| Autoresponders offer tremendous customer value | | | | techniques with less risk. |
| and growth opportunities for your business. Basically, | | | | - Target Marketing - Autoresponders typically capture |
| an autoresponder is a web application that allows you | | | | a wealth of information about a subscriber, such as |
| to build sequential opt-in email marketing campaigns. | | | | name, email, and location. You do, however, have the |
| A good example is a campaign for pregnant women | | | | ability to ask questions of prospects before they sign |
| to receive a weekly progress report via email. Another | | | | up or assigning subscribers to different lists based on |
| example is an email newsletter for new home buyers | | | | the page on which they sign up. This helps targeting |
| that delivers a daily email over the course of two | | | | individual segments over time. |
| weeks to prepare them for purchasing their first home. | | | | - Efficiency - Autoresponders increase your |
| The beauty of using autoresponders is that you can | | | | communication efficiency in several ways. First, once |
| pre-populate your messages, customize them to your | | | | the sequence of emails is set up, it literally runs by itself. |
| reader, schedule the frequency with which they are | | | | Second, if you wish to send a broadcast message to |
| sent, and engage your customers more controlled, | | | | everyone on a list, it's very straightforward vs. using |
| targeted & meaningful way. | | | | traditional email clients to send hundreds of emails |
| The benefits of an autoresponder include: | | | | which may be treated as spam. |
| - Double Opt-In Spam Free Security - The most | | | | - Effectiveness - Email is still considered the top |
| reputable autoresponders, such as Aweber require | | | | method for sharing information. Sequential email |
| subscribers to double opt-in. That is, readers are | | | | marketing success depends on several factors; |
| indicating twice that, yes, in fact you have their | | | | however, it has proven a simple and effective method |
| permission to send them email. This is in compliance | | | | for engaging customers over the long-term. Thankfully, |
| with CanSpam laws and protects both you and your | | | | most autoresponder services include trackable links |
| subscribers. | | | | and detailed subscriber statistics to monitor the |
| - Easy Opt-Out - Again, the most reputable | | | | effectiveness of your various campaigns. |
| autoresponders, such as Aweber, require that every | | | | - Broadcasting - Most of the emails you send using an |
| email includes a link so that subscribers may easily | | | | autoresponder will be pre-loaded and delivered |
| unsubscribe. This is essential to comply with CanSpam | | | | according to a schedule and frequency that you |
| rules and reassures subscribers that your intentions | | | | determine is appropriate for your market. In some |
| are legitimate. Think of it as a trust building tactic and | | | | cases, it might make sense to send a broadcast |
| embrace the fact that some subscribers will | | | | message - a note to all or a set of your subscribers |
| unsubscribe for various reasons. Don't take it | | | | outside the regular stream of emails. For example, you |
| personally. | | | | might have urgent news to share and broadcasting is |
| - Consistency - Because you can pre-populate your | | | | a great feature to make this easy. |
| follow-up emails for subscribers, you create a level of | | | | - Customization - The leading autoresponders give you |
| consistency with the message you're delivering. This is | | | | a number of options to customize your campaign. You |
| powerful because it gives you the confidence in | | | | can customize the sign up form, the variables you |
| knowing that everyone is hearing the same thing from | | | | want to collect at sign up time, the frequency of email |
| you vs. cutting and pasting emails together in a less | | | | delivery, the follow up messages (including html) and |
| consistent manner. | | | | the option to send text-only messages. For a small |
| - Upsell / Cross Sell - With any form of regular | | | | monthly fee (usually $10-$20), autoresponders offer |
| communication channel, autoresponders provide the | | | | tremendous value, security, and growth opportunities |
| opportunity for you to upsell and cross-sell your | | | | for your business. |
| subscribers either to other lists or new and different | | | | Are you using an autoresponder? Which one do you |
| products or services. The benefit is you can further | | | | prefer? Tell me about your experience. |
| segment your market and test different sales | | | | |