Email Marketing Cheatsheet

Page 1 Ultimate Email Marketing Cheatsheet
Ultimate
Email
Marketing
Cheatsheet 
Would You Like To Send Emails So People

Read Them Before Everyone Else’s And
You Sell More Than Everybody Else?
A few days ago, an email subscriber wrote me -
"I usually don't read marketing emails. The only ones I read are yours and those
from Joe Polish because they don't sound like marketing."
Another subscriber uttered something even more gratifying -
"I don't usually login to my Gmail account, but ever since I started reading your
emails, I've gotten into the daily habit of checking my Inbox.”
I receive such comments on and off. Comments and compliments aside, these
emails have resulted in boatloads of profits and revenue for me and my clients.
What's the secret behind these byte-sized wonders?
The answer can be traced down 70 years back in time from Claude Hopkins - the
Aristotle of Advertising .
In his book ‘Scientific Advertising’, Claud Hopkins makes the point crystal clear:
"Remember, the people you address are selfish, as we all are. They care nothing
about your interests or profit. They seek service for themselves. Ignoring this fact is
a common mistake and a costly mistake in advertising."
Those lines from Claud Hopkins extract the essence of the email strategy
you are about to unveil.
So, if you want to keep happier subscribers, turn them into loyal fans, and sell
more with emails, you've just put your hands in the right gloves.
Let the 'email' adventure begin.
Shall we?
Hrishikesh (aka - "Rishi") Jobanputra
www.copypower.co
Email Secret Tip #1

Make Your Emails Infotaining
Don't bore your readers with dry, informative emails. People are drowning in
information. They don't need more information. They need entertainment. Mix up
your information with entertainment. Get your readers a little dopamine rush when
they read your email. Make your email infotaining. This strategy alone is capable of
lending an incredible super-power to your emails single-handedly.
Take for example an order confirmation email written by Derek Silver of

CDBaBy.com
Your CD has been gently taken from our CD Baby shelves, with sterilized
contamination-free gloves, and placed onto a satin pillow.
A team of fifty employees have inspected your CD and polished it to make

sure it was in the best possible condition.
Our packing specialist from Japan lit a candle, and a hush fell over the crowd
as he put your CD into the finest gold-lined box money can buy.
We all had a wonderful celebration afterward, and the whole party marched
down the street to the post office, where the entire town of Portland waved
bon voyage to your package. It's on its way to you in our private CD Baby jet
on this day, Friday, June 6th.
I hope you had a wonderful time shopping at CD Baby. We sure did.
Your picture is on our wall as the 'Customer of the Year.'
We're all exhausted, but we can't wait for you to come back to
CDBABY[DOT]COM!!
Question: Does the email bore you? If your answer is 'no,' then what can you
learn from it?
Email Secret Tip #2

Stories Never Go Out Of Trend
Stories are everywhere - a personal anecdote, client story, fables, and so on. Use
them generously in your emails to watch the response rate soar. They are easy to
put together because the idea is already there. Just add your own spark to it, and
you have a glowing email ready to send.
Subject: Are you a Tortoise, Rabbit, or Monkey?
On a beautiful day somewhere in the Amazon rainforest, an egoistic Rabbit

challenged the Tortoise for a race. As expected, the Rabbit takes off like a
Ferrari Spider while the poor Tortoise bullock carts its way to the finish line.
Not so predictably, the Tortoise wins because the seemingly over-confident

Rabbit, thinking it is too far ahead, decides to take a nap on the way. The
Rabbit's rest took too way longer. One careless mistake costs the Rabbit a race
it was destined to win.
This story is reminiscent of the three kinds of entrepreneurs I have seen in my

