The importance of Storytelling in Email Marketing

The Storytelling is a communication technique that can be applied to all branches of marketing and which consists in telling stories that connect with the emotions of our readers to make them feel a unique experience. This technique has been consolidated in recent years as a method to make speeches more attractive and to achieve greater efficiency in the delivery of the email message.

We find ourselves in a society based on a universe full of stories, where emotional involvement and motivation stem from connection to stories. People are attracted to stories. Thus, displaying a product by telling a story makes the product itself more attractive to the user.
No matter how good the product or service we offer, without an explanation of it, it means nothing. Associating a product with a story is an incredibly powerful technique because, by nature, we tend to remember good stories, and that makes it more likely that we will share them with someone.
Therefore, this technique can be used as an added value when creating the content of an email. Exposing a product in an email through a story can be a good way of showcasing the product and humanising it in order to facilitate the connection with our users.
Although the Storytelling may be seen as an old-fashioned technique, but that is precisely what makes it so influential. Data convinces people, but stories inspire and motivate them..


How can we apply Storytelling to our Email Marketing?
There are different ways to do this. The easiest and most practical way is by "Case studies stories. That is, by giving as an example the satisfactory experience of one of our customers. In this way we can show what their experience with our product/service has been. Another technique to create Storytelling is the "Reason why storiesThe reason why we are making an offer or displaying a product. Whether it is because it is Christmas, because it is the birthday of one of our customers or because it is the anniversary of our brand. We give a reason for our offer, and explain a story about why we are doing a certain promotion.
Another story that tends to be quite effective in email marketing is "Vision storiesThe vision of the company's vision to change the industry. To understand it better, it is a kind of Martin Luther King's "I have a dream" speech with the aim of transmitting emotions to users that make them connect with the brand.

We must not forget the importance of the issue. As we have already commented on several occasions, the subject line can determine whether or not an email is opened by a user. Therefore, special attention should be paid to an eye-catching and original subject line so that the user is encouraged to open the email.
In short, for the good use of Storytelling in Email Marketing three aspects have to be fulfilled:

• Entertain your users with your stories or metaphors
• Educate; providing educational content to history
• Win; lead the user to the purchase or acquisition of the product or service being offered

In the long run, the success of email marketing lies in the content telling a story. Email is a fantastic channel for storytelling, even if the story is not completed in its entirety in the email. In a few years or even months, who will remember our emails? Probably no one. However, the chances that one of our customers will remember a good story are much higher.

"Tell a story in your email, provide useful but incomplete content and connect the story to your product/service".

Therefore, the key is to share content. In sharing promotions. As long as it appeals to the logic that governs our brain. Without forgetting emotions. The success lies in sharing with our users a story that they want to listen to and at the same time that creates engagement with the brand.