Sharing your story through email marketing

Michael Scott

compliments of My Take on TV

Creativity does not always have to be paired with design talent when it comes to telling your story through your email campaigns. I was reminded by this the other day while watching an old episode of The Office. Dunder Mifflin decides to make a commercial. Michael Scott automatically dubs the Dunder Mifflin commercial as being the “brain dead version” and decides to create his own. He is surprisingly able to tell the Dunder Mifflin story through the eyes of the Scranton branch and as Michael describes it perfectly, “it is full of humor, depth, heart and it is real.” If aired, Michael’s commercial would not go unnoticed, especially with the ending slogan “Limitless paper in a paperless world.”

The big question now is, how can you creatively share your story? There are three things to focus on: content, design, and a call to action.


What will readers want to read? What do you want to share about your company, your story? The first thing you should do is personalize your email campaign with the mail merge tool. After that, the sky’s the limit. You can highlight an all-star client of yours through a remarkable case study or through testimonials. You can create a story around the products you choose to promote this season. Invite people to celebrate significant consumer holidays with you whether that is through online participation or an actual event.

What to keep in mind is no matter what you do highlight something that only your company has that makes you stand out beyond your competitors. And remember this can be as serious or off the wall as you want it to be. Follow the example of Michael Scott’s ingenuous slogan “Limitless paper in a paperless world”


The design of your campaign will be what catches the attention of your readers right off the bat. Alex Williams of MarketingProfs says, “Quality design helps present your brand in a positive way, separates you from competitors, and helps increase sales.” He continues to explain that it is the small design changes that will help your email campaigns look that much more engaging.

When creating your holiday templates add a few extra special touches. Things you can add include a newly designed header, a picture or two helping to tell your story, an eye-catching call to action button. You can also change the layout of your standard email templates. You may be able to catch unengaged readers attention a little more this way.  Again the most important part is to have a look that sets you apart from your competitors.

If you still feel like you are locked in a creative box this holiday season, Bright Peak will help you with your design. And we promise you can have a larger say in telling your story then the designers of the “brain dead version” of the Dunder Mifflin commercial gave Michael Scott.

A call to action
My guess is that during the holidays you will have some sort of promotion or giveaway for your clients. So, you need some sort of call to action in your email campaign to push this along. The positioning of a call to action button is crucial. It is important to create an eye-catching button that is present on the top half of the email. You will also want to have it as a link elsewhere in the email template just in case images do not show up for a participant for any reason.

When thinking what to give away, think in terms of surprising your clients.  John Jantsch of Duct Tape Marketing describes the element of surprise as one the fastest ways to get people talking. A surprise can be through giving your clients something out of the blue and appreciated or just giving them more than they bargained for. What sort of gift can you give back to your customers this year?

In the words of Michael Scott, “It all starts with an idea!”

Sharing your story through email marketing

2 Responses to “Sharing your story through email marketing”

  1. I love the analogy! great article

  2. Your blog keeps getting better and better! Your older articles are not as good as newer ones you have a lot more creativity and originality now keep it up!

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