When a visitor registers and creates an account at your website they are immediately sent the Zen Cart Welcome Email.  Does yours look like this? The default text.

Dear James,

We wish to welcome you to Wheaton Website Services.

You are now registered with our store and have account privileges: With
your account, you can now take part in the various services we have to offer
you. Some of these many services include:

Order History – View the details of orders you have completed with us.

Permanent Cart – Any products added to your online cart remain there until
you remove them, or check them out.

Address Book – We can deliver your products to an address other than yours!
This is perfect to send birthday gifts direct to the birthday-person
themselves.

Products Reviews – Share your opinions on our products with other customers.

For help with any of our online services, please email the store-owner:
[store email address removed from this post to prevent spam]

Sincerely,

James King
Store Owner

http://www.wheatonwebsiteservices.com/

This email address was given to us by you or by one of our customers. If you
did not signup for an account, or feel that you have received this email in
error, please send an email to jeking@wheatonwebsiteservices.com

This email is sent in accordance with the US CAN-SPAM Law in effect
01/01/2004. Removal requests can be sent to this address and will be honored
and respected.

Nothing will deter a shopper more than, stock, boring, boilerplate text.  It tells them they are not worth your time to create a personalized message.

The Zen Cart Welcome Email is often the first email your visitors, and soon to be customers, will receive from you.  Make the most of the opportunity.  Tell them why they should buy from you, your USP (Unique Selling Position). Highlight how your site will make it easy for them, such as the address book, permanent cart and order history.

If a coupon or discount is part of your marketing, that can be including in your Welcome Email. A great way to close that first sale.

There is some confusion about the Welcome Email.  It is not associated with placing an order.  Unless you have a guest account plugin, any order requires an account.  Often the account is created as part of placing the first order so the customer will receive the Welcome Email and their receipt email back to back.  To clarify, the Welcome Email is only sent once while the receipt email is sent for each order and it is sent when the account is created whether that results in an order or not.

For those customers that only create an account, this may be the only time you have to reach them via email.  They may not order, so do not become a customer.  They may not sign up for your newsletter or follow you on Facebook.  Don’t miss this simple opportunity to reach out to them. Encourage them to buy with compelling reasons to do so.

Don’t know what your Welcome Email looks like? Go create a new account on our site.  The email should arrive in minutes.  Contact Us if you’d like help in improving your Zen Cart Welcome Email.