You could say that email is the star tool a business can use to communicate with its customers and potential customers to build trust, authority, closeness or reputation (among other things).
We can use it to send information and content, announce promotions and news, run sales campaigns, launches…
However, it isn’t always easy to face a blank page and start writing content that is structured and persuasive, and that gets the reader to end up clicking on our links.
This has a direct impact on email conversion. And if we’re talking about campaigns that involve large sums of money, the consequences are even more significant when it comes to return on investment.
That’s why, in this article, I’m going to share email templates based on two techniques that will help you write good copy for your launches and email marketing campaigns in general.
We’re talking about the AIDA and Gain, Logic, Fear techniques. From now on, they’ll be two great allies for your business!
· How to apply the AIDA technique to your emails
The email sequence we create based on this technique should include at least one email for each of the stages. Here’s a quick review of the theory:
Attention or awareness stage:
The first thing in a sales campaign or launch is to capture the audience’s attention. So the first email must be persuasive enough to build anticipation.
Interest or research stage:
In the next email, we’ll talk about the audience’s pain point. This way, they’ll feel identified and understand that we’re able to offer them a practical solution.
Desire or decision stage:
After sparking interest, it’s time to evoke desire in your audience. There will be nothing they want more than to solve the problem they have. So it’s time to talk about the benefits of your offer.
Action or purchase stage:
Once the audience’s emotions are running high, it’s time to take action: ask for more information, request a meeting, fill out a form or simply buy.
And now that we’ve covered the basics of this technique, let’s move on to the templates!
· Templates for writing your email copy (AIDA)
These templates will help you increase the conversion rate of your email marketing campaign or launch. You can use them as a guide, but remember that you’ll need to adapt them to your business, your tone of voice, your goals…
Personalization will always help you sound different, stand out from your competitors and be recognized for the true essence of your brand.
With that said, here are the templates:
Stage 1 template – Attention
As I was saying, the first step must be to capture the user’s attention. Here are some formulas to achieve it:
- Sparking curiosity with an attractive email subject line.
- Sharing surprising facts.
- Getting creative and using striking metaphors.
- Using a hook at the end of the email so the reader opens the next one.
- Starting a story and revealing the ending in the next email.
Here’s a template:
Hi [name],
Yesterday I heard something that left me speechless.
[shocking news]
I can’t believe something like this is happening.
Despite all the warnings/recommendations to prevent it, the worst predictions are coming true.
[Add the arguments from the news story]
That’s the reality.
Just as real as what is about to happen to you if you don’t do something to put an end to [reader’s situation].
We must be aware that dangers are always there. Waiting for us to let our guard down to strike. And it’s up to us to stop them.
If we had acted in time, [news] wouldn’t have happened.
And if you act now, you’ll avoid [consequences of not solving the reader’s situation]. In fact, I know a way you could solve this situation.
But before I tell you what it is, I’d like you to see this [valuable content]. It will help you understand why this is happening to you.
Best,
[Signature]
P.S. Remember that in the next email I’ll tell you about the solution.
Stage 2 template – Interest
If you chose to add a final hook in the previous email, as in the template I’ve shared with you, the user will be waiting to receive this second email.
Now our mission is to spark interest so they don’t drop out of the sequence. To do that:
- Touch on their pain points while respecting certain limits.
- Let them know you understand the situation they’re going through.
- Empathize or show cases of other people in similar situations.
- Tell them about your solution.
You can use this template:
Hi [name],
If [situation that worries the reader] worries you, pay attention to what I have to tell you.
A few months ago, [customer’s name] got in touch with me. When they did, their situation was as follows:
[Bulleted list describing the reader’s problems]
At that point, they couldn’t see any kind of solution. In fact, they had tried so many options that they had barely any hope left. But they decided to keep trying and give [name of your product or service] a try.
I have to confess that they weren’t very convinced. But they went for it, and X weeks later they called me.
Do you want to know what they told me?
[Testimonial with a bulleted list of results after trying the product or service]
If you want to achieve the same as [customer’s name], click here and let’s talk / get [name of your offer].
Best,
[Signature]
P.S. In the next email I’ll tell you how [customer’s name]‘s life has changed.
Stage 3 template – Desire
Before writing this email, you should ask yourself: “Why does your customer want to achieve the results you’ve described?”. The answer will give you the argument for this email.
Let me show you with a template:
Hi [name],
When [customer’s name] achieved [result to highlight], not only did their [pain point] improve, but so did their life in many ways.
[Add bullet points with achievements that came from the results of your product or service]
See? There’s light at the end of the tunnel, because when you take action, the magic happens.
Although, as I always say, it isn’t a matter of magic. To make something happen, you have to take risks, put in the effort, make decisions, step out of your comfort zone…
Now you have two options:
● Do nothing and carry on as before with [customer’s problem].
● Do as [customer’s name] did and achieve [result and resulting achievement to highlight].
And there’s one more option: keep passively looking for information about [customer’s problem] without taking action, and lie to yourself.
Think about it, and if you want [main benefit], click here and let’s talk / get [name of your offer].