19 years in business:
Type A are like the Tortoise. Slowly and steadily moving towards their goal.
Type B are like the Rabbit. Moving at high speed and making one careless
move to lose it all.
Type C are like the Monkey. They keep jumping from one bright shiny object
to another, only to reach nowhere.
For Type C, my advice is obvious - stick to one thing for a long time, and you'll
find the riches.
For Type B entrepreneurs, the hope is still alive because after reading these
(and future) emails, they will save themselves from making the wrong moves.
If you are like me (Type A), you are in luck, but you definitely need to walk
quicker.
Regardless of the entrepreneurial type you belong to, you'll benefit from the
email strategies taught in my book - Ultimate Email Marketing Plan.
Email Secret Tip #3

Sell More By Removing Objections
Your customers have questions (or objections) before buying a product or
service. The Q&A type email is a great way to remove common objections and get
them closer to buying.
Here is an example of an objection removal email.
Subject: FAQs for the newbies and the skeptics
"What are the side effects of cryotherapy?"
"Are there age restrictions?"
"Is there a weight limit for the cryotherapy chamber?"
These are some of our clients' frequently asked questions—people who don't
like to jump into anything without doing their due diligence. So if you are new
to cryotherapy and you've got questions, here are the answers.
What are the side effects of cryotherapy?
Whole-body cryotherapy is entirely SAFE and NATURAL. Unlike painkillers, it

works in sync with your body's immune system to provide healing relief,
rather than just masking the pain.
Are there age restrictions?
Yes, we're only able to accept clients eighteen years and older.
Is there a weight limit for the cryotherapy chamber?
Yes, the cryotherapy chamber accommodates users weighing up to 350

pounds. Localized cryotherapy is an option for those who exceed this weight
limit.
Why not experience the power of cryotherapy and enjoy health benefits?
Book your appointment today.

Email Secret Tip #4

The 1-2-3 Punch Technique
Another common reason why people back-off decision making is
procrastination. Ever watched a boxing match? We can learn a valuable marketing
lesson from the boxer. Every boxer is trained on using the 1-2-3 punch technique
to crush the opponent.
Jus like the boxer, we will use the 1-2-3 email punch technique to slay the
procrastination demon. It goes like this:
1. Why- Why should I buy this product or service?
3. Why Now - Why should I act now?
2. What - What should I do to get the product or service?
We use this technique right at the end of an email.
Let's take the example of a Dog Food site using the 1-2-3 punch email technique.
FYI, in the example below, the main body text has been skipped to get your
attention on the end of the email. Read the comments in bold.
So whether you're walking across an unknown danger or camping in the

jungle, your dog is the friend you can rely on.
Why not keep your dog's super-powers intact with some brain-boosting food?
[This is the 'Why' of the email]
The five brain-boosting foods for your dog now available at a special price
until Thursday, 11:50 a.m. EDT. [This is 'Why Now' of the email]
Stock up your dog's brain-boosting power at https://yourlinkgoeshere [This is

the 'What' of the email]
Email Secret Tip #5

The Million Dollar Email Copywriting
Secret
Want to put together emails that smash sales records while having high
engagement rates? The dirty little secret is - writing FAST. Write the first draft as if
you are going to miss a flight.
I personally aim to write the first draft in 15 minutes. Then I edit, re-edit, and re-
re-edit the email until I have removed anything and everything unnecessary.
The email is cut to half or even less and what's left in the end is a polished Gem.
Email salesmanship boils down to spending less time writing and more time
editing.
Email Secret Tip #6

Set Buying Criteria
Setting clear buying criteria is magical. It not only reduces refunds but also
raises buying confidence. By explicitly talking about who should not buy your
product or service, you boost your goodwill, repel the naysayers, and turn your
bank account greener.
Here is the extract from an email where I clearly mention the buying criteria.
Notice the sentences in bold:
This brings me to the two consulting spots I have opened up for September.
One spot has been confirmed by a client who had a bad experience with
another Need 'n' Greedy type (she lost several grand following the advice of a
marketing funnel guru).
Only one consulting spot remains, and I am in no hurry to work with

