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How to Establish an Autoresponder Campaign

Copyright ? 2006

An autoresponder campaign is essential for every business.

Some entrepreneurs are under the mistaken impression that

you can only use an autoresponder campaign if you sell an

information product. This is simply untrue. Creation of an

autoresponder campaign that is helpful and informative is

absolutely essential no matter what you are selling.

Your autoresponder is extremely important to your business.

Many of your sales will come as a result of your

autoresponder. In fact, 80% of all sales happen after the

sixth contact. That means that if you aren't collecting

emails and mailing them regularly you are only getting 20%

of your potential income off that site. Given this, your

autoresponder should not be an afterthought or something

that is sloppily thrown together.

It is just too important and too potentially effective at

converting prospects into customers to neglect or to invest

only a half effort to. What is the best strategy? The

autoresponder strategy that I see employed most often is to

send out an email with an article and a small advert

directing the reader to a direct sales website.

The newsletters all look the same, they all do the same

thing. Is that because this strategy is the best or just

because it's the easiest and no one has ever tested other

strategies? Differentiating your publication from others;

giving it a more professional look thereby increasing

credibility and making it stick in the prospects mind. It's

largely a branding thing - the template should match your

site. It doesn't have to be a large, complicated page to be

impressive. Concentrate on designing a clean, simple and

professional layout.

A newsletter allows you to present information in an

organized, logical layout that is more appealing and

intuitive than a text email - take advantage of that

capability so that the HTML newsletter will have a

strength. Otherwise, people will opt for the smaller file

size of the text email. Have, in several places on your

template, hyperlinks back to your site. Perhaps the biggest

advantage is that HTML emails allow you to seamlessly

integrate the code needed to track where your sales are

coming from.

As long as the file size of the email is small and as long

as you are sure that your HTML emails are displaying

correctly they are advantageous and have a very minimal

impact on sales. Don't be afraid to be aggressive. The

people that you are sending emails to are interested in

what you sell. They came to your site and knowingly opted

into your email list. They want you to help them with their

problem. As long as what you are sending them is helpful

information then it will not bother them. Don't be afraid

to contact your list as often as you have something useful

to say.

Your autoresponder strategy must be built on building trust

with your subscribers while still managing to aggressively

market your product to them. Once someone trusts you and

your opinion they will be more likely to drop their

defenses and really listen to your sales message.

The key to this strategy is that the information you send

be your best work. It must be worth their while to read. It

must be interesting. It must be helpful. This strategy,

contacting them often, will backfire if you aren't sending

information they want/need because you will just be

clogging up their inbox and they will unsubscribe from your

list.

If you aren't confident that the information you are

providing will be valued and/or welcome you may want to

space the messages out more. Keep in mind that all

correspondence should use the same layout even if it is a

text email. Make sure and use your tracking service to see

which of your newsletters are getting you sales.

When analyzing which articles convert best remember that

articles will pull better or worse depending on where they

are placed in your sequence. There are two main campaigns

to worry about right now. Create an autoresponder campaign

for prospects. Your autoresponder campaign for prospects

should be at least a month long. Have the articles be your

absolute best work. Have them proof read. Write more than

you need and then ask a few people, who have knowledge of

and interest in your niche to pick out the 15

Your ultimate goal in writing these articles is to have

them be of value to your subscribers. The second goal is to

have the articles peak their interest and leave them

wanting more. Your product should satisfy their need for

more.

Create an autoresponder campaign for customers Have your

thank you page be a sign up box and have the first message

include the URL to download the product. This way delivery

of the product is automated and they are automatically

dropped into your autoresponder sequence that should

include offers for your backend products.

Also, include "Customer Only" bonus articles every so often

intended only to keep the customer from unsubscribing. You

may need different campaigns selling different products,

depending on what the customer has already bought.

Carefully prune lists to keep them from getting a sales

message for a product they have already bought.