How to write case study emails (with ease)

The Proof, Process, Playbook Formula

This week, I finally tried a newsletter format I’ve been curious about for months.

But what struck me the most was how effortless the whole process was.

Just 20 minutes from blank page to finished email.

(And I didn’t use AI at all for this first “rep.”)

The secret?

A simple framework called The Proof, Process, Playbook (PPP) Formula.

Let me show you how it works (and how you can leverage AI to write these emails even faster).

The Proof, Process, Playbook Formula

This framework is perfect for writing micro case study emails that you can use to nurture your newsletter subscribers… while also:

• Building trust

• Showcasing your expertise

• And even driving sales (or sales calls)

All at the same time.

Now, this formula is very simple - it has 3 main components:

• First, you want to share a result you were able to get either for yourself or for a client/customer (The Proof)

• Then, you want to briefly walk the reader through how you went about getting that result (The Process)

• Finally, you want to give the reader a quick checklist they can use to implement this for themselves (The Playbook)

The only nuance here is:

I personally like to lead with the “big result” in the introduction of the email (so I can quickly hook the reader in). Then, right after breaking down the Process, I share a more detailed breakdown of the Proof.

So in practice…

This is what the framework looks like:

• Share an overview of the result

• Share what you did to get the result

• Share a more detailed rundown of the result

• Share how the reader can do the same

• End with a PS and soft CTA

And just to drive the point home, here’s an example (this is the email I referenced at the beginning of this newsletter):

You can also read the full email here.

How To Write Engaging PPP Emails (In 4 Simple Steps)

Now, here’s how you can start using this format for yourself:

Step 1: Identify a cool result you recently generated for yourself or for a client/customer

Look for results that are:

• Specific and measurable (so you can show the receipts!)

• Relevant to what your audience wants to achieve

• Recent enough to feel current and applicable

• Impressive but still believable

Don’t have client results yet? Use your own.

Did you hit a personal milestone? Crack a difficult problem? Find a new tactic that worked?

It all counts.

And no, you don’t need a massive, million-dollar “result” to write an email like this.

Step 2: Gather all the supporting data/evidence

This is where most people get lazy.

But you don’t want to be like most people.

Instead, pull together:

• Before and after metrics

• Specific timeframes (how long did it take?)

• Actual numbers (revenue, conversions, percentages)

• Screenshots or proof (if applicable)

• Tools or resources used

The more specific your data, the more credible your story becomes.

Bonus point if you can somehow “show” some of the results (rather than just showing them).

Step 3: Write down the steps you followed to unlock this result

Think of this like reverse-engineering your success:

• What was the starting situation?

• What specific actions did you take (in order) and why?

• What obstacles came up?

• How did you overcome them?

Aim for 3-7 clear steps that someone could actually follow.

Be specific enough that people feel like they could do it themselves without sharing all the nuances that would go into actually putting this into practice (but would overwhelm them).

Step 4: Write your Proof, Process, Playbook email using all the raw materials you just gathered

Now it’s time to put it all together:

• Craft a subject line that includes your most impressive number

• Open with the big result (1-2 sentences max)

• Give brief context on the situation

• Walk through your process, step by step

• Share detailed results with all the juicy metrics

• Provide an actionable playbook readers can implement

• Close with a PS that offers more help (soft CTA)

Keep your paragraphs short and easy to ready.

Use bullets liberally.

Write like you’re explaining it to a friend over coffee.

The AI Prompt

Now, to make this process even easier for you, I’ve put together an AI prompt that will walk you through the entire process I just laid out, interview you so it can gather all the necessary context, AND then draft an email for you using the Proof, Process, Playbook formula.

Here’s how to use it:

• Copy the prompt below

• Fill in the INPUT section with your information

• Run it through your favorite AI tool

• Edit the output to add your personality