Spell out the benefits of your emails. Set expectations that you’ll provide education, help get something done, motivate towards a goal, or offer financial value through coupons or a surprise freebie. 

This email from GrubHub does a great job of conveying personality while connecting with readers using the second-person and explaining the benefits to come in future emails. Not only does that incentivize me to stay subscribed for discounts and recommendations, not including them in the first email keeps this welcome message clear.

Read more about how to make a good first impression with your welcome emails

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