There’s a lot of beige email out there.
Perfectly functional. Technically correct. And yet completely forgettable.
If your email copy reads like it was written by a polite robot in a beige office, you’re missing a massive opportunity. Because personality is what makes your emails stand out in a sea of “just following up” and “per our last conversation.”
And no, you don’t need to add emojis, exclamation marks, or GIFs to get there. (Unless that’s your vibe, I know it’s mine.)
So, here’s how to bring your brand’s personality into your emails without trying too hard:
1. Write like a human
Drop the corporate speak. Kill the passive voice. No one’s reading your email to admire your vocabulary.
Instead, write the way you actually speak.
Would you ever say, “We would like to take this opportunity to inform you…” at a braai? Nope. So why say it in your email?
Remember that there are actual humans reading your emails, so write something you would enjoy reading.
Try this:
Instead of: “We would like to notify you of an upcoming update to our platform.”
Say: “Heads up, there’s an update coming soon. Here’s what you need to know.”
2. Use contractions. It’s not illegal, I promise
Seriously. Use you’re, we’ve, it’s, they’ll.
It instantly makes your copy feel more relaxed and conversational.
Nobody reads an email thinking, “Wow, I’m so glad they wrote out do not instead of don’t.”
3. Drop in a little attitude (the good kind)
Now this is something I’m a little too good at, but a little bit of sass goes a long way. ot everyone wants to be spoken to like a corporate robot. A light quip, a playful jab, or a well-timed “yup, we said it” moment can make your email actually enjoyable to read.
Example:
“We tested this campaign across devices, because shocker, not everyone checks email on a desktop in 2025.”
Just don’t overdo it. It’s still an email, not stand-up comedy.
4. Use relatable analogies or references
People remember stories, not specs.
Instead of listing features or instructions, use a quick comparison to real life. This suddenly makes your product or service more relatable and human.
Example:
“Think of your welcome email like a first date, you want to make a great impression, not overshare or ask for too much too soon.”
Suddenly, people get it. And they remember it.
5. Inject rhythm with sentence variety
Short. Punchy. Then something a little longer to keep things moving without sounding robotic.
Good email copy has a rhythm to it. It’s not all long-winded paragraphs or rapid-fire bullet points; it flows. The occasional sentence fragment is totally fine. So is starting a sentence with “and.” Grammar rules are flexible when it comes to email. This isn’t your Grade 10 English essay.
6. Use microcopy to highlight your personality
Not everything needs to be loud and bold. Sometimes, the magic is in the details, like your button text or footer.
Instead of “Submit”, try:
- “Let’s do this”
- “I’m in”
- “Hit send already”
Instead of a boring unsubscribe line:
- “Are we breaking up?”
- “No hard feelings, you can leave at any time”
It’s the little touches that make a big difference.
7. Know your voice, and stick to it
This is the big one. You don’t need to try and be someone or something that you aren’t
Your personality doesn’t have to be funny, cheeky, or edgy. It just needs to be consistent. If your brand is bold and straight-talking, be that. If you’re more supportive and friendly, lean into that.
The worst thing you can do? Switch personalities mid-email or write like one brand in your emails and another on your website.
Take time to define your tone. Then let it shine through every subject line, intro, CTA, and sign-off.
The bottom line
Adding personality doesn’t mean adding fluff.
It means writing with intention, clarity, and the confidence to sound like you.
So next time you sit down to write an email, ask yourself:
Would I read this? Would I remember it? Would I feel anything?
If the answer’s no, it’s time to inject a little life into your copy.
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