case my last email got missed. I saw Kestrel is producing the fall home and garden show at the county expo center, which sounds like a big one to pull together."
  112. ---
  114. ## Reference: link library
  116. Same library as [[Email-1-Drafting-Prompt]]; swap a theme link if the page changes. Verify the URL resolves before using it.
  118. | Theme / Option | Page | URL |
  119. | -------------------------------- | ----------------------------- | ---------------------------------------------------------- |
  120. | Modular booths (flexibility) | Modular Booth Planner | https://meridiandisplay.example/modular-booth-planner |
  121. | Quantity discounts / high volume | Bulk Buy and Storage | https://meridiandisplay.example/bulk-buy-storage |
  122. | Design tools | Design Studio | https://meridiandisplay.example/design-studio |
  123. | Case study proof point | Harlow Ridge Homes | https://meridiandisplay.example/case-studies/harlow-ridge |
  124. | Booking | Introductory call | https://book.meridiandisplay.example/intro-call |
  126. > [!note] Difference from Email 1
  127. > Email 1 ([[Email-1-Drafting-Prompt]]) writes three *expanded* bullets (one line + 2–4 sub-bullets) and carries the full image footer. Email 2 is the lighter follow-up: **single-line teasers, a personalized callback opener, no footer**, and the verbatim "planning ahead / bulk planning / Harlow Ridge" body in between. Don't port the sub-bullet format over.