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5 email copywriting formulas we A/B tested across 100 campaigns

copywriter_chrisEmail Copywriter

We tested 5 popular copywriting formulas across 100 email campaigns to see which performed best for email specifically.

The formulas tested

  1. PAS (Problem-Agitate-Solve): State the problem, amplify the pain, offer the solution
  2. AIDA (Attention-Interest-Desire-Action): Classic funnel progression
  3. BAB (Before-After-Bridge): Current state → desired state → how to get there
  4. 4Ps (Promise-Picture-Proof-Push): Make a promise, paint a picture, prove it, push to action
  5. The Story Formula: Personal anecdote leading to the point

Results

  • Best click-through rate: PAS (4.1% average CTR)
  • Best conversion rate: BAB (2.3% average conversion)
  • Best for long-form: Story Formula (highest read-through rate)
  • Most consistent: PAS — performed well across all email types

PAS works best for email because the medium is short. You have 3-5 seconds to hook the reader. Starting with their problem is the fastest way to establish relevance.

#copywriting#formulas#ab-testing
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4 Comments

copywriter_chrisEmail Copywriter

PAS winning makes sense for email. You have seconds to hook someone. Starting with their problem immediately creates relevance. AIDA is better for landing pages where you have more real estate.

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newsletter_nerdNewsletter Creator

The Story Formula works brilliantly for newsletters. My best-performing issues always start with a personal anecdote before getting to the point. It feels human in a sea of corporate email.

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growth_graceGrowth Marketer

BAB winning on conversions is interesting. The before/after contrast creates a clear mental picture of the outcome. People buy outcomes, not features.

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inbox_irisEmail Consultant

100 campaigns is a solid sample size. Did you control for audience segment and email type? A formula might work differently for promotional vs educational content.

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