How should email copy be structured (inverted pyramid vs story)?

The inverted pyramid puts the most important information first-conclusion, then supporting details. It respects busy readers who skim. Most promotional and transactional emails should use this structure: lead with the offer, explain benefits, close with CTA.

Narrative structure (story) builds toward a climax-setup, tension, resolution. It works for longer-form content like newsletters, thought leadership, or emails where emotional connection matters more than immediate action. Story structure holds attention but requires readers to invest time.

Match structure to intent. Selling a limited-time offer? Inverted pyramid-don't bury the discount. Building brand affinity with a founder story? Narrative arc. Announcing a product? Maybe both-lead with the news (pyramid), then tell the origin story (narrative). The right structure depends on what you're asking readers to do and how much attention you've earned.