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 andreina@pra-ltd.co.uk.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Other news you may be interested in

The latest selected blogs from our clients, and sometimes a thought leadership piece or comment from ourselves too.

In-house or out-source?

In-house or out-source?

That is the question.  Is it better to invest in your own in-house team, or get external specialist help?   The truthful answer is probably both, but budgets don’t always allow for that.  The benefits of having an internal resource for marketing is that they are...

read more
Timing is everything

Timing is everything

- when it comes to getting in the headlines.  No matter how great your news is, if a bigger story comes along you may be beaten off the front page. However, there is plenty that you can do to turn the tables in your favour. Timing your release really helps, here are a...

read more
Tone of Voice – one size doesn’t fit all

Tone of Voice – one size doesn’t fit all

Most organisations have usage guidelines to dictate how their logo is used, where it can appear on the page, what kind of images can be used, and what type of language to use. In a large organisation, where many different departments are communicating with the outside...

read more