We get asked to write auto responder sequences all the time. Generally we aren’t getting asked the right question.
Here’s what people seem to look for in their auto responder. “I want to send a series of messages that gets someone to buy my product.”
While it’s true that is what an autoresponder is good for the question is the wrong one. The question should be “I want a new contact to get to know us and look to us when it’s time to buy what we offer.”
Three Classic Auto Responder Mistakes.
1. Sending the same message repeatedly. A relationship isn’t built by repeating a message over and over. While it’s true that repetition works in your favor in marketing. A steady drone of “Buy My Product” is not how to use repetition.
2. Not making the message relevant. I’ve seen some pretty blatant examples of sending a message that is NOT relevant. Let’s just say if you offer 10 Tips, you should send 10 Tips. This is where an auto responder can really shine.
3. Not giving anything of value in the messages. It’s more true here than in many other places but the expression ‘You have to give before you get’ applies here. Your messages (and you) will be most valued if you offer something useful.
If you had to buy a stamp and send each message by mail, what would you put in it that is worth something.
You see, I think the notion that sending an email isn’t as valuable as sending a physical thing.
Spend some time and make sure your auto responder follows these three rules and you’ll find a stronger relationship isn’t too hard to build.
