Most companies display a thank you page after new subscribers opt in-- and that’s a necessary courtesy. But what happens if your next scheduled email communication is weeks -- or even months -- away? By that time, subscribers may have forgotten what they signed up for or that they even signed up at all-- and that leads to spam complaints.

That’s what makes a prompt welcome message so important. Your welcome message is like a first date. It should engage the recipient, immediately reinforce the benefits of subscribing and set the stage for a lasting relationship.

Link to back issues of your newsletter, present introductory offers and, of course, deliver any promised white papers or incentives.