Driving new business using an auto-responder

We have set up several auto-responders for clients recently.  We like them because they encourage prospects to trust you with their email address, you can build communication ‘trust’ with the reader over time by delivering value in every message and it is acceptable to include some marketing messages within your series.

If you have a newsletter or an online sign-up, you know the usefulness of an auto-responder.  Once it’s set up, it takes over and you get to sit back, relax, and have a drink while your auto-responder does all the talking.

But in order to get to that point, you have to write the copy and set it up.

Check out our how-to guide for Auto Responders in practice – sign up and see one for yourself.

The autoresponder marketing analysis breakdown

First off, know what you are marketing, who your auto-responder audience is, and how long it will go for.  Also, identify the main goal of the auto-responder: “to guide customers through our technology”, “to thank a customer for choosing our product”, “to sell a customer on our product during their free trial”.

Once you’ve established the background information and know the goal that you are hoping to achieve, it is time to write the copy for each message.

Remember that the purpose of an auto-responder is to lead a consumer through to a goal.  It is a guide. The content in each step should be supportive and relevant.

Although each post will differ, it is wise to have a consistent format for each.  This can be as simple as intro, info, and customer support details on each message.

Let’s take a look at a breakdown of an example series of messages.

  1. Welcome

The first auto responder message should be dedicated to welcoming and thanking the customer for signing up for your service.

  1. Road Map

One auto-responder format is to “tell them what you’re going to tell them, tell them, then tell them what you told them”.  In that case, the second message should let consumers know exactly what to expect from the series.  Some guiding questions to consider are how long duration the responder will be, what you will disclose in each message, how to contact customer support, etc.

Then…

  1. Let the Show Begin

Whereas the other messages gave an overview and instructions, the third message in your auto-responder series should give out the information itself.

This is the meat of the auto-responder.  The length of this middle, informative section depends on the details and purpose of your series.  Just remember, that when it comes to an auto-responder, it’s best to keep each message as one-pointed as possible.

  1. Goodbyes

With your information given, it’s now time to say your goodbyes.  It’s nothing fatal, but it is your last chance to summarize your teachings, promote your product, and say adieu to your customer audience.

Make it count.  The last message is usually the one that will stick the most, so show your appreciation for their choice and encourage them to continue on with your product.

One nice feature we found in Feedblitz who we use to deliver client auto-responders is the ability to use the end of an auto responder sequence to trigger the start of something else (a coupon discount; a subscription to a mailing list).  That saves you having to re-engage with the customer in future.  Hopefully they like what you’ve been saying and are happy to remain in touch.

Your turn

Sounds easy enough, right?  And just think, by taking the time to write what we’re sure will be a superb auto-responder, you have saved yourself from having to respond one-by-one to each of your eager customers.  And saved time, means saved money.

Read more about how to Create Opportunities in our biz dev methodology category 6 – Creating Opportunities

Learn More With The Creative Agency Secrets GUIDE TO AUTORESPONDERS

2 replies
  1. Heather Stone
    Heather Stone says:

    Automating your customer relations is a great way to build more consistency into your business. And doing so does not need to take away from the human touch. If your business is online, then essentially it’s open 24/7. Auto responders are a way of giving your customers quick feedback when you’re not there and then follow up at your earliest opportunity. Thanks to Gail Gardner for sharing this with the BizSugar community.

    Reply
  2. Charles Terrence Harper
    Charles Terrence Harper says:

    Great article. Admittedly, one of the things that I go back and forth on is whether or not to use single or double opt in. In other words, you go to the Chamber, you meet Mr. Bigshot and he gives you a business card. Do you put that business card into your autorresonder? Anyway, I don’t want to take away from a great article. Thanks for sharing your insight.

    Reply

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