NO JOKE! I wrote an April Fool’s Roundup post!

April Fool’s day is one of my favorite days as a marketer. I like my content creative, weird, and funny. I haven’t done a roundup of emails in a billion years, but this morning I woke up to some gems (and some “No Jokes”, which are just….no). I talked about how to do April Fool’s Day emails at Litmus’s Email Design Conference two years ago.

In my presentation, I talked about a few guidelines for successfully executing an April Fool’s Day marketing campaign:

  • Your April Fool’s marketing email should be a joke, not a prank.
  • Ideal reaction: You want to make people do a double take, maybe fool them for a moment, but not upset them.
  • Be funny and clever.
  • Do something similar enough to something that your brand would normally do that it throws people off, but make it very clear that it’s not real.
  • Involve cute animals in some way. It just works.

Email Content Cliches (April Fool’s section starts at slide 16) >>

And stop using “No Joke” and “No Fooling!” SO boring and overdone. You might as well do just a regular email.

It’s only 10 AM as I’m writing this, and I’ve already had some great April Fool’s emails!

  1. Mood Fabrics – “Thank you For your swatch order”
    This was genius. Mood Fabrics is a lovely, huge fabric store in the garment district. I take classes and shop there VERY regularly. You may know the store from Project Runway – it’s where they get their fabric for their challenges. So, fabric is expensive, and is bought by the yard. It has to be cut off a large bolt in whatever amount you want to buy. At Mood, you can get a “swatch” (small cut square) before buying it to make sure it’s what you want for your project, because it can’t be returned once cut. Mood Fabrics also has a store mascot – an adorable Boston Terrier who can frequently be found sleeping in the store. His name is Swatch.

    Their April Fool’s email was a shipping confirmation for a swatch order – only the order was for Swatch the Dog. It was funny, well-designed, and involved a cute animal. YES! The only downside is – now I want to order a Swatch.


    Lower in the email, they clarified that it was an April Fool’s joke, and offered 10% off everything. They also featured some of their products that have Swatch the dog on them. All in all, it was perfect. View full email >>

  2. Boden: You won’t BELIEVE what we’ve done to our dresses

    Boden’s done it again! A few years ago, they did a hilarious “recall” of a dress that had a print of a beach scene that “accidentally” had very tiny naked people on it. That email made me buy the skirt in that print.

    This year – it’s a clickbait subject line, with scented clothing for sale! Their products are very bright, cheery, and colorful. I WISH they were scented to match the patterns. I think what I like about this the most – on mobile, they probably tricked some people into scratching the “scratch and sniff” icon that had a gif of a hand scratching it. This was cute and silly.  View full email >>

  3.  Kate Gabrielle – limited release: chocolate scented easter bunny brooches 🐰
    Kate Gabrielle is a jewelry and accessories company I probably found through a Buzzfeed roundup of cute feminist things I need to buy immediately. I bought this  (immediately when I saw it) from her a while ago:


    Kate sent her (maybe) April Fool’s email late Friday night. It features cute Easter bunny brooches that look – and smell – like chocolate. When I got the email, I thought it was cute… but also wasn’t sure if it was an April Fool’s joke or an actual product. If it is real… I want one.


    It seemed plausible and timely – Easter’s in a few weeks, and her designs are quirky and always have a “wink” to them. Clicking through to the email shows them as sold out, and restocking at 12PM on 4/1 – which kind if indicates it’s an April Fool’s joke. She has a signup for a waitlist/restock email. I signed up. (I’ll update this post if/when she sends something).
    View full email >>

I’m not even going to bother featuring the less clever April Fool’s emails. I’ve had a lot of “No Joke!” emails that essentially just did a normal email with some reference to their amazing deals not being a joke. Yawn.

What were your favorite (and least favorite) April Fool’s emails this year, internet?


2 thoughts on “NO JOKE! I wrote an April Fool’s Roundup post!

  1. MailCharts just sent one out that made me roll my eyes so hard I may have strained something 😐 🙄

  2. I guess it’s easy (read lazy) to just stick a “it’s no joke” coupled with a regular discount offer in an email and claim it as an April Fools themed campaign. *sigh*

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