How to tell a story in your email marketing

I love it when I come across an example of email marketing that grabs me with a compelling story.

Actually, I wish it would happen more often. Even though we all know how important storytelling is in our fundraising or marketing efforts, too many organizations aren’t telling their stories … or telling them well.

But with any communications, you only have an instant to draw in your reader and make a connection.

Good storytelling does that.

Why? Blame human nature. We’re wired to crave stories. It’s how we make sense of the world. When we come across a good story, we want to know what happens next. Our hearts and minds are engaged and we’re taken along for the ride.

If your story is compelling, your audience is more likely to read your email. And they’re more likely to respond.

So here’s an email that caught my attention. It’s from WWF and it asks for my monthly support. This is how it starts:

“My story begins in the Arctic. I’m riding in a beaten-up van with caterpillar-tracks, inching my way across the tundra of northern Canada, 40 miles from Churchill.

After a two hour-long drive I reach my destination: the Arctic wilderness. Battling biting cold winds and wrapped in a massive parka, I get out and stand alongside my colleague Peter Ewins, WWF Arctic wildlife biologist.

Less than 100 meters away, a polar bear mother rests as her 10-week old cub alternates between tugging on her neck and batting at barren twigs. I’m awed by how this immense animal can be so gentle, patiently tolerating the cub’s tugs and nips. The mother polar bear’s sheer size, magnificence and affection toward her offspring are amazing.

But I’m not in the Arctic to simply experience the awe of this beautiful species–I’m here because the plight of the polar bear is far from certain.”

The email appeal goes on to tell about the issues threatening polar bears and explains how I can help.

Unfortunately, the story in this email fundraising appeal seems to disappear, leaving me wishing the writer would have circled back to it after making the ask. But the engaging beginning puts this email appeal head and shoulders above a lot of the competition.

Anything noteworthy show up in your inbox lately? Please share.

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