There is an art to email marketing. For most people, receiving impersonal emails is a cue for hitting the unsubscribe button. Turning people into engaged, loyal customers requires a different approach, and this is where storytelling can come into play. As former dotcom business exec Seth Godin once said: “Marketing is no longer about the stuff that you make, but about the stories you tell.”
Storytelling in business, sharing relatable stories about the company, the people behind it, and what goes on behind the scenes, can help people to connect with a brand. Done well, email marketing content becomes memorable, and humanises a brand, making it feel like a trusted friend that customers have known for a long time, and whose emails they welcome.
