How to Establish an Autoresponder Campaign

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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.

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