We live in a society based on a universe full of stories, where emotional involvement and motivation come from the connection with the stories. People are attracted to stories . So, presenting a product by telling a story makes the product itself more attractive to the user.
No matter how good the product or service we offer is, without an denmark mobile phone number list explanation of it it means nothing. Associating a product with a story is an incredibly powerful technique since, by nature, we tend to remember good stories, and that makes it more likely that we will share them with someone.
Therefore, this technique can be used as an added value when creating the content of an email. Presenting a product in an email through a story can be a good way to show the product and humanize it in order to foster the connection with our users.
Although Storytelling can be seen as an old-fashioned technique, that is precisely what makes it so influential. Data convinces people, but stories inspire and motivate . How can we apply Storytelling to our Email Marketing? There are different ways to do it. The easiest and most practical way is through “Case studies stories” . That is, using as an example the satisfactory experience of one of our clients. In this way we can show what their experience with our product/service has been. Another technique to create Storytelling is “Reason why stories” , that is, the exposition of the reasons why an offer is made or a product is shown. Whether it is because it is Christmas, because it is the birthday of one of our clients or because it is the anniversary of our brand. A reason is given for our offer, and a story is explained as to why a certain promotion is being made. Another story that is usually quite effective in email marketing is “Vision stories” , that is, the explanation of the company’s vision of changing the industry. To understand it better, it is a kind of “I have a dream” speech by Martin Luther King in order to transmit emotions to users that make them connect with the brand.
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The importance of the subject should not be forgotten . As we have already mentioned on several occasions, the subject can be decisive for whether a user opens an email or not . So special attention must be paid to making it an eye-catching and original subject so that the user is encouraged to open the email.
In short, for the proper use of Storytelling in Email Marketing, three aspects must be met:
Entertain your users with your stories or metaphors
Educate ; provide educational content to the story
Win ; lead the user to purchase or acquire the product or service offered
In the long run, the success of email marketing is about the content telling a story. Email is a fantastic channel for storytelling, even if the story isn't fully completed in the email. In a few years or even months, who will remember our emails? Probably no one. However, the chances of one of our customers remembering a good story are much higher.
