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The Ultimate Guide for Ecommerce Email Marketing Strategy

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The Ultimate Guide for Ecommerce Email Marketing Strategy

Most people consider email marketing to be dead. But did you know about 72% of people prefer emails to promote content? Surprisingly, the role of email marketing in the eCommerce industry has grown to mountain peaks. 

The email open rate has spiked to 21%, especially in this sector. Of these, 2.56% of people are landing on the website, and part of them are making purchases. Cool. Right?

If you think email marketing isn’t working for your business, perhaps you’re doing it incorrectly. E-Commerce email strategy boasts several factors such as campaign goals, killer copy, personalization, timing, and more.   

Now, let’s dive deeper into the best email marketing strategies for eCommerce. Read on!  

What is Ecommerce Email Marketing?

It’s time to understand email marketing in brief. Email marketing is defined as sending short to long-form commercial emails to a particular segment of people. 

To be more specific, a specific message is sent to the potential customer via email. For e-commerce brands, emails are potent weapons to attract, nurture, and convert ideal prospects. 

Although email marketing is a true gem, it has been surrounded by colossal myths for over several years. Even today, people consider email marketing to be a waste of time. 

Here’re a few eye-openers, even if you’re wondering whether email marketing works or not. 

  • Research shows that powerful email marketing strategies generate about $38 for every $1 spent by the brands. 
  • Enligt McKinsey, the AOV(Aka Average Order Value) is 3X higher than that of paid ads or social media branding tactics.  
  • Over 80% of retail businesses are leveraging email campaigns and promotions. 
  • Email marketing influences 59% of your customers’ buying decisions. 

Most significantly, everyone, including you and me, uses email daily. Think about how many times you check your email inbox. MailMunch states that over 99% of your customers look into their email inbox each day.

And by 2023, worldwide email users are expected to hit 4.3 billion. This is the reason the craze for email marketing is growing immensely.

9 Most Important Types Of Ecommerce Emails You Shouldn’t Miss Out On 

Businesses craft separate emails based on the purpose or goal of the email. 

A few types of emails include Welcome, Loyalty, Re-engagement, Anniversary, Promotional, Post-Purchase, Review or Rating Request, Order Confirmation, Tips/Educational, Cart Abandonment, Price Drop, Back In Stock, Delivery Confirmation, Shopping Notifications, and a lot more. 

Let’s discuss a few email types. 

Promotional Emails 

Each day you perhaps experience a bunch of strategic, less promotional emails. However, promotional emails without a great plan are a big disaster. 

The promotional emails should generally be paired with email campaigns to generate huge clicks. Promotional emails’ primary aim is to convert subscribers to customers to the brand’s loyal customers. 

Customer Nurturing/Loyalty Emails 

Of course, the customer’s trust and loyalty cannot be built in a single night. But a series of emails can make it happen over time. A well-crafted email sent to the target audience twice or thrice a week nurtures your audience. 

The side benefits of loyalty email campaigns are they increase the brand’s credibility and customer engagement and enhance the customer lifetime value. Have you ever heard of VIP or premium memberships? 

Usually, they’re the most common loyalty programs offered by the brands. These emails ask for customer signups to avail of great deals, offers, and special invitations to various events. 

Delivery Emails 

Delivery emails are one of the great ways to either boost your customer engagement or increase trust among your ideal prospects. 

Once the customer receives the product, ensure to send a quick delivery confirmation message along with the video tutorials or how-to guides. The video length can be as short as 30 seconds to as long as 10 minutes, based on the complexity of product usage. 

After that, you can even shoot user-generated content to give a few insights into how others are using the product. 

Order Confirmation Emails 

An order confirmation email is another powerful weapon in post-purchase email campaigning. Brands leverage order confirmation emails to confirm the order to prevent any further disturbances. 

Usually, these emails boast pricing, delivery date, and other relevant details. A few major elements of this email include order number/order tracking ID, delivery date, number of purchased items, return policy, guarantee policy, and other highly recommended items.   

Re-Engagement Emails 

Although you send emails to each of your email ist, most of them go unnoticed by your ideal prospects. Here’s why experts suggest leveraging re-engagement emails for users who haven’t engaged with your emails.

These emails are specially tailored for a warm audience to get them back on track. The key in re-engagement emails is to personalize more to hit the users’ emotions. 

It’s even suggested to use phrases like “It’s been a long time. We’re missing you!”, “We’d love to see you again,” “Please come back (Name of the user),” and a lot more. These messages should let your customer know how much you care for them. So, hit re-engagement emails to make the users feel more special.  

