What is a simple autoresponder?
The most simple form of an autoresponder, is a single email message that is triggered and sent to a recipient by your email server.
For example, when someone emails to info @ XYZenterprises.com, an email would automatically be sent by your website server to the sender, with a generic information message.
A step up from this is an email form that the website visitor fills out with their name and their interests, then the system would email them a slightly more personalized email based on the information they submitted.
What is a complex autoresponder?
A complex autoresponder is a series of emails that are sent out at specific intervals.
For example, your website could offer an email “course” in how to get most our of one of your products. The website visitor would sign up to the email list, and after signing up, receive the first email. Then a few days or weeks later, they would receive the second email, then the third and so fourth.
Since you are sending out different information each time, you can educate potential clients and repeat your marketing message again and again.
By using an HTML email design, it will be easy to include your logo and links back to your website.
How do you set up a multiple email autoresponder?
With your own email newsletter system, such as Interspire’s Email Marketer, it is possible for you to have many different autoresponders but use the same system for periodic emailings to newsletter subscribers.
Once the email system is installed and properly configured, a template would be customized with your logo and contact information.
Next, you would create a series of emails using the same basic template. By setting the system to send out the first email right away, then the second one to go out a week later, and the third a few weeks after that, you can send out useful information to the prospect.
Customers can use a simple form to sign up on your website. By having prospects “opt-in”, they are giving you permission to send them information.
It is also possible to use a form page to add new customers to the system yourself. But this should be done only if the prospect has given you permission to do so.
Using Autoresponders Effectively
Here are some ideas for effective use of autoresponders:
- Twelve Tips – Series of twelve emails either focused on one product.
- Ecourse – Series of lessons a customer or prospect could sign up for to help them get started using a product or service.
- Did You Know – Series of informational emails about your company, highlighting different projects or customer success stories.
- Case Studies – Series of case studies that are not too detailed, but show your expertise and how you helped a specific client with a specific solution.
Tips for an Effective Autoresponder Campaign
- Keep it fresh – Make each email fresh and lively. Engage your reader and make them look forward to receiving each issue
- Avoid repeats – Never repeat a topic as this will turn off the reader or make them want to opt-out.
- Allow readers to opt-out – Include an un-subscribe link so readers can opt out if they want to.
- Stay focused – Have one main topic per email, but include some basic contact information in case a topic triggers an interest.
- Use graphics – Using graphics or photographs or to enhance the page design and help break up blocks of text.
- Include relevant links – Include at least one link a relevant website article or related information pages in your website.
- Use headlines and sub-heads – Use large headlines to get attention and to drive home the main points of the email. Break up blocks of text with smaller sub-heads.
- Watch your word count - Stay between 500 and 750 words if possible. Too many words may discourage someone from reading, but if you are dealing with complex concepts, you may need to use more words.
- Be professional - Use your autoresponders to promote your product or service, but do not push the customer too much or they will just opt-out.
Summary
An autoresponder, once set up and configured, can automate the process of sending periodic email information to prospective clients and customers who want more information.
By combining relevant information the email list subscriber is interested in, with your branding and marketing message, you can demonstrate to a potential customer how you are different from your competitors and educate at the same time.
Keep in mind that an autoresponder is not meant to replace a traditional sales process or to close a sale for you, but is intended to provide a potential customer with information so they may make an informed decision, and to make them more familiar with your company, products and services.
Robert Goodwin has a degree in graphic design and has been creating websites since 1997. Robert is an Internet consultant and frequent contributor to Expert-Website-Design.com
