At some point, the great Seth Godin left a memorable phrase in the minds of the marketing industry, where he literally shared that " marketing is no longer about the things you sell, but about the stories you tell ."
Tell a story that stays in your kiribati business email list subscribers' minds
Telling a story will always be an interesting way to differentiate yourself from the rest of your competitors, but above all to connect with your audience and give visibility to your brand... and that in itself gives rise to the storytelling technique.
Broadly speaking, storytelling seeks to “tell a story ” with the aim of making it stick in the minds of your audience in order to achieve certain objectives. By its nature, storytelling is applicable to different brand communication efforts, including email marketing.
Storytelling within your email campaign
Defining your target audience and keeping in mind that you are looking to share an emotion with your audience, rather than a product, is the beginning of any email marketing campaign that has storytelling as its brand communication method.
Based on the above, when defining your campaign objectives (boosting sales, positioning the brand, educating subscribers, among others) you must proceed to select those emotions that you seek to generate in your audience through the story you will tell in your email campaign.
This story will be comprised of the text and graphic resources you use within the newsletter, as well as the creative elements that are integrated in between, such as a character (or several). Of course, the story may not be limited to the newsletter, but rather integrate multiple channels and content (such as video) but always using email marketing as a base or bridge for user interaction.
An excellent example of storytelling is the spot « Google Search: Reunion » by the giant Google itself, which promotes its «product» (the search platform) as a digital element that can unite people's lives (this campaign, a priori, would also be sent by Google via email in its year of creation, 2013). You can select the subtitles to be displayed in the video in different languages:
Storytelling, broadly speaking, seeks to create scenarios in which the audience can identify, and that is precisely one of the key elements that you have to use in any campaign and with all the media you are going to use.
All of the above is so that the audience of your email campaign can take action , regardless of whether the final objective is the consumption of a product or a donation to a cause, and this is just an example.
What do you think? Is your brand ready to tell a good story through email and other digital media? Tell me about your experience by leaving your comment in the box below. I look forward to hearing from you.
