Supported by

Corporate newsletters have a reputation for being, well… boring. Too formal, too generic, and too easy to ignore. They often feel like a chore—something readers skim (or delete) out of obligation rather than genuine interest.

But the best newsletters don’t just inform; they engage. They make you feel like you’re part of a conversation, not just a name on a mailing list. They’re the ones you actually look forward to opening rather than something you mark as “read” without reading.

So, what makes those newsletters different? Personality.

Brands that inject personality into their emails—whether through voice, storytelling, or design—stand out in crowded inboxes. And the best part? You don’t have to be quirky or over-the-top to do this well. A few small tweaks in tone, structure, and content can transform your newsletter from just another email into something your audience actually enjoys.

In this post, we’ll break down real examples of brands that do this right and give you practical ways to bring more personality into your own email marketing.

Let’s dive in.

Brands That Get It Right

Injecting personality into your emails doesn’t mean being gimmicky—it means creating a genuine connection with your audience. The best newsletters feel personal, engaging, and uniquely tied to the brand behind them. Here are some standout examples of companies that do it right:

1. Help Scout: The Human Touch

Help Scout’s newsletter reads more like a friendly check-in from a colleague than a mass email from a company. Instead of a faceless corporate update, each issue is signed by a real team member, adding warmth and authenticity.

Their approach blends:

• Personal insights – Team members share thoughts and experiences, making the content feel real.
• Company updates that feel relevant – They don’t just list announcements; they frame them in a way that feels valuable to the reader.
• A conversational tone – Instead of stiff business-speak, their writing feels natural, like an email from a friend.

The result? A newsletter that subscribers actually want to read—not one that feels like an obligatory corporate update.

(See Help Scout’s emails here)

2. Writer: Thought Leadership That Feels Personal

Writer’s newsletter demonstrates how an AI-powered content tool can communicate complex ideas in an accessible, engaging way. Their emails feel like insightful briefings from a trusted expert rather than dry product updates.

How they do it:

• Clear, conversational language – They avoid overly technical jargon, making AI and content strategy feel accessible.
• Thought leadership over self-promotion – Instead of just pushing their product, they share ideas and insights that genuinely help their audience.
• A warm, approachable tone – Even complex topics are broken down in a way that feels human, not robotic.

This balance of expertise and personality keeps their emails informative and enjoyable to read.

(See Writer’s emails here)

3. Lucid: Actionable & Engaging

Lucid takes a design-first approach to its emails, proving that personality isn’t just about words—it’s about how content is presented. Their newsletters break down complex ideas into bite-sized, visually engaging sections, making them easy to skim while still being packed with value.

What sets them apart:

• Crisp, modern design – Their layouts are sleek, making the emails feel polished and professional.
• Short, digestible content – They prioritize clarity, using bullet points, headers, and whitespace effectively.
• Actionable takeaways – Every email provides something useful—whether it’s a strategy, framework, or tool.

The result? A newsletter that’s as easy to consume as it is useful—making it hard to ignore.

(See Lucid’s emails here)

4. Calendly: Productivity With Personality

Calendly, a scheduling tool, might not seem like the most exciting brand at first glance—but their newsletters prove otherwise. They inject personality into productivity by using bright visuals, clear takeaways, and a friendly voice to make their emails engaging and enjoyable.

How they do it:

• Playful, yet professional tone – They balance fun with expertise, making scheduling tips more engaging.
• Visually appealing design – Graphics and colors make the content more inviting.
• Content that’s actually useful – Their emails focus on real productivity challenges, not just promoting features.

They prove that even traditionally “boring” industries can create emails that feel fresh and engaging.

(See Calendly emails here)

5. Verb Interactive: The High-Value Content Digest

Verb Interactive takes a different approach by curating valuable content into an editorial-style newsletter. Instead of just sharing company news, they blend industry insights, upcoming events, and trending topics into a sleek, magazine-like experience.

What makes it stand out:

• Curation over self-promotion – They provide high-value content that their audience wants to read.
• A premium, editorial feel – Their layouts resemble high-quality digital publications.
• Well-researched industry insights – Their emails feel less like marketing and more like an essential industry briefing.

By treating their newsletter like a premium content experience, Verb Interactive keeps their audience engaged and coming back for more.

(See Verb emails here)

How to Add More Personality to Your Emails

Adding personality to your newsletters doesn’t mean forcing humor or trying too hard to be “quirky.” It’s about making your emails feel more human—like a conversation, not a corporate memo. Here are five simple (but powerful) ways to make your emails more engaging and memorable.