Rating or Review Requesting Emails 

Testimonials play a crucial role in the eCommerce world. Did you know 4 out of 5 people read reviews before making a buying decision? And over 83% of consumers check for customer reviews before buying a new product. 

Ratings or reviews build trust and brand credibility and act as powerful social proof that highly affects the consumers’ purchasing decisions. 

This is why the review request emails are crucial to building your brand. The review emails ask for customer opinions about a specific product they bought.  

Cart Abandonment Emails 

Think about the number of times you added an item to “Add to Cart” and left it without buying. Cart abandonment is one of the most common concerns in the eCommerce industry. 

The cart abandonment rate varies from 60% to 80%. One of the coolest ways to cope with cart abandonments is by sending emails to your customers right from the moment they leave the cart. 

These emails are highly conversion-oriented and persuasive, moving the customers to make a buying decision. Usually, these are widely used emails in marketing campaigns to improve ROI.

Price Drop Emails 

Who wouldn’t love offers and discounts? Almost all eCommerce brands’ success directly relates to price drops. However, one should strategize price drops wisely, analyzing the competitors’ prices and customers’ buying decisions. 

Although price drops create quick sales, the brands are highly prone to losses if it isn’t done correctly. 

Whenever you’ve price drops, make sure you immediately shoot a few emails to your email list. These emails encourage your loyal customers and convert them. Here’s a quick tip. Shoot the personalized emails for cart abandon users to increase ROI.

Back in Stock Emails

The “out of stock” notification on the products frustrates your customers. Sometimes, the products go out of stock due to huge demand on special occasions like Black Friday deals, Christmas, New Year, Halloween, or other festivals.   

Usually, the effect of stock-outs is long-term. 

  • It reduces your sales. 
  • Deviates your customer and makes them purchase from the competitors. 
  • Ruins customer retention rate.

But here’s a way to attract your customers by shooting back-in-stock emails. The back-in-stock emails establish a good rapport, but they also increase your sales in no time.  

Here Are Your Key Elements To Build A Killer eCommerce email marketing strategy 

Here are a few most important factors to building a killer eCommerce email marketing strategy. These key elements include website conversions, personalized emails, persuasive messages, and an interactive design. 

Website Conversions 

Email marketing starts with building an email list. But how do you build an email list? Simple. Get good website traffic by creating stellar content and capturing the visitors’ emails. Email marketing makes no sense without a proper email list. 

This is the reason website conversions are pretty significant. Make sure you optimize your website, especially the home page, to capture the leads. 

A few tips to garner emails include: 

  • Have an email capture form on your website’s home page. Keep the form eye-catchy yet simple. 
  • Include testimonials, brand reviews, or ratings to increase signups. 
  • Showcase your brand value and USP throughout the website.  

Personalized Emails 

Here comes the second most important factor in email marketing– Personalization. Over 30% of top marketers think personalization plays a crucial role in enhancing the brand’s future. Personalization means a lot more than just including the user’s first name in the subject line of the email. Shoot out the personalized messages into your audience’s inbox to build a great rapport and establish an ultimate brand positioning. A few examples of email personalization include:

  • Recommending similar products your customers have bought before.
  • Automate emails based on the users’ behavior while shopping. 
  • Sending relatable content to particular users  

Persuasive Messages 

Make sure you send relevant messages to the consumers based on your marketing goals. Each email aims to drive the audience through various sales funnel levels. This is why you should’ve got a strong message to move your audience to take a specific action. 

Ensure to use non-spammy words and obey the unsubscribe laws. Add emojis to add emoticons to your copy. Create strong subject lines to spike your open rates. It’s even advised to do a split test to analyze what works best for you.  

Interactive Design 

Design plays a key role in the online world, including email marketing. So, make sure you use retina-ready and eye-soothing brand colors to attract consumers.

Mobile responsiveness is another most important factor to consider when marketing. Since most users open emails on their mobiles, it’s significant to take care of mobile responsiveness.   

The Evergreen Email Marketing Practice– Drip Campaign 

Drip campaigns work best whether you’re launching a product or upselling a product. The beauty of this campaign is it works for both B2B and B2C companies. 

No matter how well you worked on the product development, launching is one of the most daunting tasks. And it needs to be done in the right way. A perfect drip email campaign for product launching boosts sales and reaps your ultimate results in no time. 

There are three parts to the product launch email campaigns. 

