Stephanie Miller's Engagement Matters: Email Storytelling Sells
Gone are the days of the passive email subscriber. Consumers and business professionals tire easily when publishers and marketers broadcast to them. It’s the online equivalent of shouting. Your customers and readers want meaningful conversations — and they know they have other options if you don’t deliver.
Combat the fatigue from crowded inboxes by embracing the role of storyteller. Telling a story, rather than just announcing a fact or blasting out an announcement, is a more engaging way to share information. The storytelling approach weaves a relationship through a cadence of touchpoints. This isn't complex. Any nurturing or loyalty program is built on the same concept, and many B-to-B marketers are very good at telling stories to move prospects through a buying process.
It’s simply a series of stories about use cases, cool new features and real-life implementation of your editorial, products and services. So invite your subscribers to the proverbial campfire and build their anticipation with a question, “How can I help you today?” Email marketing is great for providing the answer.
Invite subscribers on a story journey
Instead of sending a generic newsletter or “special offers,” invite website visitors to accept a two to five message email series on a particular topic. Make it about how your products, services or content will help them: “Five ways to be beautiful this summer,” “Three strategies for impressing your boss,” “Doctor’s advice on buying contact lenses online,” “Ten things your CEO wants you to know,” “Five great summer games for kids under 10.”
Make it easy to sign up by putting invitations in prominent locations on pages that have related content. And be sure permission is clear. If the offer is just for two to five email messages over the same number of weeks or days, then say so. You'll likely find a higher sign-up rate and higher response and engagement because the content is so targeted. If you're also signing them up for your ongoing e-newsletter, be clear about that. There's no reason you can’t encourage a further subscription after you've delivered the series, too. Earn their trust first, then sell. Consider the following strategies: