How to Write Better Email Outreach Templates with A.I.D.A
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How to Write Better Email Outreach Templates with A.I.D.A

♪ [music] ♪ Hi, everyone. I’m Caroline,
Director of Content Strategy at Siege Media, and today I’m going to
talk about how we use the AIDA content formula to write better outreach
emails. If you’ve ever done outreach, you probably already know that it’s a pretty
daunting task. We follow the AIDA content formula that allows us to write
emails at scale, and those scaled emails also allow us to get a 20% open rate or
better. It’s important to know that a lot of times with outreach, you’re emailing a
complete stranger, most likely out of the blue or a brand or piece of
content that they’ve never heard of. So it’s important to get your outreach
email right on the first shot so that, A, you have better open rate, but also just
an overall better brand awareness and response to you as a person and also your
company. So with that formula in place, I’m going to explain how we use all four
of those pillars to inform each step in our email outreach process.
So let’s dive in. First step is grabbing attention. Now, the
most obvious part of an email is the subject line. It’s the first thing that
your recipient is going to read and it’s going to set the tone for the rest of
their email if they decide to open it. So we use the grab attention pillar
to really inform this step in our copyrighting process. Oftentimes,
I find people sway too far to the attention-grabbing side of the spectrum
and focus on click-bait subject lines that add little to no value of what the content
actually is and just tries way too hard to get that click. You’ve probably seen
them all before in your email inbox. They can be vague, like quick question
for you or do you have a moment, or my absolute least favorite, quick
follow-up. Try to avoid these vague and inactionable attention-grabbing
subject lines because in all reality, they’re probably just going to go straight
to trash. Instead, what we like to do is follow a very simple content framework
that we’ve shared in past videos. It’s content type for a website
name: description of content. This focuses on a perfect balance of
personalization and brevity that will actually grab somebody’s attention.
It’s tempting to want to break the mold, add emojis, include exclamation points,
but in all reality, remember, you’re e-mailing a stranger who has never heard
from you before. It’s perfect to just get to the point in as few characters as
possible and really use a framework that will let your content stand out as opposed
to click-bait. After you grab attention, we’re onto the next pillar, which is
inspire interest. In email outreach, we typically do this by referencing
something a blogger has written about or a topic that they’re interested in,
in order to show a little personalization and authenticity that perhaps they’re
not familiar with receiving or reading about in their typical email outreach.
It’s important to inspire interest by getting excited about your pitch and
explaining to them why they should be excited too. In the end, if you’re
not excited about your content, then why would they be?
We do this by looking at somebody’s website or blog and tying what they’ve
written back to our piece of content. It shows an extra layer of sincerity and
authenticity that we’ve actually looked at their blog, read it, and understood
what they’re talking about. For example, let’s say you’re a health food company and
you’re trying to promote an infographic on ways to cook with coconut oil.
If you find out that a blogger is vegan or particularly passionate about
versatile uses of coconut oil, it’s important to tie that back in your
email, noting that you’ve read a recent post by them, or that you just understand
their outlook on health. This way, you’re not only creating an email that is
authentic and interesting for them to read, but you’re also naturally vetting
your process. In my experience, if you’re not able to generate that
interest by looking at their live blog content and tying it back to yours,
it’s probably not worth sending that email in the first place. So this is a good
method of not only crafting a good email, but also vetting your prospects along the
way. So after we’ve inspired interest, we’re on to the third pillar, which is
generate desire. While inspiring interest was all focused on personalizing your
sentences to talk about their content and their website, generating desire is
putting the focus now on your content and what you’re trying to pitch. Again,
in the end, you’re e-mailing a stranger about something they’ve never heard
of before, so if you can’t make it sound interesting, why would they
have any desire to want to see it? Oftentimes, what we’ll do is explain in
max two sentences, and this is really important to remember, max
two sentences, what is so special about this piece of content?
It could be maybe original photography that’s super high-end and will
look great on that person’s blog. Maybe it’s a cool calculator
interactive feature that hasn’t been done before in your industry.
Or maybe it’s a big data study with original findings. Whatever it is,
be sure to call out what truly makes that piece of content unique to generate that
desire and make them want to click on the link to view more. So you’ve now grabbed
someone’s attention, inspired interest, and generated desire. So
we’re now at the final step of this copywriting formula, which is call to
action. A lot of times what I find in call to action is that people will either be
way too vague or way too crowded in what call to action they choose. On the
vague side, a lot of people will respond with something like,
“Feel free to respond or welcome any feedback.” A lot of times, this is
putting pressure on the recipient to follow up with you and they’re probably
not going to want to because, again, you’re a stranger and they have no
idea really what to ask from you. On the opposite end of the spectrum,
a call to action that’s too crowded just includes too many methods of what you want
the user to do. This could be a sign off like please share, respond,
or post on your blog. Including too many call to actions is,
again, just going to confuse them and probably not motivate them to want to do
any of them. The perfect call to action is focused on a singular thing that you want
that blogger to do. A lot of times, we focus on just asking if they want
to share it on their blog post. Another quick tip is that if you’re
writing a call to action and the action you want to take is for them to post on
their blog and link back to your content, we don’t like using the phrase link back.
I find that it too often alludes to spammy SEO link-building and it’s just not a
natural way for people to speak in emails. So that’s how we use the AIDA
copywriting formula to improve our outreach emails and oftentimes
get a 20% or better open rate. Thanks so much for watching. Again,
I’m Caroline. Please leave a comment below with any feedback or questions.
We’d love to hear if you found this valuable. And don’t forget to like or
subscribe to get more alerts in the future on these videos. Have a good
one and happy outreach. ♪ [music] ♪

About Ralph Robinson

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2 thoughts on “How to Write Better Email Outreach Templates with A.I.D.A

  1. Thank you for super useful tips! If you're looking for the inspiration to write your own template with A.I.D.A, you can check out this collection of templates. –

  2. helpful and if possible to give more video about outreach guest post system.

    1 question have any video about link building mistakes??

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