Brought to You by Game of Conversions

The Ultimate
Email Checklist
How to predictably send unignorable emails
that bring in big bucks - every single time
 ONE EMAIL. ONE JOB..​

Does your email include only 1 goal?

● Every email you send should ​only​ have a single goal. It has 1 job to do and
you need to make sure it does this well.

Does your email read as if it was written to 1 single person?

● The more personal you write the more people will feel like you’re talking to
them directly. This is proven to increase sales and lowers their resistance.

Does your ‘From line’ seem friendly?

● The from line should look like it came from a friend. Avoid generic from lines
that ​scream ​this email was sent from a company.
● Simply use the ‘[YOUR NAME] at [COMPANY NAME]’ formula.

Is your subject line compelling enough for people to open the email?
● Subject lines make or break open rates. You have 1 chance to get this right.
● For best results, use either a ​curiosity​-based or a ​value​-based subject line.
● Actively try to stand out in your reader’s inbox. What would this take?

Do you have a powerful hook that grabs your reader’s attention once they open?
● Your headline has a single job to do: get people to open the email.
● After they open it, the next objective is to grab their attention with a hook.
● Think of this like getting people on a slippery slope. Each sentence pulls them
further and further into the body text.

Does your body copy use either the AIDA or PASOP framework?
● After you’ve got their attention, it’s time to create interest and desire.
● These 2 methods are a solid way to make sure your emails flow nicely.

Do you have a powerful call to action button/link at the end of your email?
● The most important job of your email is to get people to do something
● You have to ASK for this explicitly (otherwise people won’t know what to do)
● The CTA should be clear, to the point, based on your reader’s desires

Does your email only include a single call to action?

● Your email has only 1 goal, and you should only use 1 type of CTA to achieve
this (although you can include this CTA more than once within an email).

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 SUBJECT LINE MANIFESTO​.

Is your subject line a great ​tease​ for what’s in the email?

● Remember, the only job of your subject line is to get people to open the email.
That’s it. Nothing more, nothing less. Give readers ​just enough​ to open.
● Avoid summaries, calls to action, or TL/DR’s in subject lines.

Does your subject line seem like it came from a friend?

● Avoid anything that would make your subject lines sound corporate. People
avoid it like the plague. Instead, write something personal and friendly.
● This also applies to formatting and punctuation! Make it read like a friend’s
subject line. For example, one of the best performing subject lines of all time
said ‘Hey’ - and it was sent by ‘Barack Obama’ as a from line.

Does your subject line avoid using full names?

● Even if you have a reader’s full name, don’t use it. Who would write such a
message? Certainly not friends, only companies trying to sell you something.
● It’s still okay to use the first name for more personalization though.

Is your subject line free of title cases?

● Only Companies Use Title Cases So You Definitely Shouldn’t.

Is your subject line a good representation of what’s in the email?

● When people click on your subject line, they expect to read something related
to that. In fact, they expect you to deliver on your tease.
● Make sure to accurately reflect the content of your email and avoid flashy
subject lines that disappoint readers. Remember, everybody hates clickbait.

Is your subject line visually different from typical subject lines?

● Most people use subject lines between 35-50 characters. This causes readers
to automatically ignore most of them.
● Use this to your advantage: you can stand out with short, or longer subject
lines.

Is your subject line free of spelling errors?

● This is self-explanatory; make sure to proofread your subject line.

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 ​EMAIL BODY BEST PRACTICES​.

Is your email easy to read and flows nicely?

● Make your email easily readable and skimmable.
● Use enough spacing between lines, and padding around the sides.
● Paragraphs should contain no more than 3 lines.

Does your email include a hook, text to build desire, and a CTA?
● Remember, your email must get people on a slippery slope and keep them
engaged. Each element connects to the previous one, and ultimately
culminating in the big bold CTA button/link.

Did you use the AIDA framework in your email? (​vs. the PASOP framework​)
● Attention: Grab the reader’s attention with a compelling hook.
● Interest: Build interest and ‘warm them up’ for your offer.
● Desire: Talk about things you ​know​ people will salivate over.
● Action: After you’ve built desire, give them an offer they can’t refuse.

Did you use the PASOP framework in your email? (​vs. the AIDA framework​)
● Problem: Talk about a problem your reader is likely experiencing.
● Agitation: Create an emotional reaction by ‘twisting the knife’.
● Solution: After the reader feels the pain, offer a convenient solution.
● Outcome: Present the outcome of your solution (personal, testimonial, etc)
● Problem (optional): Tease another problem that you talk about in your next
email, thereby creating an ‘open loop’ and leaving readers in anticipation
mode.

Is your email’s tone similar to how your readers talk?

● Persuasive messages almost always connect with the reader on an emotional
level. You can increase your email’s effectiveness by using actual words and
phrases your readers use, and talking about their pains, fears, hopes, and
dreams from their own perspective. This makes you instantly relatable.

Is your hook compelling enough?

● Powerful hooks are essential to grab and keep your reader’s attention.
● Use the hook at the beginning of the email and talk about something
unexpected, shocking, interesting, or something that takes readers out of their
comfort zone.
● Make the hook emotional and relatable.

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​ ww.gameofconversions.com
 ‘FROM LINE’ BEST PRACTICES.​

Does your from line include your personal name?

● It's fine if you want to include your company name, however, it’s imperative
that you also include your personal name so that people immediately
recognize you.

Is your company name also something people will recognize?

● Don’t assume people remember every company they signed up to
● Use something simple that your prospect already knows.

Is your from line free of awkward personalization?

● It’s tempting to try to come up with something ‘cute’, but this can often
backfire. Stick to the basics.

Is your from line free of strange symbols?

● Clean and simple usually works best.
● Check out your own inbox (especially on mobile) and see how others do it.
● Another great way is to check your spam folder to see what to avoid.

Is your from line friendly and not too formal?

● Whose email are you most likely to open: ‘Dave’ or ‘ Mr. Jon Doe’?

If you DO want to include a title, is it a title that seems genuinely high-value?

● Some people automatically associate titles with authority. But play it safe.

ADDITIONAL TIPS

● Feel free to print out this checklist and have a copy on your desk or wall
● Go over all 27 points each time you need to create an important email
● Once you’re ready to send, go over the checklist one more time to fix minor issues
● Do this for 6-12 emails and the whole process becomes second nature
● Congratulations, you’ve just made your email campaigns so much more effective 😉

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​ ww.gameofconversions.com