Email Copywriting Formulas That Work

Ever stared at a blank email, the cursor blinking mockingly, and felt a wave of dread? You know the importance of email marketing, but crafting words that grab attention and drive action can feel like a herculean task. The truth is, you don’t need to be a born wordsmith to write emails that convert. The key lies in understanding and using proven email copywriting formulas. These aren’t just random templates, they’re frameworks built on psychology and tested by data to help you get results.

This article will take you through the best email copywriting formulas that can give you an edge, and explain how each works. By the time you finish this, you’ll have a collection of strategies you can use for different kinds of emails and get the kind of responses you want.

The AIDA Formula: Attention, Interest, Desire, Action

AIDA is a classic for a good reason, this email copywriting formula mirrors the natural progression of persuasion. It works by taking your reader on a journey through four main stages:

• Attention: First, you have to get their attention. This can be done with a catchy subject line, an intriguing opening line, or a surprising question. Think of this as the hook that reels them in and gets them to read further.
• Interest: Once you have their attention, you need to maintain it. This part is where you need to talk about what makes your email important. What’s the main thing you want to say? This part is where you make the reader aware of a problem or a need they may not have realized they had.
• Desire: Here’s where you move from just the facts. You have to start to make the reader want what you offer by showing them how it will make their life better. You do not just list features, but talk about the benefits in a way that resonates with them and address their core concerns.
• Action: Finally, you have to tell them what to do. This is your call to action, and it should be clear, direct, and easy to understand. It must be something that is easy to follow, and motivates the reader to take the next step.

Let’s look at a simple example. Say you’re promoting a new project management software:

• Attention: “Is your inbox a black hole for tasks?”
• Interest: “Project delays are a major pain. The average project sees a 20% time overrun, often due to poor communication and tracking.”
• Desire: “Imagine keeping all tasks, files, and conversations in one place. No more chasing emails, no more lost documents, just smooth sailing from project start to finish.”
• Action: “See how our software can save your time with a free trial.”

The AIDA framework works because it acknowledges the way humans process information. It goes from getting their attention to sparking their curiosity, then to making them want what you have and finally, telling them what to do. You can use it in various email campaigns, from product launches to promotional emails and everything in between.

The PAS Formula: Problem, Agitation, Solution

If you want an email copywriting formula with emotional depth, PAS is the answer. This is how it works:

• Problem: Here, you start by pointing out a pain point that your reader will recognize and relate to. This creates a sense of shared understanding.
• Agitation: This isn’t about making your reader feel bad. This part aims to intensify the emotion surrounding the problem. Make your reader feel how bad the situation really is. Highlight the consequences of not addressing it, and make the problem feel bigger.
• Solution: Once the reader is feeling the weight of the problem, you present your product or service as the answer. You must paint it as a way to resolve the problem and turn their negative feeling into hope.

Let’s make this formula more clear with a simple example. Say you’re selling a time management course:

• Problem: “Do you often feel like you’re working overtime, yet you’re still behind?”
• Agitation: “That feeling of constant overwhelm and lost weekends might hurt your work, relationships, and overall well-being. You’re not just missing deadlines, you’re missing life.”
• Solution: “Our time management course gives you the skills to take back your schedule. Learn to prioritize, focus, and make the most of every day. Let’s get you back on track.”

The PAS formula is quite effective because it taps into the way humans deal with challenges. By highlighting their pain and then offering a way out, you build a strong emotional connection with your audience. The formula is particularly good for emails about things that solve complex problems or change old ways.

The BAB Formula: Before, After, Bridge

The BAB formula is about painting a picture of transformation. It works like this:

• Before: You start by describing the situation of your reader before they have your product or service.
• After: Then, you paint a picture of their life after they use what you offer, showing them the desired transformation.
• Bridge: Finally, you make the connection, showing them how you can make the change happen.

Let’s imagine you’re promoting a fitness app:

• Before: “Picture this: You are out of breath from just going up the stairs and you have a hard time finding clothes that fit.”
• After: “Imagine waking up with more energy, feeling strong and capable, and seeing the number on the scale move down. You can finally keep up with your kids and your clothes fit.”
• Bridge: “Our fitness app provides all the tools you need to transform your health and your body. Start your free trial today and see the difference.”

BAB uses the power of contrast. By making the reader see where they are now compared to where they could be, you make your solution more appealing. This formula is great for showing the value of your product or service, and for convincing those on the fence.

The 4 P’s Formula: Picture, Promise, Prove, Push

The 4 P’s formula is a great way to make your message clear, convincing, and actionable. Here is how it works:

• Picture: Start by painting a picture of your reader, highlighting a situation they can relate to. It can be their challenge, their goal, or their ideal situation. This is a great way to show them you understand their world.
• Promise: Next, you introduce your product or service as the solution, clearly stating the key benefit they can expect. This isn’t about features, it’s about what that means to your reader.
• Prove: Then, back up your claims with facts, data, testimonials, or case studies. The goal here is to build trust.
• Push: Finish with a clear call to action, telling them what you want them to do next.

Say you’re selling a new online marketing training:

• Picture: “Are you spending countless hours posting content with no real returns? It’s frustrating when no one seems to care what you’re doing.”
• Promise: “Our online marketing training can teach you all the secrets to building a loyal audience and boost sales. Get your message out there with confidence.”
• Prove: “Our students see an average increase of 30% in website traffic and a 20% increase in sales within the first three months of using our strategies.”
• Push: “Enroll now and get our special early bird discount.”

The 4 P’s is quite powerful because it combines emotional appeal with rational facts. It’s great for things that need both persuasion and data to back up claims. This formula is particularly useful for high-value offers that need a strong case to convince the reader.

The Storytelling Formula: Connect With an Engaging Narrative

While not as structured as the other formulas, storytelling in your emails can be very impactful. This approach focuses on engaging your reader through a relatable narrative. This approach has many parts:

• Relatable Character: Start with a character who’s in the same situation as your audience or facing a problem they know about. Make it so that your readers can put themselves in their shoes.
• Challenge: Now, give this character a challenge. This will increase interest in the narrative. It also has to mirror the challenges your readers deal with every day.
• Solution: You then show how the character solved the challenge, usually by using the product or service you offer. Make the reader see the transformation.
• Transformation: Here, you have to show how the character is doing after using the solution you offer. Highlight the positive change they’ve experienced.
• Call to Action: Finish the email with a clear and direct call to action. Make it simple for the reader to follow the steps the character took.

Let’s look at an example, say you’re selling a language learning app:

• Relatable Character: “Meet Sarah, a busy professional, who always dreamed of traveling to Italy but was always worried about not speaking the language.”
• Challenge: “She felt awkward trying to order food and was not able to connect with locals. She decided to change things.”
• Solution: “Sarah discovered our language learning app, which was easy to use and she could study during her commute to work.”
• Transformation: “After just a few weeks, she was chatting with locals and she felt confident to explore and eat the real Italian food. Her dream had come true.”
• Call to Action: “Start learning your dream language today with a free 7-day trial.”

Storytelling humanizes your brand and makes your message more memorable. It’s a great way to build connection and make your offer seem personal. This formula is perfect for emails that aim to build engagement and trust.

The Feature-Advantage-Benefit Formula

This formula is a clear and straightforward way to highlight what’s unique about your product or service. This approach breaks your offer into three easy steps:

• Feature: Start by describing a feature of your product or service. This is just the factual information.
• Advantage: Explain what that feature can do. This is where you show how it performs, and how it compares to what’s available on the market.
• Benefit: Connect the advantage to a specific result that solves a problem for the reader. This part explains what it all means to them, and how it helps them achieve their goals.

Let’s look at an example, say you are selling a noise-canceling headphone:

• Feature: “Our headphones use advanced noise-canceling technology.”
• Advantage: “This technology can reduce up to 95% of ambient noise, allowing you to focus better.”
• Benefit: “You can work without distractions, making your work more productive, whether you are in a loud office, or a noisy train.”

This formula is most effective when you want to show the concrete value of your offer. You make a clear case, by pointing out the core features, what makes them useful, and what they actually do for the user. It’s particularly useful for technical products or services, where understanding the specifics is important for the user.

The Before-During-After Formula

The before-during-after formula focuses on the process of transformation that your product offers. This is how it is designed:

• Before: Begin by describing the reader’s current situation or challenge. This sets the stage for the change.
• During: Describe what it’s like to use your product or service to tackle the challenge. Show your readers the process.
• After: Paint a picture of the final outcome once your solution has been applied. This part highlights the benefits and transformation.

Let’s imagine you are promoting a diet plan:

• Before: “Struggling to keep up with your diet and exercise, and feeling discouraged when the scale doesn’t budge?”
• During: “Our diet plan provides a clear, step-by-step guide, tailored to your needs and preferences. You get support from our experts and a personal coach to help you along the way.”
• After: “Imagine the freedom to eat the foods you love, while losing weight. You are more confident, have more energy, and finally reach your goals.”

This formula works by walking your audience through the entire journey. It helps them see how the product can seamlessly change their experience from pain to pleasure. This framework is good for showing how your product or service works and how it simplifies things for your audience.

The Question-Based Formula

This approach uses questions to guide your reader. This is how this works:

• Open With a Question: Start your email with a question that your audience will relate to. This makes the reader think about their situation.
• Deepen the Pain: Then, pose questions that highlight the frustration around the initial problem. This step increases the reader’s awareness of their problem and makes it feel more immediate.
• Pose Your Solution: Introduce your offer as the answer to the questions you just raised, showing it as the key to resolving their pain.
• Call to Action: Finish with another question that motivates the reader to take the desired next step.

