Storytelling in email marketing is like the secret sauce.
It’s what makes people stop scrolling. Lean in. And listen.
Without it? Your email is just another “buy my stuff” sales pitch. Another snooze-fest in their inbox.
But if you can tell a good story? You hook them. You make them want to read. And that’s when the magic happens.
Why Stories Work (Even for Selling Stuff)
Think about this: people love stories. Since we were kids, it’s how we learned about the world. How we made sense of things. How we connected with people.
So, when you put a story in your email, it taps into something deep. A story grabs their attention and keeps them glued to the screen. They don’t even know you’re selling them something.
It feels natural. Like a conversation.
No hard sell.
No hype.
Just a story that speaks to them.
How a Story Changes Everything
Here’s the thing. Most emails are boring.
“Big sale on now!”
“Don’t miss this limited-time offer!”
Yawn. Nobody cares.
But when you open with a story? That’s a whole different ball game.
Imagine starting an email with this:
“I remember the day I almost gave up on my business.
I’d sent 10 emails that week and made zero sales.
My bank account was staring at me with a big fat zero.”
Right away, you’re pulled in. You wanna know what happens next. Because it’s not just about a product anymore. It’s about you. It’s about your journey, your pain, your struggle.
And people? They relate to that. They see themselves in your story.
Stories Build Trust
When you tell a story, something magical happens: trust.
And trust is the one thing that gets people to hit “buy.”
You can spout off all the features and benefits of your product. But if the person reading your email doesn’t trust you, none of that matters.
When you share your story, or even a customer’s story, you’re doing more than selling a product. You’re saying, “Hey, I’ve been where you are. I get it. And this is how I got out.”
People trust you when they feel like you’ve been in their shoes.
How to Use Stories in Your Emails
You don’t need to be J.K. Rowling to write a story that sells. Keep it simple.
Here’s how you can do it:
- Start with a struggle: Whether it’s yours, a client’s, or from someone you know. People relate to struggles.
- Paint the turning point: This is where the magic happens. The “aha” moment when things start to change.
- Introduce the solution: Spoiler alert: this is where your product or service comes in. The hero of the story.
- End with action: What do you want them to do next? Tell them.
Example Time
Here’s a super simple example:
“I used to spend hours writing emails that no one opened.
It was frustrating.
But then I discovered a method that changed everything.
And now, I write emails that get 50% open rates and 10% click-through rates.
>>> Click here to find out how I did it”
Boom. Story told. Curiosity piqued. Sale, likely made.
The Bottom Line
Stories work because they make people feel something. They connect. They engage. And, best of all, they sell.
So, next time you’re writing an email, don’t just sell. Tell a story.
You’ll see the difference.
Big time.
May your arrows fly straight and your aim be true,
Daniel Matievich