Remember AIDA
There is a classic formula used by marketers called AIDA. Though it was initially implemented in print advertising it is just as valid for your email marketing campaigns.
Attention
Interest
Desire
Action
If you follow this formula in every email marketing campaign that you send, you will greatly increase your chances of success.
Attention – the first thing your ad needs to do is grab the reader’s attention. You achieve this with your headline.
Interest – once you’ve got their attention, you need to create an interest in your product or service.
Desire – There is a big difference between being interested in a product or service and desiring it. You need to convert the reader’s interest into a strong desire for what you are offering.
Action - Even if someone desires what you have, it is not enough until they take action. At the end of the ad you need a call to action. Tell people exactly what they need to do to follow through and make it easy for them to do so. This is where many people go wrong. Even if you have a good ad, you still need to tell people precisely what to do - how to take action.