*anybody*.
If you are serious about building a loyal audience versus one-time

buyers.
If you are a long-range strategic thinker vs. short-term opportunist.
You are welcome to learn more about my consulting services (reply to this
email for more info).
Email Secret Tip #7

Give Them The Full Scoop
Many marketers tease the reader in the email copy and ask them to click on the
link to read the full article. This is the surest way to lose readership. People are too
lazy to click (one extra step). Instead, give them the full scoop, and you'll have
engaged subscribers and more green stuff in your pretty piggy bank.
Email Secret Tip #8

Listicles
Occasionally you can send a list of valuable resources, tips, do' s & don’ts to your
subscribers. The listicles are not only easy to put together, but they are incredibly
useful to the readers. No special copywriting chops necessary.
Here is one such beauty:
Subject: Timeless selling secrets from the world's greatest sales master and
trainer
Late Zig Ziglar is considered to be one of the world's greatest salesmen and a
revered sales trainer. He dominated America's public seminar landscape for
almost three decades. Those who are playing the long-game in business must
study Zig Ziglar in as much depth and detail as possible.
Today, I've got some of his best sales advice compiled and ready to use
immediately (#4 is my favorite).
Here you go:
1) Before trying to convince someone, are you 100% convinced about your
product or service?
2) The sale is complete when the customer has bought the product/service,
consumed it, and is beyond satisfied using it.
3) The best salesman builds deeper trust.
4) People aren't shopping for the product or service. They're shopping for the
salesman.
5) When your customer says "no," trying to convince will only irritate the hell
out of him. Give new information instead.
6) People don't change their minds. They make a new decision based on new
information.
7) The best salesman identifies the gap (an unmet need) of the customer and
helps fulfill it.
8) Sales is a transfer of enthusiasm.
9) People buy out of emotions. When you combine reasoning with emotion,
that's a super-power.
10) Asking binary questions speed up sales. For example, when the prospect is
closer to a buying decision, asking a question such as "Would you like to pay
by cash or by credit card?" would speed up sales.
Okay, now here is something from your crotchety email expert. When you
combine these sales methods with the kind of email marketing, I teach in the
book "Ultimate Email Marketing Plan," you can crush it and profit like hell.
Email Secret Tip #9

Curiosity, Curiosity, Curiosity….
Before your emails get clicks, people must read your email. And before people
read your emails, they must be opened. Which implies, your email marketing
success greatly depends on the subject line.
Read the following subject lines and answer the question that follow:
I can't believe he actually did this
Your Copy Bombed? Here's what to Do
Can calcium actually make your bones weaker?
What's your opinion on this?
What's common between these subject lines?
Question: Can you guess what’s common between these subject lines?
Answer: They get the reader's curiosity juice following. They pull the reader to
read the email copy. Remember, your first priority is to get the emails opened and
the best way to get any email opened is infusing curiosity in your subject line.
Email Secret Tip #10

Cautionary Tale
Cautionary tales are a great way to build a deeper bond with subscribers and
show them you care.
Here is an email that does it:
Subject: Ex-Facebook vice president spills the beans about the anti-social
nature of social media
Chamath Palihapitiya, the former vice-president at Facebook, expressed regret

for his part in building tools that destroy 'the social fabric of how society
works.' His public regret is noteworthy and points to the fact that the situation
is alarming, especially for the younger generation.
Consider this: The teenage suicide rate has increased by 31% in the last
decade, and social media is attributed as the leading cause.
'You are being programmed,' says Chamath Palihapitiya. And this

programming is extremely toxic in nature. Social media is causing an
increased rate of suicide, aggression, anxiety, mass hysteria, cyberbullying,
trolling, and pathological envy.
Social media is also causing a significant change in social behavior. For

example, the personal interactions among teens have reduced by 60%. It is
common to see teenagers sitting next to each other, exchanging text messages
on their smartphones.
If you are still aren't entirely 'programmed' by social media about its benefits,
here a weekend 'must-watch' for you.
Watch this eyebrow-raising interview with leading psychologist Sam Vaknin.
Sam Vaknin: the TRUE toxicity of social media revealed
Be sure to share this video with your friends and family.
Of course, not on Fakebook coz, there isn't a 'Dislike' button.


