The Smart Way to Build Trust Through Email Marketing

If you’ve been feeling like your emails sound flat, overly promotional, or just don’t get the clicks you want—it might not be your subject line or your open rates. 

In this episode, I share why trust is the new marketing strategy for 2025 and how storytelling in your emails can help you connect more deeply, humanize your brand, and attract the right-fit clients.

We’ll talk about:

• How everyday “boring” moments can be your most powerful stories.
• Where to find stories for your emails (you already have them!)
• The simple way to get higher engagement, memorability, and brand loyalty
• A simple framework to write story-based emails that actually convert (super practical!)

➡️ SHOW NOTES: Grab all the links and resources mentioned in this episode on the blog here! https://www.megankachigan.com/smart-way-build-trust-email-marketing

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Transcript

Welcome to the values first Marketing podcast. I'm Megan Kachigan, and I help business owners like you stay in your zone of genius without making marketing feel like a full time job. On top of serving our clients, I'm sharing what's working now with simple content systems copy that elevates your thought leadership and messaging that makes your audience feel seen, not sold to. I'm your trusted expert in turning your voice, values and vision into a sustainable marketing system that attracts aligned clients and grows your business in a way that's sustainable, unmistakable and irresistible, all without sacrificing your time, your voice or your peace, you're in the right place. Let's do this. The best performing emails I have ever sent all started with a story before they ever made a sale. It didn't come from chasing higher open rates, which in itself, is not a bad thing, but it's not the thing like it's what all marketers are talking about when it comes to email marketing. But I would say, if you're applying the 8020 rule here, better subject lines and better open rates are maybe in the 20% of things that are going to help you, but what I'm talking about today is the 80% that's actually going to seriously move the needle for you. So instead of choosing those higher open rates, which, again, not a bad thing, I relied more on writing regular email that your audience actually looks forward to and wants to open. And if you think you're boring, everyday life doesn't matter. Today, I'm going to show you exactly how that's what makes your stories relatable and irresistible when done well, email marketing is one of the most powerful ways to build trust with your audience, but email marketing done well doesn't necessarily mean sending sending weekly email promotions or stuffing subject lines with urgency, even though that's what we see a lot of what it actually means is telling real stories that create connection. Because in 2025 trust is the new marketing strategy, and trust is not built through information, which is actually very hard for me. As an Enneagram five, I like to know all the things. The truth is that trust is built through emotion, and that is where storytelling comes in. So today I'm going to share with you how storytelling has been working so well in email marketing for both me and my clients, where to find these stories in your life that built connection, and how to actually write these storytelling emails that we're talking about in a way that they actually convert. And it's so much more simple than you are likely making it. Let's break it down. So first, why does storytelling in email marketing work so well? If you have ever wondered why some emails get replies, clicks and conversions, while others are leaning flat, even though you're like but this is a good email. The answer often comes down to storytelling, because a story doesn't just entertain, it actually disarms as it creates emotion, it lowers the reader's defenses and invites them to feel something, and that moment of feeling is where the trust begins. Emotions build trust, and trust leads to action. And there's actually a Harvard Business Review study that says that brands that build emotional connection through storytelling are actually more likely to earn consumer trust and loyalty. So if your emails are not making people feel something, they probably won't make those people act either and take out their wallet for you. And there's a difference between informing and connecting, right? So let's be honest, most emails sound like maybe many blog posts or announcements. Which Are they helpful? Sometimes, sure, but memorable, not really. So think about this example, three ways to improve your workflow. Okay, not a bad, you know, subject line, but it informs you. Whereas if I said something like this yesterday, I almost gave up if that was a subject line sitting in your inbox that draws the reader in more because it feels human and relatable, it segues into a story. This is the same reason why we binge Netflix shows, right? It's not that we need another police drama or whatever in our lives. No, we certainly don't, but it's that we want to know what happens. What happens to these characters. And in business, storytelling isn't just this trend. It's really a way to humanize your brand and have people connect with you. People relate to stories, and that is what builds lasting relationships. And there's a New York Times article I'll link in the show notes that agrees with this as well. So a question I often get is like, I know I'm supposed to tell stories in my marketing, in my emails, but what kind of stories am I supposed to tell? Where do I find these stories? What if my life is born? What if my life is ordinary? What if my personality is like very vanilla, and I'm okay with that, and you know what me too, I kind of like having a somewhat boring life, because I do not want to be a hot mess Express even though that creates a lot of, you know, funny, engaging stories, whatever that is, not the way that I want to live my life. So I'm okay with being a little bit boring and my quote, unquote boring stories still work. Not every story