Email marketing and Science of Storytelling
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Great storytelling is the heart and soul of effective marketing. Great stories create lasting impressions on prospects and customers. Email marketing is an ideal channel for delivering stories to your audiences. Check this presentation that presents: - Science of storytelling - Types of stories you can use in email marketing - What makes storytelling in email an effective way to profit from this channel
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Email marketing and Science of Storytelling
- 1. & AL Services Email marketing & Science of Storytelling
- 2. Agenda • Science of storytelling • Types of stories you can use in email-marketing • Effective storytelling in emails • How to profit from this channel www.alservices.in
- 3. Speaker Dr Amit Nagpal, PhD Business Storyteller @AL Services, Keynote Speaker & ORM Coach www.alservices.in
- 4. Science of Storytelling Facts •For 27,000 years +, since cave paintings era, telling stories has been our most fundamental communication method •Human brain is wired for narrative story •Stories put whole brain to work (senses + emotions) •Stories stay in sub conscious mind •Stories connect emotionally www.alservices.in
- 5. 3 E’s of Email www.alservices.in Entertain Educate Earn
- 6. Everyone has a Story to Tell www.alservices.in
- 8. Case Studies of Happy Customers www.alservices.in Contact happy customers How did they find you Results they got Unique way they using your product/service
- 9. Customer is a Hero www.alservices.in
- 10. Key to creating an effective story www.alservices.in
- 11. 3-part Framework www.alservices.in Part - I The world before the change Paint a picture of the reader’s world as it was Part - II The drama Show the drama that created a shift Part – III The resolution Show them how your product can be a resolution to the drama
- 14. Content of Email (Images / Text & Layout) www.alservices.in Attractive Introduction Relevant and useful content Action motivated conclusion
- 15. Content of Email www.alservices.in • Choose thousand-word-speaking-pictures • Create exciting text • Plan the email layout
- 16. Video Stories www.alservices.in Video length NO HD videos
- 17. Sales Promotion vs Storytelling www.alservices.in • Hard offers need space in between. • Every hard offer is withdrawing from emotional bank account. • If you don’t make deposits through stories and content, it will soon run dry. • Why behind the offer? • Special offer itself becomes more believable because of a “Reason Why” type of story.
- 18. SMEs & Storytelling www.alservices.in • Provide useful but incomplete content in the story, and then connect the story to your product/service immediately. • Your whole email doesn’t have to be a story. • Empathetic stories-Building a shared connection
- 19. Newsletters & Event Invitations www.alservices.in Random email plan Structured email plan
- 20. B2B vs B2C-Are they different? www.alservices.in • Emotional appeal and connect • Logical appeal (Technical features) • H2H approach
- 21. Tips and Tricks www.alservices.in • Use images of the real people • Show your authentic personality to connect • Users only spend two seconds on each email- (They must get the basic info within 2 seconds) • Images should reflect your core brand values • Early-stage emails should focus on building rapport through memorable stories. • Sales emails require deep understanding of each individual / organisation recipient
- 22. Juvlon Improve Customer Engagement Run Data Enrichment Campaigns Reduce Invalid Email Addresses Send Personalized Emails and SMS
- 23. Juvlon Improve Customer Engagement Take a 30-day Free Trial Reduce Invalid Email Addresses Send Personalized Emails and SMS www.juvlon.com
- 24. References Storytelling in email • http://blog.crazyegg.com/2014/03/14/storytelling-in-email/ The Power of Visual Storytelling in email Marketing • http://www.beachhead.io/blog/the-power-of-visual-storytelling- in-email-marketing Storytelling Techniques & How to Apply Them • http://webmarketingtoday.com/articles/113094-7-Storytelling- Techniques-and-How-To-Apply-Them/ www.alservices.in
- 25. References Increase email CTR through Storytelling • https://www.campaignmonitor.com/blog/post/4413/increa se-email-click-through-rate-storytelling Importance of Storytelling in Email Marketing • http://www.mailigen.com/blog/the-importance-of- storytelling-in-email-marketing/ Image, Text and Layout Tips for Creative email Content • http://www.mailigen.com/blog/image-text-and-layout-tips- for-creative-email-content/ www.alservices.in
Editor's Notes
- Entertain Educate Earn
- Stories are easy to find in daily life Don’t you share what happened over lunch Nothing interesting has ever happened to you? That’s unlikely.
- Case study Origin story Vision story Client testimonials
- Contact some of your happy customers Find out how they found your product What results they have got? Is anyone using what you sell in a unique way?
- Who is the hero of the story? Better to make customer the hero Sometimes the product can be hero
- Knowing the pain points your product solves.
- 3-part framework Part 1: The world before the change Paint a picture of the reader’s world as it was Part 2: The drama Show the drama that created a shift Part 3: The resolution Show them how your product can be a resolution to the drama
- By telling a great story in your email campaigns engage your target customers in a way nobody else is, helping you stand out above the noise and drive sales.
- By telling a great story in your email campaigns engage your target customers in a way nobody else is, helping you stand out above the noise and drive sales.
- Captivating introduction Convincing body Action-motivated conclusion
- Good looking infographic, a great presentation slide or even just an interesting image Image of the product is preferable over pop singer Place an image in the top-left corner Manage the movement direction Make the image stand out Make sure that your email still provides all the necessary information (if images are blocked) Don’t forget about a pre-header (First line of email is visible before opening email) Write dark on light Draw attention with an introduction Keep the email text simple if you want to social media buttons, create special email campaigns with a call to action for social sharing Allow for your email to be scanned- headings, pictures, bullets, calls to action etc Draw the attention- creative image, question or even an oddly-worded phrase Convince your customer Click to close- CTAS or call to action at the end To include more than one product, divide your email layout into smaller parts
- Video length HD videos may be avoidable
- Random emails Structured email marketing via newsletters