There are no magic formulas to write emails that convert, but some rules can help.
It is a good rule to use correct grammar, write with fluid syntax and be as concise as possible. But one of the most useful rules for writing emails that convert is definitely not to try to reinvent the “wheel” with every single email.
Using proven frameworks that guide our thinking, our writing, and the user toward conversion has several advantages over always giving our creativity free rein.
Also, including writing emails that we know have a good conversion rate because the copy used has been tested thousands of times.
Why are frameworks important?
Frameworks help you to:
- Decrease the time taken to create the content;
- Decrease the cognitive effort expended to create the content;
- Increase or keep constant the effectiveness of your work;
- Structure your thinking or workflow and avoid scrolling through Tik Tok for 2 hours “looking for inspiration.”;
- Stay on brand.
Now that we have understood the usefulness of frameworks, here are three types that you will undoubtedly use to write emails that convert.
Framework #1 PPPP
Picture: create a picture that creates desire.
Promise: write the benefit or promise of the product.
Proof: insert proof of what you write.
Push: push to action.
Promise
This is your big claim. It’s how you get attention. It can take the form of a headline and/or the introductory copy of your piece.
Picture
This is where you paint a picture for the reader.
You use emotive language to get them to visualise how your product or service is going to change their life.
You don’t want any facts or figures (or other proof) here. Just straight out emotive language that will paint a picture of how things are going to be when they adopt your solution.
Proof
Next, we need to back up our promise and the picture we’ve painted using cold, hard facts.
This proof can take the form of testimonials, case studies, stats, figures, research results, product demonstrations, and other compelling data that appeals to the logical side of your prospect’s mind.
Push
Now you need a great offer.
It can’t just be some standard call to action saying “buy my stuff.” It has to be a really compelling reason for them to act now and take advantage of everything you’ve been saying up to now. You might also use this step to recap what you’ve already said earlier, reminding them of the outcome of taking action now.
Framework #2 PAS
Problem: evoke the problem.
Agitation: reinforce it.
Solution: offer the solution.
Copy Example:
For an imaginary holiday booking website
PROBLEM: Finding the perfect hotel that suits your needs can feel exhausting, especially when you’re on a budget!
AGITATE: Hunting down all your options, working out how far away the local hotspots are and reading reviews from other ‘guests’. Then, of course, there is the price.
And all within your lunch hour? Impossible!
SOLVE: Not impossible. Awesomehotels.com makes finding the best hotel deals quick and easy. We compare hundreds of travel sites for you so you get the best hotel deal available. And all faster than you can say “ham, cheese and pickle on rye”.
ADDED OUTCOME: In just a few clicks, you’ll have your ideal accommodation secured – at the best price – leaving you free to daydream about how to treat yourself with the money you just saved.
Framework #3 AIDA
Attention: you get it with a good headline.
Interest: arouse it through immediacy or by presenting captivating information.
Desire: tell about one or more product benefits.
Action: conclude with a clear CTA.
Copy Example:
For an imaginary Pizza Restaurant
ATTENTION: Craving some delicious pizza tonight?
INTEREST: We have the best pizza in town, and our Italian food is to die for. You won’t be disappointed with a meal from our restaurant.
DESIRE: Come by today and enjoy a pizza pie that will make your taste buds jump for joy. Our chefs use only the finest ingredients to create masterpieces you’ll love. Plus, we have an extensive wine list to complement any dish you order.
ACTION: Reserve a table at our restaurant now!
Conclusion
Copy frameworks are narrative structures that increase the conversion rate of your emails. Like any tool, we have to use them strategically, and we can modify them as needed.
In this article, we focused on the copy aspect, but as we know, emails also have a visual component that is not secondary.
In fact, there are many ways to tell the same thing, just as there are many ways to use the same framework.
Use these copy frameworks having in mind the strategy you are following, the journey of the segment you are sending it to, and your communication angle, and you will see you will be able to write emails that convert.
