How to use different types of narratives in emails (with examples & templates)

Storytelling in emails is about using stories to connect, engage and influence. By mixing up different types of narratives you can make your emails more memorable, relatable and impactful.

Whether you’re sharing a personal story, describing a scenario or persuading a reader, narratives add depth and emotion.

In this post we’ll look at the different types of narratives you can use in emails, like descriptive, persuasive and personal. We’ll show you when to use each, with examples and templates.

So you can use storytelling to make your emails stand out and get the response you want.

Types of narratives

A narrative is a way of telling a story to share information, ideas or experiences. In emails, using narratives brings messages to life, making them more engaging and memorable for the reader.

When you write a narrative you add structure, emotion and purpose to the message which helps the reader connect with your email on a personal level. In fact, studies show messages with a clear narrative or story framework are 22 times more memorable than facts alone.

Storytelling in emails is particularly useful in business, customer engagement or personal communication. Choosing the right type of narrative helps you match the tone, purpose and goal of your message with the reader’s expectations.

What is a narrative?

Narratives are stories or accounts told through writing or speaking. In emails narratives can be short stories, examples or scenarios that make the message more tangible and persuasive.

Think of a company introducing a new product by sharing the story of a customer’s experience with it; that’s storytelling at work.

There are many types of narratives in writing, each with its own structure, style and purpose. In emails the main types are descriptive, persuasive, expository and personal narratives. Let’s look at how each can be used in email communication.

Types of narratives in email writing

Narratives in emails aren’t limited to just one. Different narrative types serve different purposes:

• Descriptive narratives: These are used to create imagery, so the reader can see a scene or concept. Descriptive narratives are often used in promotional emails or product descriptions.
• Persuasive narratives: These are used to encourage action, great for marketing and sales emails by tapping into the reader’s emotions and desires.
• Expository narratives: These explain or clarify information, perfect for instructional or onboarding emails. Expository narratives break down complex topics into simple, bite-sized information.
• Personal narratives: These are stories that share real-life experiences, add authenticity and relatability to emails. Great for building trust, especially in welcome emails or customer testimonials.

Each type of narrative can be chosen depending on the email’s purpose, audience and desired response so the message lands with the reader.

Why narratives work in emails

People remember stories better than isolated facts because stories are recalled more than non-narrative information.

Narratives make emails more effective by tapping into emotions, personal experiences and imagination which strengthens the connection between the writer and the reader.

Using narratives also makes emails more human-centric, which increases engagement and response. These narrative types and techniques are yours to use. The next sections will dive deeper into each narrative type with templates and examples to help you use them in your own email writing.

How to use descriptive narratives in email

Descriptive narratives are all about creating imagery. In emails descriptive narratives bring the reader into a scene so they can see products, services or scenarios in high definition.

This is great for product launches, travel promotions and event invitations where visual is key.

What is a descriptive narrative?

A descriptive narrative uses rich detail and sensory language to create an image. In emails descriptive narratives help the reader “see” or “feel” the message by describing colours, sounds, textures and emotions.

For example a travel company might describe the soft sand and gentle waves of a beach so the reader feels like they’re already there.

This style works well when you want to inspire or captivate the reader’s attention. It’s great in marketing emails where visual and emotional appeal drives engagement and gets the reader to click through.

When to use descriptive narratives in email

Descriptive narratives are perfect for emails that require visual impact or emotional connection. Here are the situations where descriptive narratives work well:

• Product launches: When launching a new product use a descriptive narrative to help the reader see it. For example describing the sleek design of a new tech gadget or the aroma of a coffee blend can make the product more appealing.
• Event invitations: To make an event sound appealing use sensory language that sets the scene. For example a concert invitation might describe the thrill of live music and the buzz of the crowd.
• Travel or experience promotions: If promoting a destination or experience descriptive narratives can make the reader feel like they’re already there. Travel emails can describe the view from the top of a mountain or the sounds of a city so the reader feels anticipation.

