In the fast-growing world of marketing, the need for personalization has become one of the most crucial elements that determine a brand’s success.
Email marketing, in this case, has become a force to be reckoned with when it comes to delivering personalized messages.
Planning an email marketing strategy requires ideas that will promote both your brand values and a good email marketing automation platform.
However, one question remains: how can you communicate these amazing ideas to your audience and improve your customer lifecycle marketing?
The answer is through the art of storytelling.
What is Storytelling?
Storytelling in marketing can be defined as a process that gives brands and products life and personality.
Falling under the broader term of emotional branding, storytelling can shape a simple product into something that customers can relate to since storytelling is not about the brand but the experience.
By looking at the effects storytelling has on humans, it’s no wonder why some of the biggest brands out there employ it to pass their core values and make their products unforgettable.
One of the most popular forms is visual storytelling, which communicates specific messages with the use of pictures and text.
Why are Storytelling Emails Trending in 2020?
In the past few years, several types of stories have found their way into email marketing.
Since emails are one of the most efficient ways to inform your audience about new products and offers, your campaigns will make your brand more memorable than your competitors.
As marketing evolves, getting your audience to convert will sometimes feel like an impossible task.
However, the one thing that never changes is the way emotion influences people to take action.
As you know, brands have numerous smaller or bigger competitors to deal with when they promote their products.
What differentiates their product from similar ones, though, is the emotional approach.
Brands that adopt story-driven emails are more likely to increase conversions and make their company’s memorable and unique.
1. Origin story
Telling your subscribers your origin story will not only humanize your brand but also show the first steps you took to success.
Origin stories are the perfect way to inspire your audience and show them what drove you to create your brand and your products.
Such stories will show your values and morals. So, the more authentic and sincere they are, the better they will differentiate your brand from your competitors.
To ace your origin story, you should make sure that you highlight your vision and the steps you took to create your business.
Adding visuals like a photo of your employees will also increase the impact of your origin story and make it more relatable.
2. Interactive Story
Interactive stories can give your audience a new way to explore the messages you made for them.
Stories with engaging elements will be a lot more entertaining than simple text and pictures.
Consequently, your audience will interact with them more and have extra time to digest your message.
Just keep in mind that when something is entertaining and innovative, your subscribers will remember and share it with their peers more easily.
3. DIY Story
Do-It-Yourself or DIY stories give your subscribers new ways to create something themselves.
Emails with DIY stories will give your subscribers a break from your promotional content and offers.
So, to create the perfect DIY story, you need to make your campaign all about your subscribers.
Sharing tips and ways to make something instead of buying it will excite your audience and get them inspired.
4. Celebration story
When you come up with discounts or special offers, you should add stunning visuals and creative copy to make it appealing and less sales-y.
However, is copy and visuals enough to get your subscribers to click on your offers?
If you want to make sure that your audience clicks on your CTA every single time, then you need to include storytelling as well.
Through clever storytelling, you’ll show your subscribers why you are giving them special discounts and give purpose to a promotional email that many will overlook.
For instance, She She Shoes, a shoe brand, sent an email campaign to celebrate their four years in the business.
For the brand’s subscribers, though, it was a way to support their favorite company on its special day.
After all, this same brand kept sending them birthday offers on their birthday during those four years, so now it’s time for its audience to give something back.
5. Personality-Infused Story
Enriching your stories with personality can boost engagement and deliver something unique that will resonate with your audience.
Since your subscribers need to feel that you aren’t just a company making business, sharing a piece of your mind will help you be more honest and authentic.
According to Jonathan Laberge, “saying the truth and setting the message in a clear fashion is a simple way to make sure your marketing will help your clientele and make sure they are happy doing business with you.”
Internet entrepreneur Ash Ambirge, for instance, shares pieces of her mind with her subscribers that, despite the lack of professional language, manages to grab their attention.
6. Emotional Story
Emotion plays a significant role in the success of your story and the conversion of your audience.
As we said before, compelling stories should be able to stimulate the brain and make your email campaigns and brand memorable.
Emails that employ psychological triggers, usually about crucial issues, rely on emotion to boost CTR and achieve their goal.
WWF is a prime example of an organization that uses emotion to raise awareness about endangered animals.
By using emotional language and visual elements, WWF not only makes its stories unique, but it also promotes the urgency of taking action.
Storytelling has become a force to be reckoned with when it comes to creating compelling emails that will benefit your business or organization.
Knowing which stories to tell, though, will differentiate your brand from your competitors and create a familiar ground for your customers to invest their time and money.
So, if you want to succeed faster, turn storytelling into an integral part of your email marketing and, in no time, you’ll see your business thrive.
Marilia Dimitriou is a Creative Writer working for email marketing software Moosend. Her passion for writing has made her find new ways to combine the art of Creative Writing with SEO Copywriting. When she’s not writing articles, you’ll find her enthusing over marketing tech and automation.