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Free GTM Skills / Email and lifecycle

Customer update email

Use this skill for email to existing customers: the monthly customer update, the release notes email, tell customers about, the newsletter, the product update email for. Produces the email draft: what shipped and why it matters for them, the one thing to try, the proof or peer story, the ask (referral, review, interview), with the segment and send window.

By Matt Santos, BOM Growth. Free under the MIT license.

Install

npx skills add BOM-Growth/b2b-gtm-skills --skill customer-update-email

Run it in your project folder, then ask Claude Code for customer-update-email by name or in your own words.

skills/customer-update-email/SKILL.mdView on GitHub

This applies monthly and at every release. It produces the email customers read because it tells them what to do differently this week.

Before you start

This skill works on its own. If the person has their own marketing brain (or any folder of context files about their company), read the files listed under reads in the header first and cite them for every fact. If they do not have one, do not look for one: ask for the two or three facts this play needs and go on. Never invent a fact; a blank is a question for the person.

Tools: this play speaks in verbs (check the CRM, pull the call, schedule the post). TOOLS.md at the root of this repo lists the tools recommended for each verb. The company’s own 1-context/stack.md wins when it exists. No tool is required; a spreadsheet and a mail client cover most of it.

The play

  1. Read the context (see Before you start). Take the month’s releases through release-to-narrative; pick the one to three that change a customer’s day.
  2. Segment: all customers, a plan, a role, or the accounts on a feature. The tip and the ask change by segment.
  3. Structure: the one change and why it matters in two sentences; how to use it in three steps or a short clip from customer-video-cut; a peer story cleared through permission-check; one ask (a referral through referral-campaign, a review, an interview through customer-interview); what is coming next only if the date is committed.
  4. Draft under 250 words in brand-voice, from a named sender. Subject states the change.
  5. Check the window against 5-current/calendar.md; avoid the dead zone and the week of an event the segment attends.
  6. Hand the draft to the human or the configured tool to send after approval. Log the send in the content calendar.
  7. Read replies and the ask’s results the following week; replies go to the account owner the same day.

What good looks like

  • The best operator leads with the one thing a customer should try, in the customer’s words for the problem it solves.
  • The mediocre version lists every ticket closed this month.
  • Good output is an email that produces replies and a few referrals, and that support can point to when a customer asks what changed.

Rules

  • MUST clear every peer story and number through permission-check.
  • MUST have one ask at most.
  • NEVER send; the human or approved automation sends.
  • NEVER announce a date that is not committed.

Find out if we’re a fit.

In a 30-minute discovery call, you’ll get honest, no-strings advice you can act on right away, and a clear picture of what working together would look like.

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