New registrants are sent a direct mail pack a week after they sign up to the site, to explain the workings of the exchange.
They are also sent a series of 10 emails over a period of eight weeks, each promoting a different aspect of .
The look and feel of the campaign reflects the new look Betfair branding revealed in its outdoor work last month.
Mark Smith, group account director at WDMP, said: "The welcome experience is designed to educate and give new punters the confidence to bet and win."