Movie Themed Email
Emails based on movie characters always make it for great Infotaining emails.
You can sprinkle a dash of your own wisdom, and you have an email ready to
mesmerize your readers.
Subject: Not so obvious reason why most entrepreneurs won't build a great
business
I like to see old classics and one such movie is "Gone With the Wind."
It is the story of selfish and silly Scarlett O'Hara - a young, beautiful and
vivacious woman in her '20s. The movie is impeccably well made and should
be seen by anyone with even a passing interest in romance or films.
The whole point of talking about this movie is its title.
The movie title reminds me of the unassuming entrepreneurs who pick up the
wrong business model (even though they might be in the right business) and
turn themselves into miserable snobs.

Demolish Popular Myth
Popular myths prevail in every market. Why not bring them up and bust them
with some insights and fun?
The following email does it elegantly:
Subject: Five myths about business building, one truth to destroy them all
Ever heard of the David and Goliath fable?
Everybody thought David was too small for his pants to fight the big boy -
Goliath. Eventually, David did one thing, and the mighty Goliath crumbled like
a rag doll.
More entrepreneurs are like David - small and unaware of his/her super-power.
The big dumb companies are like the Goliaths. Entrepreneurs who are just
getting their feet wet start fearing them way before schedule. Even before the
business model is proven, they begin to worry about scaling, funding, hiring,
and so on.
I hereby demolish the five myths of business building:
You need a BIG idea to build a great business - Gimme a break. Was McDonald
a genius idea?
You need funding to scale - Ask Jay Abraham about how much funding did he
receive to build a multi-million-dollar seminar empire? The answer is ZERO
dollars.
You have to take a significant risk - Big risk is for the thick-headed. Calculated
risk is for the smart headed.
"But I don't have money" - If you can't make money without money, you won't
make money when you have it.
"There is too much competition" - There are far too many "me too" businesses.
Let us inject a healthy dose of reality
When you find and excel in that ONE thing, you won't have to worry about the
ragging Goliath (Big Funded Companies).

Spice It Up For Heaven's Sake
People don't like dull, spiritless, and uninspiring emails. Spice up your emails
with colloquial words and phrases. Make use of popular slangs to turn average copy
into a brilliant copy. As a side benefit, it will automatically make your emails
infotaining.
A few typical "A-list" phrases (courtesy: Clayton Makepeace):
Ace in the hole

A
After my own heart
Abandon ship
Another one bites the dust Business as usual
As far as the eye can see Business at hand
As good as gold Busted
As luck would have it Buy into
By the book
B
Backbreaker, A C
Back to square one Cash cow, A
Back to the drawing board Cash is king
Bad (Bum) wrap, A Cash it in, To
Big picture, The Catch on, To
Big wig, A Caught with your hand in the cookie jar
The bigger they are, the harder they fall, Chew on, To
The
Clean bill of health
Bite the bullet
Clock is ticking, The
Bite the dust, To
Close call
Black eye, A
Cream of the crop
Blow it
Cry over spilled milk, To
Blow the whistle on
Cut and dry
Boils down to
Cut corners, To
Bombed
The bottom fell out, The

D
Dagger (knife) in the heart, A
Bottom line
Dead cat bounce
Bottom out
Dealt a fatal blow
Bright future, To have a
Diamond in the rough
Broke the bank
Dig yourself into a hole, To
Buckle down
Dirt cheap
Bump in the road, A
Do or die
Burn the midnight oil
Do whatever it takes
Burn your bridges
Doesn't stand (have) a prayer First things first
Doesn't stand a chance Fly on the wall, A
Don't hold your breath Following in his footsteps
Don't judge a book by its cover. Free reign
Don't put all your eggs in one basket. From day one
Don't put the cart before the horse.

