On Time Communications Mean More Relevance

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About a month ago I went into a local retailer's brick-and-mortar store to purchase something. I was happy to see that at the register, they had a notebook for signing up for email communications. This is a great idea, and everyone should be doing this.

Where they failed is that they never sent me an email; until today. It's been at least 4 weeks since I signed up, how am I suppose to remember who and what I've signed up for? Worse, the text of the email read as follows:

Your email address has been entered into our mailing list. If this was done in error, feel free to unsubscribe by clicking the link below.

I'm sure many folks might be prompted to unsubscribe right away, especially since there were no images or any other branding to tell me who the mail was coming from or why I should want to continue to get their emails.

Overall, I highly applaud this company's efforts in collecting new email addresses from the foot traffic in their stores, but I'm disappointed with the slow response after signing up.

To maintain relevance with your customers, send them a brief email immediately after sign up telling them what they can expect to see from you in regards to future emails. This way they remember who you are and why they signed up for your emails in the first place.