You might have heard of an autoresponder by another name. Sometimes it’s called an auto responder or the follow up emails might be called a drip campaign or lead nurturing, but they all are capable of doing the same thing.
They take a stranger and start to build a relationship of trust. To what end? Simple, if you are easier to trust, you are easier to do business with.
Here’s how you design an autoresponder series for maximum effect
In order for someone to get to know you and therefore trust you, you’ll want to step back from this project and answer the oldest marketing question in the book.
WIIFM?
“Whats In It For Me?” Because that’s what your reader will be thinking every time they open an email you send them.
If you plan to send 7 in a row, you’ll need to be prepared to step up and answer that question for every email.
Or put another way.
You have to give before you get. This act of selflessness shows the type of business you are.
Shows you have expertise and the confidence to share it to help others.
Once you have this part of the autoresponder messages down right, you need to make sure that every single message has an actionable call to action.
It’s only by having a call to action that, as a marketer, you can count how effective your messaging is AND take people one step closer to being a customer (if lead generation is your goal).
These two components TOGETHER make autoresponders work. My call to action is to have you read my latest blog post.
Autoresponders the wrong way
Day 1: Hi. Buy my product.
Day 2: Hi. Buy my product.
Day 3: Hi. Buy my product.
Day 4: Hi. Buy my product.
Day 5: Hi. Buy my product!
Day 6: Hi. Buy my product!!
Day 7: Hi. Buy my product!!!
Autoresponders the right way
Day 1: Thanks for requesting our free report.
Day 2: Did you get a chance to read our report yet? Chapter 2 is timely.
Day 3: Here’s a resource you can use to increase your ROI.
Day 4: Has this ever happened to you? (story about lost opportunity)
Day 5: Here’s a short case study about our most successful client.
Day 6: We’ve been very fortunate to receive these awards.
Day 7: Here’s a checklist you can use to evaluate products like ours.
You think I jest. But when people learn about autoresponders they go about it the wrong way faster than you can say-whateveryoucansayfast.
Seriously. How much better will a new prospect feel about you if they are on the receiving end of autoresponders done the right way?