PostHog nailed this email. They didn’t just announce lower prices—they made it funny, visual, and insanely clear why it matters.
Marketing analysis
The email leads with a bold statement (“We’ve decided to make less money”) that instantly grabs attention. Then they back it up with a chart that makes the comparison to competitors impossible to ignore. The cartoon fire adds humor and personality while softening the “we’re slashing prices” message.
Why it works
Uses humor to build trust and likability
Shows, doesn’t tell—the pricing chart does the persuasion
Dramatic contrast (+ story) = instant clarity
Positions the brand as customer-first, not profit-driven
Examples
Slack’s playful copy in onboarding emails
Duolingo’s humorous push notifications boosting retention
Mailchimp’s illustrated, personality-driven release notes
Liquid Death’s anti-corporate tone that still drives sales