Using Autoresponders in Opt In
Email Marketing Campaigns

Here are the autoresponders that we use and recommend:

=> ListMail Pro

=> Aweber

Article #1
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From time to time, we find ourselves mildly amazed by the fact that some aspiring Internet business people are attempting to conduct daily business without the aid of a simple autoreponse system. Now, many types of online business contact and communication should still be done by personal email. In those cases where specific issues need to be addressed, a hand drafted message is the only answer. It also serves as a demonstration of respect and appreciation toward the recipient.

Yet we wonder just how anyone can successfully operate an Internet based business without the aid of an autoresponse system to handle at least some of the daily email load. We can easily equate it to something like a carpenter trying to work without a hammer.

Let's clarify what an autoresponder really is, and then describe some of the types that are available. This may be mundane fodder for some who already know the answers. Still, we receive numerous questions each week on this very topic from folks who don't.

AUTORESPONDER: Any software system that automatically delivers a pre-written email message or sequence of messages after being triggered by an incoming email inquiry.

There are three basic types of autoresponder systems. Each one has its own pros and cons. It's up to you to do the homework and decide which type best suits your own needs.

1. WEBHOST BASED AUTORESPONDER

Most of the better webhosting services offer an unlimited amount of autoresponders that can be easily configured from the domain control panel. These are an essentially cost-free feature of your hosting service, and can be put to good use in some areas of business. But typically they are "one-shooters."

Advantages involve your ability to configure an unlimited number (typical with most webhosts) of autoresponse addresses that come direct from your domain. Set up usually takes five minutes or less, and can be a life-saver when you've came across a ripe product or program that you want to get quickly into the promotion loop.

Disadvantages surround the (again typical) inability to deliver more than a single message. For the most part, webhost based autoresponders are one-shooters, without the capability to deliver a pre-written promotional sequence. In addition, none that we have seen allow for personalization tags (!fname - !firstname! etc.) within the headline and message body.

2. ONLINE BASED AUTORESPONDER SERVICES

These are typically presented as a subscription service, where you are required to pay a monthly fee for ongoing use of the system. Costs can vary, and have of late begun to vary greatly. By all means, do your comparison shopping before you sign anything.

Advantages include ease of accessibility and absence of maintenance requirements on your part. Typically, you will have full customizing capability of outgoing messages, and will be able to pre-program a sequence of up to 52 follow-up messages. In addition, you'll have the advantage of automatic unsubscribe/removal functions, meaning less work for you.

The big disadvantage is, of course, that you pay through the nose each month for the service. That makes it all the more critical that you get the fullest possible advantage from this type of service.

Based on the extensive array of features offered, we're particularly interested in the online service offered behind this link: http://Earn-Revenew.com/wmail even though we haven't yet subscribed. We do know and trust the operators as being totally ethical and above board in everything they have ever done on the Internet.

3. DOMAIN BASED AUTOREPONDER SOFTWARES

The big advantage here is obvious . . . you have no monthly subscription payments. You'll also have the capability for unlimited numbers of addresses/message sequences and typically an unlimited number of follow-up messages. In actuality, you'd be able to pre-program, in advance, any number of message sequences to run for literally several years.

Disadvantages surround the fact that you are responsible for maintenance and breakdowns. With a well written program, this shouldn't happen. Stars shouldn't fall from the sky either, but they do. Additionally, some domain based autoresponder systems are configured only for form-box sign ups, meaning you would not have an actual mailto: address to plug into your advertising. Check before you buy.

No matter how you choose to approach the issue of autoresponder usage, one thing is a sure bet. If you're not using at least some sort of autoresponse system in your daily business online, you're not only working too hard, you're missing out on a majority of the potential for growth and development of your business.

Article #2
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If your autoresponder was a hammer, then your eZine ads would be a bag of nails. Now, if that doesn't make any sense at all, please read on.

