Why Email Marketers Use an Email Autoresponder Series

Email marketers use an email autoresponder series to grow their list…

You can define conversion any way you like.

Email marketers, especially those with longer sales cycles, often elect to call an email opt-in a conversion.

It’s not wrong to do so but let’s face it, most of your email subscribers don’t give you a lot of their time, and only a few give you their money.

A real conversion involves cash or a credit card, doesn’t it?

In this post, I show you vastly underused, but highly effective, tactic for winning sales.

The email autoresponder series

The Highest Performing Email Strategy

What types of automated email messages do online businesses use?

MarketingSherpa got answers to this question from 1,095 marketers in 2012:

automated email messages

The results indicate welcome, thank you, and transactional emails are the most common.

The majority of marketers have not rolled autoresponder email into the mix.

Autoresponder Emails Build Trust

An autoresponder is a series of emails, usually focused on a specific topic, delivered in a predetermined sequence at predetermined intervals.

The process can begin when someone subscribes to your general email list.

Alternatively, you can create new lists catered specifically to those who want the content.

Generally, the autoresponder aims to transfer know-how, but making offers and attempting to sell are not out of bounds.

You will probably need to experiment to arrive at the right balance of educational and promotional copy.

You will want to consistently address your prospect’s needs and stress the benefits of your products or services.

If things go as planned, your email autoresponder series will build trust with your prospects.

Your messages will make regular appearances in their inboxes.

And, you will be sharing useful lessons and progressively gaining mindshare.

If your content is well received…

You will essentially be training the reader to open your emails, visit your website, and ideally, do business with you.

This is the formula, simply stated:

Repeated touches and visits = familiarity = trust = sales.

Select a Smart Topic for Your Autoresponder

If your autoresponder series is to be a hit with your readers, it has to satisfy an informational need, so you will want to choose your topic carefully.

As you would smartly plan the development of any content, you will want to tap into your audience’s needs and uncover leading pain points.

email autoresponder series

To find these, try some combination of the following:

Ask readers – Your current readers are a logical starting point.

You might use a reasonable sample of current customers and simply question them via email or telephone.

You also can use a survey.

Another possibility is to tap into a group you lead or participate in on a social network or via a forum.

Listen to social media – Social media is your ideal market research tool.

Look at some of the better blogs in your industry to see what generates the most sharing and commentary.

Pay attention to the hashtags being used in your niche.

Dig into question sites such as Quora and Yahoo Answers.

Assess your own content – You might get ideas for your autoresponder series simply by assessing the interest in your existing content.

Which posts have performed best?

Look at the shares, comments, and your analytics.

If your site includes a search tool, you can look at what visitors have searched for.

Chances are, you field questions via email and/or chat.

Take note of the questions and look for common threads and themes.

Aspire Empire Team

Research keywords – The Google Keyword Planner tool won’t literally tell you the topics your readers are interested in, but you can test your hunches by using it to check the popularity of various keyword searches.

Three Suggestions for Writing Autoresponders

You can write new copy for your email series, or not.

Consider your options:

Plan A: All new

Based on the research you conducted, you can write all new content for your autoresponder.

While doing so obviously creates writing work for you or someone you hire.

Your new content can be offered as exclusive content unavailable anywhere else.

Your readers might find the exclusivity an enticing reason to opt-in.

But you may want a shortcut or two.

Plan B: Your blog

Why not resurrect old posts?

You can bet your readers, especially new subscribers, haven’t read everything you have published.

Consider scouring your blog for posts that remain valuable.

You might batch together several that cover a single category to make it easy to create a topical and thematic series.

Or, you might have written a series of posts in the past that could be ideal for an autoresponder series.

Plan C: An eBook

You may have created eBooks.

Or similarly, you may have written a mega-post to serve as a thorough guide for a specific topic.

Either resource could make creating your autoresponder series a simple slice-and-dice exercise.

Three Options for Presenting the Lessons

Whether you choose to create new content, resurrect old blog posts or eBooks, edit existing content, or run with some combination of these approaches, you will need to decide how to present the content.

One option is to simply include your full blog post or an eBook section in the body of your email.

Another option is to present a portion of your content such as, the first few paragraphs, and then include a link to the original post or eBook.

You also can write a summary of your piece, and include a link.

