Email marketing

5 April Fools’ day email examples that hit right on brand, right on tone, and right on time

Marissa Petteruti, March 1st 2022
april fool's day emails hero

April Fools’ Day is on April 1, which this year (2022) happens to be a Friday. For businesses sending out April Fools’ email campaigns, it can be hard to get the messaging right. Plus, it really isn’t for every brand. The cheekier your brand voice is, the more it might make sense to do something really over the top.

But even brands that you wouldn’t typically associate with April Fools’ or cracking a lot of jokes can run really great campaigns for this silly day.

Let’s take a look at what a few brands have done, and see if you can get inspired, too.

1. Waves Gear stages a store closing prank

Waves gear April Fool's Day email example

Waves Gear‘s April 1st email was a bit of a risky one, but if you read the text you’ll quickly notice that this was an April Fools’ joke and the company wasn’t actually closing.

They followed this email with another one calling their own bluff, but I’m sure they gave some customers a good scare!

2. Teezy’s Tipsy Elves joke about a celebrity collaboration

Teezy April Fool's Day email example

Unfortunately (or fortunately, depending on your taste in fashion), Tipsy Elves isn’t actually collaborating with Kanye West—which was made clear when you clicked through to their landing page.

But this is a great, fun way to connect with your audience through a mutual love, or not, of an influencer. After all, influencer marketing is on the rise (and works really well).

3. ThirdLove’s tongue-in-cheek product promo: “bras for dogs

ThirdLove April Fool's Day email example

ThirdLove took April 1st as an opportunity to showcase both their beautiful products and some adorable dogs. This strategy is used by a lot of ecommerce brands (Bearaby is another one!), and it can work wonders for several reasons:

  1. You get to showcase your actual product, just on an animal or something else that it usually isn’t made for.
  2. People love animals, and studies show they get more clicks in ads and emails, too (though not always for the better…)
  3. Good, clean humor is a nice respite on this day when a lot of brands are really trying to outdo one another.

Keep it simple. Keep it fun. Keep it about your products.

4. Homage takes on politics

Homage April Fool's Day email example

Politics have pervaded our lives, and if this is especially true for your consumers, then a campaign like this might be right up your alley.

Homage‘s copy is great because if mimics the content of a campaign letter, but once you scroll down it’s obvious that the email is talking about retired football quarterback Bernie Kosar, Bernie Sanders.

5. Karmaloop leans into social popularity

Karmaloop April Fool's Day email example

Karmaloop’s April Fools’ email is especially great because it shows how well they know their audience. For those of you who aren’t familiar with Pepe the Frog, it’s a popular Internet meme on Instagram and Twitter. While someone you pull off the street might not get the joke, the majority of Karmaloop’s audience certainly does.

Final word

April Fools’ day is a great time to take advantage of other national events that are taking place simultaneously. If you take a bit of a risk with your joke, like Waves did, just be sure to let your subscribers know that you are, in fact, joking.

Done with your April email campaigns? Mother’s Day is coming up fast!
Get ready
Marissa Petteruti
Marissa Petteruti
Marissa Petteruti is the manager of Klaviyo's Academy team. She leads the creation of content that helps customers learn how to get the most of out Klaviyo. Prior to joining Klaviyo's Academy team, Marissa was the first member of Klaviyo's marketing team. She joined the company shortly after graduating from Brown University. In her free time, you can find Marissa experimenting to find the world’s greatest penne alla vodka recipe.