A tale, a narrative can be told to the audience in many ways, including email. Every campaign is not launched with the focus of conveying offers, discounts, and product info to potential customers.
Sometimes in an oversaturated market, what works best, is the art of making your brand relatable to the customers. A fresh outlook with a unique and personalized approach is the only and the easiest way a company can stand out among its huge pool of competitors. And that’s when the art of storytelling ensures that email marketing remains engaging and relevant. This article has great information on how to properly do email marketing campaigns.
The Art of Storytelling
The usual technique to catch the target market’s attention is understanding their pain points and luring them with the commodity’s healing features. This strategy works well for initial conversion and entering prospects into the sales cycle. However, for retention, customer loyalty, and upselling, the art of storytelling comes into play. A story has the power to build relationships, foster trust, and skyrocket click-through rates and, thereby, conversion rates.
A tale can excite, engage and persuade the readers, and its genre can extend from political, corporate, and economical to advertising. We have been seeing the success of storytelling as an unconventional email marketing technique over the past couple of years. Stories push sales and make a winning strategy because:
- It can increase audience engagement.
- It has an indirect but implicit effect on conversion rates.
- It increases the brand value.
- It gives a better brand representation and reputation.
Tips & Tricks to Moulding a Good Story and Nailing the Email Marketing Campaign
The story cannot be dry and informative talking about a company or its product’s journey.
However, some compulsory elements and techniques are a must in email campaign management service.
- The Hero/Mascot: What good is a story without a hero? The leading story is mostly the protagonist who comes with an inner conflict. The purpose of the storyline is to overcome it and find the silver lining.
Here, your hero is your product or your brand or an employee who embodies your company’s ideals and values, or it might even be the target customer. The lead has to be anyone who is relatable to the reader and never an alien.
A perfect hero is usually penned down utilizing the buyer persona skeleton. You can create a human figure or even use an animal cartoon or a mascot.
- A Backstory for the Lead: At this step, an outline is created, and a backdrop is set for the narrative to make the pitch. A simple thumb rule in email marketing storytelling is figuring out a story based on what the hero lacks and what they want from life.
Marketers use the pain point research sheets to frame this part of the campaign story. The motive here is simple. Since the hero is your ideal buyer persona, create a backstory on their pains and desires. This aspect creates an opportunity to introduce the solution your brand is offering at the next step.
- Amigos and Enemies: There must be an antagonist whenever there is a hero. The antagonist of a well-conceptualized campaign can be anything that opposes the brand ideals, person, circumstances, or target market’s obstacle to acquiring the solution that you are offering. Introducing friends and friendly solutions like brand deals and offers personified can be a great way to inform the audience about the additional value bombs they get on purchase.
- The Journey: If this step is nailed, conversion is surely bagged. This journey allows the solution to be moulded, which will drag the hero out of the crisis. You introduce what you cater to here and narrate how it can be the smartest solution to the target audience’s pain. Being too direct is not desirable. Subtle ways of revealing the discovery and usage of the product and its impact in making life easy can give better retention on that page. Bombarding salesy email stories more often than not has a negative impact.
- The Gift: The wrap-up is when the hero has negated the pain and fulfilled their desires. The readers at this step should ideally be greeted with a token of thanks for sticking to the end.
This bonus/ gift can be anything like a free handbook, trial subscription, or guide related to the product/service being marketed.
Integrating a Winning Story into the Marketing Campaign
A story can captivate the customers, establish a bond and create a brand buzz. Here are 4 easy tips for integrating a story in a winning email marketing campaign:
- Basing the story on buyer persona
- High-quality, original content
- Sprinkling personal touch
- Never too salesy
Wrapping Up
When the audience feels, they remember when they fall in love. Relatability is the key to nailing storytelling in an email marketing campaign.
We are all ears to listen to your next best email marketing campaign and your story that hooked!
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