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Should I reward the sign-up?

No, when the reward is a discount that people who never signed up then ask for too. Yes, when it is a notice ahead of everyone else, a table or a dish that only appears in that email. Say what you can give without touching the margin of a full night. In Madrid a coffee is promised for signing up and on Saturday the till has no record of it. If there is a reward, it is written in the welcome email and on a till note; if not, the sign-up promises nothing.

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