Marketers are constantly searching for different approaches to captivate, retain and convert the interest of their customers. The typical strategy is to pinpoint their customers' problems, hit them with their product's best attributes and then try to persuade them to buy it through promotions and offers.
Well, to bring leads into your marketing funnel, this strategy will work just fine. However, you need to establish relationships if you want them to make that first purchase and ultimately turn into loyal customers. This is where the art of storytelling is useful.
In this article, we will look at how you can use storytelling in your email marketing strategies to motivate and persuade your customers to take action while building meaningful relationships with them.
Let’s get started.
What is storytelling?
The art of storytelling involves using concepts or facts to teach customers and establish an emotional bond between the brand and the customers. It attempts to trigger an emotional reaction from customers and push them to perform a particular action. Some stories are based on actual events, while others are made up to help convey a commercial message.
Marketers can create memorable content and advertising that connects with their customer base by using storytelling.
Apart from being well-received by customers who are by this point weary of push sales tactics that are overly forceful and repetitive, storytelling can work well for:
- Indirectly and subtly improving user engagement
- Promoting conversions
- Boosting brand value
- Enhancing brand reputation
Why is storytelling important?
When you use stories to communicate your company's values and goals, you can highlight characteristics that can set your brand apart from the competition. In addition, your customers will have a better understanding of the market you are targeting and the issues your product or service helps to resolve when you talk about the history and experience of your brand.
How to use storytelling
The best part about email marketing storytelling is that it can be used in practically any campaign type, from transactional emails to promotional ones and, of course, nurturing ones.
Telling a story is more than just retelling the history of a brand or a product. The process uses certain components and procedures.
Before discussing the different storytelling techniques used in email marketing, let's clarify the three elements that make up a successful story:
- Characters: Every story needs a main character who the audience can relate to. This main character in email marketing could be your product, your business, or a significant individual who helped shape it. For instance: Who founded the business? Who gave you the idea for the business? How did the concept for your goods or service come about? By whom was the logo made?
- The hero’s journey: Once you've decided on a main character, draw readers in and help them connect with your story by sharing your own experience. For instance: Why did you start the business? What challenges did you encounter? What lessons did this experience teach you? What mistakes did you make?
- Resolution: Make sure your story gives your characters and conflict the proper context, and end it with a clear call to action for your readers to take. What, for instance, will readers gain by using your products and services?
Now let’s look at the techniques you can use to adapt the story to your email.
When introducing new subscribers to your newsletter, use origin stories. Subscribers learn about the company's history via this kind of story. Details about the company's founding, the factors that motivated the founder to launch the company, accomplishments made along the way, etc. may be included.
Stories about "Why?"
If you intend to introduce a special deal, support it with a story outlining the rationale for doing so. You can link it to the anniversary of your business, a special day or any other news event to highlight your benefits.
During product launches, you may also use stories. Share stories about the things that motivated you to develop the products. Explain what makes your items special. Use case studies and user-generated content to provide a story on the experience customers can expect to gain from using your product or service. This will increase the impact of your story.
Engage your audience with a story instead of attempting to sell anything by showcasing what your organisation is like outside of advertising and marketing. For this reason, a little break from your email marketing routine would be made by an interview with your CEO, team members or other brand-related individuals.
By including success stories in your emails, you can illustrate the advantages of doing business with your company.
Instead of simply describing your service or product to your customers, use stories to provide a narrative about how your product functions in real life. Use the stories to demonstrate how and in what circumstances your customers used your products to solve a problem.
Success stories should not be confused with email testimonials, as they are not the same thing.
Testimonials are often brief statements made by clients outlining how your products or service has benefited them. Success stories, on the other hand, are independent pieces of content that walk your readers through the experience of a past client.
Behind the scenes stories
Create emails in this style to explain how your company's workflow is set up or how the products are manufactured. You can also share some content that showcases how your team works and has fun together.
Your brand has the opportunity to establish a personal connection with your audience by sharing behind the scenes content. Also, it improves the approachability and relatability of your brand.
Including stories in your nonprofit's emails can be a highly effective way to inspire donations. A compelling story entices readers to develop sincere emotional connections with the individuals impacted by the issue the nonprofit is attempting to address.
There are two ways to use storytelling in milestone emails.
First of all, it could be a turning point that shows how far your brand has progressed. If your brand has one million members, for instance, you might describe the challenges it overcame to get there.
Second, a milestone might have been reached by your consumer as a result of their engagement with your brand. Use stories to emphasize and cherish these moments as customers experience different phases of their relationship with your business.
In conclusion, your email marketing campaigns will perform much better if you include storytelling in your content. You can engage your subscribers in a way that conventional emails cannot by telling engaging stories.
Using stories in your emails will make them stand out, gain the audience's trust and encourage them to take the required action. The secret is to make sure that your stories stand out in the subscriber's inbox.
We hope this article has helped you to gain understanding of the benefits of using storytelling in your email marketing campaigns. Which of these storytelling techniques intrigued you the most? Let us know in the comments below.