AIDA – the key to compelling emailer campaigns

Business/Project Management

There’s an art to writing attention winning copy that will get people to click through to your website, blog or white paper. 


Following AIDA – Attention, Interest, Desire, Action –

is a tried and tested formula for marketing content of almost any type, and it works especially well for emailers and direct marketing.


Attention – you need a compelling headline.  However, making it too wild, in order to get clicks can be counter-productive.  Focus on a key benefit, or a key pain point for your readers.

Interest – develop the idea.  Explain your proposition with an example or third-party reference to give extra credibility.  Be sure to use the language of your audience – and avoid using industry jargon.

Desire – explain the benefits. Put yourself in your audience’s shoes and paint a picture that will inspire and lead to action.

Action – all important. How do they find out more – always provide a call to action, with your contact details.


Once your email campaign has been sent, use tracking and analytical tools to see who read your email, and then follow up any leads while interest is still there. 


 It sounds simple enough, but it’s easy to get distracted with the everyday job of running a busy marketing department.  


If you need a hand crafting compelling copy for your next campaign,  contact us on 01491 845553 or email
























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