In direct marketing, conventional wisdom has long dictated that success lies in crafting the perfect offer and writing persuasive copy and putting it into a logical easy-to-navigate design. But what if this age-old approach isn't always the best path to higher response rates?
As 2025 begins, it’s a perfect time to evaluate what’s working and what’s not in your direct mail campaigns.
Storytelling is a successful tool across all marketing channels. In fact, an emotional brand story is key to creating a message that resonates with consumers. And when it comes to email... storytelling can really set your campaign apart.
If you need a primer on how to craft an emotional brand story, check out this blog from last week. If you’re ready to see how to apply those tenets to email, read on.
Consumers make decisions emotionally.
It’s true.
According to Gerald Zaltman, emeritus professor at the Harvard Business School, 98% of buying decisions are made in the subconscious.
That means these buying decisions come from the heart or the gut… rather than the brain. Emotion beats logic nearly every time.
And that’s why it’s vital to have an emotional brand story.
Facts appeal to the brain. Stories stir the heart. If you want to create a real connection between your brand and your customers, you need a brand story that sticks with your buyers.
So how do you do it? How do you craft a brand story with emotional impact?