The article introduces the AIDA copywriting formula (Attention, Interest, Desire, Action) and explains how to use it to write persuasive emails. The AIDA formula represents the natural progression of engaging a prospect from catching their attention to motivating them to take action. The formula is a century-old approach that remains relevant in modern email marketing.
Key points about using the AIDA formula in email marketing:
- Attention: The initial step is to catch subscribers’ attention through attention-grabbing sender names and compelling subject lines. The sender name should be personalized or feature special characters, while the subject line should use trigger words, personalization, and connect with readers’ issues or events.
- Interest: Subscribers’ interest needs to be sustained after grabbing their attention. This is achieved through subject lines and introductory paragraphs that talk about relevant problems, tell stories, or make bold promises.
- Desire: Building a strong desire for the offer is crucial to overcoming reader apathy. Features and benefits, emotional appeals, social proof, scarcity, and proof elements are methods to create this desire.
- Action: The article concludes with the “action” step, where the call to action (CTA) is emphasized. Effective CTAs include lowering the cost of clicking, strategic placement, using graphic elements to emphasize buttons, and having multiple CTAs throughout the email.
The article encourages writers to follow the AIDA formula to lead readers through a persuasive email-writing process, increasing the chances of success.