needs to be dramatic, and some of the best email story telling just comes from these ordinary, random, everyday life moments that we all have. That's what makes them relatable, is because we all experience this ordinariness. So ideas for stories could include a client conversation, a coffee chat you had that sparked an idea within you, a testimonial. Case studies are stories too. That is one of the reasons why they work so well, a recent mindset shift or lesson that you learned, whether that's life or business, a moment that made you pause in your own business, and I love that that also really like demonstrates your values and your thoughtfulness and integrity in the way that you're operating your business, and then just any relatable personal details, things that you do on a regular basis. Maybe it's your gym routine, how you're making dinner, what do you do first thing in the morning? These are all ways that your readers can connect with you on a more human level, and that's who they want to buy from the real you. So for example, I know listeners of this podcast have reached out to me about the action they took from listening to an episode and the ROI that they got from it, for example. So many of you love the episode on using threads for low lift marketing. That was a couple episodes ago, and it's tagged in the show notes, and you guys are actually like, on threads now. Like, okay, I'm going to make a post right now. Like, yes, love it. And one industry leader even shared how she implemented an abandoned cart email sequence based on episode 53 email sequence tips that actually work, and she recovered 20% and that was just, I think, after the first day or two of implementing. So I don't know how much more it has saved her since then, which is wild. I'm like, Dang, this is free information, and you guys are literally getting an insane ROI on it. So it's so encouraging to hear these stories, and I love to be able to share them with you too, right? Trying to practice what I preach here. But if you're not sure where to start with your storytelling in your email marketing, let me give you just a few prompts and feel free to pause this podcast after I give you a prompt, and just like talk to text to your phone, jot it down, put it in your notes app, whatever it is, however you do it, and just capture those thoughts right now and then. When you're back at your computer, you can sit down and put them into emails for your list. Okay, so first question, first prompt for you is, what is something unexpected that happened this week? What recent moment reminded you why you do this work? And what's one thing a client has said that stuck with you? And even just asking you those prompts I know a story that's already coming to mind for me. So again, just to show you how like don't overthink it, just to show you how simple this can be, one thing that came up for me is a moment that both reminded me why I do this work, and it also is something that a client has said with me. So I was at my church Bible study on a Wednesday night, and one of the ladies sitting at my table afterwards pulled me aside, just stood back for a second and just said, Hey, thank you. Like I feel like you actually listened to me and you really actually heard what I was actually trying to say, and it was such a sweet moment. And that reminded me of, like so many clients have pulled that to me too. And like, she's not a business owner, but it was so cool to be like, Oh. Like, have that reflected back to me in, like, my regular life, and it's something that's often reflected back to me as a business owner as well, and so now I can turn that into an email sharing this story of this sweet moment,
how that highlights that listening is like my number one superpower, and how what it's like to work with me one on one as a client, and I can then turn that into a CTA to work with me one on one. So there you go. I'm going to take this recording and turn it into an email, because I just, I just wrote a first draft right there. So these little details like I would have never thought of that moment or thought to use it, you know, until that prompt, just like made me think of it. And if you want more prompts like this to journal in a way that gets your stories out of your head and onto paper, that is exactly what my messaging journal is for, and the link is in the show notes for that. So these little details are gold, and they really help connect your audience to you. And not everyone is you know, necessarily going to appreciate that detail, but there are some who will, and those are going to be my people. It's going to attract the people who I really do want to work with, and it might turn away the people who, you know, maybe not be as good of a fit to work with me, and that's great. You know, not that it's polarizing, but it's just more about me and more about about my life without, you know, divulging all this personal information. And I think that's another misconception, is that you have to be like vulnerable, or share so much, and you don't. It's you can keep it simple, and connecting with your audience through storytelling is something that I feel like we all theoretically know that we're supposed to do it, but we're not necessarily actually doing it. And for me, I know my block for that is like I am, just by nature, a very highly practical person. If you invite me to a baby shower, you will be getting diapers and wipes, not the cutesy headbands or like the latest thing. But I digress, I am very practical. It is easy for me to skip over stories and go straight to the application because I want to see the ROI. Like I said, people are getting ROI even just out of listening to this podcast, which is totally free, but my focus on the practical applications can mean that I miss out on the connection piece and on being known. But relationships are built by sharing our stories and getting to know each other as humans first and business owners second. So many of my collaborations and connectors recently have started because we connected over something else, first, not business related. We