Email Formula: Proven Cold Email Structures That Convert

In today’s digital marketplace, sending cold emails is a key strategy for sales professionals, marketers, and entrepreneurs. But not all cold emails are effective. The most successful ones follow a strategic framework—commonly referred to as an email formula.

Email formulas provide a repeatable structure to craft persuasive, clear, and actionable messages. Whether you’re nurturing leads, connecting with decision-makers, or booking discovery calls, using the right formula makes your outreach faster, easier, and significantly more effective.

This guide explores 15+ winning email formulas, step-by-step instructions to implement them, and expert tips to help your cold emails land, get opened, and earn replies.

AIDA (Attention, Interest, Desire, Action) – Personalize and Guide the Reader

AIDA is one of the most time-tested frameworks for copywriting and email marketing.

• Attention: Hook the reader with a subject line or opening sentence that resonates.

• Interest: Present a problem or relatable situation that aligns with their goals or pain points.

• Desire: Introduce your solution and show how it benefits the recipient.

• Action: End with a clear, direct call to action (CTA).

Example:
“Noticed your team just scaled—struggling with onboarding?”
“Here’s how similar companies automated 60% of training with our platform.”
“Want to see how it works?”

Use AIDA when you want to lead the reader through a thought process that moves from awareness to action.

BBB (Brief, Blunt, Basic) – Get to the Point

Perfect for executives or busy professionals, the BBB email formula is direct and results-oriented.

• Brief: Get to the message without long introductions.

• Blunt: Clearly state the purpose of your email.

• Basic: Use simple language without jargon or fluff.

Example:
“Saw your job posting. I help companies like yours reduce hiring time by 30%. Can we talk Wednesday?”

This format works best for transactional or cold outreach where your offer is clear and compelling.

BAB (Before, After, Bridge) – Tell a Transformation Story

Use the BAB formula to help your recipient visualize success.

• Before: Describe a challenge or status quo.

• After: Paint a picture of the ideal outcome.

• Bridge: Show how your product or service gets them there.

Example:
“Before using us, most teams spend weeks sourcing leads. After? Just 15 minutes a day. Want to see how we bridge that gap?”

It’s a story in three sentences, and it’s highly persuasive.

PAS (Problem, Agitate, Solve) – Dig Deep into Pain

PAS uses emotional tension to draw attention and offer a compelling resolution.

• Problem: Identify a pain point.

• Agitate: Expand on the frustration it causes.

• Solve: Offer your solution as a relief.

Example:
“Tired of sending cold emails that never get opened? It’s not your fault—most are missing one key trigger. Let me show you how to fix that.”

This works exceptionally well in B2B contexts where pain points are quantifiable and urgent.

QVC (Question, Value, Call-to-Action) – Spark Curiosity

Designed to engage from the very first line, QVC uses a targeted question to start a conversation.

• Question: Ask something relevant to the recipient’s business or challenge.

• Value: Offer a unique insight, resource, or case study.

• CTA: Prompt a small action, like a reply or short meeting.

Example:
“How are you currently onboarding remote hires? I created a short resource comparing tools and templates. Want me to send it?”

This formula is excellent for soft-selling.

PPP (Praise, Picture, Push) – Build Rapport and Offer Help

The PPP formula is a great way to humanize your email.

• Praise: Open with a sincere compliment.

• Picture: Describe how your offer aligns with their goals.

• Push: Ask for a low-commitment next step.

Example:
“Loved your recent article on scaling remote teams. It made me think—you’re probably juggling multiple tools right now. Mind if I share one that combines them?”

This formula is especially effective for networking, thought leaders, or influencer outreach.

SCH (Star, Chain, Hook) – Structure Your Email Like a Story

Ideal for longer cold emails, SCH builds narrative momentum.

• Star: Introduce a relatable hero or client.

• Chain: Outline the sequence of struggles or discoveries.

• Hook: Deliver the result and your pitch.

