A good email sequence can be a hugely valuable asset to your business. Those simple emails sent out every few days to prospects who have signed up for your list keep people actively interested in your offers and ensure they keep returning to your site (or whatever CTAs you use).
But for all the good we like to talk about email marketing doing, there are limits. Specifically, if you don’t tell a good story and engage your readers as quickly and as often as possible, they are MUCH less likely to read or even open those emails. Sure they all get delivered, but if less than 30% of your emails are even being read, what can you change?
You tell a compelling story.
Human beings love stories – they create connections, they engage, and they practically DEMAND attention.
Let’s look at how to tell a good one in your campaign.
The Basics of Storytelling in Marketing
First, let’s forget for a minute what your emails are designed to do. Yes, you are trying to sell a product. But that’s not the REAL value of this sequence. What email does is build a relationship. It builds authority for you and your brand and shows you as an authentic source of information that readers can trust.
Now imagine what a story about your life or business does in this setting. It makes you seem more authentic and therefore more trustworthy. Here are some ways you can do this:
* Write Naturally – You don’t have to be a trained copywriter to pen effective emails. You just need to be yourself. Write naturally – like you would to a friend or family member. Use short sentences, be brief and to the point, and always use second person voice “you” instead of third person “they”.
* Use Copious Examples – If you send a message with “three tips on how to be more productive” tell readers how you’ve used those tips in your life. Tell people how others have used those tips. There’s no secret sauce here – just relay a quick story and your advice instantly has more gravity to it.
* Weave Stories Together – You don’t necessarily need to serialize your emails to the point that you tell people stories they won’t get without reading every message, but you can reference past stories and future events to maintain high open and read rates.
The goal here is to get people engaged – to make them WANT to read what you are writing and always be excited to see an email from you hit their inbox.
Does It Work?
The success you see will depend on your audience, your ability to connect with that audience and the types of stories and CTAs you use, but yes it will work. Almost universally, when we see this type of tactic employed, it has a HUGE impact on the open, read, and click thru rate of an email campaign.