Moosejaw.com has done a great job with their email marketing. Check out what they emailed me (the subject line read “My Mean Boss wants you to know about this sale”):
Instead of your typical marketing speak, Moosejaw uses the Likability tactic by adding humor to their messaging, and as a result, their potential customer is now aware of a “big sale”. They might even feel inclined to visit Moosejaw.com and see what that big sale is all about.
If Moosejaw had gone with a more conventional approach, chances are that the email’s receivers wouldn’t have even read their messaging. The lesson? Show your personality, even in your email marketing. People buy from people they like.