Writing Good Email with the AIDA Principle

Writing good email is crucial to the game of email marketing.

While you may receive a good response from an email to your grandma, trying to sell a product through a computer screen can be a frustrating process if you don’t know how to structure your email.

Fortunately, email marketing is both an art and a science! While your artistic creativity will be the driving force and face of your email marketing campaign, the science, statistics and data supporting it will be the engine that churns out the results – and with SharpSpring Mail +, that engine is a V8!

This blog will give you the science of writing and monitoring good email content to get your readers clicking, converting and cheering!

AIDA in Email

AIDA is pretty much marketing 101 – it’s a simple, proven principle that be applied to almost any product or service to encourage higher engagement and revenue growth.

Why does it sound like an unfortunate girl’s name you ask? Well, AIDA stands for four phases a marketing pitch must go through to generate sales: Attention Interest Desire Action!

A for Attention  

Before you can ask for a reader’s money, you have to ask for their attention first – or better yet, grab it!

If you’ve earned a good, clean mailing list you already have good awareness because you have a list of clients who are interested in your product. Through email marketing, you should be able to keep that awareness alive and well, but be sure to constantly grow your mailing list to keep spreading the word.

Checking Up on Attention

To monitor attention, you’d look at your reports function and see how many of your subscribers unsubscribed from your mailing list. If your unsubscribe rate is at an unhealthy low (somewhere in the two digit range), you need to take a look at your mailing list and your email as a whole.

Perhaps you’re targeting the wrong target market? Maybe you’re sending too many emails at the wrong times? Take a look at your offers and check if they’re still relevant and enticing on a consistent basis.

I for Interest

Contrary to popular belief, attention and interest are not the same thing. School kids often pay attention but no interest – that’s why textbooks are sold to parents!

If a reader is interested in your email, they’ll open your email and read what you have to offer. Generating interest deals with your subject line, when you send your email and how your marketing email renders in their email clients.

Checking Up on Interest

Monitoring interest is as simple as checking your open rate with our detailed reports feature. If your open rate is low, you’re not generating enough interest with the limited time frame email marketing gives you.

To get higher open rates, focus on your subject line, snippet text and any rendering issues you may have. To check if your email is rendering correctly, be sure to use our advanced inbox preview function before you send your email. Reception of your subject line can be improved by AB testing two different email subject lines and seeing which one has the better results. 

D is for Desire

While interest deals with getting people to like the type of product or service you offer, desire deals with getting people to like your particular product or service above your competitors.

Here’s where your content shines! The only thing separating your product from the junk folder are a couple well written sentences.

The key for raising desire is to keep it brief. If your readers know they can read your newsletters in just a few minutes – you’ll have them hooked! Write as if you’d be making a speech: 5 words a sentence, and use repetition.

Checking Up on Desire

If people are interested and desire your product, they’ll click on your call to actions if your content did its job. Because of this, we recommend checking your Click Through Rate to monitor your desire output. Like the other ways of monitoring your email’s AIDA performance, your Click Through Rate can be accessed from your Reports function in your SharpSpring Mail + client.

To check how your new content is doing, you can use AB testing or heatmaps to see where consumers focused the most.

A for Action

The final A in AIDA stands for action, or in the case of email marketing, call to action!

If you’re not converting your customers into cash, you’re not using email marketing. You’re sweet talking!

When it comes to improving your conversion rate, you have to look at your landing pages, optimization of your website and if your promotions and offers are actually working as intended.

This means making sure your reader are aware of  how they can take advantage of your offers and checking up on if the the promotions are actually working by checking if your sales teams are gaining leads, your links are working and if you’re collecting phone numbers.  

The good news here is that if you’re monitoring and improving Attention, Interest and Desire, your Action performance should naturally follow.

Monitoring your action performance with regards to AIDA, is all about tracking your conversion rate from your click through rate (again our reports function can handle this). In addition to this, you can use SharpSpring Mail +’s personalization and segmentation tools to focus on specific targets for your email marketing campaign.


  • Author: maryka.burger

  • Maryka has worked across multiple industries ranging from hard news journalism to digital tech companies and advertising. She is an expert at building online presence, and offers a wealth of knowledge on digital marketing, social media and automation trends to agencies and digital start-ups.