{"id":1472,"date":"2018-07-25T08:28:59","date_gmt":"2018-07-25T13:28:59","guid":{"rendered":"http:\/\/blog.kmbrian.com\/?p=1472"},"modified":"2020-11-24T12:51:16","modified_gmt":"2020-11-24T18:51:16","slug":"aida-model-sales-emails","status":"publish","type":"post","link":"http:\/\/kmbrian.com\/blog\/aida-model-sales-emails\/","title":{"rendered":"How to Use the AIDA Model in Sales Emails"},"content":{"rendered":"<p><a href=\"http:\/\/www.thebalancecareers.com\/get-to-know-and-use-aida-39273\">AIDA<\/a> stands for Attention, Interest, Desire and Action.<\/p>\n<p>It\u2019s a marketing model based on the stages consumers go through when making a purchasing decision.<\/p>\n<ul>\n<li>Attention &#8211; The consumer becomes aware of the product.<\/li>\n<li>Interest &#8211; They learn something about the product that piques their interest.<\/li>\n<li>Desire &#8211; They start to think seriously about buying that product.<\/li>\n<li>Action &#8211; They take action based on their desire &#8211; usually this entails making a purchase.<\/li>\n<\/ul>\n<p>However, AIDA isn\u2019t just used to describe the <a href=\"http:\/\/kmbrian.com\/blog\/sales-cycle-stages\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales cycle<\/a> &#8211; it\u2019s often repurposed as a copywriting formula &#8211; a formula that can be quite easily applied to sales emails.<\/p>\n<p>Here\u2019s how.<\/p>\n<div id=\"om-hmanctyhaufgvoffifjd-holder\"><\/div>\n<h2>Using AIDA in Sales Emails<\/h2>\n<p>Although the goal of an initial <a href=\"http:\/\/kmbrian.com\/blog\/sales-email-templates\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales email<\/a> is very rarely a sale, the four stages of AIDA can still be applied to copy designed to create interest, desire, and action &#8211; even if that action isn\u2019t to make a purchase then and there, but just to make a further inquiry.<\/p>\n<h3>Attention<\/h3>\n<p>The Radicati Research Group has reported that the average person receives <a href=\"http:\/\/www.radicati.com\/wp\/wp-content\/uploads\/2015\/02\/Email-Statistics-Report-2015-2019-Executive-Summary.pdf\">92 business emails a day<\/a>. The higher up someone is in their organization, the more they tend to receive.<\/p>\n<p>Needless to say, that means it\u2019s far from easy to stand out from the hundred-plus other emails most of us receive each day.<\/p>\n<p>As you might be able to guess, your email\u2019s subject line is key here. A good one will get your email opened, giving you the chance to generate interest and desire. A bad subject line renders the rest of your email irrelevant. It doesn\u2019t matter how interesting or engaging you are if your email doesn\u2019t get opened in the first place.<\/p>\n<p>So what does a good subject line sound like?<\/p>\n<p>A good subject line sounds like it\u2019s been written by a human. It doesn\u2019t sound automated; it doesn\u2019t try to trick recipients into opening the email (\u201cdo not open this email\u201d is a popular example of that tactic in action); and it doesn\u2019t set false expectations.<\/p>\n<p>While you can never be sure what someone will respond to best, subject lines that sound natural will work better on most prospects than subject lines that scream, \u201cThis is a sales email.\u201d<\/p>\n<p>Another point worth thinking about when writing subject lines is how they will appear in your recipients\u2019 inboxes.<\/p>\n<p>It would be near-impossible to write a subject line that renders as you\u2019d like it to on all devices, for all email providers. However, at the very least, you should be <a href=\"http:\/\/blog.hubspot.com\/sales\/subject-line-tester\">testing how your subject line will appear<\/a> in Gmail, on a typical desktop and mobile resolution.<\/p>\n<p>That\u2019s because only very short subject lines will display in full on a mobile device, while on desktop, recipients will see the full subject line, in addition to part or all of the first line of the email. Things like this are often overlooked but can have a big impact on open rates.<\/p>\n<p>Alongside all of this, you should be making sure to measure the effectiveness of the subject lines with a KPI. In this context, this would most likely be the open rate. Tools like <a href=\"http:\/\/kmbrian.com\/\">Mailshake<\/a> make it really easy to track open rates and <a href=\"http:\/\/kmbrian.com\/blog\/subject-line-ab-tests\/\">split test subject lines<\/a> so you can determine the language your target audience tends to respond to best.