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From Subject Line to Closure: Examining the Key Elements of a Successful Storytelling Email

customer email email marketing in english markkinointi storytelling May 10, 2023
@ease Storytelling Blog

I have the absolute pleasure of writing customer emails for VIBAe, a global brand based here in Helsinki. Not only are VIBAe shoes my personal favorite (also my husbands, he never takes off his VIBAe slippers!), but they are also ecological, ergonomic, and ethically made.

I thoroughly enjoy the psychological aspect of crafting the perfect email. It always starts with the product. I put myself in the shoes (haha) of the potential customer. What sort of stories would they love to hear? What are their pain points and how could this product help?

Here's an email I wrote for the brand, utilizing the knowledge I've accumulated from studying the art of creating a resonating storytelling email. Below it you`ll find the WHY WHAT of the email and my three rules of creating a great email.


VIBAe – Two Big Holiday Mistakes

Viva la Wiggling Toes!


After a quick survey from friends and family, there are two mistakes, likely to cause a dent on the holiday budget and harm on your precious feet.


It´s only days until the holiday and what do you do? You run frantically around the mall in search of the perfect holiday outfits. You`ve pictured yourself looking just like that model on Instagram and if the shops only had just that shade of blue on sale… But they never do, but you had a VISION, so buy you must! You come home with bags of “nearly there” outfits and a bank account that sadly reminds you: A third of your holiday budget was actually spent right here, at your local mall.


You do not need to buy clothes before the trip! We all know we end up wearing the comfy old clothes anyway. And if you spend before the holiday, it might be that you can´t afford the perfect item of clothing you found at that picturesque boutique next to your hotel. (Speaking of experience here.) So go ahead, pack your well-worn old clothes that you love and feel comfortable in. You´re going on holiday to enjoy the sights, smells, and atmosphere. Everything is so NEW, you don´t need the added pressure of feeling insecure in the hastily bought NEW clothes as well.


The strappy sandals that were on sale… they´ll be ok, right? Raise your hand if this sounds familiar:  You´ve convinced yourself that they´ll be ok, but for some reason, you end up packing a pack of Compeeds for blister care too. Hmm.


What do we do on holidays? We walk! So why is that the shoes are less important in our minds than the clothes? No more, we say! You deserve to enjoy your holiday without blisters and swollen, aching feet. Your feet and toes want to breathe, and your foot soles want comfort and ease!

Many of you we love to call VIBAe Tribe, have come to our stores for the first time to fight mistake number two. You too are long time sufferers of the Compeed-shaped tan lines on your feet and you´re looking for the best shoe possible for your trip.

We assume you already have a pair of VIBAe shoes, so pack them and you know for sure you´ll be comfortable on your holiday. Have an extra Aperol Spritz on the money you saved on Compeeds 😊And if you don´t yet own a pair, might we suggest… drumroll please…

We have created the best open toe sandal for your holiday needs, the Saint Tropez! Viva la wiggling toes, there is airflow for even the hottest destinations!

Our sandal is inspired by the glamour and elegance of the Saint Tropez location, famous for its luxurious beaches and fashionable lifestyle. Slip into our open-toe sandals and feel like a celebrity on your vacation. And you know what? These sandals might make your favourite old summer clothes feel… kinda new!


Remember, happiness starts with your feet!


CTA to the new (and amazing) Saint Tropez shoe!


Lets´brake it down


So, what did I do there? First off, I wrote an email that I MYSELF would love to read. If the email doesn't evoke any emotions in me, it's unlikely to do so for anyone else either.

As I was talking about a summer shoe, I wanted to make it light and fun. Create a bit of mystery in the headline... what are the two mistakes and OMG, have I made them. (Yes, we all have, haven´t we?)

After the years we´ve had, we all crave fun and entertainment, so the wiggling toes promised a bit of humour in the subheadline.

To ensure easy reading, I made the mistakes and truth bombs clear and concise. After the problem and UUH, the pain point we can all still remember as a phantom pain on our poor feet, I lead the reader towards the solution - the most comfortable summer shoe ever!


The Three Rules I Embrace for Crafting Effective Content


1. Get inside your customers head. it´s spring and we are all planning our holidays. Don´t make those same mistakes again, get the comfy shoes NOW!

2. Write like you´d write to a friend. Create trust, warmth and a sense of belonging to a group. Don´t be too damn clever and use fancy words - they´ll only confuse everybody. Nobody buys out of confusion!

3. Offer a solution. Marketing in my mind (and especially if you have a great product) is all about helping people! Letting them know that there is this product that could make their lives easier and their holiday more enjoyable.


There! Keep these tips in mind when you´re writing to your customers and get creative!


Let me know if I can help you with your customer emails, I write them in Finnish and English.



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