Example template: descriptive narrative for product launch

Here’s a simple template for a product launch email:

Descriptive email tips

1. Use sensory language: Include details that appeal to the senses—sight, sound, touch, taste, smell. For example instead of “nice beach” try “beach with soft white sand and turquoise waves.”
2. Keep it brief: Descriptive narratives can be rich but don’t overload the email with too much detail. Aim for a few key descriptions to keep it clear.
3. Focus on emotional appeal: Think about how the reader will feel when they experience what you’re describing. Descriptive narratives shouldn’t just show what something looks like but also how it will make them feel—excitement or curiosity.

Using descriptive narratives will make your emails more compelling and memorable and get the reader to take action or engage with your brand. Next up we’ll look at persuasive narratives.

How to use persuasive narratives in email

Persuasive narratives are designed to get the reader to take action. They appeal to emotions, needs and desires so are perfect for marketing, fundraising and sales emails.

By crafting a persuasive story you create a journey that guides the reader to a decision whether that’s buying a product, signing up for a service or supporting a cause.

What is a persuasive narrative?

A persuasive narrative uses storytelling to convince the reader of a point of view or motivate them to take a specific action. In email this might mean highlighting the benefits of a product, sharing a testimonial or even creating a “problem-solution” scenario where your product or service is the answer.

Persuasive narratives often have a clear call to action (CTA) that tells the reader what to do next.

For example instead of listing product features a persuasive email might tell the story of how a user solved a problem using the product so the reader can see themselves in that scenario.

When to use persuasive narratives in email

Persuasive narratives are perfect for emails with a specific goal of action or conversion. Here’s when:

• Sales emails: For promoting a product, persuasive narratives help the reader see how it fits into their life and meets their needs. This works well with emotional storytelling and real-life examples.
• Fundraising and donation requests: Nonprofits use persuasive narratives to show the impact of donations. Share the story of a person or community helped by a donation and the reader will be more likely to give.
• Sign-up or subscription emails: To get people to sign up, persuasive narratives can outline the benefits and unique value of joining. Instead of listing features focus on the experience or impact the subscriber will have by joining.

Example template: persuasive narrative for a sales email

Here’s a simple template for a sales email:

Tips for writing persuasive emails

1. Focus on benefits not features: Highlight how the product or service can benefit the reader. For example instead of saying “This coffee maker brews in 5 minutes” say “Start your day with a perfect cup of coffee in 5 minutes”
2. Use relatable scenarios: Describe a situation the reader can relate to and position your product as the solution. This helps the reader see themselves benefiting from your offer.
3. Include a clear call to action (CTA): Every persuasive narrative needs a CTA. Make it clear what you want the reader to do next, whether it’s “Shop Now”, “Donate Today” or “Join for Free”.

Persuasive narratives work when they’re written around the reader’s needs and desires. By focusing on relatable scenarios and real-life benefits you get the reader to take action, win-win! Next up we’ll look at expository narratives and how they’re used to inform.

How to use expository narratives in emails

Expository narratives provide clear information, explain processes or teach the reader something new. This type of narrative is perfect for emails that inform rather than persuade, like onboarding guides, tutorial emails or informational newsletters.

Expository emails break down complex topics into bite-sized chunks so the reader can understand and act.

What is an expository narrative?

An expository narrative is straightforward and fact-based. It presents information, instructions or facts in a clear and structured way without trying to get the reader to do something.

In email expository narratives are great for delivering useful content like step-by-step instructions or important news.

For example a company might use an expository narrative to walk new users through setting up an account or provide instructions on how to use a product feature. By giving the reader the information they need expository emails build trust and improve the reader’s experience.

