www.getwsodo.

com
www.getwsodo.com
The Inbox Hero Simple
Framework
Here’s the flow of just about all Talking Shrimp’s emails.
You can use it, too.

• Subject line
• Greeting line
• Story
• Segue
• Point, tip, or sales pitch
• Call to action
• (Bonus points: callback to story)
• Signoff
• PS

LAURA BELGRA Y

1
 www.getwsodo.com
www.getwsodo.com
Inbox Hero Checklist
Use this checklist to make every email to your list an EFAB
(Email From A Bestie) as well as an ETS (an Email That Sells).

Subject Line
☐☐ Make it informal
☐☐ Make it intriguing, provocative, a “must open”
☐☐ Make sure the first few words grab attention
☐☐ Check it on your phone
☐☐ Split test (if you can’t decide the better of 2 choices)

Preview Text
☐☐ Make it different from the subject line
☐☐ Make it intriguing (doesn’t have to be first lines of the email)
☐☐ Make sure it doesn’t include newsletter-y items like “view this in your browser”
☐☐ Make it long enough, so it fills a 3-line preview window
☐☐ Check it on your phone

Greeting
☐☐ Make it casual (hey First Name, hi First Name, First Name!, etc.)
☐☐ Address to one person, not a group

Start of email
☐☐ Get rid of ramp-up fluff
☐☐ Start with a bang - some element of story, tension, conflict, mystery

2 Inbox Hero: Email Makeovers Copywriting Mini-Course

 www.getwsodo.com
www.getwsodo.com
Inbox Hero Checklist
Tone
☐☐ Use contractions
☐☐ Ask yourself, “would I write this to a friend?”
☐☐ Read out loud, change whatever doesn’t sound natural

Economy, Clarity
☐☐ Axe unnecessary words
☐☐ Axe unnecessarily long words, replace with short ones
☐☐ See if you can lose the whole first paragraph

Punch, Personality, Storytelling

☐☐ Paint a picture with concrete details
☐☐ Sprinkle in humor (if you have a sense thereof)
☐☐ Create little “cliffhangers” via open loops/ curiosity gaps
☐☐ Change vague to specific (i.e., change “pop star” to “Lizzo”)

Readability
☐☐ Break up into short paragraphs (2-3 lines max, usually)
☐☐ Look on your phone to make sure they’re still short enough
☐☐ Bold a few key lines at intervals to create “speed bumps”
☐☐ Use the ps - skimmers go right to it

LAURA BELGRA Y

3
 www.getwsodo.com
www.getwsodo.com
Your Notes

4 Inbox Hero: Email Makeovers Copywriting Mini-Course