shared our love for hiking and traveling the places that we've been, even the experience of lifting heavy weight at the gym. As a woman, we swapped gluten free, dairy free recipes, or realized we had mutual connections through a church locally. And so here's the thing, you don't need this wild, dramatic story for them to be worth sharing. These normal, everyday, quote, unquote boring moments are often super relatable and just as effective as the big you know, stories, pillar brand, stories that you have in your life as well. So I hope that gave you some examples. And even just give having tangible examples from my own experience and life to just, I feel like, lower the stakes, lower the bar. We think it has to be some like crazy, perfect story, and it can really be so simple. Okay, so speaking of being practical, of course, I have to end with something super practical, which is, okay. So now, how do I actually write these story based emails that convert better? Because, let's be clear, storytelling and email marketing is not about rambling, being long winded, sharing for the sake of it, like, it's actually very intentional, being very intentional about that connection. So it's not writing a novel. Like, please don't short emails are actually great, and they perform really well, especially now, is what we're seeing, but you can still incorporate story and be keep it concise. So it's about weaving in just enough detail to make people lean in. So here is a simple framework that you can try. One is to start with a curiosity driven subject line. You make them want to click without necessarily giving everything away. Then hook them in the first sentence of that email. Your opening should feel conversational, personal, like pulling up a chair, making them want to read more. And then you get into your story. It doesn't need to treat you dramatic. Just start with something true. And when I tell a story, I don't necessarily tell it in chronological order. I often start in the middle story because that's kind of like, where the climax is, like, where they actually care, or, like, want to know what happened. And then I go to the beginning of the story and, like, give them context, and then I get to the end of the story to kind of close the loop and share what happened and how that connects to a deeper truth or insight the big takeaway I had, or why this story actually matters to your reader. Why? Why is it relevant? Why am I telling you this? And then there is a smooth transition to your call to action, tying your story to a point that matters to your reader, and closing with that clear CTA, where the pivot feels, the pivot from your story feels natural and not forced. It can sound something like this is exactly what we dive into in copy clarity club, or, you know, insert the name of your offer. Tell them exactly what you want them to do next. And if you do this well, your emails stop feeling promotional or salesy, and they really start feeling like conversations. You're gonna get more people replying to you. Which one is so much fun? It's the actual best. I love it two. It's great market research to have like more intimate conversations in your inbox than you email inbox than you would in your like Instagram, DMS and three it also helps your email deliverability when people respond. So there are so many benefits to this. And then as a bonus step, I would say, add a visual, if it fits. And now I don't do this for every single email, but I think a simple photo can make the story feel even more real, connect them to you more so you're not you can actually be a face connected to the words, or even just do like a GIF to add some light hearted humor or joy. And you don't need to give this reminder so much you don't need to over inflate your stories or over emphasize things. Real is what resonates you are building a relationship. Pull up a chair next to your ideal client and talk to them. That's the like frame that you should be thinking about, the mindset you should have when you're writing these emails. And then, of course, I feel like we have to address it in this day and age is storytelling helps you stand out. In the age of artificial intelligence, AI is everywhere, and it's suggesting what you should buy, picking your next favorite song, writing subject lines, automating email sequences. And for sure, AI has a place in marketing, yes, we need to be using it, but it can't capture the nerves of signing your first client, or the pride in a testimonial that makes you tear up, or the moment of clarity that changed the way you run your business. That is why the brands that truly stand out aren't the ones sending AI generated copy at the perfect time. And for sure, you can use AI to help you organize your thoughts and give you prompts for other stories. But ultimately, the content that an email marketing that is telling stories that feel personal and human, they are reminding your reader that there's a real person behind these words, behind this keyboard, and any world of polished automation, authenticity is always going to be your competitive advantage. We've always been saying that, but it matters so much more now there's so much more noise out there, and it matters so much more to truly just take your mask off and like, be light hearted, be yourself, have fun in business again. And then let's talk about the benefits of adding storytelling to your emails. We've already talked about it a little bit, but I believe that storytelling is really what transforms an email from a transaction into a conversation. And we've all heard this Maya Angelou quote, but she's amazing. She said people will forget what you said. People will forget what you did, but people will never forget how you made them feel. Right? Making them feel something is what makes it memorable, what makes it stick what connects them to you. So, like, facts and information that can fade real real quick, right? Like, think about studying for a test. Like, it takes a lot of active work to remember facts, but if you tell a story that is a lot easier to remember to share it with a friend about the novel that you're reading than citing a statistic or fact that you read earlier today. So you can't remember the exact specs of your favorite product, but you will remember the story of how it solved a problem or made life easier for you, and when you anchor your emails around these relatable stories, you're staying top of mind long after the send button is pressed.