Tips for Delivering Autoresponder Emails

Set a schedule. 

Put some thought into the number of emails your autoresponder series will include and the delivery intervals. There’s no right or wrong way to make these decisions, so you might consider:

Go with a hunch. 

You might suspect your readers can’t wait to get the content, so you will deliver them in consecutive days.

 Or, maybe you feel spacing them out by a few days or sending them weekly would be preferred.

You could put a schedule in place and keep your eye open for unsubscribes.

 You also could try two variations to see which is more effective.

Autoresponders are a common tactic of smart content and email marketers, so you might simply emulate the tactics of a series you liked.

Short Series? 

A short course will be easier to produce and may sound more appealing to your readers, especially to those who haven’t yet discovered how great your content is.

Long Series? 

A longer series can delve deeper into a topic.

It might also serve your lead nurturing better because you will make more frequent visits to your subscriber’s inbox.

While it’s possible you will get more unsubscribes with a longer series, it might effectively work to separate those who actually are interested in your services or product from those who aren’t.

Sell it. 

Whether you go long, short, or somewhere in between, I suggest you use your plan as a selling point.

Such as…

  • Our short series of 4 emails will deliver a helpful crash course on (topic).
  • Or…The (topic) 30 lessons in 30-day series will cover everything you need to know to (…).

email autoresponder series

The Length of the Emails

The length of your emails, like a number of the choices you will be making, is also worth considering carefully and testing.

I have been known to say, “Don’t count characters, but make every character count.”

The right thing to do is edit your copy until you believe every line contains value.

If you do so, hopefully, your readers agree the length doesn’t matter and will read longer works.

Given the context of an autoresponder (that is, it should be the pinnacle of “permission based marketing”), you may find your readers embracing long copy emails.

That said, a lot of readers want to blast through email fairly fast.

Again, your email can feature just a snippet of the article with a link that directs the reader to a page on your blog or website.

But some will prefer to see all the copy in your email.

If you plan to rapid-fire your emails, say in five consecutive days, you might consider shorter copy.

It won’t hurt to ask your readers what they prefer.

Or, you might add the issue of copy length to the variables you test and monitor.

Actions speak louder than words.

How Autoresponder Emails Should Look

Here we go again examining what is clearly a matter of preference.

HTML or plain text?

Sidebar or single column?

Generous use of images, or one, or none?

Regardless of the choices you make, be very deliberate about being kind to the eyes.

Break up your copy into short paragraphs and feature ample white space.

Yes, screens are getting smaller.

And yes, an ever-expanding percentage of email is being consumed on mobile devices.

Understood, but all being said, readers are entirely accustomed to scrolling and will appreciate a tidy and uncluttered look.

Use headers, bulleted lists where appropriate, captions, and any other tactics to help go easy on the eyes and communicate effectively with the skimmer.

P.S. Try using a P.S. after the signature.

Time and again, research reveals how effective postscript messages are.

Autoresponder email marketing can be an effective tool for most types of businesses.

You need not wait until you have a book or information course to sell.

In fact, not having these types of things makes your autoresponders even more important.

They will be instrumental in helping you build the email list you need.

How do you use an email autoresponder series that you would like to share with us?

Please post your comments below, we would like to hear from you.

So, tell me, what tips has helped you use your email autoresponder series to grow your list.

Your First Email Autoresponder Series Done For You with Erica Duran

Here is a great article to read on: How to Create a Simple Autoresponder Series to Keep Your Leads Hot

Read my latest blog on: Email Marketing in a Nutshell

(NOTE: if you want to follow my personal formula to building irresistible brand in the network marketing business and making it unnecessary to pitch randomly people on Facebook, family and friends ever again? PLUS you will discover our Automatic Downline Builder Program. Click Here for INSTANT ACCESS)
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About Maria Barina

Maria Barina is a mother and grandmother who worked for the NYC Board of Education as Laboratory Specialist Bio/GS for 26yrs till the age of 56. Her husband, after 37 of marriage, passed away from Lung Cancer. She came to myEmpirePRO to seek guidance on how to get freedom that an online business can provide. Freedom to her is being able to do what she wants, when she wants to and to show others they can do the same to. Since she done that she is able to do this by working anywhere she goes and became a mobile-prenuer

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