<\/p>\n<h3>Interest<img data-attachment-id=\"1499\" data-permalink=\"http:\/\/kmbrian.com\/blog\/aida-model-sales-emails\/mailshake-interest\/\" data-orig-file=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-interest.jpg?fit=350%2C350&amp;ssl=1\" data-orig-size=\"350,350\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"mailshake-interest\" data-image-description=\"\" data-medium-file=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-interest.jpg?fit=300%2C300&amp;ssl=1\" data-large-file=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-interest.jpg?fit=350%2C350&amp;ssl=1\" loading=\"lazy\" class=\" wp-image-1499 alignright\" src=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-interest.jpg?resize=199%2C199&#038;ssl=1\" alt=\"\" width=\"199\" height=\"199\" srcset=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-interest.jpg?w=350&amp;ssl=1 350w, http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-interest.jpg?resize=150%2C150&amp;ssl=1 150w, http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-interest.jpg?resize=300%2C300&amp;ssl=1 300w\" sizes=\"(max-width: 199px) 100vw, 199px\" data-recalc-dims=\"1\" \/><\/h3>\n<p>So you\u2019ve managed to capture a prospect\u2019s attention and enticed them to open your email. Your next task is to generate interest in what you have to say. You should be doing this in the first line of your email.<\/p>\n<p>You might do this by:<\/p>\n<ul>\n<li><a href=\"http:\/\/www.salesreadinessgroup.com\/storytelling-highly-effective-way-to-increase-your-sales\">Telling a (brief) story<\/a> that helps highlight why your recipient should be interested in what you\u2019re selling.<\/li>\n<li>Drawing attention to a known pain point of your target prospect (if you\u2019re sending a mass cold outreach campaign, you\u2019ll need to segment prospects in line with their likely pain points &#8211; for example, based on their industry or job title).<\/li>\n<li>Stating what you can help your prospects achieve &#8211; i.e. you can reduce the cost of x by x, help them get x more customers by x, or help them be x more efficient at x.<\/li>\n<\/ul>\n<h3>Desire<\/h3>\n<p>Now you\u2019ve got your prospect\u2019s attention and interest. They know enough to know that they want to learn more. The next step is to create desire for your product by demonstrating its value.<\/p>\n<p>There are many ways to do this, and you don\u2019t necessarily have to use just one. What you do have to bear in mind is that cold <a href=\"http:\/\/kmbrian.com\/blog\/sales-email-templates\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales emails<\/a> should always &#8211; without fail &#8211; be short. If you\u2019re going to try and create desire in more ways than one, you should be sure to make your point as succinctly as possible.<\/p>\n<p>This could include:<\/p>\n<ul>\n<li>\u201cHooking\u201d recipients in with your <a href=\"http:\/\/www.copyblogger.com\/usp\/\">USP<\/a>. If you have multiple USPs, you ought to be linking them to prospects\u2019 pain points, and segmenting your outreach lists accordingly.<\/li>\n<li>Briefly explaining how your product will help resolve one (or more) of their pain points. Again, you\u2019ll get more from this if you\u2019re segmenting your email list in line with a prospect\u2019s most likely pain points.<\/li>\n<li>Featuring a <a href=\"http:\/\/smallbiztrends.com\/2016\/06\/use-customer-testimonials.html\">short testimonial<\/a>.<\/li>\n<li>Mentioning a special price or extended free trial that you can offer the recipient.<\/li>\n<\/ul>\n<p>Regardless of how you choose to create desire, you should be measuring its effectiveness via response and click-through rates (include a link to more information to monitor the second one). Again, Mailshake can track this for you.<\/p>\n<h3>Action<img data-attachment-id=\"1500\" data-permalink=\"http:\/\/kmbrian.com\/blog\/aida-model-sales-emails\/mailshake-action\/\" data-orig-file=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-action.jpg?fit=380%2C350&amp;ssl=1\" data-orig-size=\"380,350\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"mailshake-action\" data-image-description=\"\" data-medium-file=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-action.jpg?fit=300%2C276&amp;ssl=1\" data-large-file=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-action.jpg?fit=380%2C350&amp;ssl=1\" loading=\"lazy\" class=\" wp-image-1500 alignright\" src=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-action.jpg?resize=192%2C177&#038;ssl=1\" alt=\"\" width=\"192\" height=\"177\" srcset=\"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-action.jpg?w=380&amp;ssl=1 380w, http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-action.jpg?resize=300%2C276&amp;ssl=1 300w\" sizes=\"(max-width: 192px) 100vw, 192px\" data-recalc-dims=\"1\" \/><\/h3>\n<p>If a prospect has made it this far, your final job is to get them to take action. To do this, you need to quickly explain to the reader what you want them to do next, articulating what that is with a <a href=\"http:\/\/kmbrian.com\/blog\/write-persuasive-email-cta\/\">clear, direct CTA<\/a>.