Customer stories highlight the type of experiences your customers have while using your products. Periodic customer stories can be great additions to your store blog. Customer story emails help promote these posts and drive traffic from your mailing list.

In this post, I’ll list the reasons why customer stories are valuable, and break down the customer story email from Allen Edmonds to look at the good and the bad.

Customer story emails: Why use them?

First off, customer stories are different than product reviews. Customer stories are centered around the customer and their experience, rather than provide feedback about their usage of your product. This brings a certain authenticity to the story since it is about the experience without a focus on product.

These stories can be a great way to engage and amplify customers. It creates an avenue for you to interact with customers and for them to engage with your brand. In addition, it highlights individuals whose stories are showcased to your audience, providing them with exposure. And there are many people who like this type of fame.

Customer stories highlight your target market and shows potential buyers the type of individuals using your products. This can help enhance your brand as the audience can see some of your customer profiles.

Lastly, posts about these stories create a lot of unique user-generated content which can increase your search engine optimization.

Customer story emails: What worked well in the email

customer story emails top half

Customer story email from Allen Edmonds (top)

1. Relevant image

The large image at the top of the email helps show the type of product the customer used, and the graphical elements tie it with the title of the story. The size of the image helps grab attention as our eyes move from the image to the title, and then onwards to the story.

2. Customer details

Addition of not only the customer name, but also the location, helps the audience to pin the story to an individual rather than a vague sense of some customer out there. We can attach a name to the customer as we read, and picture him travelling in Chicago.

3. Navigation

customer story emails bottom half

Customer story email from Allen Edmonds (bottom)

The navigation at the bottom of the email is similar to what you would get on the website. This helps maintain consistency if someone wants to navigate to a different part of the site.

Customer story emails: What can be improved in the email

1. Areas of emphasis

One thing lacking from the paragraph of the customer story is emphasis on certain words or sentences. Adding emphasis to some key phrases or words throughout any long-form copy can help the audience in skimming through the copy. For those who don’t end up reading the entire story, this can give them a general sense of what is being said.

2. Product name

Although there are customer details added in the story, the story focuses on the author’s shoes. I personally think that the email can benefit from the product name added so that even if I read the part of the story in the email, I am able to find exactly what the author was wearing. This can raise the profile of the products being referred to or used in the stories, but also make it easy for the audience to get to the product.

3. Social call to action

For the social links at the end of the email, it can be helpful to add a call to action or title. Typically, social icons can represent two things: social profiles of the brand, or links to share the content with your followers. Adding context around what type of links are included at the end of the email can help get more clicks as the audience knows exactly what gets triggered.

Customer story emails: Takeaway

There is a lot of value in showcasing your customers’ stories while using your products. These can create a lot of unique content which helps with gaining search optimization. This also helps promote your brand as potential and existing customers get to see what type of interaction other customers have with your products.

For this email, many things worked really well like the large image, customer name and location, and the footer navigation. Some things that can be improved included adding areas of emphasis in the story, addition of product name, and a call to action for the social links at the end of the email.

If you would like to start customer stories for your brand, one of the best places to look for potential candidates is in the reviews section of your store. These are customers who are willing to publicly endorse your products, and care enough to take some time to write about it.


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Posted by Jai Sangha

Jai is a regular contributor to Sell with WP, and helps merchants improve their WordPress eCommerce businesses with plugin reviews, marketing or customer service tips, and tutorials.