  • Pre-launch 
  • Launch 
  • Post-launch

Start your pre-launch series by introducing the problem. Then, show how the problem affects the customer’s life. This is one of the crucial steps in the pre-launch series. 

It’s also simply known as agitation. The more you stress the problem, the more your customer focuses on the solution. Finally, make sure you slowly introduce the solution.   

Here comes the second stage– The launch. In this, you can introduce the 48-hour challenge or offer a product with offers and its deadline. 

The post-launch series should include an email informing the discount for the last time. This is one of the productive ways to boost sales. You can extend these emails to as many as you want based on the conversion rates. 

The drip campaigns are powerful tools to enjoy greater conversion rates. This is why these are widely used in the eCommerce industry. So, it’s your time to use highly purposeful and strategic media campaigns to drive sales.  

Want to learn more about digital marketing? Check out DAN Institute, to explore the best e-commerce marketing courses and many more online marketing classes from the website.

Key Takeaways 

Email marketing is one of the best ways to increase conversions. It gives the highest conversion compared to social media or landing pages. All you need to do is make sure of your customer’s data, analyze their behavior, and send personalized emails. 

The most important thing to remember in your email marketing is to avoid spam words. Each day people are bombarded with several promotional emails. And most of them are treated as equal to spam emails. 

So, make sure you use the best practices and suitable email types to skyrocket your eCommerce brand.  You can also check our best e-commerce agencies in the USA och top e-commerce companies in the UK directories if you’re looking for one.

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EMAIL MARKETING

How to Create an Email Marketing Calendar in 2022

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How many batch and blast marketing emails do you get in a day? More importantly, how often do you mark all of them as “read” without actually reading them? 

Naturally, you don’t want to be just another brand that clutters your customers’ inboxes. So how then can you cut through the noise and ultimately increase your open and click-through rates?

There are two things that determine a successful email marketing campaign: consistency and proper segmentation.

This means that you should be able to reach the right audience, at the right time, with the right message. 

One way to ensure this is through an email marketing calendar

With one, you can plan, create, and schedule your emails for the best possible results.

There are many ways to create an email marketing calendar including using spreadsheets or tools specifically designed for planning. 

PromoPrep Email Calendar

Now, let’s talk about how you can create an email marketing calendar.

Be Clear on Your Goals for Your Email Campaigns

The first step to creating an email campaign calendar is to figure out what type of messages you want to share to your customers.

Do you want to:

  • Promote a new product or event?
  • Re-engage your customers?
  • Encourage them to check out items from their abandoned carts?
  • Launch a seasonal campaign tied to an upcoming sale?
  • Send a newsletter or useful content to establish your expertise in the field? 

Identifying your goals can help you tailor a strategy that makes sense to your recipients. From this list, you can then start to plan the kind of emails that you want to send out, and when they will be sent out. 

Determine the frequency of your send-outs for each campaign

Now that you have a list of campaigns that you want to launch through email, you can then plot these on your working calendar. 

For example, if you want to start sending a newsletter, what are the best practices in doing so? Your research might tell you that it is best sent once a month. You can then go ahead and plot this in your calendar. 

You might also want to run a sale monthly. If so, be sure to block out a day in your calendar for send out. 

The idea is to plot these emails on your calendar to give you a visual idea of how your quarter (or perhaps, year) is shaping up. You might notice that some months may be overloaded with emails and some have huge gaps in them. You can then adjust your emails accordingly—both for your subscribers and the marketing team’s benefit. 

Determine Your Segments

The last thing that you want to do is to send emails that are not relevant to your recipients. After all, not everyone is going to be on the same stage in your marketing funnel — so be sure to segment your emails based on where they are in their buyer’s journey.  

You can do this by determining which campaigns you want to send to everyone, and which ones should go to a specific set of people on your list.  Doing this after you have plotted the frequency of your send-outs will also help you determine which segments will be overloaded with emails and which ones aren’t getting enough attention. 

Actionable tip: for every email that you want to send out, be sure to ask yourself who should this email go to and who shouldn’t receive this email. For example, you don’t want to send a welcome series to someone who has been in your mailing list for a long time.

The better you get at organizing your emailing list, the more equipped you can be in providing better value through your content. This will help you send targeted messages to the right people.

Start Writing Down Potential Email Subject Lines

One of the challenges that marketers face when drafting their email content is in writing the subject line. It has to be catchy, relevant and provides the recipient with a sneak peek at what’s inside the email. In other words, it is a pain to write. 

