Storytelling in an email is certainly different from storytelling on a blog or website. First, the available space is limited . But that doesn't mean a story can't be told. “For sale: baby shoes, never worn” This simple sentence from Hemingway is the most quoted example of storytelling that clearly shows how a story can even be told with just a few words . Unfortunately, however, not all of us are acclaimed authors and the storytelling itself can be difficult: make sure your story is long enough to contain all the essential information, without being too long to discourage reading , and make sure it is readable as an email, especially from mobile (very important considering that 78% of open emails are opened on mobile). Also remember to always insert a button for your CTA, an element that cannot be missing in the layout of any email, and to increase the attractiveness of the message through images,
GIFs or video content. Examples of successful storytelling We have chosen a few examples to give you a concrete idea of how you can integrate storytelling and email marketing. Storytelling applied to newsletters Newsletters are great for using a storytelling approach, as they are created to share information and build a sense of community. An example of storytelling embedded in a newsletter can be seen here by Pennamontata, who often devote their weekly Image Masking Service mailings to a specific theme, developing a story around it. The aim is to inform and intrigue the reader with a different framework from the usual newsletters , without any reference to a product/service. pentathlon nl storytelling example 1 pentathlon nl storytelling example 2 Welcome email and narration Can a newly registered contact be welcomed through a story? The answer is yes!
A great example is this welcome email from The Hustle, which chooses to use a funny story to put a smile on the face of the newly subscribed user, offering thought-provoking and original content. example of narration and welcome emails Tales to celebrate a company anniversary Brooks Brothers provides a classic example of company story-driven storytelling. The brand chose to celebrate its 100th anniversary by sharing the story of the company's origins and its iconic products with the community. The use of images and graphics serves the purpose well and the products are used to tell the story, without direct promotional intent. Brooks Brothers storytelling for company anniversary example In summary Storytelling is a technique increasingly used in marketing that proves effective not only because it is very popular with users, but also because it can create an empathetic connection with the user. If you want your emails to stand out in your recipients' inboxes, try this approach: pick the type of email you think is most appropriate for a story and try telling yours using the elements. and the tips we have provided in this article.