Ashley Sue

Content Strategist

December 26, 2019

AIDA Model in Email Marketing

We have probably heard of this phrase before — “Content is king”.

Why is it so? More importantly, what makes good content, especially in emails? 

Great email content moves people emotionally, builds trust, and drives someone to convert. Whether your goal is to encourage engagement, create new leads and sales, or add value to your product, content continues to play a significant role in your business. 

Although the above may seem intimidating, it does not have to be. This is when the AIDA model comes in as a guide to help us write better email marketing content.

What is the AIDA model?

The acronym for AIDA stands for Attention, Interest, Desire, Action. The AIDA framework represents the stages in a customer journey. 

Attention is when someone notices your email in their inbox.

Interest is when someone begins to develop an interest in your offering and could likely become a potential customer.

Desire indicates the customer’s desire to know more and is in the consideration stage.

Action is when a customer converts and completes your marketing goal.

Ready to implement the AIDA model into your marketing emails? Take a look at the examples below.


According to Radicati Research Group, an average person receives 92 emails a day. Thus, how do you stand out from the rest? Here are some of the ways you can write an email subject title that is intriguing enough to attract your customer’s attention.


  1. Urgency“Hurry! 60 seconds more our till sales end!”
  2. Relevance“Last minute shopping? We got you.”
  3. Personalisation “Susan, this gift is not going to wait forever.”
  4. Curiosity“There are two ways to read a book. One is useless.”


Great! Now that you have gotten your customer’s attention and they have opened your email, your next task is to provide informative content that will spark their interest. You may start by:

  1. Telling a story“Wish them the best year yet. This Chinese New Year, surprise your loved ones with a gift that will inspire them to do more every day.” – Apple Products 
  2. Addressing a pain point “House cleaning can be stressful but it doesn’t have to be!”
  3. Using humour “We know you’re still trying to convince a friend to share their Netflix password because we are too.”
  4. Include facts“179 people affected after Malaria outbreak.”


You have gotten their attention and sparked their interest. Now comes the sales pitch to tell the customer why it should be you over anyone else. Could you offer any of the below?

  1. Unique Selling Propositions (USPs)“Order now and earn 3x more points and 2x free delivery!”
  2. Brand Value“Sleek storage for your chargers, cable, power banks, and more so you can pack your tech wherever you go.” -Bellroy
  3. Limited time offers“For 2 days only! Meet us at Pavilion Mall and get a free tote bag.”


This part is crucial because it determines if the deal is sealed. The best practice is to always have a clear call-to-action button. It acts as a ‘consent’ section where consumers agree to perform the intended action.

  1. For reservation“Reserve Now”
  2. For purchasing“Buy Now”
  3. For educating“Learn More

Bonus tip

The fun part is, you can implement the AIDA model in just one email banner. It does not need to be a lengthy email to sufficiently cover all of the AIDA model. Keep it short and sweet.

If you are interested in our Email Marketing services, we would be delighted for a chat. Drop us a note at [email protected].

Ashley Sue

Content Strategist

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