Marketing Content — File Creation Guide

Purpose

Each lifecycle email and WhatsApp message needs its own .md file. These files are used by the content team (or AI) to generate actual messages. Every file defines variables, content structure, tone, and conditions.

File Structure Template

Every MD file must follow this exact structure:

markdown

# [Message Title]

## Metadata

| Field | Value |
|-------|-------|
| **ID** | `CREATOR_ONBOARD_01` |
| **Channel** | `email` or `whatsapp` |
| **Trigger** | What event sends this (e.g., "Signup completed") |
| **Segment** | `creator` or `brand` |
| **Timing** | When to send (e.g., "Immediately", "+1 day") |
| **Priority** | `high` / `medium` / `low` |

## Variables

| Variable | Description | Example | Required |
|----------|-------------|---------|----------|
| `{{var1}}` | What this variable represents | Sample value | Yes/No |
| `{{var2}}` | What this variable represents | Sample value | Yes/No |

> **Rules:**
> - Wrap every variable in double braces: `{{name}}`
> - Use snake_case: `{{first_name}}`, `{{campaign_name}}`
> - Always provide an example value
> - Mark required vs optional

## Content

### Subject Line (email only)

Welcome to Krrio, {{first_name}} — here's how to earn your first ₹1,000


> **Rules:**
> - Keep under 50 characters
> - Include personalization variable if possible
> - No emojis in subject line
> - Clear value proposition

### Body

Hi {{first_name}},

You just joined Krrio — where creators like you earn real money for every view.

Here's what to do next:

Browse campaigns that match your niche ({{niche}})
Apply to the ones you like
Post using your tracking link
Watch your earnings grow

{{#if has_instagram}} Great, we found your Instagram @{{instagram_handle}}. You're ready to go. {{else}} Connect your Instagram to start applying to campaigns. {{/if}}

[Button: Browse campaigns]


> **Rules:**
> - Max 150 words for email, 3 lines for WhatsApp
> - Use `{{#if condition}}` for conditional blocks
> - Always include one CTA button
> - Second person ("you") not first person
> - One idea per paragraph

### CTA

| Field | Value |
|-------|-------|
| **Text** | Browse campaigns |
| **URL** | `{{marketplace_url}}?niche={{niche}}` |
| **Style** | `primary` (red) / `secondary` (outline) |

### WhatsApp Specific (if channel = whatsapp)

👋 {{first_name}}, pick your first campaign — {{campaign_count}} are live right now.

Top paying today: • {{top_campaign_1}}: ₹{{rate_1}}/view • {{top_campaign_2}}: ₹{{rate_2}}/view

👉 {{marketplace_url}}


> **Rules:**
> - Max 3 lines before link
> - One emoji max at start
> - Include direct link, no button
> - Bullet list for multiple items

## Conditions (When NOT to send)

- User has already applied to a campaign
- User was active in the last 24 hours
- User has unsubscribed from this category
- User's profile is incomplete (send profile completion email instead)

## A/B Test Variants

| Variant | Subject Line | Difference |
|---------|--------------|------------|
| A (control) | Welcome to Krrio, {{first_name}} | Standard |
| B | {{first_name}}, ₹{{potential_earnings}} waiting in campaigns | Earnings-focused |

## Notes

- Link to Figma for email design: [link]
- Legal footer required: Yes
- Unsubscribe link required: Yes

Variable Reference (Global)

These variables are available in ALL files:

Variable	Description	Source
`{{first_name}}`	User's first name	Profile
`{{last_name}}`	User's last name	Profile
`{{email}}`	User's email	Auth
`{{phone}}`	User's phone	Auth
`{{signup_date}}`	When they signed up	System
`{{niche}}`	Creator's niche / Brand's industry	Profile
`{{instagram_handle}}`	Instagram username	OAuth
`{{youtube_channel}}`	YouTube channel name	OAuth
`{{signup_type}}`	`creator` or `brand`	Auth
`{{profile_complete}}`	Boolean — is profile complete?	System
`{{last_active}}`	Last login date	System
`{{days_inactive}}`	Days since last activity	System
`{{unsubscribe_url}}`	Unsubscribe link	System
`{{preferences_url}}`	Communication preferences link	System

Creator-specific Variables

Variable	Description	Source
`{{total_earnings}}`	Lifetime earnings	Wallet
`{{wallet_balance}}`	Current wallet balance	Wallet
`{{total_views}}`	Total verified views	Analytics
`{{campaigns_applied}}`	Number of applications	System
`{{campaigns_approved}}`	Number of approvals	System
`{{campaigns_completed}}`	Number of completed posts	System
`{{avg_views_per_post}}`	Average views per post	Analytics
`{{top_niche}}`	Best performing niche	Analytics
`{{payout_method}}`	UPI / Bank	Wallet
`{{follower_count}}`	Instagram followers	OAuth

Brand-specific Variables

Variable	Description	Source
`{{company_name}}`	Brand name	Profile
`{{total_spend}}`	Lifetime campaign spend	Wallet
`{{total_budget}}`	Total budget allocated	Analytics
`{{total_views}}`	Total views received	Analytics
`{{campaigns_created}}`	Number of campaigns	System
`{{campaigns_active}}`	Currently active campaigns	System
`{{avg_cpv}}`	Average cost per view	Analytics
`{{total_creators}}`	Creators who applied	System
`{{roi}}`	Return on investment %	Analytics

