Setting up a welcome email
This is the most-opened message you will ever send, and yet many organisations send none at all.
Send it immediately
Within minutes of sign-up, while the person is still thinking about you. A welcome message arriving three days later has no effect.
Keep your promise
If you promised a discount or a document, it belongs in this message. That is why most people signed up.
Say what to expect
The subject, the frequency and what you will not do. That reduces later unsubscribes more effectively than any content.
One action
Not five buttons. One thing you want the person to do next.
Make it a small series
Three messages over two weeks works better than one. But start with one — a welcome message that exists beats a perfect series that never launches.
