Every business wants to leverage email marketing strategies. After all, it is sustainable, cost-effective, productive, and efficient. It also helps you build good customer relations. But the problem is, most businesses don’t do it right. Their emails either end up in a spam box or never get opened. The ones that do get opened- more often than don’t get clicked. So, the conversion rates drop miserably.
Now, in this case- a good copywriter can help you drive better results. However, if you can’t afford a copywriter or the company’s copywriter, you can use a technique to get your emails answered. This is not only useful as a business but can also work wonders for freelancers, job-seekers, or anyone who is applying for anything through email. The technique is called- storytelling.
The reason behind great results through this technique is that humans love stories. If you are a good storyteller- you can hook your audience and make them read the whole email or book, or watch the entire movie, or in this case- answer or click on your email.
Any type of presentation, information, or idea presented in the shape of a story can become immediately interesting to the reader or the audience. They become memorable and interesting to the mind because it treats stories as entertainment.
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Here is how storytelling can help your emails
This is a crucial part of writing your email marketing strategies. You have to start your story or your pitch, and you have to catch the user’s attention. An ethical part of it is that you have to use correct and relevant information to hook the user in.
Your subject line and first paragraph of the email are the pillars of the hook. Even in the first part, the first line is of great importance. The reason being that the user will read them and decide whether it is worth continuing or not. A scientific explanation is that humans have an attention span of around 1 sec to 10 minutes, varying their interest in the topic.
You can use a joke or a judgment, or a relatable remark about emails. The point is to make the reader feel like you are similar to them and catch them with a bit of surprise.
A great example could be “Yet another selfish person trying to sell you something.” This will make you step out of the rest and create a surprise in the reader’s mind. They will be taken by surprise that someone is calling themselves a “jerk” and is accepting that they are selling something. This is a “quirky” example; you can use something more professional and subtle too. The point is to hit your user with a relatable surprise for email marketing strategies.
You have already set up your catch or the hook of the story. It means you have the attention of the reader. Now, you need to give the information that you wanted to give. You have to do this while not losing the user’s interest, and you have to maintain the expectations set by your hook.
You can do that by using the same element of the hook, be it relatability, surprise, or humor, in every 4th or 5th sentence of the body. This will give you a flow, keep the user’s attention, and lead them towards your goal.
Remember all the preceding lines to the element should act as its build-up. For example, if you are talking about your education in the preceding lines, you can joke about college or give a reference to the readers’ college to spark that emotion in them.
Call to action
Now the story is there to grab and keep the attention of the user. Remember, the story is not a story; it is the emotional ride that shapes any story. It is essentially the information you wanted to share of the pitch you wanted to make with a few references and jokes to keep the user entertained. But as you come towards the end of the story or the roller coaster of entertainment, you need to close your email with a “CALL TO ACTION.” It can be to give the user a link to click at or to ask for a response.
You can add another reference here, or you can leave it simple to maintain professionalism.
Also Read: 12 Keys To Building A Successful Online Community
Conclusion of Email Marketing Strategies
Storytelling is nothing but taking the user on an emotional ride. You can use it in all types of conversations and reading. The point is to give the content some kind of entertainment. You can use it in email marketing strategies to create an impression and get the user to do something for you. However, you need to understand an important fact. A joke or any emotional element is not relevant or funny to everyone. So, you need to consider your audience before writing the perfect story to get them hooked. You can do a little research on them if you are sending mail to an individual. If it is a broadcast and you are using it for a business, you can check your audience’s average demographics. You can also try to make multiple emails for different sets of people in your audience if the number is significant.
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