I see a lot of

I see a lot of email campaigns that lead with "10% off" and wonder why open rates are declining.

Here's what's missing: the story. The psychology. The understanding that people don't just want products, they want to belong, to feel seen, to be part of something.

Email should be treated as brand-building, not just performance marketing. Someone already gave you their attention when they signed up. That's intent. That's interest. Your job isn't to shout discounts. It's to nurture that connection.

The subject line captures attention. The pretext builds intrigue. But the body? That's where you create an experience through words, copy that understands behavior and desire, CTAs that feel personal, not transactional.

Design matters. But without a story that aligns with your audience's desires, it's just a pretty template.