With inboxes becoming increasingly crowded, how do you make sure your emails are the ones your audience opens?
There's one method people often suggest that not only spikes curiosity but also forges a deeper engagement with your readers, dramatically boosting your campaign's effectiveness.
However, what isn't normally shared are the special techniques to take this method and create an utterly irresistible email campaign.
That's what we're going to dive into now…
The method, as you might have guessed, is storytelling, and what you likely know about storytelling is that you need:
1. A character
2. A mission
3. An obstacle
For example:
"Little Red Riding Hood (the character) is asked by her mother to deliver food to her sick grandmother (the mission). However, a wolf learns of her journey and plots to devour her and her grandmother (the obstacle)."
So, how do you take this and turn it into an irresistible campaign? One your subscribers can't wait to receive?
Here's how…
1. Build a Narrative Across Multiple Emails
Instead of confining your story to a single email, spread it across a series.
This is the technique TV series like "Lost" use that allow them to keep a huge audience tuning in for years.
Make each email act as an episode contributing to a larger story arc. This keeps subscribers hooked, eagerly awaiting your next email, and maintains sustained engagement over time.
Going back to the Little Red Riding Hood (LRRH) example…
Your first email could detail the mission given by her mother, the obstacle of her going alone through a deep dark wood, and end as she's on the verge of entering the wood.
2. Employ Open Loops
The human mind does not like open loops. In fact, by introducing a compelling question or an unresolved scenario and delaying the resolution until a subsequent message, your subscriber's subconscious mind will be hungry for your next email.
This not only boosts open rates but also deepens reader engagement.
The trivia question at the start of this newsletter is a form of open loop.
If you're interested in knowing who pioneered the cultural phenomenon of Tupperware parties, you're likely to read to the end.
If we told you now that the answer is a single mother from rural Georgia, United States named Brownie Wise… You have found the hidden answer and we have closed the loop!
However, we can open a new one by asking, can you guess the name of the person who invented Tupperware?
Back to the LRRH example, your second email could end with the wolf forming his plan to meet Little Red Riding Hood again at her grandmother's house.
If the reader is invested in the story, a loop will open in their mind, 'what will happen at their next meeting?!' and they will be driven to read that next email to close the loop.
3. Integrate Your Marketing Message Seamlessly
The real art of storytelling in email marketing lies in embedding promotional messages subtly.
In LRRH, if you were promoting survival equipment, you could weave this in as an item her mother gives her before she leaves. The item would then help her in some way later in the story.
For example, "Remember, my dear," her mother began, smoothing the red cloak over her daughter's shoulders, "the forest is beautiful, but it holds many dangers."
She reached into her sewing basket and pulled out a small, intricately carved whistle made of polished oak. "Take this with you," she continued, placing the whistle around Red Riding Hood's neck. "It is a safety whistle that your father made. Should you ever find yourself in danger or feel uneasy about anything on your journey, blow it loudly. It will bring help to your side swiftly."
4. End with a Strong Call to Action
LRRH ends with a tense moment where her life is in danger.
As she's confronted with the threat of the wolf in disguise, she remembers the safety whistle her mother gave her.
She uses this crucial item and out of nowhere, a woodsman arrives just in time to save Red Riding Hood and her grandmother from the wolf.
After detailing how the whistle saved the day, you can transition into your call to action seamlessly.
For example, you might end your email with:
"Be prepared and protected, just like Red Riding Hood with her whistle. Act now to ensure your safety and peace of mind with [Your Product/Service]. Click here to learn more and take the first step towards securing your well-being."
You could also have your product be the very thing that saves the day.
By using the first 3 points, your readers will become so connected to the story that many will buy your product to complete their connection with it.
If creating captivating email campaigns sounds like a mission you want to undertake, the only area Funnel Hackers have issues with from here is figuring out the finer details of the story.
The answers you need are in this book below:
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