I’m so excited to have my very first breakdown guest - sales copywriter Rachael Johnson! We’re diving into a welcome email from Maha Copy Co. and breaking down all the juicy details that make it a winner. Rachael is a personality-driven copywriter who helps personal brands nail their messaging and write copy that truly sounds like them - and actually gets results! She’s also passionate about empowering female entrepreneurs to find the confidence to write their own copy, so they can market their businesses in a way that feels authentic (and works, of course!).

Alright, let’s dive into the key takeaways...

Hook your reader

The first thing that grabbed our attention when opening the email was the personal, almost conversational tone. Right off the bat, the sender (Haley from Maha Copy Co.) shares that she has 14,482 unopened emails. You’re immediately either laughing and thinking, “Same,” or left wondering, “How could you possibly let that happen?” Either way, it’s a statement that sparks curiosity and gets you invested.

This simple, quirky sentence sets the stage for a welcome email that feels down-to-earth and relatable.

Make it skimmable and readable

One of the standout features of this email is its design. It’s incredibly easy to read. No enormous blocks of text here! Instead, each sentence is spaced out in short, digestible lines, making it perfect for quick skimming. The use of different formatting tools—like bold, bullet points, and arrows—helps guide the reader’s eye through the content, ensuring they don’t miss any important details.

What’s NOT going to happen

A clever touch in the email comes when the sender addresses what they’re not going to do. They call out the fact that they aren’t going to send emails just for the sake of it. The transparency makes the email feel authentic, building trust with the audience.

Callbacks are clever

Throughout the email, there’s a smart use of callbacks to that initial hook - the 14,482 unopened emails. The email continually circles back and brings the theme full circle, creating a little “aha!” moment for the reader.

For example, the email ends with another reference to the chaos of an overflowing inbox, tying everything together neatly. It’s a fun way to keep the reader engaged and create a sense of continuity throughout the message.

The discount isn’t everything

Now, let’s talk about the discount. Welcome emails are a great opportunity to offer a little incentive, and this one does it well. The sender offers a discount with a clear call to action, encouraging readers to act fast before it expires. For many, the urgency and discount are enough to encourage a purchase.

But here’s the thing: The discount isn’t the focus of the email. It’s presented as a nice bonus, not the whole point of the message. Offering a discount can be great, but it’s even better when it feels like an added value rather than the whole reason you’re reaching out.

It’s personal branding done right

This email does an amazing job of reflecting the brand’s personality. It’s light, it’s fun, and it’s totally on-brand for Maha Copy, which is all about showing up as their authentic selves. They’re not trying to be perfect - they’re just being real, and that’s why they’ve been able to grow such a strong following.

Maha Copy knows their audience and understands how to speak to them in a way that feels personal but also professional. It’s a glorious reminder that email marketing doesn’t have to be flashy or overly formal to be effective. Sometimes, it’s the simplest messages—delivered in the most authentic ways—that make the biggest impact.

Want your own (private!) email review? I can SHOW you what works, what doesn’t, and how you can make sure YOUR emails convert. I teardown your emails, so that you can build them up bigger and better - CLICK HERE!