Winning Copywriting Formulas For Converting Emails

Emails can be a powerful tool to give the final push towards conversion. Learn about the copywriting formulas needed to write effective conversion emails.

Winning Copywriting Formulas For Converting Emails

Emails are among the most effective tools for giving that final nudge towards conversion. According to research, 59% of the respondents said converting emails influenced their purchase decisions. But crafting an email that works isn’t as simple as sitting down and typing away.

The key is to use proven copywriting formulas. Working with these formulas gives you a framework to build an effective email from the ground up. Plus, it’s easier to write emails when you have a reliable formula at your side - no more staring at a blank screen, wondering where even to begin!

In this article, we discuss the following:

  • What is a copywriting formula
  • Types of copywriting formulas like AIDA, storytelling, FAB, KISS, etc.

What Is A Copywriting Formula?

A copywriting formula is a set of guidelines that helps you create effective, persuasive copy that converts highly. It usually consists of four or five key elements: the headline, the body copy, the call-to-action, and often an additional element such as proof or social proof.

Email copywriting formulas aim to create a compelling narrative through email personalization that leads your audience to take the desired action—signing up for a newsletter, purchasing, or downloading an ebook.

11 Types Of Copywriting Formula

copywriting formulas

There are several copywriting formulas for different situations, but with one common goal: conversion. Learn the 11 copywriting formulas here and use whichever suits your needs best.


AIDA is a popular acronym in copywriting and stands for Attention, Interest, Desire, and Action. It’s a formula that helps guide your writing to create a compelling call to action.

Here is each step discussed in detail:

Attention: Your message needs to grab the reader’s attention. You can use a headline, an image, or simply a bold statement that stands out from the rest of your content.

Interest: Once you have the reader’s attention, you must engage them further and create interest in your offering. Stories, facts or testimonials effectively demonstrate the value of your product or service.

Desire: You should explain why readers need what you offer and emphasize why it is better than other options. Show them how this can help them or make their lives easier.

Action: Finally, you must create a strong call to action. Tell your readers what you want them to do, and ensure it is clear and easy to follow.

AIDA is an excellent tool for creating compelling copy that encourages people to act. Remember to be creative with it—don’t just stick to the basics.

The 4Cs

The 4Cs are must-have factors in all kinds of copies. These are:

Clarity: This is all about your word choice. The words you use in your copy should be clear. You should avoid jargon or overly complicated words that your target audience might not understand.

Conciseness: This is more about how you structure your sentences. Your copy should be as short and direct as possible without sacrificing important information.

Compelling: You want your copy to grab attention and hold it. Use persuasive words and compelling statements to engage your readers.

Calls-to-Action: Guiding your readers toward action is important to any copy. A call-to-action should be placed at the end of your copy, giving readers a clear direction on what to do next.

Each component is important in helping you create compelling content that will grab your readers' attention and drive them to take action.

Problem, Agitate, Solution (PAS)

The Problem, Agitate, Solution formula is the magic combination that ensures your emails are opened and read.

Start by identifying what issue your customers are dealing with, and make sure it’s something they can relate to. This is the “problem” part of the PAS formula. After they know their issue, you need to agitate it by connecting it to their pain points. Show them why they should be concerned about this problem and how it impacts their lives.

The last part of the formula is the solution. This is when you provide a way for your customers to solve their problems, which happens to be your product or service.


Storytelling helps create an emotional connection between you and your readers, which makes them more likely to take the desired action.

Creating a narrative arc is a great way to use storytelling in your emails. This involves introducing the reader to a protagonist, providing context and tension, and then ultimately resolving the problem presented at the beginning of the email.

When telling stories in emails, be sure to keep them relevant. Your story should directly relate to the desired action you want your readers to take. For example, if you’re promoting a new product launch, tell a story about how someone used that product and saw amazing results. Make sure to end your story with a CTA.

FAB: Features-Advantages-Benefits

FAB attractively presents your product or service, making it easier for customers to see the value of what you’re offering them. This formula works by focusing on three main points:

  • Features: Features should provide an accurate description of all that the customer would expect from your product.
  • Advantages: This could include things like cost savings, ease of use, or time-saving features.
  • Benefits: Benefits should focus on how the customer’s life will be improved by using it.

ACCA: Awareness-Comprehension-Conviction-Action

ACCA is a copywriting formula designed to maximize reader engagement and drive conversions. It stands for Awareness, Comprehension, Conviction, and Action.

The first step is Awareness. You need to capture your readers' attention and make them aware that they should take action. You can do this through a compelling headline, a relevant story, or an eye-catching visual.

The second step is Comprehension. Ensure that your message is easy to understand by using simple language and containing all the necessary information.

The third step is Conviction. You need to convince your readers that taking action is the right choice. Provide clear examples or data that validate your proposal and include customer testimonials or success stories.

Finally, Action. This is the step that drives conversions. Ensure your call-to-action stands out and is easy to follow. Also, provide multiple CTAs throughout the email so readers can decide how to act on your message.

The ACCA copywriting strategy works best for cold emails. Plenty of cold email marketing examples and cold email templates for B2B sales are available online to use as inspiration. With a bit of creativity and strategic planning, you can create powerful emails that engage your readers and drive conversions.

Keep It Simple, Stupid (KISS)

The concept of KISS is associated with the idea that most systems work best when they are kept simple. This is an important concept to remember when it comes to email copywriting.

It involves breaking down the message into its simplest possible form, using concise language, and avoiding unnecessary complexity. As a result, the message is more likely to resonate with your audience and be understood clearly.

To ensure your message is as effective as possible, make sure to:

  • Focus on one topic or idea per email.
  • Avoid using overly complex language or jargon that could confuse your reader.
  • Be sure to include a clear call to action in your email.
  • Limit your use of graphs, as this can overwhelm the reader.
  • Use bullets and lists to break up text and make it easier to read.

Key Takeaways

Writing a sales email that converts is not an easy task. You must identify the customer's needs and compel them to take action. Following these copywriting formulas designed specifically for conversion emails ensures that your email marketing efforts are effective and productive.

Remember these copywriting formulas when crafting your next conversion email:

  • AIDA stands for Action, Interest, Desire, and Action, which identifies the stages your customer goes through when considering a purchase.
  • The 4 Cs formula helps you craft a customer-centric email by focusing on clarity, conciseness, credibility, and call-to-action.
  • Storytelling is a unique form of copywriting that resonates emotionally with the readers and helps them connect with the message.
  • PAS focuses on Problem-Agitate-Solve, a way to stimulate customer interest and encourage them to take action.
  • FAB's formula is Features-Advantages-Benefits, which describes the product and outlines how it can help the customer.
  • ACCA stands for Awareness, Comprehension, Conviction, and Action, designed to engage readers and drive conversions.
  • KISS stands for Keep It Simple, Stupid, which is about keeping your message as concise and easy to understand as possible.

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