Last week RetailEmail.Blogspot released its 2007 Retail Welcome Email Benchmark Study. While it showed the retail industry’s welcome email practices have improved over last year, there’s still shocking stuff going on. For example, only 72% of the 122 major retailers examined were using a welcome email–up considerably from last year’s 66%, yet still fairly low..

The study also revealed a few sore spots in the way retailers were using welcome emails. For example, many were not sending email within 24 hours of sign up– some even waiting more than a week!

Since the welcome email is like the infamous first date in a relationship, here are five crucial “dating” tips for your welcome email…

1. Be honest and upfront - Set the tone of the relationship by telling subscribers details like how often you will be mailing, what type of content is in a typical mailing and reminding them they will always have the option to opt out of every email.
2. Get prettied up - Many email marketers believe text emails have a higher chance of getting delivered, and therefore send text-only welcome emails. With more emphasis on sender reputation vs. email content, this argument is getting more and more irrelevant. Create an HTML welcome email (sending in a multi-part format of course) that reinforces branding from your web site/typical emails.
3. Surprise with a gift - Show your subscribers you care with a gift - it doesn’t have to be big, maybe offer free shipping of their first order, or 10% off a certain selection. Even a small gesture shows you value their loyalty.
4. Show up on time - Ideally your welcome email should reach recipients as soon as possible after subscribing. If you cannot automatically trigger the email after subscription, at least aim to have it there within 24 hours.
5. Don’t forget to call - Don’t wait too long… People change email addresses fairly frequently, and many forget signing up for emails. Stay top-of-mind by mailing regularly.

Ok, so I may not be a dating expert, but I am sure these tips will work for your welcome email!

UPDATE: Not five minutes after I write this, I go cruising through my reader to discover Wendy Roth has compared email marketing to dating, via a fun quiz (’Rate your (email) date-ability’) on iMedia. Check it out…