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Is storytelling bullshit?

I've been learning about the use of storytelling in emailing for several months now. I signed up for 2 webinars with enticing titles: "3 Keys to Launching a Fun & Captivating Email Campaign" and Successful Storytelling, Emailing that Converts!".
To tell you the truth, I didn't learn much from it, it even freaked me out... in fact I thought it was a bit "putaclic"... especially when I received this kind of emails after the webinar (once a day ???? )

They know me, they know I'm "good at...", they agree with me and they're going to psychoanalyze me!

shocked king arthur GIF by 20th Century Fox

At first I thought, " in fact storytelling is bullshit" .

Then, by working on emails for our clients, mixing good email practices + some storytelling notions, and by making (of course) a A/B testwe realize that we gain clicks!

What is storytelling?

The storytelling consists in use a story rather than a traditional product catalog.
The storytelling technique should normally allow to capture attention, arouse emotion, and inscribe the brand's imprint in people's minds in order to promote memorization.

How does this translate into
emailing ?

Keep in mind your customers' expectations and disincentives.

The idea is to use their expectations and disincentives in your emailings' hooks. Ask yourself the following questions:

  • What are the elements that will help the customer in their decision to buy your product/service?
  • What will contribute to his complete satisfaction when buying and using the product?
  • What are the points that will make the customer not satisfied?
  • What are his blocking points that will prevent him from buying?

For each email campaign, write a short story in 3 steps:

  1. State of the art / Title that catches the eye, arouses interest and makes you want to read the rest
  2. Challenge/problem/conflict / Subtitle
  3. Solution and final state / CTA

Below, an example of Le Slip français which is quite good in storytelling. However, the design and ergonomics are clearly to be optimized! (The brief, if you can hear me...)

French underwear

Be inspired by your company's history

Storytelling can use real stories. Consumers love to know the story of a companyTo find out what's going on behind the scenes.

  • The creation of your company
  • Key moments since the creation
  • The values that your company promotes? and why are they your values?
  • What image do you want to convey? (expert, close, entertaining ...)
  • The difference between products and services, the mythical brands
  • The place where you produce
  • The partners you work with
  • What is your reason for being ?

All the answers to these questions will allow you to have content for your welcome scenario.

Take an educational approach

Consumers are in constant search of information about the products or services they want to buy or have bought. Provide details about each of your products and services before, during and after the purchase. Your brand will stand out from the crowd and stay in the consumer's mind.

  • How do you make your product?
  • How should it be used and maintained?
  • What are the good reasons to consume it?
  • What can we do with it after use?
  • How to maximize its life span?

Electro-Dépôt gives a lot of advice and tips on the maintenance of the products it sells. This kind of content allows to reinforce the relationship of trust and to show itself as an expert in its field.

Electro Depot

Use your customer feedback

Reading customer reviews can often reassure you when you hesitate ! Use them from the main block in your abandonment, retargeting or customer recapture emails!

Finally, mix all this with good email practices in terms of ergonomics

  • The ideal length of an email is 50 words.
  • Hierarchize your content: title, subtitle, paragraph, CTA
  • Your email must be understood by reading only Title, subtitle, CTA. The rest will only be read by those who are really interested.
  • Make short sentences.
  • Be catchy ! Action, fun, puns! We need to feel your dynamism! Throw out verbs like do, discover, enjoy. They are ultra-boaty and passive.
  • Language and locution adapted to your target. Be polite or formal, but talk like in everyday life.
  • Take breaks from writing. Go to the line.
  • Use contextual elements: first name, current date, geographic location, anything that makes it possible to + close.

If you want to be helped in the writing of your emails, do not hesitate to take a look at our coaching offers or trainings (which can be done remotely)!

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