However, it deserves special attention because it will determine whether your email will get opened or not. No matter how much time you’ve spent creating superb content, well-designed graphics, and hard-to-ignore promotions, all of this will be irrelevant if your subject line fails to catch your audience’s attention. 

A component this important should be planned ahead of time. 

Our advice: Come up with a list of your potential subject lines and run them through email subject line testers. Even with these steps, there’s still a possibility that you’ll end up with an entirely different subject line as your content takes shape — but this will help. 

Determine The Type of Content You Want To Share in Every Email

The next thing that you want to do is to determine the content that you want to include in each of your emails. Your task should then include pulling relevant articles from your blog, linking videos from your brand’s channel, and creating graphics for the body of your email. 

All of this should then be saved in a single folder dedicated to every campaign. This eliminates the possibility of sending the wrong graphics or linking the wrong video to your emails. 

Of course, after all, this, be sure to link each specific folder to the right entry in your email marketing calendar.

Finalize the dates and times of your send-outs

Now that you have a solid idea of what you’ll be sending out, who it will be sent to, and what the content of each email will be, it’s time to determine your publish dates and time. 

Be sure to research what the best practices are in sending out emails. For example, you might find out that the best days to send emails are Tuesdays, Wednesdays, and Thursdays. 

Plotting the send-out dates in your calendar lets you or your team manager plot the workflow so each member can be delegated a task with the corresponding deadlines—all in time for the publish date. 

Final Thoughts

Email marketing is all about providing relevant content to the right audience. While there is no single formula that can ensure positive results, coming up with a solid plan and a well-designed email marketing calendar is a good start. 

Just remember that your job as an email marketer does not end after the last email has been sent out. Be sure to constantly monitor each campaign’s performance, employ email A/B testing to improve open rates, and always be prepared to reevaluate and revise your approach. 

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10 Tips On Effective Email Marketing For Mobile Apps in 2022

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If you are one of those who thinks email marketing does not work, then you are definitely missing out on a huge market opportunity.

The reason most people conclude email marketing is least relevant is that they aren’t doing it effectively.

An effective email marketing campaign will still produce tremendous results in 2022. It is a good way that top app development companies in the USA can get their messages out to their customers and clients and can also help to strengthen relationships.

There are basically three types of emails; marketing emails, transactional emails, and operational emails.

Marketing emails consist of a newsletter, announcements, sales promotions, and press releases. Companies send these emails to people who want to receive updates from them. These include; clients, affiliates, prospects etc. This is the type of email you get when you subscribe to a website’s newsletter.

Transactional emails are emails that are triggered by a customer’s action or activities. Some examples of transactional emails include welcome messages, registration confirmations, tracking information, sales receipt, invoice etc. Transactional emails have the best chance of being opened as they are trusted emails. They provide an opportunity for more engagement.

Operational emails communicate important information about a business to customers. This includes informing them of holidays closures, service unavailability, maintenance plans etc. This is one of the least successful emails as people tend to skip it quite frequently.

10 Tips On Effective Email Marketing For Mobile Apps in 2022

Below are ten tips for effective email marketing during mobile app development;


1. Building subscriber list:

The first step towards an effective email marketing campaign for mobile apps is building your subscriber list. Of course, who would you promote to if you don’t have any subscribers?

App development companies can encourage sign up by making sure subscriptions forms are available on their homepage and in every other location on their site. Some websites even have sign-up forms that hover over the page and follows the users as they scroll. It is not intrusive, yet it catches attention.

Another effective method of encouraging sign up is by explaining to readers what they stand to gain by subscribing, perhaps a free ebook, or tutorial.


2. Proper targeting:

In order to have an effective email marketing campaign in 2021, you must learn to target your emails to the right recipient.

One of the top reasons why email marketing fails is because mobile app development companies treat all subscribers as the same, hence sending blanket emails.

To have an effective email marketing campaign you must segregate appropriately. This will require you to gather as much data as possible pertaining to your subscribers; their geographical location, their buying habit etc.

This way, you can send your subscribers messages that resonate more with their needs and interest. This makes it more likely for them to take up your offer.


3. Personalization:

Personalizing your emails is also another proven way top app development companies can boost their email marketing campaign.

Rather than sending a generalized email to all your subscribers using the boring “dear reader”, you can replace this with the recipient’s name.

Current emailing software allows users to interchange the generalized address pattern with the recipient’s name. This creates a feeling of camaraderie and trust and increases the chance of your email being opened and read.


