Firms 'fail to welcome' newsletter recipients

Many businesses fail to send consumers a welcome email after they have signed up to a newsletter, new research shows.

A study conducted by E-consultancy reveals six in ten businesses fail to do this, noting many which do take the time to send a welcome email do so too late.

However, it urges email marketers to begin sending such messages as this is best practice, recommending they include login details and request consumers confirm their subscription.

As soon as they sign up for messages, it is a good time to manage recipients' expectations, the publication continues.

"Listing the benefits will reinforce the decision they made in subscribing, while you can also explain how often they can expect to receive your emails," the website notes.

Adam Audette, the man behind digital promotion agency AudetteMedia, recently remarked through his blog that marketers must provide recipients with valuable content.

This, he explained, will ensure they actually open the messages businesses send them.