& AL Services il marketing & Science of Storytell
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&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
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Speaker
Dr Amit Nagpal, PhDBusiness Storyteller @AL Services, Keynote Speaker &
ORM Coach
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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
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3 E’s of Email
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Entertain Educate
Earn
Everyone has a Story to Tell
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Examples of Stories
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Case Studies of Happy Customers
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Contact happy customers How did they find you
Results they got Unique way they using your product/service
Customer is a Hero
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Key to creating an effective story
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3-part Framework
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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
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Examples
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Content of Email (Images / Text & Layout)
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Attractive Introduction
Relevant and useful content
Action motivated conclusion
Content of Email
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• Choose thousand-word-speaking-pictures
• Create exciting text
• Plan the email layout
Video Stories
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Video length
NO HD videos
Sales Promotion vs Storytelling
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• 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
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• 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
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Random email plan
Structured email plan
B2B vs B2C-Are they different?
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• Emotional appeal and connect
• Logical appeal (Technical features)
• H2H approach
Tips and Tricks
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• 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
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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/
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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/
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Questions?
Smita More
www.juvlon.com
Dr.Amit Nagpal
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