In today’s digital age, email marketing is crucial to any brand’s marketing strategy. While there are various types of emails that a brand can send, one of the most powerful and effective is the brand story email.
This type of email allows a brand to connect with its audience deeper by sharing its story and values. In this article, we will provide a detailed guide to creating a brand story email that resonates with your audience.
What Is a Brand Story Email?
Before diving into the details of creating a brand story email, let’s first define what it is.
A brand story email is a type of email marketing that shares the story and values of a brand with its audience. It is an opportunity for the brand to connect with its audience on a deeper level. They can do this by sharing its unique story, what it stands for, and why it exists.
A brand story can take many different forms, but it typically includes elements such as:
The Brand’s History
This can include information about how the brand was founded, the challenges it faced, and how it has evolved.
The Brand’s Values
This email section should outline the core values the brand holds dear. This can include things like honesty, integrity, transparency, and sustainability.
The Brand’s Mission
What is the purpose of the brand? What problem does it solve, and what is its ultimate goal?
The Brand’s Impact
This section of the email should highlight the positive impact that the brand has had on its customers, community, and the world at large.
Call to Action
The email should end with a clear call to action. This could be visiting the brand’s website, signing up for a newsletter, or purchasing.
Steps to Creating a Brand Story Email
Now that we have defined a brand story, let’s dive into the steps for creating one.
Step 1: Define Your Brand’s Story and Values
The first step in creating a brand email is to define your brand’s story and values. This is a crucial step because it lays the foundation for the rest of the email. To do this, you will need to answer some key questions:
- What inspired you to start your brand?
- What challenges have you faced along the way?
- Describe your brand’s core values
- What is your brand’s mission?
- What positive impact has your brand had on its customers, community, and the world?
As you answer these questions, make sure to keep your target audience in mind. What will resonate with them? What do they care about? This will help you create a brand story that speaks directly to their interests and concerns.
Step 2: Decide on Your Email Format
Once you have defined your brand’s story and values, it’s time to decide on the format for your email. There are many different formats you can choose from, but here are a few popular options:
The Long-Form Story
This format is perfect for brands with a rich history and a compelling narrative. The email can be paragraphs or pages long, allowing you to dive deep into your brand’s story and values.
The Visual Story
If your brand has a lot of visual elements, such as photos, videos, or graphics, this format might be a good choice. You can use visuals to tell your brand’s story visually compellingly.
The Q&A Format
If you want to make your brand story more conversational, you can use a Q&A format. This helps break up the text and make it more engaging for readers.
The Timeline Format
If your brand has a long history, you can use a timeline format to showcase key milestones and events.
Choose the format that best suits your brand and your target audience.
Step 3: Write Your Brand Story
Now that you have defined your brand’s story and values and chosen your email format, it’s time to start writing your brand story email. Here are some tips for crafting a compelling email:
Start With a Strong Opening
The opening of your email should capture your reader’s attention and draw them in. Consider starting with a question, a powerful quote, or a surprising statistic.
Your brand email should be authentic to your brand’s values. Don’t try to be something you’re not, as your readers will see through this.
Use Storytelling Techniques
Use storytelling techniques like vivid descriptions, relatable characters, and emotional appeals to make your brand story come to life.
While you want to tell a compelling story, you want to make sure your readers get enough information. Keep your email concise and focused on the key points.
If you’ve chosen a visual format, include plenty of visuals to make your brand story more engaging.
End With a Clear Call to Action
Your email should end with a clear call to action, such as visiting your website, signing up for a newsletter, or purchasing.
Step 4: Test and Refine Your Email
Once you’ve written your brand story, it’s time to test and refine it. Here are some tips for doing this:
- Send a test email to a small group of subscribers and ask for feedback.
- Track the performance of your email, including open rates, click-through rates, and conversions.
- Use A/B testing to test different subject lines, headlines, and calls to action.
- Refine your email based on the feedback and data you receive.
Step 5: Send Your Brand Story Email
Once you have refined your brand story, it’s time to send it to your subscribers. Here are some tips for doing this:
Segment Your Email List
Consider segmenting your email list based on demographics, interests, or behaviors. This can help you send a more targeted message to each group.
Time Your Email
Consider the best time and day of the week to send your email. This can vary depending on your audience and industry.
Personalize Your Email
Use personalization techniques, including the recipient’s name or past purchase history, to make your email more personalized.
Be bold and follow up with subscribers who didn’t open or click on your email. You can send a reminder email or try a different approach.
Examples of Brand Story Emails
Brand story can take many forms, depending on the brand and the campaign’s goals. Here are a few examples of brand story to give you an idea of what’s possible:
One common type of brand story is the introduction email. This is sent to new subscribers to welcome them to the brand. It will provide a brief overview of what the brand is all about. This email might include a brief history of the brand, an explanation of its mission and values, and a call-to-action. It is to learn more about the brand on its website or social media channels.
Founder’s Story Email
Another type of brand story is the founder’s story email, which shares the personal story of the founder or CEO of the brand. This email might describe how the founder came up with the idea for the brand and the challenges they faced along the way. It can also show what motivates them to keep pushing forward. This type of email can help humanize the brand and build trust with the audience.
A milestone email celebrates a significant achievement or anniversary for the brand. This could be the anniversary of the brand’s founding or the launch of a new product or service. It could be a major accomplishment in the brand’s history. This type of email can highlight the brand’s achievements and build excitement around its future plans.
Social Responsibility Email
A social responsibility email highlights the brand’s commitment to social or environmental causes. This email might describe the brand’s efforts to reduce its carbon footprint, support local communities, or promote diversity and inclusion. This type of email can help build trust with the audience by showing that the brand is more than just a profit-driven business.
Customer Success Story Email
A customer success story email shares a real-life story of how a customer used the brand’s product or service. It shows hoe they used it to solve a problem or achieve a goal. This email might include a testimonial from the customer and photos or videos showcasing their experience. This type of email can help demonstrate the value of the brand’s offerings and build credibility with the audience.
A behind-the-scenes email provides a peek into the day-to-day operations of the brand. This email might include photos or videos of the brand’s office or warehouse, interviews with employees, or a look at the production process. This type of email can help build a personal connection with the audience. It gives them a glimpse into the people and processes behind the brand.
Holiday or Seasonal Email
A holiday or seasonal email can help the brand connect with the audience more personally by celebrating a shared experience. This email might include seasonal greetings, holiday promotions, or special offers that tie into the season. This type of email can help build a sense of community with the audience and create a memorable experience for the brand’s subscribers.
Brand Refresh Email
A brand refresh email announces a major change to the brand’s visual identity or messaging. This could be a new logo, updated website design, or a shift in the brand’s positioning. This type of email can help the brand communicate its new direction to its audience and get them excited about what’s to come.
Exclusive Access Email
An exclusive access email offers the brand’s subscribers early or exclusive access to a new product or service. This email might include a sneak peek at the product and a particular discount or offer for subscribers who purchase early. This type of email can help build excitement around the brand’s offerings and reward loyal subscribers for their support.
A recap email summarizes the brand’s recent activities or accomplishments. This email might include highlights from recent blog posts, news articles, or social media updates. This type of email can help keep the brand in mind with the audience and showcase the brand’s ongoing relevance and value.
A brand story email can be a powerful tool for connecting with your audience and building brand loyalty. Define your brand’s story and values, choose a format, write a compelling email, test and refine it, and send it to your subscribers.
This way, you can create a brand story email that resonates with your audience and helps you achieve your marketing goals. Remember to keep your target audience in mind throughout the process, and always strive to be authentic and true to your brand’s values.
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