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How to Establish an Autoresponder Campaign
Copyright ? 2006
An autoresponder campaign is essential for every business.
Some entrepreneurs are under the mistaken impression that
you can only use an autoresponder campaign if you sell an
information product. This is simply untrue. Creation of an
autoresponder campaign that is helpful and informative is
absolutely essential no matter what you are selling.
Your autoresponder is extremely important to your business.
Many of your sales will come as a result of your
autoresponder. In fact, 80% of all sales happen after the
sixth contact. That means that if you aren't collecting
emails and mailing them regularly you are only getting 20%
of your potential income off that site. Given this, your
autoresponder should not be an afterthought or something
that is sloppily thrown together.
It is just too important and too potentially effective at
converting prospects into customers to neglect or to invest
only a half effort to. What is the best strategy? The
autoresponder strategy that I see employed most often is to
send out an email with an article and a small advert
directing the reader to a direct sales website.
The newsletters all look the same, they all do the same
thing. Is that because this strategy is the best or just
because it's the easiest and no one has ever tested other
strategies? Differentiating your publication from others;
giving it a more professional look thereby increasing
credibility and making it stick in the prospects mind. It's
largely a branding thing - the template should match your
site. It doesn't have to be a large, complicated page to be
impressive. Concentrate on designing a clean, simple and
professional layout.
A newsletter allows you to present information in an
organized, logical layout that is more appealing and
intuitive than a text email - take advantage of that
capability so that the HTML newsletter will have a
strength. Otherwise, people will opt for the smaller file
size of the text email. Have, in several places on your
template, hyperlinks back to your site. Perhaps the biggest
advantage is that HTML emails allow you to seamlessly
integrate the code needed to track where your sales are
coming from.
As long as the file size of the email is small and as long
as you are sure that your HTML emails are displaying
correctly they are advantageous and have a very minimal
impact on sales. Don't be afraid to be aggressive. The
people that you are sending emails to are interested in
what you sell. They came to your site and knowingly opted
into your email list. They want you to help them with their
problem. As long as what you are sending them is helpful
information then it will not bother them. Don't be afraid
to contact your list as often as you have something useful
to say.
Your autoresponder strategy must be built on building trust
with your subscribers while still managing to aggressively
market your product to them. Once someone trusts you and
your opinion they will be more likely to drop their
defenses and really listen to your sales message.
The key to this strategy is that the information you send
be your best work. It must be worth their while to read. It
must be interesting. It must be helpful. This strategy,
contacting them often, will backfire if you aren't sending
information they want/need because you will just be
clogging up their inbox and they will unsubscribe from your
list.
If you aren't confident that the information you are
providing will be valued and/or welcome you may want to
space the messages out more. Keep in mind that all
correspondence should use the same layout even if it is a
text email. Make sure and use your tracking service to see
which of your newsletters are getting you sales.
When analyzing which articles convert best remember that
articles will pull better or worse depending on where they
are placed in your sequence. There are two main campaigns
to worry about right now. Create an autoresponder campaign
for prospects. Your autoresponder campaign for prospects
should be at least a month long. Have the articles be your
absolute best work. Have them proof read. Write more than
you need and then ask a few people, who have knowledge of
and interest in your niche to pick out the 15
Your ultimate goal in writing these articles is to have
them be of value to your subscribers. The second goal is to
have the articles peak their interest and leave them
wanting more. Your product should satisfy their need for
more.
Create an autoresponder campaign for customers Have your
thank you page be a sign up box and have the first message
include the URL to download the product. This way delivery
of the product is automated and they are automatically
dropped into your autoresponder sequence that should
include offers for your backend products.
Also, include "Customer Only" bonus articles every so often
intended only to keep the customer from unsubscribing. You
may need different campaigns selling different products,
depending on what the customer has already bought.
Carefully prune lists to keep them from getting a sales
message for a product they have already bought.
Abe Cherian is the founder of Multiple Stream Media, a company that helps online businesses find new prospects and clients, who are anxious to grow
their business fast, and without spending a fortune in marketing and automation. http://www.realbusinessleads.com
This article has been accessed 2 times since 2006-06-06.