4. Keep it simple:

It gets pretty confusing and annoying when you open a webpage and you are bombarded by flashy graphics, huge fonts and some other elements that obstruct the main content of the page.

Most times people just abandon such pages and head to alternative one. In order to prevent irritating their audience and potential customers, top app development companies need to keep their layout as simple as possible.

You should make it look professional. A good number of people often mistake simplicity with being cheap or substandard, and complexity with top-notch. That is far from the truth. The most successful campaigns and websites (Facebook, Google, and Instagram etc.) are built on simplicity and ease of use.


5. A powerful call to action:

There is no point sending dozens of emails if you don’t tell your readers what you want them to do with.

Call-to-action is an important element of a successful email marketing campaign. It is the push that is sometimes needed to turn a reader into a customer.

A call to action can ask customers to make a purchase, to subscribe to a newsletter, click on a link, fill a survey form etc.

Email marketing example from Netflix.


6.Proper formatting:

The manner by which the content of your email is presented also goes a long way in determining the success of your campaign.

Firstly, learn to use catchy titles and engaging opening lines. Your opening lines must be geared at holding and sustaining the attention of your readers.

Your opening paragraphs must be such as to highlight the subject matter of the content. Do not beat around the bush, you will lose your readers before they get to the sweet part.

Also, mobile app developers have to observe proper formatting of their content so as to make them easily readable. This will include using short paragraphs, using keywords and phrases that are relevant to their content, using bullet points to allow their audience be able to skim through their content and identify the key points, using of images to illustrate message etc.


7. Ability to unsubscribe:

This may seem like a point that is a successful email marketing campaign but it is actually beneficial to it.

For some reasons, a subscriber may want to opt out of your mailing list. If they are unable to or they find extremely difficult to, they may flag your email as spam and this will cause you problems down the line.


8. Ensure it is mobile friendly:

We are in the age of smartphones where the majority of users access the web via their phones than on their desktops.

Therefore, to have a successful email marketing campaign top app development companies must ensure that their emails are mobile friendly.

They must be able to open on mobile without any of the elements of the email missing. One way to confirm how mobile friendly your emails are is to subscribe to your newsletter and then view it on your smartphone.

mobile-friendly-websites


9. Test:

Before you send out emails ensure that you test and double check your message. Make sure all the properties and links to the email are working properly.

You should also check it on different platforms and on a variety of mobile devices. For a more efficient testing, you can utilize tools like Litmus. This tool tests and provides screenshots of your email as it would appear on different email platforms.

It is bad practice to send mass email without testing. If there is any major error this could damage the credibility of your brand tremendously.


10. Monitor your data:

For an effective email marketing campaign to promote your mobile app, it is important that you monitor your data. Take note of how many of your subscribers actually opened their emails and how many carried out the expected action. Other information such as time of day people opened the messages is also equally important.

You can also read more about personalization of mobile app och evolution of app design articles to learn more about.

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How Does Storytelling Work And Why It Should Be Used In E-Mailing

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How Does Storytelling Work And Why It Should Be Used In E-Mailing

We tell each other stories all the time: at family dinners, at friendly parties, during office lunches, sharing photos on social media, shooting dozens of stories a day. And this information sits much more firmly in our heads than just the facts.

Because when we read stories, our brain uses not only the language part of the brain, which converts words into meanings but also the parts of the brain that deal with emotions. We imagine taste, smell, color, and movement by combining what we’ve heard with our own personal experiences.

What is storytelling, where does it come from and where is it used

Storytelling is a method of conveying information in the form of a story in order to engage the listener’s sensory and emotional experience.

It is the emotional connection to the brand and the company that determines the audience’s affection and trust. And a story is a great way to start this attachment. Storytelling is more than simply that. Any story resolves a conflict, “does irreparable good”, or solves a problem.

How storytelling works

Our brain only engages the left hemisphere when we hear boring facts. Stories include the right hemisphere, which generates images, pictures, emotions. It is a chemical reaction that produces oxytocin, which creates the trust necessary for the success of any deal. When you bring in the emotional connection created by the story, the client doesn’t need to be persuaded.

Commercial storytelling serves several functions.

  • Propaganda
  • Unification
  • Communication
  • Influence

Propaganda

Stories have the power to inspire, persuade, and convince. They have the potential to be long-lasting and drive others to do useful things. In early 2017, Nike, for example, promoted women’s freedom of choice in sports.

