Definition
An email copywriting formula is a reusable template that guides the structure of an email message. These formulas help writers organise their thinking, ensure key persuasive elements are included and produce consistent results across campaigns.
Common formulas include PAS, which stands for Problem, Agitate, Solution; AIDA, which stands for Attention, Interest, Desire, Action; BAB, which is Before, After, Bridge; and the Four P's, which are Promise, Picture, Proof, Pitch. Each formula emphasises a different path to persuasion.
Formulas are not meant to replace creativity. They are scaffolding that helps writers move faster while covering the elements that persuade readers to act. A good formula matches the offer, audience and goal of the specific email.
Best Practices
- Choose a formula based on the email goal and audience awareness.
- Keep the formula loose enough to allow brand voice and personality.
- Lead with the reader's problem or desired outcome, not the product.
- Include proof, such as testimonials, data or results, before the call to action.
- Test the same formula across different segments to learn what works.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Above the Fold in Email
Above the fold in email refers to the content visible to a recipient before they scroll, a critical area for first impressions and primary calls to action.
Account-Based Marketing Email
An account-based marketing email is a highly targeted message sent to a specific organisation or decision-maker group as part of a focused B2B strategy.
AI-Generated Content in Email
AI-generated content in email is copy, images, code or subject lines produced by artificial intelligence tools to speed up campaign production and testing.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
Frequently Asked Questions
AIDA and PAS are the most widely used. AIDA works for many audiences, while PAS is especially effective for problem-aware readers.
Yes. Many effective emails combine elements from multiple formulas. Use the structure that best serves the message.
No. They provide a starting structure. The creativity comes from how you fill in the framework.
Yes. Even short emails benefit from a clear structure: hook, value, proof, call to action.
Match the formula to your audience's awareness and the action you want. For cold audiences, use PAS. For warm audiences, use AIDA or BAB.