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  • Writer's pictureRachel Meyer

Great Email Copy Breakdown: Marketing Examined Welcome Email



Email copy is often overlooked and undervalued. But good email copy can be the difference between getting sales and going straight to the spam folder.


That’s why I started this series examining great email copy and how you can replicate it. You’ll get first-hand insight and knowledge from an email copywriter (me!) to help you write emails people actually read.


Today, we’ll examine the welcome email for Marketing Examined, an awesome newsletter by Alex Garcia. Your welcome email is a vital part of your email marketing. It’s the first taste your subscribers get of your personality and the kinds of campaigns you send- your pilot episode or first course, if you will.


But a lot of people screw this up. They either write a bad welcome email or don’t bother with one at all. But since most people expect an email when they subscribe, this is a big mistake.


That’s why we’re starting this series by examining a welcome email that’s great in many ways. And because welcome emails are something I’m passionate about.


And before we go any further, subscribe to Alex’s newsletter. He sends out high-quality case studies every week that anyone in marketing should read.


Marketing Examined Welcome Email Breakdown


Subject Line


We start strong with this curiosity-creating headline. It asks a simple question that gets your click to see what “this” is. It also includes an emoji, which I’ll explain the importance of in a moment.


subject line

Graphics


This email is text-based, but it does include a graphic at the top showing you how to get the most out of Alex’s emails. He’ll cover all these steps in more depth later, but this gives an overview of everything he’ll say.


graphics

Introduction


The first couple of paragraphs are a great example of Alex’s voice and writing style. It gives you a taste of his emails, which is essential for new subscribers, while showing how excited he is for you to join his list.


intro

The Ask (But with Value)


Next, he asks you to reply to the email. As he explains, this helps show your email provider that you want to see his emails. He also explains that every email will have a magnifying glass emoji in the subject line, allowing subscribers to recognize when his email lands in their inbox quickly.


Then comes the interesting part. Alex gives his ask value for you, the subscriber. He explains why those two things are important and how to use them, with a statistic to back up his claims.


ask

Continued Introduction


Now Alex gets a little more into who he is. But he doesn’t give a boring list of his marketing qualifications. Instead, he shares personal information about himself, like his recent engagement or he’s never had ketchup. This continues revealing his personality and helps him feel like your friend.


continued intro

What’s Next


The ending of the email includes another thanks for subscribing, followed by what to expect going forward. Alex tells you about the next emails he’ll send and the bonus you get for opening them, encouraging future clicks on his emails. You’re also reminded you can unsubscribe at any time.


what's next

Personalization


At the very bottom of the email, there’s a quick three-option quiz asking what industry you’re in. It’s easy to click and gives Alex information to send you the most helpful emails.


personalization

How to Write an Email Like This


Alex has a great welcome email here. It checks all the boxes, and while I don’t know his stats, I bet it has a high conversion rate.


So now, let’s dive into the key takeaways that you can use to create similarly awesome welcome emails for your newsletter.


#1: Include Personality


Every line of this email drips Alex’s personality. Your first email to new subscribers sets their expectations of your writing style, so don’t skimp on adding it. Make this the most aggressively you email you can (within reason).


#2: Ask for Engagement


When people open and engage with your welcome email, they’re more likely to continue opening your emails. Engagement also ensures your emails don’t end up in spam. For example, you could ask for:


  • Info to help personalize and segment your list

  • A reply to the email

  • For them to send you an emoji

  • Survey responses

  • Claiming their welcome goodie


#3: Customize For Your Audience


Alex’s newsletter is for marketers. A lot of emails in that space tend to be dry and dull. He shows he has value to provide but in a fun and refreshing way. You can do the same thing, speaking to your audience and establishing your uniqueness.


This email is also 90% text, which works perfectly for a marketing newsletter. You need to match your email design to your target audience. That might mean more images, graphics, gifs, or videos.


#4: Mention Unsubscribing


I know you don’t want people to unsubscribe. But losing people helps remove those who won’t buy from you anyway. Mentioning that people can unsubscribe in your first email gives transparency and culls anyone who realizes your emails aren’t for them.


#5: Make It Skimable


This email has a great layout. It includes a lot of white space and bolds all the essential information. Most people won’t read everything anyway, so make it easy for them to understand the most important parts.


This is a solid welcome email, and if you follow the same principles, you’ll see great results with your welcome sequence.


 

And if you need an email copywriter to help improve or create a welcome email for you, you’re in the right place. I’d love to work with you! Fill out the form on this page so we can set up a discovery call and start getting you great copy ASAP!

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