There's a lot of beige email out there.
Perfectly functional. Technically correct. Completely forgettable.
If your email copy reads like it was written by a polite robot in a beige office, you're missing a real opportunity. 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 emojis, exclamation marks, or GIFs to get there. (Unless that's your vibe. I know it's mine.)
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. Nobody's reading your email to admire your vocabulary.
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?
Real humans are reading these. Write something you'd enjoy reading yourself.
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)
A little sass goes a long way, and I say that as someone who has too much of it. Not everyone wants to be spoken to like a corporate robot. A light quip, a playful aside, or a well-timed "yup, we said it" moment can make your email genuinely 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
People remember stories, not specs. Instead of listing features or instructions, use a quick comparison to real life. It makes your product or service feel more relatable.
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 rhythm. It's not all long-winded paragraphs or rapid-fire bullet points. The occasional sentence fragment is fine. So is starting a sentence with "and." Grammar rules are flexible in email copy. This isn't your Grade 10 English essay.
6. Use microcopy to show your personality
Not everything needs to be loud and bold. Sometimes the magic is in the details, like your button text or footer copy.
Instead of "Submit", try:
- "Let's do this"
- "I'm in"
- "Hit send already"
Instead of a generic unsubscribe line:
- "Are we breaking up?"
- "No hard feelings, you can leave any time"
The small touches add up.
7. Know your voice, and stick to it
This is the big one. You don't need to be funny, cheeky, or edgy. You just need 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 move is switching personalities mid-email, or writing like one brand in your emails and a completely different one on your website.
Take time to define your tone. Then carry it 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.
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 put some life back into your copy.
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Frequently asked questions
- Do I need to use emojis or GIFs to make my emails more engaging?
- No. Personality in email copy comes from tone, word choice, and rhythm, not visual gimmicks. Emojis and GIFs can work if they match your brand, but they are not a substitute for writing that actually sounds human.
- What is microcopy and why does it matter in emails?
- Microcopy is the small text in your emails, things like button labels, unsubscribe lines, and footer notes. Because readers often skim, these small details are sometimes the only copy they actually read. A button that says 'Let's do this' does more for your brand than one that says 'Submit'.
- How do I keep a consistent brand voice across emails?
- Start by defining two or three adjectives that describe how you want to sound, for example, direct, warm, and a little dry. Write those down and share them with anyone who touches your email copy. Then audit your existing emails against those words. Inconsistency usually shows up when different people write different campaigns without a shared reference point.