It's no secret that only a very small percentage of sales are made on the first contact; some knowledgable experts say as little as 1% to 2%. Those sales are easy, and practically automatic, as within any given market there will always be a few predetermined customers.

In other words, before even seeing your offer, those people have already determined a need or desire for a product or service similar to what you offer. Those people will buy right off the bat.

However, the question that arises here is, "Can your business survive on a 2% sales margin?" Most businesses can't. That fact in itself defines a need for a more aggressive and protracted approach to marketing, if you want to grab any part of the other 98% that is laying out there waiting for you.

One nationwide sales association* in the United States has put forth these figures as the result of their studies.

- 2 % of sales are made on the 1st contact
- 3 % of sales are made on the 2nd contact
- 5 % of sales are made on the 3rd contact
- 10 % of sales are made on the 4th contact
- 80 % of sales are made on the 5th - 12th contact

Then it goes without saying that to be successful, any sales organization in the bricks-n-mortar world would need to have a well-oiled machine set up specifically to extract the highest possible percentage of sales from those figures. Note clearly that this concept does not differ one whit for those of us who do our business on the Internet. The only point that may differ is the sort of machine that we use.

The primary phase of the machine is the lead/prospect generating system. This part is critical, in that it must supply an ongoing list of targeted prospects who have a demonstrated and proven interest in the product or service that is being offered.

In the case of Internet marketing, the most cost effective lead/prospect generating method to date is the 'two-step' eZine ad. If that brings old Merle Haggard tunes to mind, it's okay.

However, what it really means is that the eZine ad, generally a small one, is not intended to make the sale up front. It's only purpose is to pique the reader's interest and induce her to respond for more information. That action on the reader's part automatically qualifies her as a 'targeted' prospect.

She has demonstrated a predetermined interest in what we have to offer. Yet she likely will not be a two percenter, and may require repeated contact and further information, before she makes a buying decision.

Any successful brick-n-mortar sales executive will spend a lot of time and energy in cultivating her prospect list. She will contact her potential customers on a repetitive basis, making sure their needs are met, new information is distributed, and any possible services and favors are performed.

By doing this, she is effectively narrowing the gap on that other 98% of her prospects who will not buy immediately. Over time, she will extract the maximum number of sales from any given number of prospects.

Again, none of this changes in cyberspace. Yet we Internet business owners must deal with the disadvantage of not being able to pay a personal visit to our prospects in their offices or homes. Telephone contact will certainly suffice in many cases, but may not be cost effective unless our product or service is priced accordingly.

For those of us who market our wares and services on the Internet, repetitive and systematic contact by email has become the accepted and highly effective method of keeping in touch with a targeted prospect list. No doubt, some of this contact can and should be done on a personalized level. But a great deal of this work load can be shouldered by effective autoresponder based follow-up marketing system.

If you're not making full use of your hammer (autoresponse systems) to drive home the nails (eZine ads) in your Internet marketing efforts, three things are probably happening.

1. You're working way too hard.

2. You're wasting a majority of your ad budget.

3. You're throwing up to 98% of your sales out the window.

We strongly suggest getting a hammer.

*National Sales Executive Association

Article #3
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The real power of an autoresponder lies in its ability to provide instant gratification for potential customers who have a specific interest in mind. This ability becomes a critical reality for any online business, when one considers that many people today are not willing to wait several days or even several hours to receive more information on a specified topic of interest. The instantaneous nature of the Internet has, unfortunately, brought patience levels to an all time low.

With regard to online customers, potential customers, and first time website visitors, it goes without saying that a well placed and well programmed autoresponder will translate into immediate fulfillment, and a good feeling toward the merchant. For the merchant, it will translate into an aura of professionalism, credibility, and ultimately, money in the bank.

Certain factors, however, must be firmly in place before the full measure of benefit will be realized for either the online merchant or the customer. Here are some ideals to target when setting up an autoresponse system.

