I can safely say that Toby from The Game newsletter has, in fact, (drumroll please🥁) won the game of gaming newsletters.

The tactic 👇

• Toby placed a button at the bottom of his newsletter

• He then asks his audience to reply to his email and guess how many clicks that button will get

• If you guess it right, you get $$$. If not, the prize pool doubles for next week.

Why does it work?

This is genius because:

• It gives Toby what I guess is a very high click rate

• It gives a reason for the readers to come back next week, to either check if they won or to continue playing

🕵️‍♂️ How to Steal it?

Find an incentive for my audience (money, 1:1 consulting, a digital product) as the prize

• Find a "game" to play. For example:

  • Spot the differences

  • Be the first one to reply

  • Guess the clicks

  • A riddle

• Make it easy to play. It needs to be super low friction (for example, that you can participate with just one click)

• Build the loop. How can you get your audience to come back? Some ideas could be to give the answer or announce the winner in the upcoming week </aside>