Rules, Laws & Formulas: The Ultimate Framework for Writing Emails That Actually Convert

Great email marketing isn’t just putting words on a screen.

It’s psychology. It’s strategy.

It’s knowing how to spark curiosity, hold attention, and lead someone toward a click without them feeling pushed.

It’s part science, part art—and it’s very learnable when you have the right tools.

Whether you’re writing a welcome email, a product promo, or an automated flow, these are the rules, laws, and copy formulas I return to again and again.

Master these, and your emails won’t just get opened—they’ll get results.

The 7 Email Marketing Rules

These are my go-to principles for writing email copy that feels good, flows well, and actually works.

1. Sell what they want. Deliver what they need.

Lead with what they’re searching for—solve the problem they know they have. Then sneak in the solution they didn’t see coming.

2. Features inform. Stories captivate. Emotions convert.

You can talk specs all day, but people buy from feelings. Tell a story, paint a picture, stir something up.

3. Every email is a bridge—build it toward their needs, not just your offer.

Don’t just pitch. Connect the dots between where your reader is now and where your email can take them.

4. Great emails don’t push—they pull. Curiosity fuels clicks.

Tease, don’t tell. Hint, don’t overwhelm. The best CTAs feel like the reader’s idea.

5. Make your CTA feel like a reward, not a request.

“Buy now” is boring. “Get your exclusive deal” feels better. Give them a reason to feel excited to click.

6. People don’t read emails—they read what interests them.

It’s your job to be interesting. Lead with relevance, not with filler.

7. Speak to their desires, but address their doubts.

Desire creates momentum. Objection handling removes friction. You need both.

The 5 Laws of Email Marketing

These aren’t suggestions. These are non-negotiables. Ignore them at your own (inbox) peril.

1. Tell emotional stories.

You don’t need to write a novel. But you do need to make people feel something—fast.

2. Write like a human talks.

No one’s impressed by corporate jargon. Your email should sound like it came from a smart friend, not a committee.

3. Write to a person, not to a list.

Forget “audience.” Visualize one ideal reader and write directly to them.

4. Spend 80% of your effort on what’s above the fold.

If the top of your email doesn’t grab attention, the rest doesn’t matter. Subject line, preview text, headline—that’s your first impression.

5. Address objections clearly, and in the right order.

If your reader’s asking “But what if…” and you haven’t answered it, your conversion rate’s already sinking.

6 Copy Formulas I Actually Use

Copywriting formulas get a bad rep. But the good ones? Total game-changers. These are the six I reach for the most:

1. AIDA – Attention, Interest, Desire, Action

This is the classic. Perfect for promos, launches, or any email where you're moving someone toward a conversion.

2. PAS – Problem, Agitate, Solution

Start with a pain point. Twist the knife. Then offer relief. Great for waking up a sleepy list.

3. SLAP – Stop, Look, Act, Purchase

Pulls in attention fast. Think short and punchy: strong hook → quick context → action.

4. 4Cs – Clear, Concise, Compelling, Credible

Excellent for informational or lead-nurturing emails. Bonus: it forces you to cut the fluff.

5. ACC – Awareness, Comprehension, Conversion

Great for new subscribers. Educates and builds trust before selling.

6. FAB – Features, Advantages, Benefits

Good for product emails. Just make sure you lead with the benefit—that’s what your reader actually cares about.

Final Thoughts

Email marketing isn’t magic—it’s momentum!

And when you understand how to guide attention, shape emotion, and build trust, that’s when the magic starts to happen.

If you’re tired of guessing what to say or sending emails that get ignored, use these frameworks to start fresh—and watch what happens.

Need help putting it into action? You know where to find me. 💌