Use Storytelling to Craft More Engaging Email Content in a Crisis

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What You’ll Learn:: 
With employees working remotely and most consumers confined to their homes during this period of social distancing, email has become a top channel for brands looking to engage internal and external stakeholders. With inboxes being filled with COVID-19 related content, you need to get creative to capture attention and drive traffic to your site.
Discover how to:
  • Adopt a narrative framework to keep readers engaged until the last word of your newsletter
  • Craft subject lines and introductions that create excitement and boost open rates
  • Understand when email is the right channel for a story
  • Continuously test, measure and optimize your email content
August 2020

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Presenter bio: 

Jim Ylisela, co-founder of Ragan Consulting Group, is an award-winning veteran Chicago journalist and a former publisher of He brings more than 30 years of experience in writing, editing, communications research and consulting. Ylisela has designed and organized newsrooms for many organizations, including Northwestern University’s Medill School of Journalism, where he served as a faculty member and co-director of Medill News Service from 1988 to 2001. He works with communicators to create brand journalism news sites, organize and train writers and editors and restore reporting (and creative storytelling) to internal and external communications.