Imagine you’re writing emails for a marketing campaign. Some people will read every email, while others might only read a couple. So, you need to write emails that work for both readers.
Here’s the challenge: How do you ensure your emails don’t sound repetitive? How do you reward those who read all your emails, while still making sense to someone who reads just one?
Think of it like writing a comic strip. Each strip has to be interesting, but it also fits into a larger story. That’s the art of great email marketing!
Sunday Surprise: The Storytelling Powerhouse Hidden in the Newspaper
When I was growing up, newspapers were a big deal. And one of my favorite parts? The Sunday comics section! It was like a treasure trove of colorful stories waiting to be explored. Every Sunday, the newspaper would be extra thick, and right there in the middle were the comic strips. Full-color adventures that made you laugh, think, and sometimes even tear up a little. My top picks? Calvin and Hobbes and Peanuts. These strips were like old friends. But here’s the cool part: They weren’t just random jokes. They had something more—a storyline.
Imagine this: On Sunday, a story would kick off. Maybe Calvin would invent a time machine, or Snoopy would take a trip to the moon. And then, throughout the week, you’d follow their adventures. Each day, a new piece of the puzzle. And finally, on the next Sunday, the grand finale! The climax, the resolution, all in glorious full color. It was like waiting for the last piece of a jigsaw puzzle to fall into place.
Sometimes these storylines would stretch out over months. You’d get invested in the characters, their quirks, and their little worlds. And that’s where the magic happened—the art of storytelling in just a few panels.
So, next time you read a comic strip, remember: It’s not just a joke. It’s a tiny tale waiting to unfold.
The brilliant thing was you could read any strip in isolation, and it would make perfect sense. You could join a comic anywhere in its run and not feel confused. Imagine opening the newspaper and finding your favorite comic strip. Maybe it’s Calvin and Hobbes or Peanuts. Now, here’s the magic: You can jump in anywhere. Each strip stands on its own, like a little gem waiting to be discovered.
Whether you’ve been following the story for years or it’s your first time, you’ll get it. The characters, their quirks, the rules of their world—they all make sense. And that’s the brilliance of these artists.
Take Charles Schulz, the genius behind Peanuts. He didn’t just write one Halloween strip; he wrote seven. Each day, you’d see Charlie Brown fretting about the holiday, Linus raving about the Great Pumpkin, and the gang either teasing or comforting them.
Now, here’s the twist: Every single strip was a mini-story. Maybe one day it’s all about Linus believing in the Great Pumpkin, and the next, Snoopy’s busy with his Halloween costume. But if you read them all that week, the drama builds. By the time Halloween night arrives, every plot point pays off.
But what if you only catch that one strip? No worries! You’ll still laugh, enjoy it, and leave fulfilled. These comic strips are like little universes—complete, delightful, and always ready to welcome you.
Storytelling through comic strips and how it relates to email marketing
Sequential storytelling is an art form that works wonders in both comic strips and email campaigns. Whether you’re reading a colorful strip or an inbox message, the principles remain the same:
- Delight the Reader:
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- Just like a comic strip aims to entertain, your emails should grab attention. Make them intriguing, funny, or thought-provoking.
- Brand Identity:
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- When you see “Little Nemo in Slumberland,” you instantly recognize it. The same goes for brands. Your emails should have a consistent look and feel—a visual identity that stands out.
- Complete Stories:
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- Each comic strip is a mini-story. Even if you’ve never read the series before, you get it. Similarly, every email should make sense on its own. No missing pieces.
- Continuity and Payoffs:
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- Comic strips build drama over days or weeks. By the time you reach the finale, everything pays off. Your email sequence should do the same—rewarding loyal readers while still making sense to newcomers.
- Visual Distinction:
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- Just as each comic strip has a unique style, your brand emails should be visually distinctive. Don’t blend in with the crowd. Be memorable!
So, whether it’s a colorful panel or a well-crafted email, the magic lies in storytelling. And remember, you don’t want your emails to end up in the “delete” pile!
Tell them your Brand Story
In every comic strip, characters always call each other by name, making it easy for readers to connect with them. Similarly, in every email you send, you need to introduce yourself clearly. This doesn’t just mean stating your brand name; it means showing what your brand stands for and where it fits in the market.
Each email should either make the reader feel a connection with your brand or help them realize it’s not for them. You want to attract those most likely to buy from you and weed out the rest.
You announce who you are through visuals and the tone of your words. Be direct about who you serve. If you target small businesses, make it clear. After just one email, your reader should know your business name, how you can help them, and get a sense of your pricing. Consumers should understand if you’re a luxury or mid-tier brand, and B2B customers should know if you offer enterprise-level solutions or something simpler and more affordable.
Behind the Mask
When you’re sending emails to potential customers, you know they might not see every message. That’s why you need to send multiple emails, but you also need each one to be interesting on its own. Think of it like a comic strip. Each email is a part of a bigger story, but it also needs to tell a complete story by itself. Just like how a single comic strip can stand alone, your emails should too.
But here’s the trick: each email should also leave something open-ended, so the reader wants to open the next one. It’s like a little cliffhanger that keeps them engaged.
This might sound tricky, but it’s what makes some email sequences really effective. And the best part? You can learn a lot about this kind of storytelling from classic comic strips. They’re not only entertaining but also full of lessons from expert storytellers.
