IERD Framework For Writing High-converting Email Copy

by | Mar 13, 2024 | Copywriting | 0 comments

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Sending out email after email and getting minimal response is frustrating, isn’t it?

Here’s a disgustingly disappointing stat:

Only 20% of marketing emails get opened. And from those, a mere fraction of clicks. And a bunch of sales, if you’re lucky.

That’s not only disappointing. It’s a missed opportunity.

On the other hand, we have clients who get results like:

Newsletter results

Here’s the hard truth:

Most emails fail because they’re not tailored. They’re generic, one-size-fits-all messages.

And guess what?

Your readers can easily tell.

Then, you’ll find a gooroo telling you to “just send more emails, bro”. (STFU)

It’s not about sending more emails. It’s about sending the right ones. The kind that speak directly to the reader’s needs, fears, and desires.

How do you craft such emails?

How do you craft emails that resonate, engage, and convert?

Use one of my time-tested frameworks.

⇢ The IERD framework

The reason why it works so well is because it’s based on logical progression and buying psychology.

Here’s how you can take advantage of it:

IERD or Identify-Emphasise-Resolve-Direct Framework

The framework is very simple.

You divide your email into four sections:

1) Identify: How can you identify with the reader’s needs or desires to build rapport?

2) Emphasise: In what ways can you emphasise the importance of these needs or desires being met?

3) Resolve: How does your product or service resolve these needs or fulfils these desires?

Even better if you can add some social proof about how others have done the same using your solution.

4) Direct: What direct action can you instruct the reader to take to achieve resolution?

For example, Ask for a click to the sales page or for a reply.

The best part?

You don’t have to use this to write just sales emails. You can use it to write persuasive newsletters as well.

Here’s an Example

I used the exact framework this email as well.

I just tweaked it a bit to make it a better fit for the newsletter.

Here’s what I mean:

IERD framework - identify
IERD framework - emphasise
IERD framework - resolve

I intentionally didn’t use the “Direct” part in the email. But you totally can.

But can you see how smoothly the structure just flows?

Now, It’s Your Turn

Go ahead and give this framework a try in your next email campaign.

Join The Email Fundamentals Newsletter for FREE. Learn how to write better emails with unique strategic frameworks and turn more email subscribers into paying customers. With only one power-packed email per week. Every Tuesday. 

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Rahul Choudhary

Rahul Choudhary

Founder, Beef Up Media

With almost 6 whole years of experience in the online marketing world & specialising in email marketing + funnels, I’ve seen most – the good, the bad, and the downright ugly.

My goal?

Try to share as much of my knowledge & experience as possible.

Don’t forget to connect with me on social media. ↓

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