The document discusses how storytelling can be used effectively in email marketing. It provides examples of how to incorporate storytelling elements such as weaving in parts of a compelling story to keep readers engaged and inviting the reader to become part of the story. Storytelling in email marketing aims to get people interested in the larger narrative and mission through an interactive experience across multiple media.

1. Why
Storytelling?

2.
Thinking
Feeling

3. Email
Marke4ng
Storytelling
MAGIC!

4. How
can
we
use
storytelling
in
email
marke6ng?
Copy
Visuals

5.
Storytelling
can
also
be
used
conceptually,
rather
than
tac6cally.
Meaning.
.
.
The
email
itself
can
act
as
one
part
of
the
story
arc

6.
Email
=
a
Gateway

7.
The
beauty
of
the
digital
world
is
that
we
can
capitalize
on
mul6-­‐media,
interac6ve
environments
to
get
people
plugged
into
our
messaging,
mission
and
community

8.
How
can
we
leverage
email
to
get
people
interested
in
the
story
we
have
to
tell,
and
the
larger
body
of
work
we
are
engaged
in?

9. Exhibit
A.
.
.
DFS
Vancouver
Email

10. Exhibit
A
revised
.
.
.
Dear
Vanessa,
I'm
always
amazed
by
the
conversa6ons
I
have
with
Dress
for
Success's
clients.
Just
last
week
I
had
the
opportunity
to
catch
up
with
Jane,
a
par6cipant
of
the
Professional
Women's
Group,
who
re-­‐entered
the
workplace
recently.
It
was
a
joy
to
hear
about
her
success,
but
one
thing
she
said
really
resonated
with
me.
"This
journey
of
re-­‐entering
the
workforce
has
showed
me
that
success,
even
at
an
individual
level,
is
a
team
effort.
I
could
not
have
gone
through
this
process
on
my
own
and
I'm
proud
to
share
my
success
with
the
countless
other
women
who
have
helped
me
along
the
way."
-­‐
Jane
Wow!
Jane
is
so
right.
Success
is
oSen
a
group
effort.
In
fact,
I
know
from
my
years
as
the
Execu6ve
Director
of
Dress
for
Success
Vancouver
that
we
could
not
support
these
women
without
your
help!
You
are
a
vital
part
of
Jane's
success
and
the
success
of
the
2,000
women
we
served
last
year.
I
invite
you
to
read
more
about
Jane's
story
(link
to
website)
and
see
the
important
role
you
play
in
women's
lives
in
our
community.

11. Copy
• Define
a
goal
from
the
start
• Weave
in
part
of
a
story
that
is
cap6va6ng
enough
to
keep
people
wan6ng
more
• Find
out
what
your
audience
wants
to
hear,
then
feed
it
back
to
them
• Package
content
is
a
shareable
fashion
• Invite
the
reader
to
become
part
of
the
story;
interact
with
it