- The system must be capable of personalizing all messages with at least the recipient's first name. While most people realize that the appearance of a personal name in the message body is mechanical, still the end result is that the recipient feels more as if the message has been written directly to her.

- When using a paid online autoresponse service, the sent messages should carry no third party advertisement whatsoever. This includes advertisement for the service itself, unless of course it provides the user with commission earning potential.

- The system must provide an automatic unsubscribe link should the recipient decide she no longer wishes to participate. This is not only a simple courtesy, it is essential to avoiding spam complaints.

- All messages should be formatted with consistent line breaks at 55, 60, or 65 characters per line, as well as plenty of 'white space' for ease in reading and a professional appearance.

- The initial message should be concise and on topic, providing the information that was promised. Long winded and rambling diatribes can quickly lose the recipient's interest. Likewise, subsequent messages in any autoresponse sequence should continue to be fairly brief, and relate to the original topic. Any products or services promoted within the messages must be on topic as well.

- Use a full signature line, main URL, and email contact to close all messages. The recipient may quickly disregard an anonymous autoresponse message, mistaking the sender for just another Internet huckster. A full disclosure of the sender's identity will assist in overcoming any negative feelings the recipient may have toward being served by an autoresponse system.

Timing the Message Sequence

We suggest that any follow-up marketing sequence not extend for more than 10 to 12 installments, and for no more than 30 days in term. If the recipient has not made a buying decision during that period of time, it's likely that she will not. Further contact or promotion on that topic may come to be regarded as harassment.

Multiple chapter informational reports on a given topic may be sequenced to send on a daily basis, until the end of the report. It is possible to stage additional follow ups after that point, with some discretion, to arrive 5 to 7 days apart.

A message sequence consisting of mostly sales oriented text should be timed carefully for maximum effect. We suggest staging the first three messages to arrive within the first 7 days. Subsequent messages will ideally be spaced at longer intervals. The point is to gently remind the recipient of your product or service, and not to offend with aggressive tactics.

Getting Targeted Prospects to Opt-In to Your Autoresponder

First and foremost, there must be an incentive involved. The potential recipient/customer must be provided with a potential for benefit, and a clear reason why she should query your autoresponder by sending a blank email.

Typically this incentive takes the form of something of value provided at no cost, ie. usable information as a report or ebook, a free tool or resource, or a free service that the sender is willing to provide. In other words, the sender must offer something of perceived value to prompt a voluntary opt-in action by the subscriber.

This opens the door for ongoing permission based email marketing where related email promotions can be sent automatically on a preset basis.

Circulating Your Autoresponder Address

The most obvious methods are to place your autoresponse offer prominently on your own website, and to promote it freely with cost effective ezine advertising.

We also suggest that you include your autoresponder link in the signature line of all email you send. Use this tactic especially in solo advertising that you have bought from other list owners. This will frequently turn a losing advertisement into an ultimate winner.

In the case that you have composed an original report on a timely topic, you may query ezine publishers to include your autoresponder link in their publication as a service to their subscribers. Many will accept if they see you have original and pertinent information to offer.

eBook authors have long used the tactic of placing an autoresponder 'hook' in the body of their publications to generate opt-in subscribers. This can result in significant amounts of response as the ebook itself is circulated. eBooks that offer a custom branding feature can offer this option to those who do not self-publish.

Other Uses for Autoresponders

- Use them to deliver the download link after an order transaction is completed. This puts highly valued and proven customers automatically into your mailing loop.

- Use them to publish an ezine/newsletter. Several weeks or even months worth of ezine issues can be pre-staged to deliver consistently on specified dates.

- Use them to answer frequently asked questions (FAQ) from your website. This will relieve your workload and allow you to concentrate on other matters.

The bottom line is this. Those online business owners who are not making full use of autoresponse systems are working harder than they need to, while short-changing the potential of their own business. Don't be one of them.

Here are the autoresponders that we use and recommend:

=> ListMail Pro

=> Aweber