Whenever I write email campaigns for my clients, I usually have these notepad files open. My goal here is to build a compelling narrative for the subscriber.

One thing that frustrates me about email marketing is how Creators and Founders write emails that are disconnected from each other. It’s like watching a season of Breaking Bad, except that all episodes are stand-alone and don’t have any relation with each other. Crazy, right?

On the contrary, with a narrative approach, you get to be the Director of the story and decide the entire subscriber journey using audience research, segmenting, click rates, and other data.

One narrative arc > Discrete emails