If you're tired of sending emails that get ignored, you’re not alone.

The inbox is a battlefield, and grabbing attention is harder than ever. But what if there was a simple trick that could make people want to open your emails? And not just open them – read them, click on them, and actually buy from them?

The secret? Storytelling.

Yes, using stories in your emails can boost open rates by 22% and increase click-through rates by up to 37%. The best part? You don’t need to be a professional writer or a natural-born storyteller.

In this article, I’ll show you exactly how to use storytelling in your emails, even if you think you have no stories to tell.

Want to get more sales from your email marketing?

Before we get started with today’s episode, we’ve put a little something together for you.

It's really cool and it's FREE (yes, it's cool and free – we're nice like that). We all know that subject lines are important to get right and are a leading measure of your open and click rates – but writing them can be a challenge.

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Why Do Stories Work So Well?

Think about the last time you got hooked on a TV show.

Maybe you stayed up way too late, watching “just one more episode.” That’s the power of storytelling – it grabs attention and holds it.

But why does storytelling work so well in email marketing?

1. Stories Build Trust and Connection

People don’t just buy products – they buy from people they trust.

When you share a story, you humanise yourself. You’re not just a faceless business trying to sell something – you’re a real person with real experiences.

For example, let’s say I tell you about my two Bengal cats, Nova and Ivy. One morning, I woke up to find that Nova had puked on the stairs. Gross, right? But suddenly, you know something personal about me. Maybe you have pets too, and now you feel like we have something in common.

That’s relatability, and it builds trust.

2. Stories Make Email Writing Easier

Ever struggle to come up with new email content? You’re not alone. There are only so many ways you can talk about your product or service before it starts sounding repetitive.

But here’s the thing: you can never run out of stories.

There’s always something happening to you, to your customers, to your industry, or even in the world. And every story can be linked back to your product in a meaningful way.

3. Stories Make People Feel

Nobody makes a decision based purely on logic. People buy because of emotions.

That’s why we say things like:
✔️ “I have a good feeling about this.”
✔️ “I really want that.”

When you tell a story, your reader mentally places themselves inside it. They feel what you felt. And once they feel something, they’re much more likely to take action – whether that’s clicking a link, replying to your email, or making a purchase.

The 4 Keys to Writing Stories That Sell

Now that you know why storytelling is so powerful, let’s dive into how to do it effectively.

1. Give Your Story a Location

A story becomes real when people can picture it. One of the fastest ways to make that happen? Set the scene.

Example:
🚫 “Yesterday, I had an interesting realization.” (Boring.)
✅ “There’s puke dripping down the third step. My cat, Nova, just stares at me like she’s proud of it.” (Now you’re hooked.)

See the difference? The second version pulls you into the moment. You can see it, almost smell it (eww), and it makes you feel something.

How to do this in your emails:

• Mention a specific place (kitchen counter, coffee shop, car stuck in traffic).
• Use small details to bring it to life (the smell of fresh coffee, the sound of rain hitting the window).
• Start in the middle of the action instead of giving background info first.

2. Use Open Loops (a.k.a. Cliffhangers!)

Ever watched a TV show that ended with “To be continued…”? You had to know what happened next, right? That’s an open loop—and it’s a powerful tool in storytelling.

In email, you can use this trick to increase your next day’s open rate.

Example:
🚫 “Here’s the full story in one email.”
✅ “Something happened yesterday that totally changed the way I write emails. I’ll tell you the full story tomorrow.”

Now your reader has to open tomorrow’s email to find out what happens.

3. Use Metaphors to Make Your Message Stick

Metaphors help people understand complex ideas instantly. Instead of explaining, you compare your point to something they already know.

Example:
🚫 “People make buying decisions based on emotions.”
✅ “Your customer is like a little mouse—either running toward the cheese (a solution) or away from the cat (a problem).”

Metaphors make your message memorable. When people remember your email, they’re more likely to act on it.

4. Start in the Action

The biggest mistake people make when telling a story? They start too slow.

Think about a James Bond movie. Does it start with Bond sitting on his couch, watching TV? No! It starts with an explosion, a car chase, or a fight scene.

Your emails should start the same way.

Example:
🚫 “Yesterday, I was in my kitchen when I noticed something.”
✅ “There’s puke dripping down the third step.”

A simple trick: Write your email, then delete the first paragraph. Chances are, your second paragraph is where the real action starts.

How to Turn Any Story Into a Sale

It’s one thing to tell a great story, but how do you make it sell? Here’s the formula:

1️⃣ Tell the story – Share something real and relatable.
2️⃣ Create an emotion – Make your reader feel something.
3️⃣ Tie it to your offer – Show how your product or service solves a problem or helps them achieve a goal.
4️⃣ Include a call-to-action – Tell them what to do next (click this link, reply to this email, sign up now).

Example:
📝 I was pushing my daughter on the swing when she suddenly yelled, “Higher, Daddy! Higher!” It made me think—are we pushing our emails high enough? Are we reaching enough people? If you want to take your email marketing to the next level, check out this free training. [Insert link]

See how that works? A small, everyday moment turned into a powerful sales message.

Start Using Storytelling in Your Emails Today

You don’t need wild, once-in-a-lifetime stories to be a great storyteller. The most powerful stories are the small, relatable moments from everyday life.

Start your next email with:
✅ A specific location to set the scene.
✅ A cliffhanger to keep readers hooked.
✅ A metaphor to make your message stick.
✅ Action right away—no slow build-up.

Try it in your next email and watch your engagement skyrocket.

And if you want more email marketing tips, join our free Facebook group: The Email Marketing Show Community. It’s where thousands of email marketers share ideas, ask questions, and get feedback on their emails every single day. Just search for it on Facebook, and we’ll let you in!

Now go tell a great story. Your inbox will thank you. 🚀

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FREE list of the top 10 books to improve your email marketing

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. 

Join our FREE Facebook group

If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.

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This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

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This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

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