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Super short one-liner email from a sender with an unusual name = OPEN.

"sent from Nexus 5" at the end of the email = REPLY.

This is probably one of the best user onboarding email I've received, ever.

In my mind, "oh wow, the founder of this multi-million dollars VC funded startup spent 5 minutes of his personal time to email me right from his phone as soon as I signed up".

  • RG

    Ryan Gum

    over 5 years ago #
    • DL

      Dylan La Com

      over 5 years ago #

      I also included “Sent from my iPhone” because, well… it appears as if I’m manually writing the message and it just works really well at engaging people. Was I lying? Yes, technically, and now I feel bad for that. My justification was that if I sent this manually, I would very likely be sending it from my iPhone and that would appear on the message.

      It's a clever tactic, perhaps they just need to hide it a little more :)

    • LM

      Lincoln Murphy

      over 5 years ago #

      Thanks for the link @ryangum ... appreciate that!

  • JE

    Jamie Edwards

    over 5 years ago #

    Hmm... that "via" header indicates to me it probably wasn't sent from his native Nexus 5 mail client ;-)

    • ND

      Nate Desmond

      over 5 years ago #

      Yes, this brings an interesting point - when I read "sent from my Nexus" it feels more personal. When I look up at the header and see that it's automated, I feel tricked.

      Seems like fake authenticity has high potential to backfire.

      • LM

        Lincoln Murphy

        over 5 years ago #

        Great point @natedesmond ... you can't do this half-way. Make sure it feels 100% authentic or don't do it... *especially* if you're audience/users/customers are in any way technical. They'll seek this stuff out.

        Then, if it passes the turing test, they might interact with you.

      • AG

        Andrew Goldner

        over 5 years ago #

        +1 Nate. Spot on!

    • JS

      Jordan Skole

      over 5 years ago #

      Still that's a pretty ingenious little copy hack.

  • DS

    Danny Schreiber

    over 5 years ago #

    Interesting tactic, though I'd have to think the "sent from Nexus 5" line could start a relationship with a new customer on a sour note if they realize it's an automated email. Maybe thinking, "Not only did they automate this personal email to me, but they've added a line to deceive me that it was sent from founder's phone." I'd certainly be annoyed.

    I don't mind receiving automated emails whatsoever as they are a convenient way to reach support—just a reply away—but when you throw in that line of deception, it now becomes a turn off to the company as a whole.

    Then again, Leanplum is a mobile company, maybe *it really was* sent from an Nexus 5. :)

  • SH

    Simon Hawtin

    over 5 years ago #

    Buffer are quite good with this, Joel the Founder / CEO always signs off the emails and the copy is very personable.

  • AS

    Andrew Skotzko

    over 5 years ago #

    It's just a good copy hack. (I'll probably steal it at some point.)

    I've done similar things w/ Customer.io — you can get rid of the 'via XYZ' header quite easily with DKIM / SPF setup.

  • CC

    Chris Conrey

    over 5 years ago #

    So everyone is hanging up on the"lie" that it isn't automated, but honestly anymore I believe any emailis automated until proven otherwise.

    The psychology of the "sent from my Nexus 5" though works even if you know it's false. By the time you've consciously realized it's fake, your subconscious has already given him credit for it. Worst case he breaks even.

  • AM

    Al McLennan

    over 5 years ago #

    The cynic in me wants to ask you to check the email headers to see if it's actually coming from a Nexus 5.

    (The super-cynic in me thinks this is just great targeted marketing by Leanplum.)

    I want to believe!