Email plans stagnate when you have no story to tell

It’s an easy job for me to sit here and tell you to do more with your email. But then you’re sat there knowing that 5 … maybe 10% of your overall revenues are attributed to your email marketing.

What’s the point when you have bigger channels, more revenue-aligned channels, to focus upon?

For sure, some brands will have a far easier job on their hands when it comes to building a community through their email marketing.

Take Asket.com as an example. A clothing brand packed with story-based ingredients. Traceability. Price transparency. Purpose. Mission.

An Asket product page is lined with detail.

There’s so much to talk about. So many stories to tell. So many emails ready to educate subscribers on the Asket way.

And that’s important. For any brand. Having stories to tell makes your ability to write emails feel natural. You’re helping people buy rather than figuring out how to sell.

And knowing how to sell, when there’s no story to tell, is a struggle. I’m starting to sound like a poet now. Sorry.

We often overlook the story. Whether that be;

  • the backstory – why the brand exists
  • the product story – why the product exists
  • the customer story – why the product matters

Asket are what I’d describe as an authority-led brand. They’re in the market to educate and to reform how we buy our clothing. Basic garments manufactured with care. The slow-fashion movement that places ‘we are what we buy’ at the core of our decision making.

Your own products have benefit. Behind each of those benefits is a story that you can tell.

When that story is linked to your brand, there’s an ongoing story. A never ending story. It opens up a level of transparency that allows you to open the doors wide on your business. To let people in. To let people buy into what you do.

We’re talking huge HUGE differentiators here.

And… it makes for very interesting reading. And it builds community. And within community, you get feedback. More stories to share.

You can write in a way that shifts you away from the constant focus upon price. You write in a way that shifts your customers thoughts away from the primary consideration of price.

It’s a good place to be.

And that, is why you place more emphasis on your copywriting (the story you have to share) as your technology (the mechanism for sharing that story).

The mechanism, your email software, allows you to tell that story in a timely, coherent manner.

Please don’t look at technology as your saving grace. You still have to earn the right to write to each and every subscriber. Technology doesn’t compel people to open your emails, read your emails, click your emails. Your story does.

The reason so many brands get stuck in the pattern of ‘here’s today’s discount’ emailing is the inability to articulate. The misguided belief that customers are only interested in one thing. Cost.

You’re a consumer. You know that’s not true.

Breath life back into your email marketing. From the welcome sequence to the weekly mailing to the geekery of explaining what elements of your products deliver the owner the greatest value.

This methodology has worked with the dullest of product lines. It’s your job to create interest. On a human to human basis. Go deep. You’ll find some great stories to tell. Go tell them.


Written By:

Ian Rhodes

Twitter

Founder of Ecommerce Growth Co. I help brands profit and thrive through their email marketing. I write weekly articles to share with you what I learn.


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