When to use expository narratives in emails

Expository narratives are good for emails that educate or assist the reader. Here are some examples:

• Onboarding and welcome emails: When someone new joins or subscribes an expository email can walk them through account setup, feature highlights or tips on getting started.
• Tutorial or instructional emails: For products or services with a steep learning curve expository emails can break down each step in a easy to follow format. This reduces confusion and improves user experience.
• Newsletter updates or educational content: In informational newsletters expository narratives can provide information, data or industry trends without asking the reader to do something immediately.

Example template: expository narrative for onboarding email

Here’s an example of an onboarding email using an expository narrative:

Expository email tips

1. Keep it simple and structured: Use bullet points, numbered lists or short paragraphs so the reader can scan and follow. This reduces overwhelm.
2. Use plain language: Avoid jargon and keep it simple. The goal is to simplify not add complexity.
3. Link to resources: Provide links to guides, FAQs or help pages for readers who want more info. This reduces follow up questions and improves user satisfaction.

Expository narratives make a brand seem helpful and knowledgeable. By giving clear structured information you can make the reader feel supported and informed, which is especially useful in onboarding and support emails.

Now let’s move on to personal narratives in email.

How to use personal narratives in email

Personal narratives share individual experiences, stories or real life situations that build trust and relatability with the reader. They’re powerful in email because they make communication feel human, authentic and direct. Personal narratives create emotional connections, perfect for welcome emails, thank you notes and testimonials.

What is a personal narrative?

A personal narrative is a story told from the perspective of an individual, often the sender or someone closely involved with the topic of the email. This makes the reader feel connected to the story on a personal level and encourages empathy.

Personal narratives can include anecdotes, testimonials or reflections on past experiences.

For example a small business owner might share their story in a welcome email to new subscribers, give the reader a glimpse into the brand’s values and goals. Personal narratives help the reader relate to the sender’s story and feel familiar with them.

When to use personal narratives in email

Personal narratives work best in emails where you want to build rapport, connect on an emotional level or reinforce trust. Here are a few examples:

• Welcome and introduction emails: A personal story about how the business or brand started in a welcome email helps the reader feel connected to the brand.
• Customer testimonials or success stories: Share the stories of happy customers to provide social proof and show others how they’ve benefited from your product or service.
• Thank you or follow up emails: After a purchase or event a personal note from the sender thanking or reflecting on the event.

Example template: personal narrative for welcome email

Here’s a template for a welcome email:

Personal email tips

1. Be real: A personal narrative should feel human. Don’t exaggerate or use overly corporate language—be you.
2. Share the details: Include specific examples or challenges your audience can relate to. If you’re telling your business story, mention relatable moments like early struggles or key milestones.
3. Keep it short and sweet: It’s tempting to tell the whole story but keep it brief and focus on the bits that matter most to the reader so it doesn’t detract from the purpose of the email.

Personal narratives can turn a basic email into an experience. By sharing your story you connect with the reader on an emotional level which can lead to more loyalty and trust. In the next section we’ll look at how to combine different narrative types.

Combining narrative types

Sometimes the best approach is to mix and match different types of narratives. Combining descriptive, persuasive, expository and personal narratives can create a rounded and effective email that engages the reader on multiple levels.

This is particularly useful for longer emails or complex messages where you want to inform, persuade and connect with the reader all at once.

Why combine narrative types?

Each narrative type has a unique purpose and combining them can help you achieve multiple goals in one email. For example you might start with a descriptive narrative to set the scene, move into a persuasive narrative to prompt action and end with a personal touch to build connection.

Combining narratives adds depth to your message and makes it more flexible. For example a product launch email might start with a descriptive narrative to build excitement, then an expository section to explain the product’s features and end with a persuasive call to action.

Blending these approaches means your email will appeal to a wide audience, each with different interests and needs.

Hybrid narrative examples

• Descriptive and persuasive: In a sales email start with a descriptive narrative to describe the product’s features with lots of detail to grab attention, then shift to a persuasive tone to explain how it solves a common problem and ask the reader to take action.
• Expository and personal: In an onboarding email start with a clear, instructional section to get new users started then end with a personal note from the founder or support team to build community and trust.
• Persuasive and personal: In a fundraising email tell a brief story of someone affected by the cause (personal) then ask the reader to donate (persuasive) by explaining how their donation will make a difference.

