AIDA Framework for Email

Attention: The subject line hints at an exciting offer— an invitation to a “super-secret beta test”— that definitely caught my eye and got a click. Interest: The first paragraph makes it clear what’s being offered (a first look into a major site update) and why it’s relevant to me as a valued Vimeo user. Desire: Vimeo doubles down on the exclusivity of this offer (“being the first to see this new thing”) and emphasizes that they truly value my opinion. Action: A simple, brightly-colored CTA button shows me exactly where to go if I want to sign up for the test.