The Art of Storytelling: How Brands Like Nike & Airbnb Hook You Through Email
Why Stories Sell (And How Your Emails Can Do It Too)
We’ve all been there scrolling through our inbox, deleting promotional emails without a second thought. But then, one catches your eye. Maybe it’s Nike telling the story of an underdog athlete, or Airbnb sharing a traveler’s unforgettable journey. Suddenly, you’re not just reading an email you’re feeling something.
That’s the power of storytelling in email marketing. The best brands don’t just sell products they tell stories that pull you in, make you care, and (most importantly) make you click.
Why Our Brains Love Stories in Emails
Science says our brains are wired for stories. When we hear a compelling narrative, our brains release oxytocin—the “trust hormone.” That’s why emails with storytelling:
✅ Feel more personal (not like spam)
✅ Increase engagement (people remember stories, not sales pitches)
✅ Drive more conversions (because emotions drive decisions)
How Nike, Airbnb & Other Brands Master Storytelling in Emails
1. Nike: Inspiration Over Promotion
Nike’s emails rarely scream “BUY NOW!” Instead, they tell stories of perseverance. A recent campaign featured a runner overcoming obstacles, ending with a simple CTA: “Just Do It.” The result? Higher opens, clicks, and emotional connection.
Takeaway: Your emails should inspire, not just inform.
2. Airbnb: Personal Journeys, Not Just Listings
Airbnb doesn’t just email you about cheap stays they share real traveler stories. One email showed a family’s first trip to Paris, with photos and quotes. It wasn’t about booking; it was about experiences.
Takeaway: Use user-generated content (UGC) to make emails feel authentic.
3. Warby Parker: Humor + Relatability
Warby Parker’s emails often feel like a funny friend texting you. One subject line: “Uh-oh, your prescription is expiring.” Inside? A playful story about blurry vision, ending with a gentle nudge to shop.
Takeaway: Humor + storytelling = higher engagement.
How to Write Story-Driven Emails (That Actually Get Read)
- Start with a hook – Ask a question or share a surprising fact.
Example: “Remember your first bike ride? Here’s why it matters…”
- Use the “Hero’s Journey” structure – Problem → Struggle → Solution (your product).
- Keep it concise – Even great stories lose impact if they’re too long.
- End with a strong CTA – After the emotional buildup, guide readers to act.
Final Thought: Stop Selling, Start Storytelling
People ignore ads but lean into stories. Whether it’s Nike’s motivational tales or Airbnb’s travel diaries, the best emails don’t feel like marketing—they feel like a conversation.
Your turn: What’s a brand whose emails you love? Drop a comment below!
