Pre-send checklist, subject line patterns by type, and CTA patterns. Run these before every email leaves.
Run this before every email
Voice
- Could any sentence appear in a generic SaaS email? If yes, rewrite it.
- Is there a forbidden phrase anywhere in the copy? Find it and replace it.
- Does it sound like something a smart person would actually say aloud?
- Is it in American English, with Oxford commas?
- Are there any em-dashes? Remove them.
Structure
- Is there one clear idea in this email? If two, cut one.
- Does the subject line match the register and content of the email?
- Is the opening the point, or does it delay the point?
- Is there exactly one CTA?
- Is the CTA a specific action with a specific verb?
- Is the sign-off short? (“Best” or a name only)
Email-type fit
- Does the warmth of the opening match the warmth score for this email type?
- Does the ask match the ask intensity score?
- If time-sensitive, is the deadline stated clearly and honestly?
- If high personalization, is it actually personalized, or just a first name in the salutation?
- Does any personalization reference an exact date or a stack of credentials? Replace with one specific detail in natural language.
- Does the email length match the type? Cold outbound and post-engagement should be 3 to 5 sentences. Upgrade prompts can run to 7.
Sequencing
- If part of a sequence, does this email stand alone without the previous ones?
- Is the spacing between sends appropriate to the relationship warmth?
- Is there a suppression trigger if the reader converts or replies?
Subject line patterns by type
| Email type | Subject line approach | Example |
|---|---|---|
| Cold outbound | Specific observation about them | The Calloway project |
| Nurture | Curiosity or concrete benefit | What’s eating your revision time |
| Onboarding | Functional: what this helps them do | Your first project takes two minutes |
| Feature announcement | The outcome, not the feature name | Client feedback, without the inbox chaos |
| Upgrade prompt | Aspiration-led: what becomes possible | Ready for a second studio member? |
| Discount and offer | Specific offer + real deadline | 30% off Visualist, ends Friday |
| Re-engagement | Something new, or a quiet hook | Something new in Visualist since you last visited |
| Webinar and educational | Outcome or hook, not the event title | How to take on a 4th client without a 4th PM |
| Post-engagement | Named reference to the interaction | After our call this morning |
CTA patterns
What works
- Book a 20-minute call: [link]
- See it in action: [link]
- Try it free
- Register for the 14 April session: [link]
- Tell us how you’re using it
- Worth a look?
- Would Tuesday or Wednesday work?
What doesn’t
- Learn more
- Click here to get started!
- Feel free to book a call if you’d like to chat
- Don’t hesitate to reach out
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- Let’s connect!