Unification

Stories help to shape a project’s, brand’s, and/or company’s culture and establish a common identity. Lego came up with a cute commercial, utilizing a sketch from one family’s life to demonstrate how to bring together customers and a company that creates cubes, after which parents stop walking barefoot in the house.

Communication

Stories inspire trust, and trust is the key to understanding. The greater the understanding, the more effective the communications that lead to the goal.

Influence

Stories inspire and build credibility. Steve Jobs was a brilliant entrepreneur, inventor, and industrial designer, as everyone knew. And when he gave his famous Stanford speech, the world recognized him as a wise man in whom one believes unconditionally.

Features of commercial stories

To build storytelling into a company’s marketing, you need to:

  • formulate the purpose of the story;
  • be client-oriented;
  • use the “situation-problem-solution” scheme;
  • show the audience the value of the brand;
  • if possible, use a story to engage the audience or make the client a full participant in it.

How to tell stories that people will believe

You don’t have to be a talented storyteller, creative research paper writer, or director to come up with a story. It is enough to take a plot, phenomenon, or event that really changed your life or the life of someone around you.

Stories can tell:

  • about the creation of the product;
  • about working with clients;
  • about successes and failures;
  • directly about the product;
  • about the company;
  • about anything in general, directly or indirectly related to your business.

Ways to tell a story

Marketers don’t just tell stories with text or video. It can be comics, cards, offline speeches, podcasts, other formats for presenting content, and even multimedia. The main thing is to follow the algorithm.

Storytelling algorithm

Analysis of the target audience for storytelling

True, but marketers and other associated professionals frequently overlook this step, despite the fact that any marketing activities, whether launching an ad campaign or implementing a new product, begins with research on the target audience.

Before telling a story to readers or listeners, you should assess their prior experiences and listening skills. After that, bet on the ones who are more loyal and receptive.

The main idea of storytelling

In marketing, a commercial story catches the user’s attention and establishes an emotional link to the brand, resulting in trust and leading the customer to take a specific action.

When starting to build storytelling in a company, a marketer should keep in mind that there is a story behind every fact. It begins the moment a fact is discovered, and its impact on the further course of events is obvious. This fact becomes important to a certain audience when it somehow affects the context of that audience.

Choosing a hero for storytelling

The stories that a company tells about its job or product are dependent on the client’s context – their life, habits, and interests – rather than the company itself. The main character could be the client’s image or the image of the relative (mother, spouse, child). It could also be a pet, a household object, or another familiar object.

The character is usually drawn from a living person, and the audience thinks, “Oh, this is what my mother would do, and this is what my friend would say”. The character must be completely understood in order for you to know exactly how he would act in a certain situation – for this, you must fully develop the character.

Choosing the plot

It’s not so much about the story itself in commercial storytelling as it is about the advantage the story will give. It is critical in marketing to demonstrate how the brand can solve the customer’s problem.

That’s why storytellers base their stories on the product’s usefulness to the customer. The basis of the story is usually as follows: the hero encounters a problem and solves it with the help of the company’s product.

Storytelling in email marketing

Companies that launch mailing lists often use numbers and a simple listing of facts, and don’t want to scatter the attention of subscribers. They think, if people have already opened the letter, let them get the “maximum benefit”. But why do they need this, if trust in the company has not yet been formed? And trust cannot arise without emotion.

Stories in letters that aren’t just numbers and facts, but also include a plot, characters, and emotional attachment, can affect readings, establish a relationship between the subscriber and the brand, and involve to use of the product.

Most consumers have already developed banner blindness and don’t notice the standard advertising in newsletters, but they are not yet accustomed to letters with stories. That’s why such emails draw attention to themselves.

Features of email storytelling

Content story emails are usually lengthy, but if your story holds the reader’s attention from the beginning, the recipient is more likely to finish the email and possibly take targeted action.

Important: storytelling in a letter begins with the subject and the preheader. No matter how exciting the story is in the letter, it may not be opened at all if the headline is boring.

Storytelling techniques in emails

You can tell stories in letters in the following ways:

  • Blog article announcements as standalone stories.
  • A short story that leads to a targeted action.
  • Letter from the blog editor.
  • Stories in article previewsю
  • Quotes and stories from the brand’s customersю
  • Stories with a brand mascot.
  • Cases.
  • Comics.

You can also include videos in mailings, tell jokes in letters, start a series of letters, conclude each letter with an intrigue – so the reader expects the next one, and use a variety of formats (text + photos + video) in your mailings.

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