The Hustle.co's famous welcome email and analysis

It Started like this:

“A letter from the leader of a circus, aka The Hustle:

I assure you, we don't take what just happened lightly.

You just gave us your email and joined our newsletter.

That's a VERY big deal to us.

Don't believe me?

After you pressed the submit button and sent us your email a little buzzer went off in our office. Our entire team can hear it, and when it went off everyone smiled.”

Then evolved to this:

“Congrats, you just joined the best damn daily email in the world.

I assure you, we don't take what just happened lightly.

You just joined The Hustle, the best daily business news email in the world That's a VERY big deal to us.

After you subscribed, a notification went out to our whole team. I was on a Zoom call and all of a sudden, everyone smiled

Pretty sure our GM just muted herself and chest-bumped someone off screen.

And our Head of Content, Brad, just... did a backflip?

Wait, shoot. I'm getting off topic.

I'm writing to tell you what to expect from The Hustle. So, what's next?

1. Add us to your contact list. Or reply to this note -- doing either will make sure you don't miss our emails.

2. You'll get your first email from us tomorrow at 8am ET. It will have all the news you need for the day.

3. On Sunday, you'll get a deep investigative report. We've done these on Sundays for years. A few of our favorites are:

• The restaurant owner who asked for 1-Star Yelp reviews

• The man who won the lottery 14 times

• How a janitor at Frito-Lay invented Flamin' Hot Cheetos

• 5-star phonies: Inside the fake Amazon review complex

• How Costco gained a cult following -- by breaking every rule of retail

• Why it only costs $10k to 'own' a Chick-fil-A franchise

We also publish a lot of other great stuff, like podcasts.

And we have an exclusive community where we share in-depth research and provide access to thousands of business execs and investors (you can check it out for $1, here).

But we'll fill you in on all of that later.

For now, buckle up - it's gonna be a wild ride.

- Sam

Founder & CEO of The Hustle”

# Analysis of "The Hustle" Welcome Emails

These welcome emails from The Hustle are excellent examples of effective copywriting that builds immediate connection and excitement. Let me break down what makes them work so well and how they could be further improved.

What Makes These Welcome Emails Effective

1. Conversational, Authentic Voice

Both emails use a casual, friendly tone that feels like a real person speaking to you. The second email even includes colorful details like team members chest-bumping and doing backflips, creating a vivid mental image of genuine excitement.

2. Celebration of the Subscriber

The emails immediately make the subscriber feel valued with lines like "That's a VERY big deal to us" and "Congrats, you just joined the best damn daily email in the world." This creates reciprocity—they're excited about you, so you become excited about them.

3. Social Proof Through Storytelling

Rather than saying "our newsletter is popular," they show it through the story of the team's reaction to a new signup. This demonstrates value without explicitly claiming it.

4. Clear Next Steps

The second email plainly outlines what to expect (daily emails at 8am ET, Sunday deep dives) and what action to take (add to contact list).

5. Value Preview

By highlighting intriguing article titles like "The man who won the lottery 14 times," they create curiosity and demonstrate the unique content subscribers will receive.

6. Personality & Brand Voice

The circus metaphor in the first email and phrases like "buckle up -- it's gonna be a wild ride" establish a distinct brand personality that stands out from corporate communications.

The Framework Behind These Emails

1. Attention-grabbing opener - Bold statement or unexpected framing

2. Immediate value affirmation - Why this subscription matters

3. Social proof through narrative - Stories showing others value this too

4. Clear expectations - What happens next and when

5. Content preview - Teasing valuable information to come

6. Simple call-to-action - One clear next step

7. Personality reinforcement - Final statement that cements brand voice

## Potential Improvements

While these emails are already strong, they could be improved by:

1. Personalization - Adding the subscriber's name would enhance the personal connection

2. Visual elements - Adding brand-consistent imagery or design elements

3. Benefit expansion - More explicitly stating how The Hustle will improve the reader's life or business

4. Social proof strengthening - Adding a brief testimonial or subscriber count

5. Mobile optimization check - Ensuring the formatting works perfectly on all devices

6. A/B testing opportunity - Creating variants to test which elements drive more engagement

Overall, these welcome emails succeed because they feel like messages from a real, enthusiastic person rather than an automated system. They create immediate rapport through conversational language and genuine excitement, while clearly communicating value and next steps.

All credit goes to the hustle and their parent company Hubspot, and of course one of our favourite humans Sam Parr.