Storytelling in Email Marketing

4 min read

Stories are fundamental to how we communicate as human beings. Storytelling is wired to our brains even before we are born. That is why we connect and understand when told anything in a story form.

Just as children understand the world through fables and fairy tales, we adults get a handle on things when explained with analogies and the like.

Storytelling has the power to engage in a way that is subtle yet far-reaching. Audiences can connect with your brand better when they relate through the storytelling process.


There are no hard and fast rules but below are a couple of ideas through which you can tell your brand story through emails.

1. You need a Hero

All good stories are about someone – told so well that the audience can’t help but get lost in it. But the biggest mistake that businesses make is to think that their business is the hero of the story – which makes it oh so boring, and an easily ignorable message.
In short, to successfully tell a content marketing story, your customer must be the hero.

2. You need a Goal

Good businesses are all about delighting the customer, not once, but time and again, so that the customer is transformed.
To do that, first you need to understand where your customer is today, and where he wants to go. Only then can you help him to achieve his goal.
You need to answer questions like: What is the transformation that he is seeking? Is it a health or a career transformation? Is it a relationship or a wealth transformation?

Additionally, get clarity on things like:

  • How will he look like after the transformation?
  • What will he be able to do that he can’t do now?
  • What will he have?
  • What will he believe in?
  • What new relationships or connections will he have?
  • Who will he be?

You have a marketing story, once you get an insight into the customer goal.

3. You need an Obstacle

Obstacles are the backbone of a story. They are what make stories interesting. The gap between customer need and customer satisfaction is the crux of a story.
There are external obstacles standing in his way, but the more interesting are the internal obstacles that he must overcome to attain his prized goal.

4. You need a Guide

If your customer is the hero then where does it leave your business and your goals?
You must position yourself as a mentor who has the authority and wisdom to guide the hero with information and tools to help achieve his goal.

5. You need a Moral

When telling a marketing story, it is always wise to spell out clearly the moral of the story. Use stories to show your customer-hero overcoming obstacles and attaining their goals. Show how your business can guide customers to become better versions of themselves. Spell out how customers can overcome external and internal obstacles to gain what they are searching for.

6. You need the Truth

In an age of unparalleled digital transparency, you can turn the tables in your favor by simply telling the truth.

Every story needs something remarkable in it to touch and transform audiences – so that it can be shared and remembered. In the world we live in today, honesty can be one of the most remarkable elements of all.

Whether it’s an email or any other form of marketing communication, storytelling is what you need to craft a compelling story – one that will be empathized with, shared and remembered by your target audience.

In case you need an email marketing campaign to connect with your customers, feel free to give the best email marketing company a buzz on +91-888 886 6110. Alternately, you could email us at