WeightMatters Welcome Email

The Client:

WeightMatters (WM) with Jenny is a weight-loss coaching business that helps people build healthier lifestyle habits through coaching and accountability.

The Ask:

I created a welcome email that encourages new subscribers to sign up for the group membership or the 1:1 membership. Support and community are central to WM, as is Jenny’s unique understanding of her clients; she was once where they are now. Therefore, the main message that the client wanted to convey was the supportive nature of the service. The email’s tone needed to be warm, welcoming and reassuring but the client expressly wanted to avoid overly sentimental or emotional phrasing and tone of voice. The client requested that the details of both memberships be included in the body of the email, as well as her method of coaching.

The Answer:

The headline immediately highlights that this is not something you have to do by yourself and that WM is a support system as well as a coaching service. To introduce the audience to WM and Jenny in a relatable way I made sure to express that Jenny has faced similar challenges and this understanding uniquely equips her to help her clients achieve success. I conveyed a warm, reassuring tone by connecting to the needs and emotions of the audience and inspiring them with a positive sense of possibility. For ease of reading, and to identify the key benefits of WM, I formatted Supportive, Simple and Convenient as subheads so the audience can be clear on what they can expect from the service. I opted for bullet lists to outline the membership options to give the audience a concise overview and to emphasise the value included in the memberships with the possibility to learn more on the WM website. I included three clear CTAs within the email to make it as easy as possible for the audience to learn more or to join WM.

Subject Line & Snippet:

Take the first step towards long-lasting results!

I wanted a welcome email that would communicate a clear message to my members outlining how I can help them. I was delighted with the end result and the whole process was easy and hassle-free. I found Michelle very professional and easy to get my point across to.” - Jenny Kinsella, WeightMatters with Jenny.

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