Welcome emails are incredibly important for building customer relationships, driving brand engagement, and creating trust for your business.
Here's an example of a Welcome email from AI writing tool Grammarly - what it gets right, what I'd change, and the psychology behind why.
You can watch the video breakdown below, or keep reading for a summary.
1. Subject Line
❌ This subject line is a missed opportunity. They could easily add personalization to make it more engaging, but this is likely to be missed.
🧠 Cocktail Party Effect: We pay more attention to personal and personalized information, like our names.
2. Header Image
❌ This visual doesn’t really do a job. I’d feature an image that brings to life all the places you can use Grammarly - it seems like that’s what this image is alluding to but it’s not clear at first glance.
3. "Most Popular" Section
✅ Nice bit of social proof.
❌ This email could benefit from more emotional, evocative language. Using customer quotes to punctuate or explain each feature would be a nice way to use social proof with the added benefit of emotion.
🧠Social Proof: We’re more likely to trust or try something when other people already trust and use it.
4. "Other Great Ways to Use Grammarly" Section
❌ These headers should be more benefits-driven.
Instead of headers like “Grammarly Keyboard” I’d lead with a line like “Make your texts & emails clear and typo-free” or “Just because you’re on your phone doesn’t mean you’re any less professional.”
5. "Can't Miss Features" Section
❌ These features feel a little thrown-in at the last minute. It’s worth testing if the email performs better without this section so that it’s a bit more single minded.
🧠Cognitive Overload: If you ask people to do too much or think too hard, often they’ll just “nope” out.