Best,
[Signature]
Stage 4 template – Action
In this fourth and final email, your goal should be for the reader to take action. If you’ve applied the formula well, they’ll be about to do so. They need one more push, and we can give it to them with:
- A promotion that expires in 24 hours.
- A limited number of spots that are about to fill up.
- A cart closing.
- Limited availability in your schedule.
Here’s your template to guide you:
Hi [name],
Do you have any questions about [name of your offer]? If so, I’d like you to reply to this email and tell me what it is.
I’ll get back to you as soon as possible. But there’s one thing. Send me your questions now.
Don’t leave it for later, because my schedule is about to fill up, and when that happens I won’t be able to take on any more clients for another 6 months.
[If it’s a promotion or a cart closing, say that time is about to run out]
To be exact, I have 2 spots left.
If you’re interested, click here and let’s talk / get [name of your offer] before it’s too late.
Best,
[Signature]
· How to apply the Gain, Logic, Fear technique to your emails
This sequence will contain 3 emails, one for each stage. And, along with the previous one, it’s one of the sequences that generates the most conversions. It focuses on building trust, appealing to the consumer’s logic and creating scarcity.
Let’s look at what each one involves:
‘Gain’ email:
The goal of this email is to earn your audience’s trust. It’s the first stone you need to lay to build a relationship with someone you want to become a customer.
‘Logic’ email:
If the previous step wasn’t enough, you’ll need to appeal to logic so that person decides to buy your offer. You’ll need to give them compelling arguments.
‘Fear’ email:
And, as a last resort, create a sense of scarcity. It’s the email that converts the most. The possibility of missing out on a great opportunity pushes the user to take immediate action.
Let’s see how to apply this to your emails with the following templates!
· Templates for writing your email copy (GLF)
As I said before, remember that you need to adapt each template to your business, tone of voice, ideal customer… Use them as a guide and a source of inspiration. As you gain experience, you’ll see new ideas come up to put into practice!
Template for the ‘Gain’ email
This is the first email in the sequence, and its goal is for the user to buy our offer while we build trust and tell them about the benefits it will bring them. This can be done as follows:
- Sending valuable content (video, article, podcast…).
- Sending a replay of a live session.
- Offering a free consultation.
- Giving away product samples.
Here’s the template:
Hi [name],
A few days ago you requested [valuable free content] from my website, and I’d like to know if you’ve had a chance to watch / listen to / try it.
I’m asking because, if you want [result the user wants to achieve], it’s a good idea to have done so.
Here’s the direct link to the [valuable free content] again: URL
This is the first step to go from [starting situation] to [desired situation they want to reach].
It may seem complicated. But with [name of your offer] you’ll be able to [offer’s promise] without needing to [main objections].
You’ll also get:
[Bulleted list of your offer’s benefits]
CTA: I want to buy / access [name of your offer]
This product / service includes:
[Bulleted list of features, items and bonuses included in your offer]
If you need more information, click here.
I should warn you that this offer won’t be available forever. So think about it and make a decision soon.
Best,
[Signature]
Template for the ‘Logic’ email
Now it’s logic’s turn. In the second email of the sequence, you need to appeal to common sense and show the reader arguments that justify the purchase decision. This can be done through:
- Statistical data.
- Charts from reliable sources.
- Testimonials from other customers.
Let’s look at the template to use:
Hi [name],
What did you think of my [valuable free content]?
Now that you know the steps to follow / how [your product or service] works, I hope you continue with the transformation process and finally achieve [user’s goal].
If you need help, remember that you can take a step further and apply my methodology / get my one-on-one help / purchase the full version of product X.
CTA: Yes, I need it >>
However, I’d like to know why you haven’t taken the step yet.
Do you have any questions? Can I ask you why?
Maybe you’ve already tried other similar products / services and didn’t get results, but you should know that [name of the offer] is much more.
It’s designed so that [your offer’s promise]. And that’s because:
[List of arguments that justify the promise]
CTA: I want more information about [name of the offer]
That said, if you have any questions, send them to me.
I look forward to hearing from you.
Best,
[Signature]
Template for the ‘Fear’ email
Finally, you’ll need to trigger fear. Fear of missing out on an opportunity like the one you’re presenting. This is done through scarcity:
- Limited spots.
- Last units in stock.
- Lack of availability.
To create this email, use this template:
Hi [name],
I’m dropping by your inbox quickly to let you know that the offer to purchase / book / take part in [name of your offer] is about to run out.
I’d love to help you [promise].
With this product / service, it will be much easier for you to [desired results]
CTA: I want to buy / book / take part in [name of your offer]
I hope you make the best decision for you.
Best,
[Signature]
These templates are based on online sales and persuasive writing techniques.
The formulas I’ve shared with you are the ones with the best conversions, both in one-off promotional campaigns and in launches.
You can use them if you sell physical products, info products or services. That said, measure, analyze and optimize, because once you implement them, you’ll need to keep adjusting them to what your audience needs to get better results. Don’t settle!
If you want to keep improving your copy, here’s what copywriting is, and in 5 copywriting tricks to build trust (and sell) with your emails you’ll find more resources to apply these templates.