Let’s assume you sell a tool to boost productivity:

• Open With a Question: “Do you find your days full of work with no time for yourself?”
• Deepen the Pain: “Does all the chaos make you feel stressed and overwhelmed? Are you losing sleep due to all this pressure?”
• Pose Your Solution: “What if there was a way to manage your tasks with ease? Our productivity tool can help you get all your work done and still have time to enjoy life.”
• Call to Action: “Ready to get your free trial and see the difference for yourself?”

The question-based formula is effective in increasing engagement, because it makes the reader think, rather than just passively receiving information. It’s perfect for emails that aim to spark curiosity, and lead your audience to actively consider your offer as the answer to their need.

The Scarcity Formula

This approach uses the concept of scarcity to drive action. Here are its core parts:

• Scarcity Hook: Start by stating that your offer is limited, making your reader feel the urgency to act.
• Benefits: You must then talk about what makes the offer unique, and what benefits it provides.
• Consequences: Then highlight what might happen if the reader misses out. This is to make them feel that they need to act soon.
• Call to Action: Finish with a clear and urgent call to action, making the reader understand they need to act now, or risk missing out on your offer.

Let’s look at an example for a limited-time sale:

• Scarcity Hook: “Only 20 spots left in our marketing training program.”
• Benefits: “Our marketing training helps you learn proven techniques to grow your business. You will learn how to connect with customers and make more sales.”
• Consequences: “If you miss out, you will lose the chance to grow your business, and have the freedom you always dreamed of.”
• Call to Action: “Register today to claim your spot.”

Scarcity is a powerful psychological motivator. When people believe they may lose out, they tend to act quickly. This formula is best for emails about time-sensitive offers, limited promotions, or exclusive opportunities.

Best Practices for All Email Copywriting Formulas

While each email copywriting formula offers a unique framework, these best practices can enhance any email you craft:

• Keep It Simple: Always keep your language simple and easy to understand, avoid using complex words or long sentences.
• Focus on the Reader: Make sure your emails revolve around your audience. Focus on their needs, their problems, and their aspirations. Use “you” more than “we” or “I” in your writing.
• Craft a Compelling Subject Line: Make your subject line short, specific, and interesting. It is your first chance to get their attention, so make it worth it.
• Use a Clear Call to Action: Always tell your reader what to do next. Use strong action words and make sure the link or button is easy to find.
• Personalize Your Emails: Segment your email list and tailor your messages. Add their names, and use what you know about them to make the email more meaningful.
• Test Everything: A/B test your emails to see what subject lines, content, and calls to action get the best results. Use data to make better decisions.
• Be Mobile-Friendly: Most people read emails on their mobile phones. Make sure your emails look good on every device, and that it loads quickly.
• Follow a Schedule: Make a consistent email schedule, and stick with it, so you can stay top of mind with your audience.
• Make Sure You Have Consent: Always get consent before sending emails, this is how you can build trust and avoid spam complaints.
• Provide Value: Make sure every email provides value to your audience. Whether you are teaching them something, showing them a new way to solve a problem, or giving them something useful.
• Keep it Short: Always make your emails as short as possible. People have limited time, so respect that. Get straight to the point and don’t waste words.
• Use Active Voice: Always write using the active voice, which makes your emails more direct and easy to follow.

By using these formulas and following these best practices, you can take your email copywriting to the next level.

Which Email Copywriting Formula Should You Choose?

The right email copywriting formula depends on your specific goal and audience. Here’s a quick guide:

• AIDA: Best for general-purpose emails, product launches, and announcements. Its structured format works well when you need to guide the reader step-by-step.
• PAS: Good for emails that address a deep pain point. It’s ideal for problem-solving offers and making a connection.
• BAB: Ideal for showing transformation. Use it for before-and-after offers, courses, and coaching services.
• 4 P’s: It’s great for when you need to build trust and show results. It is best for emails where you want to show proof, testimonials, or case studies.
• Storytelling: Good for creating engagement and building connections. It is ideal for emails that aim to create a feeling, and make the reader feel something.
• Feature-Advantage-Benefit: Best for clear value proposition. Use it when you want to present the facts and show the reader what they will gain from using your offer.
• Before-During-After: Good for emails showing the whole journey of transformation. This is best for offers where the process is important.
• Question-Based: Ideal for getting engagement and sparking curiosity. Use it for emails that aim to make the reader think about their situation.
• Scarcity: Good for driving urgent action. It’s best for time-sensitive offers, limited spots, or deals that are about to expire.

Experiment with these formulas. You can combine elements of multiple formulas to create emails that match your brand and get the results you desire.

Start Writing Emails That Convert

Mastering email copywriting formulas can change how you communicate with your audience and significantly boost your results. These approaches aren’t about following strict templates; instead, they’re frameworks you can use to guide your message and connect with your audience in a meaningful way. From AIDA’s structured approach to storytelling’s emotional depth, each formula gives you a different tool to use to meet your goals. Now it’s time to use these strategies and put them to work.

The real magic happens when you use what you’ve learned and experiment with different styles. By using these techniques, and always focusing on the reader, you’ll be able to make your emails better than ever. Don’t just write emails, make emails that get responses, build connections, and drive success.