Variable	Description	Source
`{{campaign_name}}`	Campaign title	Campaign
`{{campaign_rate}}`	Pay per view	Campaign
`{{campaign_budget}}`	Total budget	Campaign
`{{campaign_spent}}`	Budget used	Campaign
`{{campaign_views}}`	Views so far	Analytics
`{{campaign_deadline}}`	Posting deadline	Campaign
`{{campaign_status}}`	Live / Paused / Ended	Campaign
`{{campaign_dashboard_url}}`	Link to dashboard	System

File Naming Convention

{segment}_{stage}_{number}.md

Code	Meaning
`creator_`	For creators
`brand_`	For brands
`onboard_`	Onboarding series
`activate_`	Activation (first campaign)
`retain_`	Retention & engagement
`winback_`	Re-engagement / win-back
`edu_`	Educational / value-add
`cross_`	Cross-user (social proof, referrals)
`alert_`	System alerts

Examples:

creator_onboard_01_welcome.md
brand_activate_03_first-application.md
creator_retain_02_weekly-digest.md
brand_winback_01_three-week-inactive.md
creator_edu_01_tips-after-3-posts.md
cross_alert_01_payout-failed.md

Tone Guidelines

Segment	Tone	Avoid
Creators	Friendly, encouraging, casual	Corporate jargon, overly formal
Brands	Professional, data-driven, confident	Slang, too casual

Universal Rules

Use "you" not "we" as the default subject
One idea per sentence
Active voice always
Numbers over words (₹5K not ₹5,000 in body)
No exclamation marks in email body (one max in WhatsApp)
Always end with a single clear CTA

Output Structure

All files go into:

content/
├── creator/
│   ├── onboard/
│   │   ├── 01-welcome.md
│   │   ├── 02-first-day-nudge.md
│   │   ├── 03-profile-incomplete.md
│   │   ├── 04-no-campaign-applied.md
│   │   └── 05-three-day-inactive.md
│   ├── activate/
│   │   ├── 01-application-sent.md
│   │   ├── 02-application-approved.md
│   │   ├── 03-post-submitted.md
│   │   ├── 04-first-1000-views.md
│   │   └── 05-first-payout.md
│   ├── retain/
│   │   ├── 01-weekly-digest.md
│   │   ├── 02-new-campaign-alert.md
│   │   ├── 03-seven-day-inactive.md
│   │   ├── 04-milestone-10k.md
│   │   └── 05-earnings-spike.md
│   ├── winback/
│   │   ├── 01-21-day-inactive.md
│   │   ├── 02-45-day-inactive.md
│   │   └── 03-90-day-inactive.md
│   └── edu/
│       ├── 01-tips-after-3-posts.md
│       ├── 02-tax-guide.md
│       └── 03-monthly-spotlight.md
├── brand/
│   ├── onboard/
│   │   ├── 01-welcome.md
│   │   ├── 02-first-day-nudge.md
│   │   ├── 03-profile-incomplete.md
│   │   ├── 04-campaign-template.md
│   │   └── 05-three-day-inactive.md
│   ├── activate/
│   │   ├── 01-campaign-created.md
│   │   ├── 02-first-application.md
│   │   ├── 03-five-creators-approved.md
│   │   ├── 04-first-post-live.md
│   │   └── 05-campaign-ended.md
│   ├── retain/
│   │   ├── 01-weekly-digest.md
│   │   ├── 02-budget-50-spent.md
│   │   ├── 03-budget-80-spent.md
│   │   ├── 04-post-campaign.md
│   │   └── 05-milestone-1l-spend.md
│   ├── winback/
│   │   ├── 01-21-day-inactive.md
│   │   ├── 02-60-day-inactive.md
│   │   └── 03-90-day-inactive.md
│   └── edu/
│       ├── 01-campaign-benchmarks.md
│       ├── 02-brand-playbook.md
│       └── 03-seasonal-calendar.md
├── cross/
│   ├── social-proof/
│   │   ├── 01-creator-applied.md
│   │   ├── 02-budget-added.md
│   │   └── 03-referral-joined.md
│   └── alerts/
│       ├── 01-payout-failed.md
│       ├── 02-post-flagged.md
│       └── 03-campaign-paused.md
└── README.md (this file)

Quick Checklist Per File

Before marking a file as complete, verify:

Metadata table filled (ID, Channel, Trigger, Segment, Timing)
All variables defined with description, example, required
Subject line < 50 chars (email)
Body < 150 words (email) / 3 lines (WhatsApp)
CTA has text + URL
Conditional blocks use {{#if}} syntax
Conditions section lists when NOT to send
A/B variant included (at minimum one alternative)
Tone matches segment (creators = casual, brands = professional)

File Creation Guide - Krrio

File Creation Guide - Krrio

Marketing Content — File Creation Guide

Purpose

File Structure Template

Variable Reference (Global)

Creator-specific Variables

Brand-specific Variables

File Naming Convention

Tone Guidelines

Universal Rules

Output Structure

Quick Checklist Per File

File Creation Guide - Krrio

Marketing Content — File Creation Guide

Purpose

File Structure Template

Variable Reference (Global)

Creator-specific Variables

Brand-specific Variables

Campaign-specific Variables (used in campaign-related messages)

File Naming Convention

Tone Guidelines

Universal Rules

Output Structure

Quick Checklist Per File