The 6 categories
- ICP definition (10 questions) - who exactly are you reaching
- Infrastructure (8 questions) - domains, inboxes, DNS, warmup status
- List building (8 questions) - source, enrichment, hygiene, deduplication
- Copy and sequencing (10 questions) - tone, sequence design, A/B variants
- Reply handling (7 questions) - routing, response time, qualification, CRM
- Reporting and learning loop (7 questions) - metrics, dashboards, weekly review
Sample questions (ICP category)
1. What is the smallest concrete signal that disqualifies a prospect?
If you cannot name a single hard-disqualifier, your ICP is too broad. Examples that work: "fewer than 10 employees", "uses Salesforce Marketing Cloud", "headquartered outside EU".
2. What is the decision maker's actual title (not the role)?
"Head of marketing" is a role. "Marketing Manager B2B Demand Gen at a Series B SaaS" is a title. Specificity matters because it changes your copy hooks.
3. What is the current alternative the prospect is using right now?
Every cold email pitches against an existing alternative (even "do nothing" is an alternative). If you do not know what they are doing today, your copy cannot displace it.
The other 47 questions cover infrastructure, list, copy, reply handling, and reporting. All in the PDF.