What Deep Research Looks Like When Managing an Email List…

Before I start working with a new email client, one thing I like to do is…

Get as much info from the business as I can.

I want everything from them.

• Books
• ebooks
• Any brand voice guides they have
• Product description lists
• Samples of their best content (blog posts, any bonus PDFs, upsells, cheat sheets, downsells, and whatever else they might have.)

Once I’ve got all the assets I need, I start working this info into my own asset.

I often do this in a simple google doc.

What I usually end up with a giant rock of information with common benefits and a common voice type.

This is everything I need to start going to work on finding new hooks and angles for emails.

I also like to use ChatGPT for helping organize this research and to start getting my brain going for potential hooks and story ideas.

One of the best ways to talk with ChatGPT for this purpose is to ask it for a list of competitors in a similar niche.

Chat GPT will give me a list, and then I’ll start looking at the websites of these groups. I’ll look for common objections and problems people are having with their products. Those alone are copy gold for emails.

I also set up a custom gmail for these and I get on all the lists of competitors that I can.

What’s also important is to understand the nomenclature of the audience.

I use ChatGPT for this as well. I can prompt it to give me specific words that only the audience uses.

This is crucial for making the emails sound authentic and not like a copywriter wrote them.

The other important factor is to understand the email segments of the list and the awareness levels of the customer.

Jimmy Kim is a great person to follow for this. If you haven’t looked him up, definitely check him out. He’s got a good way to think about customer awareness and how to think about segmentation.

And that’s it. Once the research is complete, I’m ready to come up with an attack plan for the client, which I rely to them based on the research.