1. Write Like You’re Talking to One Person

One of the biggest mistakes in email marketing is writing as if you’re addressing a crowd. Instead of “Dear valued customers,” imagine you’re writing to a single person—because on the receiving end, that’s exactly how it’s read.

Try this:

• Swap out formal business-speak for a more natural tone.
• Use contractions (“we’re” instead of “we are”) to make it feel conversational.
• Read your email out loud before sending—if it sounds stiff, rewrite it like you’re talking to a friend.

2. Use a Distinct Voice

Your brand has a personality—so your emails should reflect that. Whether your tone is warm, witty, bold, or authoritative, consistency builds familiarity and keeps your audience engaged.

How to develop your email voice:

• If your brand were a person, how would they talk? Playful? Straightforward? Thoughtful?
• Look at past emails with high engagement—what tone resonated most?
• Stick to a style guide so every email feels cohesive, no matter who writes it.

3. Add a Human Element

People connect with people, not faceless brands. A simple way to make your emails feel more personal is by adding a human touch—whether that’s a sign-off from a real person, a behind-the-scenes story, or even a bit of humor.

Ways to humanize your emails:

• Sign off with a real name instead of just “The [Brand] Team.”
• Use first-person language (“I” or “we”) instead of detached corporate phrases.
• Share a quick personal anecdote that ties into your message.

4. Make It Visually Appealing

Design plays a big role in how engaging your email feels. A cluttered, text-heavy email can be overwhelming, while a clean, well-structured layout makes your message more inviting and easier to skim.

Tips for an engaging email design:

• Use short paragraphs and bullet points for readability.
• Add subtle branding (colors, fonts) to make your emails instantly recognizable.
• Incorporate visual elements like images, GIFs, or dividers to break up text.

5. Tell Stories, Not Just Updates

Facts and updates are useful, but stories are what make content memorable. Instead of just saying “We launched a new feature,” consider framing it around why it matters to your audience or sharing a quick customer story.

Ways to add storytelling to your emails:

• Open with a short anecdote that ties into your message.
• Use real customer experiences to illustrate a point.
• Frame announcements around impact—how will this change help your readers?

Adding personality to your emails isn’t about being flashy—it’s about making real connections with your audience. The best newsletters feel less like a corporate broadcast and more like a thoughtful, engaging conversation.

Why Personality Matters in Email Marketing

In a world where inboxes are flooded with promotions, newsletters, and corporate updates, personality is what makes your emails stand out. It’s the difference between an email that gets opened and one that gets ignored. But beyond just grabbing attention, having a distinct brand voice helps build trust, connection, and long-term engagement with your audience.

The Impact of Personality on Email Performance

Brands that inject personality into their emails often see higher:

• Open rates – A subject line with personality feels more like a message from a person, not a corporation.
• Click-through rates – When emails feel engaging, readers are more likely to interact with links.
• Subscriber loyalty – People stick around when they feel a connection with your brand.

When your emails sound like they’re written by real humans, people are more inclined to read them—not just once, but consistently over time.

The Psychology Behind Engagement

At the core of great email marketing is human psychology. People engage with brands that feel relatable, trustworthy, and authentic. A newsletter with a strong personality can:

• Create an emotional connection – People remember brands that evoke feelings, whether it’s inspiration, humor, or curiosity.
• Build a sense of familiarity – A consistent voice makes your brand instantly recognizable.
• Encourage interaction – Emails that sound human invite responses and engagement.

On the other hand, a dull, overly corporate email can feel impersonal, leading to lower engagement, fewer conversions, and more unsubscribes.

Common Pitfalls to Avoid

While personality is key, there’s a fine line between being engaging and trying too hard. Here’s what to avoid:

• Overdoing Quirkiness – If humor or casual language feels forced, it can come off as inauthentic.
• Ignoring Your Audience’s Tone – A playful tone might work for a consumer brand, but a B2B audience may prefer a more professional (yet still human) approach.
• Making It All About You – Personality isn’t just about your brand voice; it’s about making content useful and relevant to your audience.

The Bottom Line

People don’t connect with faceless brands—they connect with voices, stories, and personalities. By making your emails feel personal, engaging, and authentically you, you turn subscribers into loyal readers who actually look forward to your emails.

If you’re ready to bring more personality into your newsletters, start by studying brands that do it well. Look at their approaches and find inspiration for your own emails. Remember, the goal isn’t to copy someone else’s voice, but to find and refine your own authentic tone that resonates with your audience.

For more inspiration and examples of personality-driven newsletters, check out our newsletter gallery, where we regularly feature standout email designs and content strategies from brands that are nailing the personal touch.

Much love,
Andy

Email: [email protected]
Twitter: @emaillove