Whether you are doing it yourself or through your agency, it is best to send a Welcome Mail to your audience. Give details about your campaign objective, periodicity, and why the reader has been added to the mailing list in the Welcome Email. If someone wants to opt – out right at Welcome Mail stage, it is better for you.

Some Tips

• The Welcome Mail needs to be carefully drafted with complete clarity about everything and written in a manner that elevates the reader’s ego.
• Despite that if the reader ‘unsubscribes’ it is good news as your %age readership shall be high (%age recipients opened)
• Send the Welcome Mail to close associates. Check their response.