Example template: hybrid narrative for product launch

Here’s a template combining descriptive, expository and persuasive narratives for a product launch email:

Hybrid narrative best practices

1. Plan the flow: Decide on the main message of your email then choose and structure the narrative types to flow into each other. For example start with descriptive details to grab attention, move into expository content to inform and end with a persuasive CTA.
2. Use transitions: Use transitional phrases to make the narrative shift seamless. For example “Now that you know the features, here’s how [Product Name] will make your day…” transitions from expository to persuasive nicely.
3. Keep it clear: When combining narratives make sure each section is clear and concise. Don’t overwhelm the reader by making each narrative type purposeful and focused.

Hybrid narratives can create a fun and engaging email experience that caters to different reader interests and needs. By combining descriptive, expository, persuasive and personal narratives you can deliver a better message.

In the next section we’ll give you practical advice on how to choose the right narrative type for your email.

Choosing the right narrative type for your email

Choosing the right narrative type for your email depends on several factors including your audience, the purpose of the email and the message you want to convey. Using the right narrative style will increase reader engagement and response rates by matching their expectations and interests.

Who are your audience

• B2C: For consumer focused emails descriptive and persuasive narratives work well. Consumers are looking for engaging, easy to read emails that grab their attention or solve a specific problem.
• B2B: Business readers may like more straightforward and informative narratives like expository emails that explain the benefits and features in detail. Personal narratives can also build trust in a professional setting.

Knowing your audience will help you decide if they’ll respond to a story, a detailed explanation or a persuasive argument. A segmented and targeted email is known to be more effective so audience alignment is key in email strategy.

What’s the purpose of the email

Each email has a goal whether it’s to inform, persuade or connect. Knowing the purpose will guide you to the right narrative type:

• Informational purpose: If your goal is to educate expository narratives are most effective as they break down complex ideas into bite sized chunks.
• Action oriented purpose: If your goal is to drive action like buy or sign up for a service a persuasive narrative with a strong CTA will be more suitable.
• Relationship building purposes: For emails focused on building trust or brand loyalty personal narratives add warmth and a human touch making the reader feel valued and connected.

Try different narrative types

Sometimes the best way to find out what works is to test. A/B test different narrative types and see which one performs best with your audience. For example you might send one group a persuasive narrative email and another group an expository one and then measure the open rates, click throughs and responses to see which narrative gets the best results.

Example of A/B testing a narrative type

Launching a new product

You want to decide between a descriptive and a persuasive narrative. Send each narrative type to a segment of your audience and compare the results.

If the descriptive email performs better you may conclude that your audience responds more to sensory details and vivid imagery than direct persuasion.

Practical tips for choosing narratives

1. Match tone with narrative: The tone of the email should match the narrative type. A personal narrative should sound warm and conversational, an expository narrative more formal and informative.
2. Use targeted language: Use language that speaks to your audience’s values and expectations. For example professionals may like clear concise language in an expository email while a younger audience may respond better to a fun relatable tone in a descriptive narrative.
3. Keep the goal in mind: Don’t let the narrative get in the way of the purpose of the email. Each type should support the main message and work towards the desired outcome whether it’s a response, trust or a purchase.

Choosing the right narrative for your email will ensure the message lands with your readers, speaks to their interests and gets the desired outcome.

Final words

Using narratives in emails can turn a simple message into a memorable story that engages and drives action. Whether you’re describing with details, persuading with benefits, explaining with clarity or building trust with personal stories each narrative type brings a unique strength to your communication.

Try out these styles and combine them to achieve different goals. Tools like an AI email assistant can also make this process easier and faster, so you can craft narrative driven emails that land with your readers. With the right narrative and AI you’ll stand out and connect.