With a background in performing arts, I am fascinated by lighting and sound and how they shape a performance. I remember directing a small play once while at university, the right lighting turned a simple scene into something magical. It brought out emotions that words alone couldn’t. This passion found its way into email marketing, where design and content play similar roles in grabbing an audience’s attention.
Staging the Scene
In theatre, staging directs focus, sets the mood, and guides the audience’s journey. In email marketing, your layout serves the same purpose. Every element: text, images, buttons, needs a strategic place. Think of your email as a stage: each part plays a role in the story you’re telling. For example, using plenty of white space can highlight important sections. Much like how prop placement emphasises key moments on stage.
This brings to mind Chekhov’s Gun: A principle that every element introduced in a story needs a purpose. In email marketing, this means every image, button, or piece of text should serve a clear function. If it doesn’t add value or guide the reader towards your goal, it’s best to leave it out. This keeps your email focused and prevents overwhelming your audience with unnecessary details.
Additionally, the flow of a performance from the actors’ entrances & exits mirrors the reader’s journey of an email. It’s all about guiding them from the introduction to the call-to-action. Clear transitions between these sections keep your message flowing. Keeping readers hooked from start to finish.
Another principle from theatre that applies here is the rule of three. This storytelling technique involves grouping elements in threes. which is appealing and easy to remember. Think of three key benefits, three steps to take, or three reasons to act. Will make your message more impactful and memorable.
Crafting the Script and Direction
A successful play relies on a well-written script and a strong director. An effective email campaign needs a clear plan and cohesive vision. Before any rehearsal begins, theatres spend months preparing. Refining the script. The director ensures everyone understands their roles, and plans every detail. In email marketing, this translates to having a solid strategy and clear objectives.
Without this foundation, staging, lighting, and sound lack harmony and purpose. It’s the same in emails: layout, color, and copy. Every choice you make in your email, from the headline to the call-to-action, is intentional, aiming to create a unified and engaging experience for your readers. As an audience picks up on the director’s choices, your subscribers will notice the thoughtful design and messaging in your emails, enhancing their experience.
Casting the Right Light
Lighting in theatre isn’t only about visibility; it’s about emotion. It sets the tone, whether it’s a warm glow or a stark spotlight. In emails, your colours and fonts do the same thing. They can make your message feel urgent, friendly, or professional. Colors are powerful, they convey emotions and guide actions in email marketing. For instance, warm hues like reds and oranges can create a sense of urgency or excitement, perfect for limited-time offers.
On the flip side, cooler tones like blues and greens can evoke trust and professionalism, which is great for newsletters or informational content. Then there are typography choices. Using bold fonts for headings and sleek, readable fonts for body text enhance the look and feel of your emails. It’s like how different lighting intensities highlight various parts of a stage scene.
Sounding off
Sound in theatre heightens the experience. It cues emotions, builds tension, and adds depth. In emails, your copy plays this role. The words you choose, the rhythm of your sentences, and even punctuation set the tone. They can make your reader feel urgency, excitement, or trust. It’s not just about what you say; it’s about how you say it. For example, a conversational tone can make your emails feel more personal and relatable, helping you connect with your readers.
So, a formal tone might be better for professional or informational content. Like a suspenseful soundtrack can heighten tension in a play, dynamic language creates excitement in your emails. Evocative wording encourages readers to take action. Using storytelling elements can also boost engagement.
The Final Act
The climax of any performance is where everything comes together. In theatre, it’s the culmination of all the elements working in harmony. In email marketing, this is your call-to-action. It’s the moment you guide your reader to act, whether it’s clicking a link, purchasing, or signing up. This is where your staging, lighting, and sound all lead to one purpose.
Make it clear, make it compelling, make it unforgettable. Different types of CTAs like buttons, links, or embedded forms serve unique purposes. For instance, a “Shop Now” button creates a sense of urgency, directing readers to make a purchase immediately. It’s much like a dramatic finale that prompts applause. But, a “Learn More” link invites further engagement. Like how an open-ended scene encourages the audience to reflect on the performance.
Wrapping Up the Show
Every performance evolves, and so does an email campaign. My time in theatre taught me the value of feedback and refinement. Much like the ongoing optimization in email marketing. Each campaign offers a chance to learn and improve, making sure that each act is more compelling than the last. By bringing theatre principles into email, we create campaigns that capture attention and resonate with our audience.
Like a memorable performance leaves a lasting impression, a well-crafted email can drive engagement. Moving forward, I’m excited to keep blending creativity with strategy and sharing these insights. I encourage you to try out these theatrical elements in your own email campaigns and see how thoughtful design and compelling content can transform your audience engagement.
Jonathan Pay - email marketing consultant 