An Email Case Study: Show Your Personality!

A few weeks ago, we took a look at a few email templates that were provided by Pardot clients and put together a list of best practices to help you design the best email possible. And while many of these best practices varied based on the type of template we were evaluating (newsletter, webinar follow-up, event email, etc), there was one principal that can be applied across the board: don’t be afraid to show your personality.

When you think about it, it makes sense. Wouldn’t you rather receive an email with a little personality and humor over a dry, informative email on the same subject? Many marketers are afraid to take the plunge when it comes to incorporating their personality into their emails, and especially so with B2B marketers. Sure, it’s probably easier for our B2C counterparts to get creative with colorful images, contests, sales and promotions — but adding a splash of “fun” to your B2B emails may not be as hard as you think.

Let’s take a look at 3 example email templates to see how other B2B marketers are creating emails that are not only informative and helpful, but also full of personality.


Wistia gets creative with their email templates by incorporating images and video into their design. Catch your reader’s eye with a well-placed image or a screenshot of a video that links out to your website for actual viewing. Often, a video can say a lot more in a short amount of time than a bunch of text on a page. It also offers the bonus of visual content, leading to increased engagement levels.

wistia template


Showing your personality isn’t all about images, color, and videos. You can convey just as much personality through your email copy, as Audaxium does in this email about their holiday hours. After joking about how all of their employees had left their holiday shopping to the last minute, the email goes on to provide information about company hours along with other helpful content. By being candid in their email, Audaxium shows that there are real humans behind their brand who are willing to connect with their clients on a personal level, not just a professional one.

audaxium template


Not only do you not need images and videos to make your emails fun, you don’t even need HTML! Take this plain text webinar follow-up from AchieveIt, for example. After supplying several links to helpful information, AchieveIt ends their email with a quirky unsubscribe section. After saying that they “don’t like to intrude,” they give recipients the option to access their preferences or unsubscribe. Your email recipients appreciate a friendly, humorous tone, and they also appreciate when you keep their preferences in mind.

achieveIt template

If you’d like to take a look at more examples of successful email templates, you can download the full Lookbook for free here. And don’t forget to check out our Email Template Handbook for even more template design tips and tricks!

email design lookbook