How to inject storytelling into your email strategy

Storytelling and email marketing? Our Favourite Combination in the World

Before we dive in, let's clarify the two types of emails.

Campaigns and Automation

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What are campaigns?

Email campaigns consist of a series of emails. The goal is to nurture the customer journey. We send these to a set list of recipients. They usually include promotions or updates. All at once, they send to a broad audience.

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What are automations?

Individuals trigger automated emails in response to specific actions. For example, if you browse a website and add items to your cart, but then you get distracted and don't finish the purchase, you might get an email an hour later reminding you to finish the checkout.

Targeted and segmented email lists generate 36% of the ROI in email marketing—pretty important stuff.

But how do we inject storytelling into our email marketing?

Automated flows, like welcome sequences and post-purchase emails, offer great chances to connect and build long-term relationships. You can use them to weave your brand’s story into customer interactions. 

When someone signs up for your welcome flow, it’s the perfect moment to establish a connection. They’re enthusiastic about your brand and eager to learn more about it. 

It’s like skipping an introduction in person means missing out on a potential connection. Adding storytelling to your welcome flow builds deeper connections and shows the human side of your brand. 

Campaigns, meanwhile, enable broader storytelling on a larger scale. A well-thought-out campaign can boost interaction, loyalty and customer retention.

Campaigns let you share your brand message. They help you resonate with your audience and drive meaningful growth.

But it needs to stop being so generic. When consumers hand over their email, they hope it will be truly worthwhile. The sooner you show that it is, the better.

Especially if you’re willing to connect genuinely. 

And how do we do that? 

All together now…

Storytelling.

Storytelling in your campaigns isn't just about telling a tale. It's about creating community. It fosters sustainable business growth through real connections with your audience.

Email provides a direct way to contact and connect with your audience. So, if you’re willing to share real insights into the story behind the brand, you’re golden. 

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Tips for Incorporating Storytelling in Email Campaigns

1. Know Your Audience: Understand what resonates with your audience. Tailor your stories to align with their values, interests, and pain points.‍
2. Be Authentic: Share real stories about your brand’s journey, including successes and challenges. Authenticity builds trust.‍
3. Use a Narrative Structure: Craft your emails with a clear beginning, middle, and end. Introduce the situation, describe the journey or conflict, and conclude with the resolution or takeaway. It’s a great way to keep your consumer interested.‍
4. Highlight Impact: Showcase your brand's positive impact on customers, communities, or the environment. This reinforces the value of your brand and its story.‍
5. Include Visuals: Complement your stories with images, videos, or infographics. Visual content can enhance the emotional impact of your narrative.

So, what do you think? Are you ready to get your story out there?

If you have a question or want to know more about how Claddagh Creative can do the above (and so much more) for your emails, get in touch.