• by December 9, 2008

There's nothing like a good laugh -- especially when things are tough. Hard times for consumers mean soft sales for retailers; so now, more than ever, we need humor to lighten us up. And because we're glued to the computer, we need humor delivered directly to the inbox.

How to send laughs effectively via email? We gathered some giggle- (and groan-) inspiring examples to find out.

Humor is refreshingly human:

•Jet Blue's July sale email blows in like a fresh summer breeze. It reads: "Our CFO is away. It's time for a sale. Book now before he gets back on August 6th!" It creates a sense of camaraderie between us and the folks at Jet Blue, as if we can snicker behind the back of a stuffy old CFO.

•This Cusp apology email is quirky. The model's expression and the huge "SORRY!" message make the forgiving easy. Urban Outfitters' July apology email is even more ridiculous. Both messages acknowledge a mistake, but they keep it light and keep subscribers smiling.

The humorous approach to a guffaw doesn't work in every case, of course. For brands whose customers expect something a little more serious, such as J. Crew, or for errors of a graver nature, a somber tone is appropriate.

Humor builds anticipation:

There are some retailers whose mail we look forward to receiving because of their consistent wit. The promise of a laugh -- or at least a smile -- keeps us opening.

•Looks like the creative team at Piperlime is having some fun. They find humor in shoes, depicting their riding boots with little toy horses and their all-weather boots with a cheery rubber ducky.

•Land of Nod plays cleverly off a vast pool of whimsical childhood words and phrases, so we can always count on getting a little kick out of their emails. 

•This Urban Outfitters sale message coupled with its subject line, "Don't say we never did anything for you," is a hoot. Urban Outfitters' mails are always among the first we open, and they rarely disappoint.

Humor creates engagement:

Delivering interactive entertainment builds long-lasting relationships. When we get to share in something funny -- and pass it on to friends -- we remember and appreciate it.

•American Apparel sent out a few messages this fall reminding us to take part in its annual D.I.Y. Halloween costume contest. Each message featured innovative and funny costume ideas constructed at least in part from American Apparel clothes. The campaign served as a great way to get customers shopping and suggested ways to get creative with American Apparel clothes.

• Backcountry's Oct. 23 email also encouraged subscribers to use clothing to construct creative costumes, directing them to a landing page full of silly suggestions. Since Backcountry is an outdoor gear and apparel supplier, the costume ideas were even funnier, reaching out empathetically to their outdoorsy subscribers who, in Backcountry's apparent opinion, had been too busy hanging around outside to think of costume ideas.

•Sephora's Mistletoe Makeover offers an amusing activity that also gets subscribers shopping with a participation discount reward. The activity also encourages sending to friends, who might also engage. The humor draws people together around the Sephora brand.

Humor doesn't always work:

As much as we love to laugh, attempts at humor can fall flat, and we've seen several. For brands with a "dignified" image, humor can feel inauthentic. In other cases, humor can be ambiguous or confusing. Sometimes we miss the punch line.

•This Restoration Hardware email came at the height of stress over the bailout deal, and it wasn't funny. Was it supposed to be funny? The tone was ambiguous, and since it seemed to make light of an economic crisis, it felt in bad taste.

•These Abercrombie messages are also confusing. Are they going for irony here, with a subject line that promises winter layers and a photo of a shirtless guy with a T-shirt over his shoulder? With a subject line that promises winter coats but shows a boy in fall button-up with a football in his hand? Since the retailer's messages aren't usually witty, these are tough to interpret.

•And then there are some that are funny without trying to be...like this Bergdorf Goodman message. Is that little man afraid that the giant lady might crush him!?