One of the main trends that stands out for Email Marketing in 2019 is Storytelling.
It is true that it is not a new technique, but, it has been gaining strength at a time when audiences seek greater personalization and emotional connection.
Stories that will stick in your head
Once upon a time. The favorite phrase of so many when young and innocent. How many of us would stay up for hours and hours listening to these stories, one after another, lighting the fire of our imaginations and creating a stronger bond with family. Today, as adults, we can also take advantage of the great potential that stories offer us to create a connection between subscribers and your company product or service which stands as the protagonist. This communication technique applied to Email Marketing allows you to reveal your products or services in an attractive and unique way and to ensure creating that lasting relationship with your subscribers.
It can be translated simply as "Tell stories" but, so that it can be well taken advantage of, it must be planned under a strategy where, even more than telling a simple story, you can connect with your audience’s emotions. This will enable you to turn this resource into the medium for transmitting the attributes, values and characteristics that make your product or service different from the rest, allowing you to introduce your audience to the more human side of your brand. If you don’t want your newsletter to be delete, you must learn to connect with your reader from the very first interaction.
By nature, we remember the good stories and are more likely to share them. You can imagine the potential that applying this technique to your emails can unlock, in attracting your readers, sharing with them the highlights of your product and the importance of your services and showing that subscriber how he can achieve the goals of his valuable brand.
Applying Storytelling
Before you start thinking about the story, you want to talk about your product, and you should start by setting a goal. Ask yourself this question: What do you want out of this? Once you have defined your objectives and given an answer to this question, you can begin to let yourself be steered by ideas and create the perfect story you want to arrive in your readers inbox. But wait just a bit so that, in addition to knowing your goals, you can consider the following:
- Understand your recipient: analyze their needs and behavior. Think about how your product can meet the needs of your reader. Data such as geographic location or click rate can guide you to discover the behavior of your subscribers.
- Deep knowledge of your product: although you surely have the best product on the market, it is important that you know how this can be useful for your client and how you can meet their needs. You can conduct a survey about your product or service to take your products to the ideal client.
- How you want to be perceived: always keep your subscriber in mind and ensure that they are the protagonist of your story, so you can best choose the values and feelings you want to convey . Your story can become your business card.
Storytelling in your email campaign.
By combining Storytelling with Email Marketing, as we have mentioned above, you are providing added value to your readers, and you receive them in a personalized way. The specificity offered by email is an important advantage to attract attention from your contact list.
Start from the title: create that first attention call so that your mail does not go unnoticed in the inbox. If the emotion you want to transmit is desire, you can start by awakening emotions by offering a title such as:
The moment you were waiting [Name of your client] has arrived ..
Use the theme and the title of the newsletter to launch that first emotional connection and have the reader choose to read your mail. Remember, it must be a phrase- brief, concise and direct, that you can personalize using the dynamic fields with the name and surname of your subscriber.
Develop the body of the newsletter: Here, you must maintain the attention you generated in the title. Try to improve the emotion you want to highlight in telling your story and your reader’s experience when they decide to subscribe. Always keep your online reputation in mind and highlight only what is real, do not create false expectations.
- You can do it through case studies, counting the satisfactory experiences of a client and showing how the product or service offered meets expectations.
- Another way is the "reason why", in this case, your story will detail the reasons why you make an offer or show a product. For example, if you offer a special discount for the summer season, explain why and the benefits you will give your subscriber.
- You can also convey the vision of your company, which allows you to show the values and objectives of your brand to the public. With this technique, you can transmit a message that captivates your audience and leaves them wanting to know more about what your brand offers. Consider your client and make them the protagonists of your stories.
- Do not forget the images: complete your message with images that convey the same emotions. Look for bright and motivating images that are high quality and focused.
- Add a call to action: you have already developed a good story for your product offer, now do not forget to accompany it with a button where you can redirect your subscriber to the purchase, the discount coupon or an educational document. Remember how important it is always to give something back.
It is important that your story transmits useful, concise and entertaining information, to make sure your reader makes it to the end. Applying Storytelling in an email marketing campaign will tell your subscribers that you always strive to take their needs in mind, to meet their demands and offer valuable content in an entertaining and enjoyable way.