Improve Your Email Open Rates: Master These 5 Proven Frameworks to improve Email Copywriting

Maggie sat at her desk staring blankly at the computer screen, struggling to write a compelling email to promote her new product.

She knew she had to capture the reader’s attention quickly, but she wasn’t sure where to start.

Email copywriting can be a daunting task. Like Maggie, it’s easy to struggle with the structure.

But with the right approach and a few key frameworks, you can drastically improve your results.

Here are five frameworks that can help you craft effective email copy that drives conversions and builds relationships with your customers.

Write Emails That Get Opened: Learn These 5 Proven Frameworks to Improve Email Copywriting

Features-Advantages-Benefits” Framework

The “FAB” framework is all about highlighting the features of your product or service and explaining how those features translate into advantages for your customer.

For example, if your product is a new type of toothbrush that has ultrasonic technology —

• The feature is the technology itself
• The advantage of the technology is that it can remove more plaque than a traditional toothbrush
• The benefit to the customer is that they will have healthier teeth and gums.

By highlighting the features, advantages, and benefits of your product, you are helping your customer understand how your product can improve their life.

“PASTOR” Framework

“PASTOR” addresses the pain points of your customer and presents your product or service as a solution.

PASTOR stands for Pain, Agitate, Solution, Transform, Offer, and Response.

• The first step is to identify the problem your customers are facing, such as difficulty losing weight.
• Next, you’ll want to agitate that problem by highlighting the negative consequences, like feeling self-conscious and having low self-esteem.
• Then, you’ll present your product or service as the solution, such as a weight loss program that helps people lose weight in a healthy and sustainable way. Finally, you’ll want to transcend the problem by highlighting the positive outcomes, such as feeling confident and attractive and achieving a healthier lifestyle.

“Before-After-Bridge” Framework

Before-After-Bridge shows the current situation your customers are facing and the world after they start using your product.

For example, if you’re selling a productivity app —

• You might start by describing the before: a chaotic and disorganized workday.
• Next, you’ll want to paint a picture of the after — a streamlined and efficient workday with more free time.
• Finally, you’ll want to bridge the gap by highlighting how your app can help make the transition from before to after.

“5 Objections” Framework

Your consumers may have multiple objections before they decide to purchase your product.

This framework is all about addressing and refuting common objections customers might have about why they don’t need your product.

For example, if you’re selling a subscription-based service, some common objections might include —

• “I don’t have the money”
• “I don’t have the time”
• “I don’t need it”
• “I can’t see the value” and
• “I don’t trust you.”

By anticipating these objections and refuting them in your email, you’ll be able to address any concerns the customer might have and increase the likelihood of them signing up.

“Four C’s” Framework

This framework is all about Clear, Concise, Compelling, and Credible copy for the customer.

Your email should be clear and easy to understand, concise to get to the point, compelling to persuade the customer, and credible to build trust.

For example, if you are writing an email for a mortgage loan company, you can use the Four C’s framework to make the email more effective.

• Clear: Explain the process of getting a mortgage loan in simple terms.
• Concise: Get to the point quickly and avoid unnecessary information.
• Compelling: Highlight the benefits of getting a mortgage loan with your company.
• Credible: Include customer testimonials and statistics to build trust.

Get More Opens, More Clicks: 41 Killer Email Headlines

Final Thoughts on Email Copywriting

Email copywriting is a tricky business.

You have to grab the attention of your readers in just a few seconds before they hit the delete button or mark your email as spam or just ignore the email.

But, with the right frameworks in place, you can drastically improve your email copywriting results.

This article was first published in Data Driven Investor

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