Will this email hit the (Hub)spot? 👊

Tearing down Hubspot's welcome email...

Hey there!

Hope you’re well!

This week, I’m tearing down Hubspot’s welcome email. Hubspot are the experts when it comes to marketing, but does their onboarding reach the same level?

It’s safe to say their welcome email is a little… different… to what we’ve seen in previous teardowns.

Let’s take a look.

As you can see, Hubspot have opted for a much more designed email. No plain-text here. I’ll get to that later.

For now, let’s check off the usual two suspects: the subject and the sender.

The subject line is your standard “Welcome to Hubspot” drivel. A waste of space.

As for the sender, “The Hubspot Team” is a little meh. Why not make it more personal. Use an actual name.

Onto the email. The header is actually personalised to me. That’s a nice touch and immediately grabs my attention.

The subheader then reminds me why I signed up for Hubspot in the first place. Focusing on the benefits like this is key to an effective welcome email.

But you have to be careful not to go overboard, as you’re about to see…

Okay, so you scroll down and you see this. Much like a sales email or landing page, Hubspot have gone all out here. This is pure benefit-led copy.

That then leads to a clear CTA to install the tracking code. An essential first step if I want to start benefiting from Hubspot.

But hold on. Scroll down further and there’s even more benefit-led copy. It’s fast becoming a sales pitch. There’s nothing wrong with selling, but you have to remember that I’ve already signed up for Hubspot at this point. No need to lay it on so heavy.

Plus, each little section has its own CTA. So now I’m confused. Which one am I supposed to click? Am I supposed to go through each in turn? If so, why not break it down into an email series? (Or even use in-app onboarding to do the rest.)

Scroll down further and, you guessed it, more sales copy. At this point, it’s starting to get a little grating. I didn’t want you to go into full-on user car dealer mode. I just wanted to get started with your product. Now I’m confused, defensive, and wish I hadn’t bothered.

But at least at the end of the sales pitch they’ll thank me and let me get started. Right? RIGHT?

Nope. Instead, they give me a final CTA. This time it’s to make me upgrade my account. Now wait just a darn second. You want me to upgrade my account, minutes after signing up for your product? Why would I do that? I mean, if I wanted to be on a higher plan, I would’ve just selected that plan.

This is an awful idea. Don’t do this in your welcome emails.

As for the pretty design vs. plain text debate. Here’s where I stand… When I see a dolled-up email like this one, I immediately think I’m going to be sold to. I get my guard up. I’m less open to what’s to come. So for me, plain text is much more effective when it comes to onboarding. It feels more personal, more human.

In short, I have no idea what Hubspot were thinking when they made this welcome email.

Until next time,
Joe

PS. I’d love, love, love it if you shared this with any friends/family/colleagues/pets you think would find it useful. Thanks!

This welcome email is Hot(jar) 🔥

Tearing down Hotjar's welcome email...

Hey there!

Today I’m going to be taking a look at Hotjar’s welcome email. If you didn’t know, Hotjar allows you to basically spy on your site’s visitors with heatmaps, recordings, and more.

I still get a weird thrill when I watch a recording of someone interacting with my site. Is that creepy? It’s probably creepy. Let’s move on.

First up, the subject line. The good news? Hotjar haven’t opted for your standard “Welcome to Hotjar” subject line. The bad news? Their version might be even worse. Why bother telling me this is the first email? I know that. It’s a waste of a subject line, it’s not engaging, and doesn’t make me want to open the email.

The email is sent from Hotjar’s support email address, simply using the name Hotjar. It would be nicer if this was sent from a person. Alison, maybe? (That name will make more sense in a minute.)

You’ll also notice there’s no copy above the fold. The first and only thing I see when I open this email is a large graphic that doesn’t tell me much at all. I’m all for showing off the product, but this image needs to go further down the email. Lead with copy.

The header is great. It includes a benefit of using Hotjar, and saying “minutes away” suggests the onboarding process is straightforward and takes no time at all. Perfect. Put this above the image at the top and I’m fully engaged.

The copy underneath is also great. It mentions some core features and benefits, helping me remember why I signed up in the first place. But it also ends by explaining the next step I should take. I know exactly what I need to do next.

The CTA is very generic, however. It pays to be specific. Here, for example, Hotjar could use: “Get your tracking code”. This tells me exactly what will happen when I click the button. And I already know that’s the next step I need to take. So clearly I’m going to press it.

Hotjar have opted to include extra info under the CTA. This is smart. If I want to get started with the product, I can click the CTA and move on. If I need extra support, then the info I need is here.

The email now introduces Alison. Adding a photo of Alison is a clever way of building a personal connection. I’m now conversing with Alison, not Hotjar. That’s much better. (Though part of me thinks Alison should introduce herself at the start of the email.)

The final section contains a list of links to various resources. This is a clear way of laying them out. I can glance at the list and see if anything there will help me right now.

Overall, Hotjar’s email starts off badly and then turns it around in the second half. It’s the comeback kid of emails.

Hope you found this useful. As usual, I’d really appreciate you sharing it with anyone else you think would be interested! And if you want me to tear down your own welcome email, then all you need to do is ask!

Until next time,
Joe

Will it be a Roam-run?

Tearing down Roam's welcome email...

Hey there!

This week I’m taking a look at Roam’s welcome email. Roam is a new and improved way of gathering your thoughts and so it seems apt that I’m gathering my thoughts on their welcome email.

Let’s dive in…

I mean I feel like a broken record at this point but let’s start with the subject line. Like most, it’s really lacklustre. There’s nothing there that gets me excited to open the email. Why not use: “Hey Joe, let’s make research a breeze!”

