How To Create An Effective Auto-Responder Series


If you own a business, you probably already know the value of building up a solid email marketing list. Of course, attracting prospects to your list is only half of the battle. In order to really enjoy the best potential returns from your investment, you will want to spend some time crafting an autoresponder series to help you make sales and enhance your company's brand.

Creating An Effective Autoresponder Series

An autoresponder series consists of automatically scheduled emails. Most business owners know that people are fairly unlikely to make a purchase the very first time they get introduced to a product or service. By providing a stream of communication about your company and its products, you greatly increase your chance of making an initial sale and getting repeat business.

Before you write your first email, you should understand why you are doing it. This might seem a bit trite, but many efforts fail because the business owner or marketers haven't set and understood the business goals. Without having defined business goals, setting up a series of emails is like buying nails and wood without deciding if you want to construct a doghouse, a raft, or a fence.

Deciding What You Hope To Communicate With Your Emails

Once you have decided upon the purpose of your message, you can choose the kind of content that will help support these goals.

These are general kinds of content to consider:

* Information about a company and a welcome message

* Overviews of products and services with the benefits they offer

* News about special promotions and new offers

* Positive feedback from other clients and customers

* Requests for feedback and surveys

In order to keep your subscribers active, you should carefully link much of your content to the reason that the subscribers signed up in the first place. If your initial offer promised your subscribers discounts and deals or useful information, you should certainly include those right away. If subscribers don't believe you held up your end of the bargain, they'll lose interest in your emails pretty quickly.

If you constantly evaluate each message in the terms of the value that you provide to your subscribers, you have a good chance to retain your subscribers and actually engage them. Otherwise, your risk losing these subscribers or just having them ignore your messages.

It's a good idea to ask for feedback at some point. That might not be included in the first welcome message, but you may want to include a survey by your third or fourth message. Surveys do help engage people.

Testing And Tuning Your Email Responses

The beauty of these email tools is that you can create them one and let them run. Of course, to really create the best possible series of emails, you will probably want to test and tune your responses over a period of time. Even experts who have created many successful emails always test and tune. Every company and audience is different.

You can base your testing and tuning upon your open rates, conversion rates, and even customer feedback. That's why your first goal should be to select an email system that makes it easy to create, modify, and track your responses. You can't possibly improve your work unless you have a way to understand how your prospects react to your communication.

Making Your Autoresponder The Best It Can Be

You begin by clearly defining the goals that you hope to achieve with your email list. Craft content that is clearly linked to those goals and the promises made when you encouraged people to sign up. Keep testing to optimize sales conversions and the number of people who remain engaged. With these steps, you should be able to maximize the value of your list.

Dori O'Neill is in the business of helping individuals and business owners achieve success through proper business practices and reputation management. He maintains offices throughout the world and has lived in Canada, United States, Japan and Hong Kong. If you need more leads for your business,  visit today.


Jeff Green

Owner and President of Green Thoughts Consulting, LLC. I am passionate about helping small business owners grow and automate thier business and/or offering so they can do more of what they love and less of the rest. I am an MBA graduate with years of management and small business experience.