<\/p>\n<p>The trick here is not to ask for too much of a commitment. While your sales email is based on the AIDA model, we\u2019re using it in a very different context here. Few &#8211; if any &#8211; prospects are going to make it through the full funnel based on this one email. The action you want to trigger is for the prospect to request more information or set up a time to talk &#8211; not for them to buy.<\/p>\n<p>This might mean asking if they\u2019re available for a 10-minute call, if they\u2019d like more information, or simply asking if the pain point you\u2019ve highlighted is something they want to resolve.<\/p>\n<p>In all cases, the easier you make replying, the better. If you\u2019re suggesting a call, state a date and time and ask if that works for them. If you\u2019re asking them if they\u2019d like more information, say that all they need to reply with is a \u201cyes.\u201d<\/p>\n<p>Whatever you choose to do, the key is to make it crystal-clear what you want, and make it as easy as possible for recipients to reply.<\/p>\n<p>You should also, of course, be tracking results. How you do this is up to you, but standard practice would be to track conversions and conversion rate.<\/p>\n<div id=\"om-hmanctyhaufgvoffifjd-holder\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>AIDA stands for Attention, Interest, Desire and Action. It\u2019s a marketing model based on the stages consumers go through when making a purchasing decision. Attention &#8211; The consumer becomes aware of the product. Interest &#8211; They learn something about the product that piques their interest. Desire &#8211; They start to think seriously about buying that &#8230;<\/p>\n","protected":false},"author":3,"featured_media":1498,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":""},"categories":[3],"tags":[],"jetpack_featured_media_url":"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/07\/mailshake-how-to-use-AIDA-header-02.jpg?fit=1138%2C493&ssl=1","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.5 - http:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\r\n<title>How to Use the AIDA Model in Sales Emails<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"http:\/\/kmbrian.com\/blog\/aida-model-sales-emails\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"How to Use the AIDA Model in Sales Emails\" \/>\r\n<meta property=\"og:description\" content=\"AIDA stands for Attention, Interest, Desire and Action. It\u2019s a marketing model based on the stages consumers go through when making a purchasing decision. Attention &#8211; The consumer becomes aware of the product. Interest &#8211; They learn something about the product that piques their interest. 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He has over 15 years of marketing experience and has led the digital marketing strategy for companies like Salesforce, Mint, Intuit and many other Fortune 500 caliber companies.\",\"sameAs\":[\"http:\/\/kmbrian.com\"]}]}<\/script>\r\n<!-- \/ Yoast SEO Premium plugin. -->","jetpack_sharing_enabled":true,"jetpack_shortlink":"http:\/\/wp.me\/p85zFH-nK","jetpack-related-posts":[{"id":5032,"url":"http:\/\/kmbrian.com\/blog\/email-sales-funnel\/","url_meta":{"origin":1472,"position":0},"title":"How to Build Your First Automated Email Sales Funnel","date":"06\/19\/2020","format":false,"excerpt":"If you are looking to build or grow your business online, there is a good chance you've heard of email sales funnels. After all, email is one of the most effective methods of communicating with nearly 4.1 billion users. What you might not know is what the heck an email\u2026","rel":"","context":"In &quot;cold email&quot;","img":{"alt_text":"","src":"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/06\/Automated-Email-Sales-Funnel.jpeg?fit=1138%2C493&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":1681,"url":"http:\/\/kmbrian.com\/blog\/sales-email-templates\/","url_meta":{"origin":1472,"position":1},"title":"17 Sales Email Templates + Examples & Best Practices","date":"06\/12\/2020","format":false,"excerpt":"Writing effective sales prospecting email templates takes serious practice. You\u2019ve got to be interesting enough to get recipients' attention, convincing enough to hold that attention long enough to get them to read your entire pitch, and thoughtful enough to come across like you have their best interests in mind. And\u2026","rel":"","context":"In &quot;cold email&quot;","img":{"alt_text":"","src":"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2018\/09\/7-Effective-Sales-Email-Templates-Header-2.jpg?fit=1138%2C493&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":1563,"url":"http:\/\/kmbrian.com\/blog\/cold-email-templates\/","url_meta":{"origin":1472,"position":2},"title":"15 Cold Email Templates To Generate More Leads","date":"03\/16\/2020","format":false,"excerpt":"It\u2019s no secret that templates can make you more efficient at sending cold email campaigns... with a caveat. Templates should be used as a starting point to help speed up the process of sending cold emails, but there\u2019s a balance to be struck between sending an entirely templated campaign (never\u2026","rel":"","context":"In &quot;cold email&quot;","img":{"alt_text":"","src":"http:\/\/i0.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2019\/03\/Cold-Email-Templates.jpg?fit=1138%2C493&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":6467,"url":"http:\/\/kmbrian.com\/blog\/sales-funnel\/","url_meta":{"origin":1472,"position":3},"title":"Everything You Need To Know About a Sales Funnel","date":"12\/10\/2020","format":false,"excerpt":"A recent survey found that 50% of sales reps avoid being pushy when approaching buyers, while 84% of buyers felt this wasn\u2019t the case. So, where\u2019s the disconnect? We\u2019d wager that a lot of sales organizations aren\u2019t utilizing a sales funnel. With a sales funnel, you\u2019re avoiding the pushiness by\u2026","rel":"","context":"In &quot;sales&quot;","img":{"alt_text":"Everything You Need to Know About a Sales Funnel","src":"http:\/\/i1.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/12\/Everything-You-Need-to-Know-About-a-Sales-Funnel.jpeg?fit=1138%2C493&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":6597,"url":"http:\/\/kmbrian.com\/blog\/sales-terminologies\/","url_meta":{"origin":1472,"position":4},"title":"Sales Terminology - The Ultimate List of Sales Terms","date":"12\/13\/2020","format":false,"excerpt":"Sales is a jargon-heavy and acronym-heavy, industry. Hearing your colleagues throw around terms like EBITDA, AIDA, and KPIs on your first few weeks in sales can be daunting \u2013 especially when you don\u2019t know what they mean. It\u2019s one thing to trip up in front of a colleague, but you\u2026","rel":"","context":"In &quot;sales&quot;","img":{"alt_text":"","src":"http:\/\/i1.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/12\/Sales-terminology-the-ultimate-list-of-sales-terms.jpeg?fit=1138%2C493&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":4567,"url":"http:\/\/kmbrian.com\/blog\/cold-email-pocket-guide\/","url_meta":{"origin":1472,"position":5},"title":"The Pocket Guide to Cold Email Outreach","date":"05\/21\/2020","format":false,"excerpt":"Our team at Mailshake has helped thousands of customers send millions of cold emails. We've also written extensively on the subject. We took all of our first-hand experience and distilled what we've learned down to fewer than 600 words. Still have some questions? Scroll down for sources that dive deeper\u2026","rel":"","context":"In &quot;sales&quot;","img":{"alt_text":"","src":"http:\/\/i2.wp.com\/kmbrian.com\/blog\/wp-content\/uploads\/2020\/05\/Screen-Shot-2020-05-21-at-12.52.51-PM.png?fit=1200%2C520&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/posts\/1472"}],"collection":[{"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/comments?post=1472"}],"version-history":[{"count":9,"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/posts\/1472\/revisions"}],"predecessor-version":[{"id":6116,"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/posts\/1472\/revisions\/6116"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/media\/1498"}],"wp:attachment":[{"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/media?parent=1472"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/categories?post=1472"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/kmbrian.com\/blog\/wp-json\/wp\/v2\/tags?post=1472"}],"curies":[{"name":"wp","href":"http:\/\/api.w.org\/{rel}","templated":true}]}}