The role of storytelling in email marketing and how to do it effectively
Why storytelling is important in email marketing
Email marketing is all about forming connections with your subscribers. That connection can’t be achieved by just bombarding them with sales pitches. Storytelling allows you to connect with your subscribers on an emotional level, build trust, and establish a relationship that goes beyond your products or services.
How to effectively use storytelling in email marketing
1. Start with a killer subject line:
The subject line is what determines whether your email will be opened or sent straight to the trash. Make it catchy, intriguing, and promise something that will benefit the reader.
2. Identify your target audience:
Different audiences respond to different stories, so make a point of identifying your desired target market. Using slang, jargon, and idioms that your readers can relate to is a great way to form an instant connection.
3. Keep it concise and to the point:
No one wants to read a long and boring email. Keep your stories short, sweet, and easy to read.
4. Use visuals:
A picture is worth a thousand words. Adding relevant, high-quality visuals will help to keep your reader interested and paint a clearer picture of the story.
Examples of effective storytelling in email marketing
Birchbox is a beauty subscription box that sends monthly deliveries of personalized beauty samples. They send emails that tell a story about a particular product they’re promoting. For example, they’d send an email about a mascara that was tested and tried by dozens of happy customers.
AirBnB’s stories revolve around the experiences of its hosts and guests. They send out stories that showcase the adventures their customers had while staying in an AirBnB. This helps customers relate to AirBnB’s services on a more personal level.
Headspace is a meditation app that sends out stories that aim to motivate and inspire their subscribers. They send out stories about people who transformed their lives through meditation. Through storytelling, they’re able to build a sense of community and foster relationships with their subscribers.
We all love a good story. Storytelling in email marketing is an effective way of forming connections, building trust, and establishing a relationship with your subscribers. Remember to identify your audience, keep it short and sweet, and use great visuals that should attract your subscribers. Happy storytelling!