{"id":"mkt2-reengage-email-first-name-tag","audience":"marketing","category":"writing-emails","track":"marketing","technique":"tone","level":"intermediate","title":"Write a re-engagement email to trial users who never logged in","free":false,"task":"Write a prompt for a re-engagement email to people who signed up for a Pocketbrew trial and never logged in. Start with \"Subject:\" (6 words or fewer), greet with the merge tag {{first_name}} exactly as written, then two short paragraphs and one button line starting \"Button:\". It must not guilt-trip, mention how long they've been away, or offer a discount. Under 85 words, plain text, signed \"The Pocketbrew team\".","materialLabel":"Campaign notes (attached to your prompt automatically)","material":"POCKETBREW - re-engagement brief\n\nProduct: a recipe and meal-planning app. Trial: 14 days. Signed-up-never-logged-in segment: about 2,300 people, signed up 3 to 6 weeks ago.\nTop reasons for not logging in (survey of 90 people): didn't have time (41), forgot (28), unsure what it does (14), other (7).\nWhat new users do first that works: pick 3 recipes and get a shopping list (takes about 2 minutes).\nTrial status: their trials have expired; they can restart a free 14-day trial with one click, no card.\nTone: kind and low-pressure. Last time we wrote \"We miss you!\" and unsubscribes went up.\nIdea from the CEO: offer 20% off. Marketing lead disagrees: we don't discount.\nMerge tag format in our email tool: {{first_name}}.","rules":[{"type":"plainText"},{"type":"maxWords","max":85}],"mistakes":[{"title":"Offering a discount","why":"The AI reaches for 20% off to win people back.","fix":"Add: \"No discount or special offer; just the free trial restart.\"","checks":["r1"]},{"title":"Guilt and 'we miss you'","why":"Win-back emails default to emotional pressure.","fix":"Say: \"Kind and low-pressure; no 'we miss you', no mention of time away.\"","checks":["r2"]},{"title":"Breaking the merge tag","why":"The AI writes [First Name] or Hi there.","fix":"Say: \"Greet with {{first_name}} exactly as written.\"","checks":["r0"]},{"title":"Letting markdown through","why":"AI adds bold text and headings by default.","fix":"Add: \"Plain text only, no bold, no headings.\"","checks":["plainText"]},{"title":"Trusting the AI to count words","why":"AI is bad at counting and often runs past a word limit.","fix":"Cap each part (for example \"each line under 15 words\") so the total lands well under the limit.","checks":["maxWords"]}],"promptHints":[{"label":"Gives the merge tag","patterns":["\\{\\{first_name\\}\\}","merge tag"]},{"label":"Sets the structure","patterns":["subject:","button:","two (short )?paragraphs","2 (short )?paragraphs"]},{"label":"Bans guilt and time away","patterns":["guilt","miss you","how long","low.pressure"]},{"label":"Bans discounts","patterns":["discount","no offer"]},{"label":"Caps length and sign-off","patterns":["85 words","under 85","the pocketbrew team"]}],"hint":"Win-back emails go wrong with guilt and discounts. Give the merge tag, the structure and the bans.","mission":"Win back Pocketbrew trial users who never logged in.","musts":["Greeting uses {{first_name}}","No guilt or absence time","No discount offer"],"rubricLabels":["The email starts with Subject: (6 words or fewer), greets with {{first_name}} written exactly, and ends with the signature The Pocketbrew team","It has two short paragraphs and one line starting Button: offering to restart the free 14-day trial, with no discount offer","It does not guilt-trip or say 'we miss you', does not mention how long they've been away, and does not invent product features"]}