Where once email boxes were limited and an email campaign for promotion sent in all likelihood was enough, the fact that so many people get and send so many emails each day, let alone that so many promotional gimmicks are sent to each inbox, necessitates a form of storytelling in email campaigns as the best way to connect. Storytelling fosters the ability for you to create an engaging message that results in connection, participation, and motivated response.
It makes you a more human brand while simultaneously making what you’re saying in email more relatable to the recipient. But without the success of proper placement in the inbox, the best stories will go unheard. Therefore, Warmy.io and companies like it set themselves apart from the rest; they provide an email warmup service to place your email where it needs to be to avoid spam boxes before it even takes off.
Why Storytelling Works in Email Marketing
Storytelling has been around since people have communicated, and where there are emotional engagement opportunities and interpersonal connections to be had. When storytelling is used for an email marketing campaign, the pitch for an otherwise boring campaign is transformed into a story that connects with the customer. It’s easier to remember a story than bullet points of offerings, advantages, and information.
Therefore, the more you can be remembered now, the better. For instance, don’t merely announce your product release – explain how your product came to be or was created, the challenges it took to get there, the challenges you face, and why. This not only presents the information but also the emotional investment that makes your email unique.
Techniques for Using Storytelling in Email Campaigns
The concept of story within email marketing extends beyond the story itself; it weaves it in via your brand and branding efforts versus consumer concerns. For example, a relatable character or origin point reigns these characters can be real (consumers and employees) or fabricated but should represent either what the audience desires to become or what they detest. For example, a gym could recount one client’s journey to reach a fitness goal with the gym’s equipment. Finally, create a conflict.
This builds tension in your narrative as an invested audience wants to know what happens next. For example, a company that sells vacations could pose a conundrum for consumers to figure out their ideal vacation getaway. Finally, be satisfied with a resolution that promotes your offering. It brings your narrative full circle and guarantees your audience/consumers walk away with valuable information from you for future application. An excellent call-to-action (CTA) lets them know what to do next – explore, purchase, whatever the case may be.
The Role of Deliverability in Storytelling Campaigns
No one will ever get to read your story no matter how good it is. When it comes to deliverability to the inbox and not the spam folder, email deliverability is critical. The easiest, guaranteed better deliverability? Use email warmup tools, for example, Warmy.io warms your domain slowly and surely over time to create an automatic, good-standing reputation with email servers that your future emails are less likely to be sent to spam.
Make sure your stories get read in the first place. This is critical for narrative campaigns that need attention span morsels over time and rely on recipient engagement to foster eventual loyalty. Liberating you to focus on your narrative, unconcerned that your emails won’t even get there.
Articles to Deepen Your Understanding of Storytelling in Emails
For those looking to explore the power of storytelling further, here are three insightful articles:
- “The Ultimate Guide to Storytelling in Marketing & Business” by HubSpot
- This article delves into why storytelling resonates with audiences and how it can be applied across marketing channels, including email.
- “How to Use Dynamic Content to Increase Email Engagement” by Campaign Monitor
- Campaign Monitor provides actionable tips for incorporating storytelling into email marketing, with examples of effective campaigns.
- “Emotional Marketing: The Power of Authentic Connections” by Mailchimp
- Mailchimp explores the psychology behind storytelling and how it can be used to create more impactful email campaigns.
These resources offer valuable perspectives and practical advice to help you harness the power of storytelling in your email marketing efforts.
Combining Storytelling with Deliverability for Maximum Impact
Conversion-driven email campaigns are only possible when you blend storytelling with deliverability. The better the story, the better the potential reader engagement and interest at opening and consuming your material; and email warmup tools will make sure it gets there. It’s a perfect storm for successful email campaign creation. For example, a brand situated here on Canva that wants to champion a specific purchasing experience and how the user effectively used it down the line can place such a call to action with the equity spared from Warmy.io to ensure it gets to their inboxes and not spam. It’s only from this type of story and recommendation for proper deliverability that successful email campaigns can be made.
Conclusion
Storytelling makes email marketing useful because it transforms the typical marketing experience into a special limited-time offer or once-in-a-lifetime opportunity. By the time it gets emailed, it’s already in the possession of the customer; all that’s left is to make that connection and explain the otherwise invisible narrative behind the product to have the audience in sync with your efforts in creating something they desire.
But stories only arrive where they need to go if there’s guaranteed deliverability for such narrative pursuits. Warmy.io provides everything you need to adjust your emails to ensure they’re delivered to where they should be. Your narratives will be read. The ability to story and optimal deliverability equals powerful email campaigns that will generate reaction. Use HubSpot, Campaign Monitor, and Mailchimp for even more email marketing story opportunities.