Example:
“Last month, a fintech founder told me onboarding was costing them $3,000 per hire. We identified one bottleneck, streamlined it, and cut costs by 40%. Think we could do something similar for you?”

This format is perfect when you want to showcase real-world success.

SSS (Star, Story, Solution) – Build Trust Through Narrative

The SSS model is another storytelling approach with a slight variation.

• Star: Present the main character.

• Story: Outline their problem and process.

• Solution: Reveal the outcome and tie it to your service.

This structure is especially good when your product solves nuanced or technical problems.

BYAF (But You Are Free) – Increase Conversions Through Choice

BYAF is a behavioral psychology tactic proven to double response rates.

After your CTA, include a phrase like:
“…but feel free to say no,” or
“…if now’s not the right time, I completely understand.”

This creates psychological comfort and lowers resistance, making it easier for the reader to say yes.

RDM (Reader’s Digest Model) – Be Simple and Specific

Inspired by the writing style of Reader’s Digest, RDM focuses on:

• Short, snappy sentences

• Simple, everyday words

• Specific numbers and examples

Use this format when clarity is your top priority. Especially useful for technical or time-sensitive messages.

The “Make It Hurt Till It Converts” Approach

This method is aggressive and should be used carefully.

• Stack multiple pain points or costs.

• Add social proof or data to highlight urgency.

• Present a powerful, time-sensitive solution.

Be bold but respectful—this can drive results when the stakes are high.

The “Let’s Talk About You” Approach

Flip the script. Make the entire message about the recipient:

• Mention their achievements or current challenges.

• Ask insightful questions.

• Offer something tailored.

Avoid “I,” “me,” and “we” wherever possible. This approach is highly engaging for decision-makers.

The “Above and Beyond” Formula

Stand out by offering something valuable before you ask for anything.

• Share a template, insight, or mini-audit.

• Add unexpected value.

• Build trust, then follow up with a pitch.

This approach shows goodwill and establishes you as a helpful expert.

The “Manager FWD” Cold Email Template

This one mimics a forwarded message from a higher-up, like:

“Forwarding this for your review. Looks interesting—worth looking into?”

It feels internal and prioritized. Use ethically, and make sure the rest of the message matches the tone.

ACCA (Awareness, Comprehension, Conviction, Action)

A psychological framework often used in education and complex sales:

• Awareness: Describe the problem or introduce your service.

• Comprehension: Explain how it works.

• Conviction: Use testimonials or stats.

• Action: Encourage a reply or short meeting.

This works best for new solutions or when educating a market.

Crafting a Cold Email Template That Gets Responses

To maximize your results, combine the right formula with solid structure:

1. Dwell on Pain Points

Lead with a problem they care about. Be specific and use industry language.

2. Write a Short, Clear Introduction

Introduce yourself in one sentence, then move directly to the reason you’re writing.

3. Offer a Value Proposition

Explain what you do and why it matters to them in clear terms.

4. Add a Polished Signature

Include name, title, company, LinkedIn, and other contact options.

5. Write an Engaging Subject Line

Use curiosity, personalization, or relevance to get clicks.

6. Check Formatting

Break up large paragraphs, use white space, and optimize for mobile readers.

7 Expert Tips to Get Your Cold Email Read

1. Send emails midweek (Tuesday–Thursday) in the morning.

2. Use first names and relevant references.

3. Keep the CTA low-commitment (e.g., “Worth a quick chat?”).

4. Follow up at least 2–3 times.

5. Avoid attachments in first contact.

6. Don’t use spammy words like “free,” “buy,” or “urgent.”

7. Keep your tone human—not robotic or overly formal.

Conclusion

Email formulas simplify the process of writing persuasive, personalized, and high-converting cold emails. By choosing the right framework for your audience and combining it with best practices, you’ll improve open rates, engagement, and response rates.

Don’t guess—test multiple formulas like AIDA, PAS, or BAB. Track results. Tweak based on feedback. Over time, you’ll build a winning outreach playbook that generates leads, books meetings, and drives business growth.

Frequently Asked Questions (FAQs)