In this month’s email case study, we will look at the newsletter confirmation email from The Hustle. The Hustle is a content-focused daily newsletter about latest happenings in business and technology.
In this post, we’ll look at what works and what doesn’t work in the email, and what got us to click.
1. Interesting copy
The Hustle’s core product is content. And the confirmation email is heavily driven by interesting content. The text has enough whitespace to be easy to read. Towards the beginning of the email, the content provides details of visuals and actions that happen when somebody subscribes to the newsletter.
The story itself is quirky which maintains the reader’s attention. In addition, this sets the fun and casual tone of the brand. The newsletter content maintains this tone so the confirmation email gives a preview of the newsletters that will follow.
Even if it isn’t true, you can include a story about what happens behind the scenes for your store or business. This humanizes your brand, and gives people some amount of insight into the type of environment and people your brand represents.
2. Personalized signature
The beginning of the email establishes the author, and his credibility (“the leader”).
The email is written in first person, and it is easy to inject the voice of the leader as subscribers read the email. The email is then signed by the author with a full cursive signature, which adds another personal touch.
3. Layout mimics what’s to come
Although the email has a very simple layout with all text, it establishes the expectation of the layout for the newsletters. The newsletters are also content-heavy so the confirmation email mimics that well.
At the bottom of the email, there are links to resources and social profiles. The footer is similar to the one on the website and newsletters. This keeps the layout consistent between different channels and points-of-contact.
There’s not much wrong with the email for the purpose it tries to achieve. But below are two things you can do to engage your audience even more.
1. Add visuals
The Hustle’s email is text-only as those are the types of emails they use for the newsletters. However, you can make your store’s confirmation emails even better by adding some visuals – images, graphics, gifs, etc. – to capture people’s attention.
Some people may glance at an all-text email and decide not to start reading. Even if you have interesting content, it wouldn’t matter as some people may not be drawn to read it.
2. Link to existing posts and products
Another missed opportunity in the email is linking to some existing posts which are available on the website. You can curate a list of high-value posts, or best-selling products that you can link to from the email.
This creates engagement by giving people something immediate to do. This can not only gain more exposure for those posts or products, but also provide your subscribers with valuable information about your store and your brand.
One of the first things that got me to click was the subject line of the email. It seemed very personal and informal, and I wanted to see what the email said right away. As the email is text-only, the subject line also got me intrigued to read the email rather than skim through it.
Most people expect confirmation emails to be auto-generated with standard content. Since your subscribers will get this email no matter what, it can be an opportunity to create a first impression before the first newsletter they receive. You can cover a wider set of things in this email than you may be able to do in the newsletters.
You can change the subject line to be unique and interesting so that people don’t simply delete the email.
The Hustle’s newsletter confirmation email relies heavily on content to keep it interesting. Instead of creating a standard “thank you for signing up” email, this email sets the tone for the brand. It captures attention with the story (even if it is made up) of what happens each time somebody signs up for the newsletter.
The email also mimics what the newsletters look like – content heavy and void of images. The flip side of being so heavily content-driven is that some people may skim over the chunks of text. However, that is probably not the target audience for The Hustle, as it primarily provides information about current events.
Newsletter signup confirmations are a great opportunity to establish your brand’s voice, and provide subscribers with some value. Are you signed up for the Sell with WP newsletter yet? If so, first you would be directed to a page with a curated list of articles to get you going right away.
Once you confirm your subscription, you receive a confirmation email with a link to top resources. Both the signup page and the confirmation email provide immediate value to the subscriber, and directs them to the type of content they can expect.
What message do you include in your newsletter signup confirmations? Are there other things that your subscribers have liked? Please share in the comments below.