You’re reading Growth In Reverse, so you’ve probably heard of Alex Garcia.
Alex is a marketing ninja.
He was Marketing Manager for The Hustle, and then went on to become Marketing Manager for Gumroad.
Now he runs Marketing Examined—a media business with:
- 5 newsletters
- 200,000+ subscribers
- over 7-figures in revenue
It goes without saying (but I’ll say it anyway): Alex knows how to get attention and keep it.
When I profiled Marketing Examined earlier this year, it was one of the most fun deep dives I’d done.
There was way too much to cover—but I still think about this one awesome growth lever.
The Optimized Onboarding Strategy 🔁
Alex has optimized every touch-point with a subscriber.
And it all starts when someone new subscribers to the email list.
Let’s break down each piece of his onboarding flow so you can get a better understanding of why I love this strategy and think you should implement some version of it.
1. The Thank You Page
A newsletter Thank You page is an afterthought for most creators.
But this is a big opportunity to grab attention and spur engagement. It’s your chance to stand out.
Alex knows this – so he takes advantage of that moment.
Let’s break down his Thank You page piece by piece.
1. The first thing you see is the Marketing Examined logo (crown) and a big, bold headline statement which includes a partly censored expletive to catch your attention and a note of gratitude “Holy Sh*t. You’re amazing.”
2. Alex includes a very obvious progress bar that shows you the next steps in the process. People love seeing where they are in a journey, and this reminds them that they’re not quite done.
3. After that, he shows you a screenshot of other people replying in his inbox.
He asks you to go reply to that email as well. He’s using a mix of social proof and the bandwagon effect by showing you an image of other people replying, which subconsciously makes you more likely to reply.
4. Then Alex prompts you to click a link (a link to Gmail because I signed up with a Gmail address), which will automatically search my Gmail inbox for his welcome email.
I use this too, and it’s called a Sniper Link.
5. At the top of this next screenshot, you can see him saying that you’ll help him sleep at night (and why) to be a little cheeky. Then he explains what you’ll get as a subscriber.
6. He then shares links to the top issues of the newsletter with images to make it more interactive:
7. Lastly, he signs off with a short, but sincere thank you message and an image of himself (the same one he uses on social media, of course).
Yes, the components of the thank you page are similar to many other newsletters, but the execution is where this page shines.
2. The Welcome Email
Once you’ve signed up, you’re also getting a great Welcome Email.
Alex shows off his personality here as well.
He’s repeating the same “favor” from his Thank You page—but he goes a step further with the small threat, “If not, you won’t receive any of my newsletters.”
He also links to his Twitter profile again, reminding you who is sending this email, while also increasing the chances you’ll follow him and engage on social media.
He then provides value by…
- Sharing WHY he wants you to reply
- And that using a consistent emoji helps people identify your newsletter in their inbox
Alex then gives you some fun insights about his life, making him more human and helping you relate to him.
Lastly, he reiterates how happy he is to have you on his email list and what to expect next – 5 of the most popular case studies he’s written.
If you’re still reading this, congrats because you’ve just found the gold.
The best part is that if you open those 5 emails, he sends you a gift.
This is brilliant.
It reminds me of the Reverse Lead Magnet, but requires some action from you.
Getting a subscriber to open your first 5 emails indicates to Gmail (and other email clients) that they want to get your content, making it more likely you’ll hit their inbox in the future.
Not only that, but you’re creating a routine for them to read your emails going forward.
Why This Works ⏪
Alex’s onboarding strategy is a masterclass in creating a memorable and engaging first impression.
Here’s why it’s so effective.
1. Instant Engagement
Alex immediately sets a tone of excitement and gratitude.
The use of an attention-grabbing headline (“Holy Sh*t. You’re amazing.”) and a personalized thank you message helps new subscribers feel valued before they’ve even opened an email.
2. Building Trust
Sharing personal stories and being relatable helps Alex (and you!) connect with subscribers.
It’s about building trust and making the newsletter feel personal. Not to mention, people buy from those they know, like, and trust, so this can help you in the long run.
3. Using Social Proof
By showing others’ responses and encouraging replies, Alex taps into the power of social proof and The Bandwagon Effect.
It makes new subscribers want to join the conversation because they see a bunch of others have already done so. They are more likely to follow their lead.
4. Creating Urgency
The playful nudge to reply or miss out on future newsletters adds a fun urgency, motivating action, and engagement.
5. Adding Immediate Value
Alex educates subscribers by explaining why certain actions, like replying and branded emojis, are important.
This teaches subscribers something valuable and helps build credibility.
6. Habit Formation
Offering a reward for opening the first few emails encourages a habit of engagement. It’s a smart way to keep subscribers coming back.
Alex’s onboarding flow is a perfect example of how thoughtful and well-executed strategies can turn new subscribers into engaged members of the community, ensuring long-term growth and loyalty.
How You Can Implement This
Do you have something like this setup?
Which elements of Alex’s optimized onboarding did you find most interesting?
As always, I’d love to hear what’s been working (or not working) for you when it comes to this stuff. Let me know over here.