Another benefit is that it increases engagement and conversions, and that's like super practical, right there. I am being practical again, my goodness, but emails written in story feel personal, not promotional, and when people feel connected, they are so much more likely to click, and that is backed by by science research shows emotionally connected customers have a 306% higher lifetime value and stay loyal longer. That is, according to PR Newswire, go, go read it in the show notes that's linked. It's it's very fascinating when I do research, probably too much for these episodes. But again, they said that emotionally connected customers have a 306% higher lifetime value and stay loyal longer. So that means storytelling isn't just boosting your CTR, though that's great, but it helps you build a more sustainable business. It's doing things so much bigger than just a quick win of the click through rate, and then it humanizes your brand too, as we said, as AI is only going to continue to grow. Storytelling is going to pull back the curtain, show people the values and decisions behind your business. Imagine like, Okay, so there's these chocolate bars that I really love, and it's not just saying, you know, try our delicious, rich chocolate. They give context of like, where it's sourced from this family owned farm. It shows a picture of the farmer, and that context makes me, as a customer, feel a part of something bigger, and just like, proud of where I'm spending my dollars, rather than just on like a Hershey chocolate bar. Anyway, anyways, we're big, big chocolate connoisseurs over here. All right. Back to it. We said, increases engagement, makes your brand memorable, humanizes your brand. It creates a continuous customer experience as well. So as you do this, more and more, your emails are going to build on each other with this narrative arc, so that you're not just like sending these random email campaigns out, but you're really guiding your readers on a journey. And it's not random promotions, but you're really moving them through from step to starting to thriving, and it keeps people invested when each email is like another chapter in this bigger story that you're telling. And then the lastly, the benefit that I have here, that I wanted to share, is that it builds your reputation and your authority. And this is kind of what I hinted at at the beginning of this episode, is that let's not forget, like as much as marketers talk all day about open rates and click through rates, those numbers, to be honest, matter a lot less when you have built sender reputation. There is one business owner whose daily emails I never skip, and she emails daily, every single day, and I am not annoyed or sick of her. I'm not getting fatigued by her emails, because her emails are good. They're interesting, they're story driven, and they always tie back to an offer or opportunity that I'm also actually interested in, and that is the real goal, is to write emails your audience actually looks forward to reading. So a lot of people ask, how many emails should I send? How long should they be and like, those are really small potatoes, like that's not the right questions to be asking. Really, we want to do this storytelling and connect it, reverse engineer it back to the offer that you're trying to sell. And this works for any kind of email that you are sending, from nurture emails, a welcome sequence, even sales emails, all of those, you can add storytelling into it. So to wrap this up, as inboxes get more crowded and AI written content becomes even more commonplace, storytelling is really what sets your brand apart. It makes you feel human. It turns those offers into invitations so it doesn't feel so salesy, and it transforms emails from noise into being something your audience actually wants to read. So practical next step for you, if you're curious to see how your messaging is currently landing and want to find out where your stories can build stronger connections, I would highly encourage you to do my free messaging audit that is linked in the show notes. Or you can go to Megan catching.com/free-audit or if you're like, hey, I don't have time for another free thing, I really want consistent feedback accountability on my stories that I'm actually writing in my emails, that ongoing support is really going to be helpful for me. I would encourage you to join copy clarity club. You will learn how to write emails that not only sound good, but also get results. And the specific feedback that you get is going to make you better and better at doing it yourself. Should that be what you continue to do, or it will bring you enough ROI so that you can eventually outsource it if you do not want to continue writing emails all all by yourself or with AI support, whatever you do. So those are my two recommendations. If you want to take the next step, do that free messaging audit, or just go ahead and join copy clarity club. We are getting so many good results in there. I love it. I will have to share more about episode, but thank you so much, and I will see you next week. Thank you for tuning in to the values, first Marketing podcast. If you've been enjoying these episodes, I'd love it if you left a review on Apple podcasts, it helps more purpose driven business owners like you find this show and reminds me that this work is making a difference, and if you're ready to market your business in a way that feels aligned, sustainable and true to you, say hello on Instagram at Megan catch again, then head over to my website. Megan catch again.com for free resources and next steps to simplify your marketing and copywriting without sacrificing your authentic voice, or too much of your time, I'll see you in The next episode.