Using storytelling on your website is very efficient to retain customers. Using storytelling in your marketing emails is gnaaarly efficient to make prospects and users go to your website.
Let's dig into 6 exciting examples!
#1 INSPIRE & EDUCATE - Canva
Canva.com is a great to online tool to create easily a beautiful design for your personal or professional purposes.
When you create an account, they start by sending you a series of 23 tutorial emails to help you master their various features and spark your creative imagination.
They just display an exciting descriptive title, a colorful picture and a short description to encourage you to start the lesson.
#2 INSPIRE & REINFORCE THE COMMUNITY - Airbnb
One of the promises held by Airbnb’s storytelling is to help you find the most amazing places to stay and to create a sense of belonging.
They use their Wish Lists feature to show the most exciting houses and apartments you could go to, but also to create a sense of community between users. It’s not the company’s selection, it’s the users’ favorites. As you may be aware of, the desire of others is the most powerful trigger to stimulate one's own desire.
#3 INSPIRE & CREATE OPPORTUNITIES - Reserve
Reserve's email strategy mostly consists in reminding you of special occasions when you might want to use it, sufficiently early on to make it easy for you to get a table.
Their tone is as friendly and elegant as the experience they're trying to sell.
#4 PUSH NEW PRODUCTS USING AN ENGAGING TONE - General Assembly
A marketing strategy that pushes daily emails to inform you about new products is a bold one. People might easily get bored.
I frequently open General Assembly's emails because they're engaging, friendly and inspiring. It's about the tone they use. Nothing else.
They use short sentences (easy to read), active verbs ("speak up", "ask", "tune in" - engaging) and let us anticipate an enchanting experience ("wondering", "curious", "learn the keys", "meet a mentor", "get a taste").
And their footer puts the final stroke on our desire to join in!
#5 PUSH NEWS USING A STORY - Infinit
Their product is solid, but their tone is light. Putting humour in a b2b product is something not many startups dare to do.
It doesn't have to be "funny aha" all the time. The use of an awkward word here and there will do the trick (how many times have you read "renegade", or even less "renagade-ness" in a marketing email lately?).
You'll also notice how many times they shine the light on their users, instead of themselves...
#6 GIVE STUFF FOR FREE - Unsplash/Crew
Unsplash's baseline speaks for itself: "Free (do whatever you want) high-resolution photos."
Every 10 days, they send you by email 10 pictures made by (semi) professional photographers.
What's interesting from a marketer's standpoint, is that Unsplash is just a side project. So this clever marketing strategy is not for Unsplash, it's for Crew, that has real products to sell (see here).
The idea is to imagine a generous way to get in touch with your users on a regular basis. What do you have that you could give away for free?