📖 Storytelling Secrets to Elevate Your Emails

Hey, it’s Ray.

Most emails in your inbox look the same: discounts, product drops, “buy now.”

The problem? 

People don’t remember offers. They remember stories.

If you want higher opens, more clicks, and customers who actually look forward to your emails, you need to weave storytelling into your strategy.

Here are 4 storytelling secrets you can apply today 👇

1. The Origin Story

Every brand has a “why.” Sharing it makes customers feel part of something bigger.

Example: A coffee company told the story of its founder visiting a small family farm in Costa Rica. 

Customers connected with the mission and their subscription rate doubled.

Best practices:

• Share your founder journey or brand mission.

• Use authentic, conversational language.

• Show the human side behind the logo.

2. Customer Transformations

Nothing is more powerful than showing how your product changes someone’s life.

Example:  A skincare brand spotlighted a customer who shared her journey of clearing acne using their beauty set. The personal story resonated with readers and the email outperformed standard promotions.

Best practices:

• Feature real testimonials or before/after stories.

• Use photos, quotes, or short video clips.

• Frame the story around struggle → solution → success.
  

3. Behind-the-Scenes Stories

Customers love feeling like insiders. Take them behind the curtain.

Example: A fashion brand shared early sketches of an upcoming collection with personal notes from the designer. The behind-the-scenes peek made VIP customers feel like true insiders and drove strong engagement.

Best practices:

• Share product development sneak peeks.

• Show your team at work (designing, packing orders, visiting suppliers).

• Make your readers feel like they’re “in the club.”
  

4. Seasonal & Relatable Narratives

Tap into moments your audience already cares about.

Example: A fitness brand ran a New Year’s email framed around “the 3 workouts that changed my life.” It felt like advice from a friend, not a sales pitch and subscriptions surged.

Best practices:

• Tie stories to holidays, seasons, or cultural moments.

• Write as if you’re sharing a personal diary entry.

• Always close with a natural segue into your offer.

Turn Stories Into Sales

If your emails feel more like ads than conversations, you’re leaving connection (and conversions) on the table.

Stories don’t just sell products. 

They build trust, deepen loyalty, and keep your brand top-of-mind long after the inbox is closed.

Protect your deliverability. 

Elevate your engagement. 

Make your emails unforgettable. 

Cheers,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game 

Q4 is here, and with BFCM and the holidays right around the corner, your email marketing has to be dialed in. 

Every click, every open, and every flow can mean the difference between hitting record revenue or leaving money on the table. 

Here’s how I can help you maximize Q4: 

Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, I’ll build out a complete email system designed to capture more revenue, convert more customers, and keep sales flowing through the holidays. Book a call with me here. 

Free Resource: Not ready to commit just yet? Grab my FREE 10-page KPI audit and 128-point health scorecard, a proven toolkit to quickly optimize your email performance before BFCM. Get it here!

Take Your Email Marketing Even Further

If you’re up for boosting your email game, I’ve got a few more gems for you:

📺 Check Out My YouTube Tutorial
Want to create a high-converting popup form that actually drives results?

In my YouTube video, I walk you through the process of designing popups in 2025 that boost email deliverability, grow your list, and drive more conversions. Using tools like Klaviyo and platforms like Shopify, I’ll show you exactly how to optimize your forms for success. 👉 Watch it here: 

🎯 Fix Your CTA, Fix Your Clicks
Still seeing low click rates even with solid subject lines and great content?

Chances are, your email CTA needs work. We asked Lawrence Soliman, our Lead Copy Strategist, to break down how to write email calls to action that actually get clicks, plus 5 high-performing examples you can swipe.

👉 Read the blog: How to Write an Irresistible Email Call to Action (Plus 5 Examples!)

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.