In our fast-paced digital world, where attention spans are short, marketers and business owners creating direct mail campaigns face the challenge of capturing and maintaining the interest of their target audience. One of the best tried-and-true methods to grab your recipients’ attention is to use storytelling techniques in your campaign. Not only does this method help make your brand stand out from competitors, but it can also help build a stronger connection between your brand and your audience.
Though storytelling in marketing has always been prevalent, sequential storytelling has become popular across a variety of marketing platforms thanks to its successful engagement and response rates. Varying slightly from telling a single story approach, this multi-step strategy is helpful for anyone planning a long-term direct mail campaign. We’ll discuss the basics of sequential storytelling, including why it’s an effective strategy for direct mail campaigns. We’ll also explain how you can utilize a sequential storytelling strategy in your own direct mail campaign and see successful results.
The Basics of Sequential Storytelling
What exactly is sequential storytelling? To understand sequential storytelling, it’s essential to have a basic understanding of traditional storytelling. A simple story typically conveys the usual storytelling elements, such as events, characters, and settings. They also usually follow the traditional narrative structure articulated by the German novelist Gustav Freytag in the 19th century: exposition (introduction), rising action, climax, falling action, and resolution. Sequential storytelling in direct mail marketing makes use of traditional storytelling structures and elements, though it varies slightly from a traditional stand-alone narrative.
Specifically, sequential storytelling offers a series of stories that pertain to an overarching narrative or topic. For example, sequential storytelling is heavily prevalent across various marketing channels, including video ads and social media. A company may decide to create a series of video ads on a single topic but use different brand ambassadors to share their unique stories for each ad. Though these ads could be stand-alone stories, together they speak to different aspects of the product or service of the advertisement.
At its core, sequential storytelling is a narrative technique that involves conveying a story or message through a series of connected events or pieces. By breaking down a narrative into multiple pieces, you can create multi-piece direct mail campaigns that unfold a story gradually, keeping your recipients intrigued and invested.
However, the key to successful sequential storytelling lies in creating a cohesive and interconnected series of messages. Each piece should build on the previous one, gradually revealing more about the brand, product, or message. This method helps keep the audience engaged and invested in the unfolding story, fostering a deeper connection between the brand and the consumer.
The Impact of Sequential Storytelling on Direct Mail Campaign Results
Direct mail has a unique advantage in the marketing landscape—it provides a tangible and personal experience. Unlike digital channels, direct mail allows marketers to physically connect with their audience, leveraging the sensory experience of touch and sight. Multi-piece direct mail campaigns take this a step further by turning a simple message into a captivating story spread across several pieces.
There are several benefits of using sequential storytelling in direct mail campaigns. One of the primary advantages of incorporating this approach is the high response and ROI rates. By engaging with your audience over a series of mail pieces, you can build trust and brand recognition. When you send out regular mailers to your recipients, they’ll start to remember your brand and message.
However, there are several challenging aspects of sequential storytelling in direct mail marketing that you should consider before undertaking this multi-step campaign. In particular, this strategy is time-consuming and expensive. Compared to producing a single mailer, you’ll need to spend more time designing and creating a multi-step strategy, which can be more expensive than sending out a one-off mailer. However, because the ROI results of a sequential storytelling campaign can be high, it may be worth the investment for your business.
Mastering Sequential Storytelling for Your Campaign
How do you create a sequential storytelling series for your next direct mail campaign? There are several key steps you’ll need to follow. We’ll explore the step-by-step process of creating an effective multi-piece direct mail campaign so you can see engagement.
Step One: Define Your Story and Objectives
Before creating a multi-piece direct mail campaign, it’s imperative to define the story you want to tell and the objectives you aim to achieve. Consider the key messages, emotions, and takeaways you want the audience to experience at each stage. Whether it’s introducing a new product, building brand awareness, or telling a brand origin story, clarity on your narrative and goals is the foundation of a successful campaign.
Step 2: Segment Your Story into Installments
Breaking down your narrative into installments is a critical aspect of sequential storytelling. Each piece should contribute a meaningful chapter to the overall story, creating a sense of continuity and anticipation. Consider the pacing of your narrative–the amount of information that should be revealed in each installment to maintain interest without overwhelming the recipient.
For instance, if you are launching a new product, the first direct mail piece could focus on the problem your product solves, the second on the unique features, and subsequent pieces on customer testimonials or user scenarios. However, you decide to break down your narrative, ensure a logical flow that keeps the recipient engaged and eager for the next installment.
Step 3: Design Cohesive and Compelling Pieces
Design consistency is absolutely essential in sequential storytelling strategies so that the campaign feels cohesive. Try to use consistent branding elements such as color schemes, fonts, and imagery across all pieces to create a united visual identity. Additionally, you’ll need to consider the layout and format of each installment to maintain a similar look and feel from one mailer to the next.
However, even though you should aim for design consistency, each piece should be visually compelling on its own. Utilize attention-grabbing graphics, high-quality images, and concise yet impactful copy. The design should not only reflect the narrative but also entice recipients to explore the next installment.
Step 5: Strategically Plan Distribution
The success of your multi-piece direct mail campaign also depends on how and when you distribute each installment. Consider the timing and frequency of mailings to maintain a consistent narrative flow. You’ll want to avoid overwhelming recipients with too many pieces in a short period and be mindful of external factors such as holidays or industry events that may impact the timing of your mailings.
Step 6: Include a Call-to-Action in Each Installment
While each piece contributes to the overall narrative, it’s still essential to include a clear call to action in each installment. Whether it’s encouraging recipients to visit a website, participate in a survey, or redeem a special offer, the CTA provides a purpose for each piece and guides the recipient’s next steps. Ensure that the CTAs are aligned with your campaign objectives and contribute to the overall conversion funnel.
Step 7: Measure and Analyze Results
It’s important to measure the effectiveness of your campaign. Analyze key performance indicators such as response rates, conversion rates, and return on investment. You may also want to collect feedback through surveys or customer interviews to gain qualitative insights into the impact of your campaign. This information not only helps in refining future direct mail efforts but also contributes to a deeper understanding of your audience’s preferences and behaviors.
Creating Your Multi-Piece Direct Mail Campaign
Sequential storytelling is an effective technique that can be used to help your brand stand out from other advertisements. By breaking down a narrative into carefully crafted installments, you can create a more memorable and engaging experience for your audience. From defining the story and objectives to designing cohesive pieces and strategically planning distribution, each step in the process plays a vital role in the success of a multi-piece direct mail campaign.
Mastering the art of sequential storytelling in direct mail not only captures attention but also fosters a sense of curiosity and engagement that extends beyond individual mailings. The strategic use of multi-piece direct mail campaigns proves that, sometimes, the most impactful stories are those that unfold gradually, piece by piece. However, creating a long-term campaign can be challenging. You’ll need to make sure to plan carefully. For example, to stay within budget for the duration of your campaign, you’ll need to think ahead. Check out our pricing scale to figure out your campaign budget.
