How to Use Autoresponders and Follow Up Email
Software Can Automate Email Marketing Campaigns for Business
Oct 26, 2009
Autoresponders can become a key technology in driving efficiency into business marketing as it can be used to automate marketing touches.
The idea behind the autoresponder software is simple. The first step is to define a series of email messages and the intervals between sending them. Then, whenever a customer or potential customer provides an email address by signing up or subscribing, the autoresponder software automatically sends out the series of messages. No additional intervention is needed by the business owner.
This simple idea can be used in many different and creative ways.
Welcome and Follow Up Emails
When customers and potential customers give their email addresses to a business, then entering those addresses into an autoresponder can automatically generate an email message. For example,
- Perhaps, after meeting the business owner a customer gives permission to be added to a newsletter list, then the business owner will add the email address to the autoresponder service.
- When an online visitor to a website signs up to receive something for free such as a newsletter or afree report and the email address (and any other details asked for) are then automatically added to the autoresponder service.
Addition of an email address to the service triggers the follow up email marketing. Typically, a welcome message is automatically delivered – perhaps also with a promised free report or latest newsletter.
Building Customer Relationships Using Marketing Touches
Autoresponders can form an important part of the customer relationship building plan by automating marketing touches. For example, if seven marketing touches are typically required before a business makes a sale, then the autoresponder sequence can be set up to automatically deliver five follow up messages. For example:
- A welcome message
- A first newsletter
- An introduction to the company
- A list of services provided
- Links to helpful resources
These messages can be set up to be delivered automatically every few days (or every week).
Sequenced Delivery of Multi-Part Products
Multi part training courses can be delivered automatically, either by attaching the training materials to the follow up emails, or by including a link to the website with the next part of the course every month (or day or week).
Automatic Delivery of Products
Some autoresponder services integrate with shopping carts (e.g. Aweber and PayPal). This means, for example, that a customer’s eBook can be automatically delivered by the autoresponder once payment has been made.
A follow up sequence is usually used at the start of a relationship, but it can be used at any time. For example if customers have joined a membership site and a significant proportion of customers leave at around four months, then defining a follow up email sequence starting at three months to promote the site (maybe even including a free offer) and reminding customers of the benefits may help to keep customers longer.
Autoresponder software is based on a simple idea, but can improve business marketing efficiency by automating many aspects of an email marketing campaign. Autoresponder services can also be used to broadcast email to large groups.
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