A while back, I sent what I thought was a “regular” email to my list — a short story about how I completely bombed my first product launch, what I learned, and how it led to creating something better.
I wasn’t pitching anything. Just being honest.
And that email?
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Got double the opens
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Triple the replies
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People forwarded it to their friends
That’s when I realized: people don’t want more sales emails. They want stories.
Here’s exactly how I use storytelling in email marketing to get more engagement, build trust, and (yes) make more sales, without sounding like a cheesy marketer.
Why Storytelling Works? (Even if You’re Not a “Good Writer”)
Look — stories are how we process the world. It’s how we remember things. It’s how we connect.
Emails that lead with a “Buy now!” CTA feel like a billboard. But a story? That feels like a conversation.
When your reader sees themselves in your story — the struggle, the win, the lesson — you’re not just promoting. You’re connecting. And that makes people buy.
That’s why storytelling plays such a key role in writing engaging welcome emails for customers, especially in that first impression phase.
5 Types of Stories You Can Tell (Even If You Think You Have None)
You don’t need a dramatic backstory to use storytelling in emails. Try these:
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Personal Lessons: “I launched too early and had zero sales. Here’s what I learned.”
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Customer Wins: “Sarah used this course to land her first client — here’s what she did differently.”
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Behind the Scenes: “Why I almost scrapped this product — and why I didn’t.”
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Relatable Rants: “You ever feel like every productivity tool makes you less productive?”
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Micro-Stories: A short anecdote before your CTA — even 2-3 sentences works.
Everyday experiences are gold, because they feel real. That’s the stuff people remember.
If you’re not sure how to structure these into an actual flow, check out how to create an automated email sales funnel that blends emotion with strategy.
Simple Frameworks That Make It Easy
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The Hero’s Journey
This one works great for launches or testimonials.
The problem → the struggle → the solution → the result. -
Before/After/Bridge
Show the transformation.
Before: “I was overwhelmed.”
After: “Now I plan my whole week in 10 minutes.”
Bridge: “Here’s the tool I use.” -
Relatable Rant
Open with frustration your reader has too.
“Why is everything a subscription now?!”
Then shift to your offer or perspective. -
The Origin Story
How you created what you sell. People love hearing how a product was born.
Many of these techniques are especially effective in weekly newsletters where you’re not just selling, but storytelling with consistency.
Where to Use Storytelling in Your Emails?
You don’t need to use it in every message but here’s where it shines:
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Welcome Series: Share your personal journey or why you started your brand.
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Product Launch Emails: Tell the “why” behind the offer.
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Abandoned Cart: Remind them what they wanted using narrative.
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Weekly Newsletters: One lesson from your week + tie it to a tip.
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Post-Purchase: Tell a story that encourages continued use, or highlights other happy buyers.
For abandoned cart emails, adding a touch of humanity works wonders. If you want examples, here’s how to write effective abandoned cart emails that actually win back sales.
5 Tips to Tell Better Stories (Even if You’re Not a Writer)
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Keep it short: Think 2–4 sentences per paragraph. No walls of text.
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Write like you talk: Don’t overthink it. Pretend you’re emailing a friend.
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Be specific: “I was panicking at 1:37 AM, staring at my Stripe dashboard” > “I was stressed.”
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Always connect it back: Why should the reader care? Tie your story to their life.
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End with a natural CTA: “Here’s the guide I wish I had back then — grab it here.”
These tips become even more powerful when combined with personalized email recommendations that speak directly to your reader’s needs.
Tools and Tricks I Use
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Swipe File: Anytime I read a great story-based email, I save it. Great for inspiration.
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Voice Notes: I talk out stories before I write them. It keeps them natural.
Prompts I love:
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“What did I struggle with this month?”
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“What made me laugh recently that also taught me something?”
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“When did I almost quit?”
Use those stories as intros. Then transition into your pitch.
Final Thoughts
You don’t need to be Hemingway to tell a great story in email.
You just need to be you. Honest. Relatable. Specific.
When you use storytelling in your emails, your readers stop skimming and start feeling. And once they feel something — trust, humor, connection — you’re no longer just another sender in their inbox.
You’re the one they look forward to hearing from.
And that’s where the magic (and sales) happen.
