Invite this vampire in to your emails?

Invite this vampire in to your emails?

As a content creator, you never know what is going to blow up, or where.

Matt Kirkland, creator of Dracula Daily, didn’t expect his pet project to explode in popularity in the last week and a half since it was released.


Dracula, the novel by Bram Stoker, was published in 1897. Some people look at that date and decide to stay far away, like refusing to watch a film in black and white.

Matt wanted to modernize the story, and rather than go with the sparkly Twilight approach, he looked to emails. The book is epistolary; a series of journals, newspaper clippings, etc., the first of which is dated May 3rd, and the last November 10th, so Dracula Daily simply cuts up the text and sends you the events of each day as it happens, 100 odd years removed.

The creator has had many other projects before this, including:

Translating tweets to ancient Persian and then carving them into cuneiforms, which were how Sumerians read books in the 4th millennium BCE,

And putting googly eyes on things.

He’s also part of an online marketing firm, Brand New Box.

Dracula Daily is a fun retelling of an old classic, whose success you might say is largely due to luck and a highly inter-connected target audience, but it’s also the product of a digital marketer. And in a time where poorly produced sales-y spam seems the norm, it’s a skill to get people excited to open up their inbox.

If you want to join in, it’s not too late. You can catch up on the few entries you missed in the archive, and then sign up to become part of “the internet’s biggest book club”.

13 thoughts on “Invite this vampire in to your emails?

  1. Dracula Daily is such an amazing concept! So many people think of email as a ‘dead’ format that can’t act as a vessel for storytelling the way social media can, and this project just proves them wrong. I’d love to see if any brands will follow in their footsteps and tell stories in this way to promote their products!

    Liked by 1 person

    1. There are always going to be new ways to revive ‘dead’ formats, though it is a funny word to use when talking about an undead vampire! I agree with you saying brands could utilise this concept, making content marketing follow more of a storytelling format, so that consumers signing up are more engaged with the brand, rather than just keeping an eye out for sales.


  2. I think this is an interesting way to revive an old story! Storytelling in this case can be an effective and creative way to market content. I like that marketers can still find ways to use old content formats in a revitalised way.

    Liked by 1 person

    1. I agree, I think creativity is a really integral part of distinguishing a product from its competitors! Revitalising is a great way to go about it, because you know people liked what you had originally, even if its outdated now. If you can recapture that spark, it leads to popularity!

      Liked by 1 person

  3. Wow, this sounds really cool, I’ll definitely be signing up for Dracula Daily. It seems like such an innovative and immersive way to get the audience involved in a classic story. Also very clever to use an email format, (with permission) I imagine it will be very easy for Matt Kirkland to reach his audience about upcoming or new projects in the future.

    Liked by 1 person

    1. Yeah, it’s a great way to build a database of emaisl! I’m not sure if signing up for a mailing list like this counts as permission for other marketing emails, he would have to be careful if he was trying to do that. I expect he’s also gotten some more attention to his personal website and projects due to this, which is an extra bonus.


  4. I’ve never seen such a creative way of retelling an old story before! I’m definitely hesitating on signing up as I’ve never read Dracula before. I know our attention spans seem to be getting shorter as we dive deeper and deeper into the social media age and people read less these days as opposed to back then BUT I think this cleverly entices users to start reading without having to pick up the book!

    Liked by 1 person

    1. I would say short attention spans are a big part of its success! Definitely a case of adapting to a problem instead of trying to solve it, but I do wonder if it would be better to encourage people to read in larger chunks to fully engage with the text.


  5. This is a really interesting concept and just goes to show that with the right strategy and content, email marketing can work. The use of story-telling is something that I think helps make the content unique and exciting for readers. I usually am not a reader but am considering Dracula Daily after your blog! Great read 🙂

    Liked by 1 person

    1. Thanks! I agree, the popularity is definitely due to the format as much as the material. If he’d just set up a way to try and encourage people to read Dracula as it was originally, he would have gotten much less response.


    1. The best marketing is the kind that people don’t recognise as marketing, I agree. Maybe not ethically, but definitely from an enjoyment standpoint, thinking you are engaging with something out of your own free will, and because you find it interesting, will be much more fulfilling. It does help that it’s free, too!


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