Are you someone who enjoys wearing pajamas while working from home? Or maybe you’d rather skip the pants altogether during Zoom calls?
Well, according to an email from AI copywriting service Phrasee, going pants-free is fine—as long as you stay seated during those virtual meetings.

This email campaign is a great example of humor done right. It’s timely, relatable (because who isn’t on Zoom these days?), and casual enough to feel familiar. But what makes humor so effective in marketing—and how can you pull it off? Let’s break it down.

Why Use Humor in Email Marketing?

Email marketing is about more than conversions—it’s about connection. And nothing connects faster than a good laugh. Humor humanizes your brand, builds trust, and encourages engagement.

Here are two powerful reasons to use humor in your campaigns:

1. Humor Triggers Emotion

Emails that stir emotions get better responses. And humor, in particular, helps your audience associate your brand with a good feeling.

Just like sharing a joke builds rapport between friends, humor in your emails fosters a sense of connection between your brand and the reader. It strips away corporate formality and makes your brand feel more human.

2. Humor Improves Recall

People remember what makes them laugh. Studies show that humor improves memory—even among skeptical or disinterested audiences. So, if you want people to remember your brand, humor might be your best friend.

Take the Dollar Shave Club launch video, for example. If you’ve seen it, you probably remember it years later. That’s the power of clever, well-placed humor.

Or look at the Harmon Brothers Agency, known for their viral ads. Their video for Purple mattresses—featuring Goldilocks, eggs, and 1,400 pounds of steel—is quirky, informative, and unforgettable.

How to Integrate Humor into Your Email Strategy

The difference between a comedian and a brand? A comedian wants to entertain. A brand needs to entertain and stay aligned with its identity.

To make humor work in your emails, follow these steps:

• Be consistent: Humor should reflect your overall brand voice—not just a one-off joke.
• Hire the right talent: If no one on your team is naturally funny, hire someone who is. Freelance comics or copywriters can help you strike the right tone.
• Know your niche: Some industries (like finance or healthcare) may require a more cautious approach. Avoid humor in sensitive sectors—or tread very lightly.

Even legendary copywriter John Caples advised against using humor in sales copy, warning that entertaining millions may not convert even one. Humor is subjective. What makes one person laugh might confuse or offend another.

But when used wisely, it works.

When (and Where) to Use Humor

Humor is versatile—it works at every stage of the funnel:

• Awareness: Funny subject lines get clicks.
• Engagement: Humor keeps readers reading.
• Retention: Jokes make you likable and memorable.

Brands like AppSumo are a great example. They have a clear, humorous brand voice that’s consistent across emails and landing pages.

The trick is to use humor appropriately:

• Self-deprecating humor usually works well.
• Topical humor can be effective—but only if it’s timely and tasteful.
• Inside jokes work when targeting a niche (like SEO or gaming professionals).

3 Real-Life Examples of Humor in Email Marketing

BarkBox

BarkBox sells dog treats and toys, and their brand voice is consistently playful and funny. Their monthly newsletters are themed around cuteness and charm, blending humor into every piece of copy and visual design.

HubSpot

When someone unsubscribes from HubSpot emails, they receive a clever “breakup letter” from stand-up comedian and marketing specialist Dan Sally. It’s cheeky, emotional, and makes the reader think twice about leaving.

At RightInbox, we do something similar—adding funny GIFs to emails. These small touches can spark emotion and boost engagement.

Huckberry

This men’s clothing brand leans on subtle, relatable humor. One campaign featured a subject line inspired by a viral pandemic-era video, prompting recipients to open the email. Inside, they introduced a new line of spring shorts. Smart, funny, and on-brand.

Wrapping Up

Humor can transform a bland marketing campaign into something unforgettable. It deepens customer relationships, boosts brand recall, and makes your emails a joy to read.

That said, humor isn’t always appropriate. If you’re running a crematorium, maybe skip the jokes. But for most industries, a touch of humor can do wonders—as long as it aligns with your values and audience expectations.

Treat your customers like friends. Speak casually. And don’t be afraid to show a little personality. Your readers—and your brand—will thank you.