G
Don't throw the baby out with the
Get (Start) the ball rolling
bathwater.
Get cleaned out, To
Drop in the bucket, A
Get crushed, To
Dropping like flies
Get to the bottom of it
E
Get with the program
Early bird
Get your clock cleaned
Easy as 123
Get your ducks in a row
Easy as ABC
Get your feet wet
Eat crow
Get your foot in the door
Eight hundred pound (800 lb) gorilla, The
Glimmer of hope
Emotional roller coaster, An
Glutton for punishment
Enchilada, The whole
Go back to the well
F Go belly up, To
Fall through the cracks Go down hill, To
Fast buck, A Go figure
Fat chance Go through the roof, To
Figure it out Good rule of thumb, A
Filthy rich Got burned
Fine line Got spanked
Firing on all cylinders Green with envy  

Variety Is The King
Boredom is the death of sale. So is sameness. When you keep sending the same
kinds of emails, your subscribers despise it. Think about the news. News channels
keep the watchers glued with intrigue, shock, and variety day after day. The same
rule applies to emails.
How do you bake variety in your emails? Work out a simple email plan like this:
• Monday: Personal story
• Tuesday: Bust popular myth
• Wednesday: Cautionary tale
• Thursday: Q&A email
• Friday: Listicles

Remember The Law Of The Vital Few
The 80/20 rule applies to email marketing too. It means, only 20% of your
audience at any given point of time will be engaged, 80% won't even bother to click
or open your emails. If you would like to win with email marketing, focus on the
vital few - the 20% of your list. And stop worrying about unsubscribes.

Problem Based Subject Lines
Problem-based subject lines are evergreen. You can lend even more power to the
subject line by asking a question around the problem. Recently, I wrote a subject
line in the weight loss niche, and it did exceptionally well.
Here is the subject line:
Subject: ”Why am I not Losing Fat?" Here are Seven Reasons…
The formula is simple, and it goes like this:

Subject: [Problem-oriented question] Here is what to do…
Here are a few more examples of asking question based on a problem your
market has:
Subject: Your Copy Bombed? Here's what to Do
Subject: You are Fired? Here's what to Do
Subject: Your Wife is Ready for Divorce? Here's what to Do

Thou Shall Write As He Speaks
Write the email as if you are talking to your best friend. Let people come away
having an authentic experience of who you are. Which also means don't copy
someone else's voice. Write in your own voice. Write being you.
And when you do so, your emails will drip emotions infused with your own
humanness. The impact is unbeatable.

Sell One Thing At Once
I have said it many times, and I'll repeat it here. A confused customer won’t buy
anything. The easiest way not to confuse your reader is to sell one thing at a time.
Yes, one "it' in the email. You can choose to repeat the same link twice for the
same offer. But never two offers in the same email.

Subject Line Hack: Ask A Compelling
Question
One of the biggest reasons why these subject lines work is because they bypass
quick judgments. If the question is close to something your reader is interested in,
you'll get even more opens.
Here are a few examples:
But isn't that spamming?
But isn't that risky?
But isn't that funky?
What's your opinion on this?
Do you want to retire in the next twelve months?

F+C=R+R
That acronym stands for - Frequency And Consistency Boosts Response &
Retention.
The easiest way to stand out in your subscribers' inbox is to combine consistency
with frequency. Since nobody or rarely anybody will be sending emails so often,
your emails will automatically get noticed, and you’ll rise on top of their
consciousness. Sending daily has a hidden advantage too - you'll write better
emails, faster.

