“Here’s your welcome treat” says the email.  Inside, a code for a 10% discount on my first purchase, as a reward for signing up to the mailing list.  Lovely.

Except that I’ve already made my first (hefty) purchase, which is how I signed up to the mailing list in the first place.

Now I’ve been given a discount code I’m unlikely to use.  I don’t feel special, or welcomed, I feel cheated.

If you have more than one way for people to end up on your mailing list, make sure the reward for doing so works properly in every case.

It’s not rocket science.  Just meaning it.