Then they include an image of their product. Now, Roam is all about making it easier to collate information. Unfortunately, the screenshot they use only confuses me more. It’s hard to gain any useful info from the picture. Instead, embed a video or a gif showing off the product.

Call me harsh, but this opening sentence is one of the worst I’ve seen in a welcome email. So much so I’m going to repeat it below:

“Your account will start with just a blank page in your daily notes.”

First off, so what? Why are you telling me that now? What should I do with that information?

Secondly, that sounds pretty crap. It doesn’t exactly make me want to jump in and play around. Nobody likes a blank page.

Thirdly, it sounds like I’m going to be left alone to figure out the product.

So yeah, not a great first sentence.

I’m then given a load of different links. Should I ask an expert in the Slack community, or go to the forum? Should I create a support ticket or send an email? I don’t know. Instead of giving me so many options, streamline the process for me.

Oh, and please please please give me these links in bullets so I just scan through them and find them when needed.

Which brings us to the CTA: “Check out the demo workspace”. Without any context, this is a little confusing. Why do I need to check out the demo workspace? What if I want to start my own? Also what happened to the first thing I’d see being a blank page?

Basically, the CTA confuses me. And a confusing CTA is useless. I’d have probably opted for something like, “Create your first workspace”. But that’s just me.

Sorry to say this, Roam, but your welcome email doesn’t really have anything going for it. Other than it’s short.

Until next time,
Joe

PS. Need a hand with your own welcome email? Let me know and I’ll give you some pointers.

A new teardown is Loom-ing

Breaking down Loom's welcome email...

Hey there!

Hope you’re keeping well!

This week I had a look at Loom’s welcome email. I use Loom a lot when walking my clients through the work I’ve done. It’s a great product, and I was hoping their welcome email would be equally as good.

SPOILER: It wasn’t.

So let’s dig in…

You know the drill by now. I’ll start with the subject line. “Welcome to Loom!” Yawn. It’s boring, it’s uninspired, and it doesn’t make me want to open the email. That cute little camera emoji does nothing to change my mind either.

As for the sender, it really helps to send onboarding emails from an actual person. Even a fictional person is better. Sending it from “The Loom Team” feels a little impersonal. The aim is to mimic a one-on-one conversation as much as possible.

The email body starts off strongly. It lists a couple of the key benefits of Loom, a useful reminder for those still on the fence. It also uses some social proof, in the form of “4 million professionals” who are using Loom. This goes a long way to making me trust the product.

The rest of the email starts giving me a lot of different information. There are 4 different links I can click here. Use cases, “ways” (whatever that actually means), the roadmap, and the help center.

Don’t get me wrong, these are all useful. But maybe condense it to 1 or 2. If you must use this many, then bullet them out instead. That would be much clearer and easier to digest.

Then we get to the CTA. I do like the specificity of it. I know that clicking that button will take me to my library. BUT… Why should I go there? What’s the context? A couple of lines before the button to explain the next steps I should take would make this CTA far more compelling.

Finally, the email is signed off by Joe (great name), the co-founder and CEO. Perfect! An email sent from the CEO. What more could I want? Everyone knows Joe isn’t actually sat there sending out these emails, but it still gives the personal touch. And that’s important. Why they didn’t make Joe the sender in the first place I don’t know.

That’s all for today’s welcome email teardown. I hope you found it useful!

If you want me to tear down your own welcome email, then you can request one here.

Until next time,
Joe

And.co isn't bland.co

Tearing down AND.CO's welcome email...

Hey all!

I’m back with a new welcome email teardown. In a slightly different guise this time, as the more eagle-eyed among you might have noticed.

But don’t worry, it’s still me. And I’m still gonna tear down welcome emails.

This week, it’s AND.CO. An all-in-one platform for freelancers and small businesses. It offers a lot of different features and so I was curious to see how they’d handle this when it came to their welcome email.

I’m pleased to say, it’s one of the best welcome emails I’ve seen. So let’s dig in…

First up, as always, the subject line. It welcomes me to the product like virtually every other welcome email. Where it differs, however, is that it tells me it’ll make my life easier.

Who doesn’t want that? This will definitely increase open rates and engagement.

As for the sender, it’s from “Jodi from AND.CO”. Using a name is great, and including the company helps me know what’s going on.

So let’s look at the email.

Notice that first line. Specifically the part in bold. They’ve told me that thousands of other freelancers are using AND.CO. How’s that for social proof!

They’ve also included a brief overview of why the product is so useful in the first place.

Then there’s this graphic. Sure, it looks nice. But it doesn’t actually provide any value whatsoever. It’s just taking up valuable email space. A better alternative would be to embed a video or GIF of the product in action.

After the image, there’s another reminder of the core features that AND.CO offers. Listing them out like this is clear and shows me why I chose to try out the product in the first place. It gets me excited about using it.

And then the CTA. It’s clear. It’s an obvious next step in the user journey. I know exactly what I need to do, and I can click that button to do it. That, ladies and gentlemen, is exactly what a welcome email CTA should be.

Below the CTA, almost in a postscript, is a little section on how to get help if and when I need it.

Showing human faces like this adds more of a personal touch. It also harks back to the social proof we saw at the start.

They’re sure to tell me that they’re human beings (great!) and that all I need to do is hit reply to get a response.

So yeah. Congrats to AND.CO because there’s barely any room for improvement here.

That’s all from me this week! Thanks so much for your support! If you could share this with any colleagues, friends, maybe even arch-enemies I’d really appreciate it!

Until next time,
Joe

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