So yesterday I signed up for Cabela's email list.
(I'm an avid fisherman and this time of year gets the dormant juices flowing).

They sent me an auto-response email after I signed up.

It's perfect. Steal all these good ideas.

My comments are added in bold italics.

Thank you for signing up for our free e-mail newsletter. Now you can take advantage of our best special buys and overstocks, including limited-quantity offers we can't print in a catalog. In fact, many of our e-mail specials are available ONLY by e-mail!

1) The chances that I open each email just went up. He's already got me subscribed, now he's got me convinced I need to open each email just in case there's an email-only special.

Your free subscription is being processed, as requested. Your first issue should arrive within the next 10 days.

2) He set expectations. Always a good first step in a relationship.

Of course, I don't want to send you anything you don't want. If you would like to unsubscribe, I completely understand. Just click the link at the bottom of this message.

3) This is where he went from good to excellent. Notice the personal tone here. "I" and "you." Informal - sure, but informal is the new formal. Formal = stuffy commpany that doesn't care about me. Informal = company run by human beings that care about me as an individual.

I instantly get that he respects me. (how rare this is!). He's also un-selling me on my subscription. I'm a huge fan of un-selling. People don't like to be sold to - it makes them feel icky. They like to buy. And when it comes to email - I'm already nervous about spam. With this comment, I feel like it's 100% my choice to be on this list and I've got a wide open door at the end of the hall. I'm even liable to tolerate a little abuse on occasion (holidays maybe) without unsubscribing because I know he's not trying to cram this down my throat. It's the old  wet noodle, pull, not push analogy.

Either way, you have my word -- Cabela's will not share your e-mail address with any other company!

4) After establishing his credibility in the previous paragraph, I trust him in this one. Plus again : he's setting expectations, and assuaging my fears. Always a good way to start a relationship.

I hope you enjoy your free newsletter, and as always, I thank you for your business.

Best regards,

Dick Cabela, Chairman of the Board

5) Bingo! I'm not getting an email from some machine screaming at me not to reply to the message. I just got an email from Mr. Cabela himself. This puts a human face on this big company. It's warm, I feel respected, and valued. Mr. Cabela understand that relationships are built one customer at a time.

It's also wins for being short and a non HTML email (this was plain text).

Copy and paste Mr. Cabela's message,  alter as necessary, adopt the philosophy herein, and use this for your confirmation emails.

Now - Mr. Cabela - where's my RSS feed for RSS-only specials?