The 12-point list-building checklist.

Most cold email problems are list problems wearing a copywriting costume. We're putting the exact checklist we run before every campaign into a free download, from who to target first through to the column almost everyone forgets.

• Start from who can say yes, not from industry
• The two-step title trick for small firms
• The personalisation column that powers the P.S.
• …and nine more points we use on every single campaign