AIDA Framework

Hey there, Tarun from Milkshake 🥤 

Today we’re talking about the AIDA Copywriting Framework.

This is one of those topics which is often talked about, but no one shows you the step-by-step process on how to use this when writing email copy.

We’ll be breaking this copywriting framework in great detail, as well as showing an example of a real ecommerce email using this formula.

This one’s gonna be a banger! 🔥

AIDA Framework

A copywriting framework is an essential method that assists copywriters in quickly organizing their ideas.

By following a set of step-by-step guidelines and templates, you can logically and systematically arrange your ideas to captivate your target audience.

As a result, you can create persuasive and practical content to achieve your objectives.

When it comes to crafting world-class copy for eCommerce emails, the AIDA framework stands out as the most used copywriting framework in the industry.

AIDA stands for Attention, Interest, Desire and Action.

This is particularly valuable because it helps guide subscribers through the email in a clear and compelling way.

By addressing each of these steps within a single email, ecommerce brands can effectively convert attention into revenue.

Let’s break each step down even further.

Attention:

First, you get the subscriber’s Attention.

This is your subject line/pre header text to capture their attention in their inbox.

That’s why good email subject lines are crucial.

• Urgency - “Hurry! Sale Ends In 2 Hours!”

• Relevance - “Last minute gifts for Christmas? We’ve got you.”

• Personalisation - “Tarun this sale is not going to last forever.”

• Curiosity - “Wanna see something special?”

Interest:

Next, you gain their interest with a killer introduction to your email.

You need to always answer the question in the reader’s mind of “Why should I read this email?”

You can generate interest by the following:

• Telling a story - “A trail shoe so comfortable, you’ll want to explore all day long… Built to master mixed terrains over long distances, it makes the perfect style for going from town to trail. And back again.” - ON Running
  

• Addressing a pain point - “Put your holiday shopping to bed early.” - Oura Ring
  

• Including Facts - “We donate 10% of all profits to children in need…”
  

• Using Humour - “Stuck for what to buy your friend/family/lover/second lover/local mime artist for Christmas? Let us say with absolute zero bias, that we’re the best possible Christmas present.” - SURREAL

Desire

Generate Desire for your product through the body of your email.

This could be your best selling products or a sale you’re running.

Show them other things they can buy that are similar to what they’ve already bought.

• Unique Selling Propositions (USPs) - “Here’s 4 reasons why our shoes are more comfortable than our competitors”

• Limited Time Offers - “For 2 days only! Spend $50 and get a free tote bag.”
  

• Brand Value - “Sleek storage for your chargers, cable, power banks, and more so you can pack your tech wherever you go.” - Belroy

Action

Lastly, prompt them to take an Action.

This is a literal call-to-action button. That’s it.

It’s a basic formula, but it works.

Now let’s show you a real life example of this being used in an ecommerce email.

SURREAL AIDA Framework

Email Example: https://drive.google.com/drive/folders/1ZuaeAELPQUd5a2ObusXTSM_IHnLu1CEg?usp=sharing

Subject Line: Better than a pony

Attention: The email subject line and banner headline immediately catches the readers attention by using curiosity and humour as it compares their product to a popular product such as a “Playstation”.

Interest: Once the customers attention has been captured and they have opened the email, the next task is to provide informative content that will spark their interest.

In this example, it’s done by addressing a pain point of the customer and incorporating humour. 

“Stuck for what to buy your friend/family/lover/second lover/local mime artist for Christmas? Let us say with absolute zero bias, that we’re the best possible Christmas present.”

Nailed it.

Desire: Once the audience’s attention is captured and their interest is sparked, an effective sales pitch is needed to tell the customer why they should buy.

In this example, they’ve listed out 5 reasons as to why you should purchase this.

Action: The best practice is to always have a clear call-to-action button. In this example they say “Give The Gift Of Breakfast”

There you have it. A perfect example of the AIDA framework being used in an ecommerce email.

Reply to this email if you have any questions around the AIDA Framework.

I’d be more than happy to help!

Tarun.

PS: If you’re an ecommerce brand making over 70K/month and need help with your email channel, book a call here.