Relationship First, Everything Else Next
Every email you send is a relationship event. When you send an email, make sure
it is the brightest spot in your subscriber’s day. Soon, you will turn your list into
raving fans who are eagerly waiting for your next email.
Big Businesses Are Built Out of Small

Ideas Implemented to Perfection
There is some profound truth in those words.
The good news is - sending infotaining emails is not only fun but it enables you
to build a much more engaged audience which ultimately results in deeper
relationship, and higher response. When you implement the email ideas and
strategies we’ve just talk about, you’ll have…
✓ Much more engaged subscribers

✓ Responsive list
✓ Loyal customers
✓ Higher sales
✓ Less grunt work
✓ More fun
Wait, We Are Just Getting Started…

What if I told you there is lot more under the hood? The ideal next step is to grab
a copy of my book Ultimate Email Marketing Plan.
The Ultimate Email Marketing Plan outlines a step

by strategy to help you extract the hidden value from
your list - one email at a time.
You can find more details in the link below:
www.ultimateemailmarketingplan.com
If you wish to get in touch with me, feel free to drop

an email at rishi@copypower.co. And I’ll get back to
you as soon as I can.
Wishing you Lasting Happiness And Higher Responses,
Rishi Jobanputra
For more information, visit:

www.copypower.co
Copyright, 2019. Hrishikesh Jobanputra. All Rights Reserved.

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Page 1 Ultimate Email Marketing Cheatsheet

Page 2 Ultimate Email Marketing Cheatsheet

Would You Like To Send Emails So People

Another subscriber uttered something even more gratifying -

What's the secret behind these byte-sized wonders?

Let the 'email' adventure begin.

Hrishikesh (aka - "Rishi") Jobanputra

Email Secret Tip #1

Take for example an order confirmation email written by Derek Silver of

A team of fifty employees have inspected your CD and polished it to make

I hope you had a wonderful time shopping at CD Baby. We sure did.

Your picture is on our wall as the 'Customer of the Year.'

Email Secret Tip #2

Subject: Are you a Tortoise, Rabbit, or Monkey?

On a beautiful day somewhere in the Amazon rainforest, an egoistic Rabbit

Not so predictably, the Tortoise wins because the seemingly over-confident

This story is reminiscent of the three kinds of entrepreneurs I have seen in my

Email Secret Tip #3

Here is an example of an objection removal email.

Subject: FAQs for the newbies and the skeptics

"What are the side effects of cryotherapy?"

"Are there age restrictions?"

"Is there a weight limit for the cryotherapy chamber?"

What are the side effects of cryotherapy?

Whole-body cryotherapy is entirely SAFE and NATURAL. Unlike painkillers, it

Are there age restrictions?

Is there a weight limit for the cryotherapy chamber?

Yes, the cryotherapy chamber accommodates users weighing up to 350

Book your appointment today.

Email Secret Tip #4

1. Why- Why should I buy this product or service?

3. Why Now - Why should I act now?

2. What - What should I do to get the product or service?

We use this technique right at the end of an email.

So whether you're walking across an unknown danger or camping in the

Stock up your dog's brain-boosting power at https://yourlinkgoeshere [This is

Email Secret Tip #5

Email Secret Tip #6

Only one consulting spot remains, and I am in no hurry to work with

If you are serious about building a loyal audience versus one-time

If you are a long-range strategic thinker vs. short-term opportunist.

Email Secret Tip #7

Email Secret Tip #8

Here is one such beauty:

Here you go:

3) The best salesman builds deeper trust.

8) Sales is a transfer of enthusiasm.

Email Secret Tip #9

I can't believe he actually did this

Your Copy Bombed? Here's what to Do

Can calcium actually make your bones weaker?

What's your opinion on this?

What's common between these subject lines?

Email Secret Tip #10

Here is an email that does it:

Chamath Palihapitiya, the former vice-president at Facebook, expressed regret

'You are being programmed,' says Chamath Palihapitiya. And this

Social media is also causing a significant change in social behavior. For

Watch this eyebrow-raising interview with leading psychologist Sam Vaknin.

Sam Vaknin: the TRUE toxicity of social media revealed

Be sure to share this video with your friends and family.

Of course, not on Fakebook coz, there isn't a 'Dislike' button.

Email Secret Tip #11

The whole point of talking about this movie is its title.