In addition to its superior ROI (email marketing has a return on investment (ROI) of $36-$40 for every $1 spent), email marketing is one of the most effective tools for advertising. When utilized correctly, this channel can build brands, increase customer engagement, and connect with customers on a deeply personal level. Of course, emails can always be used to share announcements, but companies should seek to expand how they are using email marketing to enhance the customer experience.
In addition to sales, announcements, and industry news, emails can be used to create narratives that drive consumer engagement. By creating storylines, companies can create interest in their emails and provide customers with engaging content that stands out amongst the crowd. Stories and narratives can be about anything, but always ensure that they highlight what makes your company or product unique and always ensure that they are relative to the readers. Stories can not only build your unique brand identity and increase engagement, but they can help you connect with your audience on an emotional level.
To set up your story, utilize drip campaigns for easy deployment. The autoresponders can take each of your subscribers through a story-based email sequence that will entertain your audience and eventually, sell more products and increase engagement. The first email in your sequence should contain a hook that grabs their attention and provides inspiration, the second should follow up with narrative content that offers value and insight to the reader, and the third should provide content that supports the storyline. Items like case studies, interviews, or resources often work well here.
Ready to take a narrative approach to your email marketing campaigns? Contact Site Impact to hear how we can help.