Email marketing and Science of Storytelling
Post on 15-Apr-2017
556 Views
Preview:
Transcript
&AL Services
Email marketing & Science of Storytelling
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
Speaker
Dr Amit Nagpal, PhDBusiness Storyteller @AL Services, Keynote Speaker &
ORM Coach
www.alservices.in
Science of StorytellingFacts
•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
3 E’s of Email
www.alservices.in
Entertain Educate
Earn
Everyone has a Story to Tell
www.alservices.in
Examples of Stories
www.alservices.in
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
Customer is a Hero
www.alservices.in
Key to creating an effective story
www.alservices.in
3-part Framework
www.alservices.in
Part - IThe world before the changePaint a picture of the reader’s world as it was
Part - IIThe dramaShow the drama that created a shift
Part – IIIThe resolutionShow them how your product can be a resolution to thedrama
Examples
www.alservices.in
Examples
www.alservices.in
Content of Email (Images / Text & Layout)
www.alservices.in
Attractive Introduction
Relevant and useful content
Action motivated conclusion
Content of Email
www.alservices.in
• Choose thousand-word-speaking-pictures
• Create exciting text
• Plan the email layout
Video Stories
www.alservices.in
Video length
NO HD videos
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.
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
Newsletters & Event Invitations
www.alservices.in
Random email plan
Structured email plan
B2B vs B2C-Are they different?
www.alservices.in
• Emotional appeal and connect
• Logical appeal (Technical features)
• H2H approach
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
Juvlon
Improve Customer Engagement
Run Data Enrichment Campaigns
Reduce Invalid Email Addresses
Send Personalized Emails and SMS
Juvlon
Improve Customer EngagementTake a 30-day Free Trial
Reduce Invalid Email Addresses
Send Personalized Emails and SMS
www.juvlon.com
ReferencesStorytelling 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
ReferencesIncrease email CTR through Storytelling• https://www.campaignmonitor.com/blog/post/4413/
increase-email-click-through-rate-storytellingImportance 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
Questions?
Smita More
smita.more@nichelive.com
marketing@juvlon.com
www.juvlon.com
Dr.Amit Nagpal
amit@dramitnagpal.com
amit@alservices.in
www.alservices.in
top related