Formula #1: AIDA – The Attention-Grabbing Formula

We all know the importance of standing out. With thousands of emails landing in your subscribers’ inboxes daily, grabbing their attention is half the battle. That’s where AIDA comes in. It stands for:

1. Attention

2. Interest

3. Desire

4. Action

Here’s how it works:

1. Attention: Your subject line is everything. You have a split second to grab attention before your subscriber moves on. Make it compelling, relevant, and intriguing. Whether it's a special offer, a time-limited deal, or an exciting new product, your subject line is the hook that gets them to open your email. 

Example: “Unlock the Secret to All-Day Energy!”

2. Interest: Once you’ve got their attention, you need to keep it. This is where the opening lines of your email come in. You’ve caught their eye, now keep them interested by explaining how your products or services solve a problem or fulfil a need. Highlight the benefits, not just the features. 

Example: “Our energy-boosting supplement uses all-natural ingredients like ginseng and vitamin B12 to help you stay sharp and energised throughout the day.”

3. Desire: Now that they're intrigued, it’s time to make them want it. You do this by tapping into their emotions, showing them how your product will make their life better. Whether it's the satisfaction of a problem solved or the prestige of owning something exclusive, you need to create a feeling of desire. 

Example: “Imagine never reaching for that afternoon coffee again. Instead, feel naturally alert and focused without the caffeine jitters.”

4. Action: Finally, you want them to act. This is where you tell them exactly what to do—whether it’s buying now, signing up for a discount, or clicking a link to learn more. Make it clear, easy, and compelling. You’ve built the desire; now, give them the nudge they need to convert. 

Example: “Ready to re-energise your life? Order now and save 15% on your first bottle. Don’t miss out!”

Formula #2: PAS – The Problem-Solution Formula

The PAS formula focuses on addressing a problem your audience is facing and offering your product as the solution. It's simple but incredibly effective. PAS stands for:

1. Problem

2. Agitate

3. Solution

Here’s how PAS works:

1. Problem: Start by identifying a clear pain point or frustration your audience is facing. Whether it’s persistent skin issues, the struggle of losing weight, or the never-ending rush of daily tasks, making this relatable shows your brand understands their needs.

Example: “Ever find yourself sitting at your desk all day, battling that nagging lower back pain?”

2. Agitate: Now, don’t just state the problem—agitate it. Highlight the consequences of leaving the problem unsolved. This isn’t about scaring them; it’s about making the problem feel real and urgent. 

Example: “No matter how many times you shift in your seat, the pain won’t go away—leaving you distracted, uncomfortable, and unable to focus on the tasks at hand.”

3. Solution: Finally, offer your product as the solution. This is the moment to show how your product can make their life easier, better, or more enjoyable. 

Example: “Our ergonomic chair cushion is crafted to target key pressure points, providing relief and ensuring all-day comfort—so you can stay focused, pain-free, and productive.”

Why These Formulas Work for E-Commerce Emails

Now that you know the AIDA and PAS formulas, let’s talk about why they’re so effective for e-commerce emails.

They Keep Your Emails Focused

These formulas give your email structure, ensuring you cover all the necessary points—attention, interest, desire, and action. It helps keep your messaging clear and impactful.

They Tap into Psychology

Both AIDA and PAS are rooted in psychological principles. AIDA grabs attention, stirs curiosity, and pushes your subscriber to take action. PAS taps into their pain and provides relief—something everyone is looking for.

They Lead to Higher Conversions

When you craft emails that resonate emotionally and address a need or desire, your subscribers are more likely to take action. Whether you’re pushing for a sale or encouraging engagement, these formulas provide a roadmap to a successful email.

Tips for Using AIDA and PAS

• Test and Optimise: While these formulas give you a solid foundation, the key to success is constant optimisation. A/B test subject lines, CTAs, and email copy to see what resonates best with your audience.

• Personalise Your Emails: Use segmentation and dynamic content to personalise your emails based on past purchases or browsing behaviour. This makes the AIDA and PAS formulas even more powerful by making your emails feel relevant to each subscriber.

• Be Clear with Your CTA: Don’t leave room for confusion—your CTA should be clear and actionable. Whether it's “Shop Now” or “Claim Your Discount,” make sure it’s easy for subscribers to follow through.

Ready to Send Emails That Convert?

If you want to take your e-commerce copywriting to the next level and start seeing real conversions, you don’t have to do it alone. At House of Email, we specialise in creating high-converting, personality-driven emails that connect with your audience.

Whether you're just starting out, or looking to refine your strategy, we’re here to help you turn your emails into sales. Let’s chat and see how we can help.