The real power of an autoresponder lies in its ability to provide instant gratification for potential customers who have a specific interest in mind. This ability becomes a critical reality for any online business, when one considers that many people today are not willing to wait several days or even several hours to receive more information on a specified topic of interest. The instantaneous nature of the Internet has, unfortunately, brought patience levels to an all time low.
With regard to online customers, potential customers, and first time website visitors, it goes without saying that a well placed and well programmed autoresponder will translate into immediate fulfillment, and a good feeling toward the merchant. For the merchant, it will translate into an aura of professionalism, credibility, and ultimately, money in the bank.
Certain factors, however, must be firmly in place before the full measure of benefit will be realized for either the online merchant or the customer. Here are some ideals to target when setting up an autoresponse system.
– The system must be capable of personalizing all messages with at least the recipient’s first name. While most people realize that the appearance of a personal name in the message body is mechanical, still the end result is that the recipient feels more as if the message has been written directly to her.
– When using a paid online autoresponse service, the sent messages should carry no third party advertisement whatsoever. This includes advertisement for the service itself, unless of course it provides the user with commission earning potential.
– The system must provide an automatic unsubscribe link should the recipient decide she no longer wishes to participate. This is not only a simple courtesy, it is essential to avoiding spam complaints.
– All messages should be formatted with consistent line breaks at 55, 60, or 65 characters per line, as well as plenty of ‘white space’ for ease in reading and a professional appearance.
– The initial message should be concise and on topic, providing the information that was promised. Long winded and rambling diatribes can quickly lose the recipient’s interest. Likewise, subsequent messages in any autoresponse sequence should continue to be fairly brief, and relate to the original topic. Any products or services promoted within the messages must be on topic as well.
– Use a full signature line, main URL, and email contact to close all messages. The recipient may quickly disregard an anonymous autoresponse message, mistaking the sender for just another Internet huckster. A full disclosure of the sender’s identity will assist in overcoming any negative feelings the recipient may have toward being served by an autoresponse system.
Timing the Message Sequence
We suggest that any promotional message sequence not extend for more than 7 to 9 installments, and for no more than 30 days in term. If the recipient has not made a buying decision during that period of time, it’s likely that she will not. Further contact or promotion on that topic may come to be regarded as harassment.
Multiple chapter informational reports on a given topic may be sequenced to send on a daily basis, until the end of the report. It is possible to stage additional follow ups after that point, with some discretion, to arrive 5 to 7 days apart.
A message sequence consisting of mostly sales oriented text should be timed carefully for maximum effect. We suggest staging the first three messages to arrive within the first 7 days. Subsequent messages will ideally be spaced at longer intervals. The point is to gently remind the recipient of your product or service, and not to offend with aggressive tactics.
Getting People to Query Your Autoresponder
First and foremost, there must be an incentive involved. The potential recipient/customer must be provided with a potential for benefit, and a clear reason why she should query your autoresponder by sending a blank email.
Typically this incentive takes the form of something of value provided at no cost, ie. usable information as a report or ebook, a free tool or resource, or a free service that the sender is willing to provide. In other words, the sender must offer something of perceived value in return for permission to send further promotional pieces.
Circulating Your Autoresponder Address
The most obvious methods are to place your autoresponse offer prominently on your own website, and to promote it freely with cost effective ezine advertising.
We also suggest that you include your autoresponder link in the signature line of all email you send. Use this tactic especially in solo advertising that you have bought from other list owners. This will frequently turn a losing advertisement into an ultimate winner.
In the case that you have composed an original report on a timely topic, you may query ezine publishers to include your autoresponder link in their publication as a service to their subscribers. Many will accept if they see you have original and pertinent information to offer.
eBook authors have long used the tactic of placing an autoresponder ‘hook’ in the body of their publications. This can result in significant amounts of response as the ebook itself is circulated. eBooks that offer a custom branding feature can offer this option to those who do not self-publish.
Other Uses for Autoresponders
– Use them to deliver the download link after an order transaction is completed. This puts highly valued and proven customers automatically into your mailing loop.
– Use them to publish an ezine/newsletter. Several weeks or even months worth of ezine issues can be pre-staged to deliver consistently on specified dates.
– Use them to answer frequently asked questions (FAQ) from your website. This will relieve your workload and allow you to concentrate on other matters.
The bottom line is this. Those online business owners who are not making full use of autoresponse systems are working harder than they need to, while short-changing the potential of their own business. Don’t be one of them.
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Dan B. Cauthron runs several websites and publishes his 100%
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