Five Tips to Better E-mail Campaigns

"You've got the biggest opportunity with that first welcome message to really get their ear because they actually are paying attention, and you want to grab them while they're paying attention," Holland says, adding that while you don't want to be too promotional, adding a link to your best article, a link to your calendar of events or a special offer can be useful. "Those kinds of things tend to be very compelling in that welcome message, and consumers tend to respond very well to them."