Explosive storytelling for a successful B2B email marketing!

Speak to the heart of your prospects!

A business-to-business marketing strategy should leave nothing to chance. Emailing campaigns therefore have every interest in not neglecting the use of storytelling to precisely reach their target. What is the principle of storytelling and, above all, what place does it hold within this strategy?

Good business communication by email is not limited to presenting a product offering or a solution to a problem. The basic rule of marketing consists of generating a deep connection with your audience, in order to push them to action. Converting your prospects into loyal customers will be easier if the content of your message conveys values ​​that resonate with them personally. Storytelling, also called narrative communication, is the means used to reach the audience concerned.

A story full of emotions

The story contained in your emails, to fulfill its objective, must lead potential customers to feel a certain closeness with your company. The idea is to present it as the ideal solution for their research, through an emotional connection. This impact is favored by the contribution of a human dimension carrying values ​​in which the target company recognizes itself. Through business communication, we are speaking to human beings.

Knowing your prospects well is therefore essential to successful marketing action. All the data collected on your contacts will be used to develop content adapted to each segment. It is this work of identifying the values ​​held by your potential customers which will constitute the key to effective storytelling.

A message to persuade to choose you

Capturing the customer’s attention is the main challenge to overcome at the start of storytelling. The general appearance of the email must be clear and very attractive. The text, for example, benefits from being enhanced by the integration of a video or an image. But above all, it is important to trigger the audience’s interest by arousing a particular emotion, which reflects the reader’s current concerns. This feeling helps associate the information read with your brand in customers’ memories. It is therefore one more step towards the adoption of your product or service.

The very construction of the story contributes to the effectiveness of the approach. Humor or suspense therefore constitute good marketing tools, serving your strategy. You can even split your email campaign into several phases and as many emails, with the aim of arousing the curiosity of your future customers without abusing their patience. The final stage of storytelling includes the call to action, which must fit into the logic of your story in a natural way. Your customer is then convinced by the content of the email which, through captivating narration, directly echoes their human and professional expectations.

Put your customers at the center of the story

The more the target companies feel understood and made aware of the values ​​expressed in your storytelling, the better the success rate of your B2B email campaign will be. Your customers will be all the more touched if they are placed at the heart of the content of your emails, like the heroes of the story presented to them. In order to measure the impact of the message, do not forget to analyze the data collected and correct the tone of your story if necessary.