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Make Your Autoresponder Work Harder
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Make Your Autoresponder Work Harder
By Todd Kenovas
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Are you getting the most from your autoresponder? If not, you are losing a chance for better marketing visibility, increased customer contact, greater number of repeat visitors and more revenue. And of course, losing anything is not a good business goal. Perhaps the most common autoresponder use is lead capture. Website visitors are offered information if they provide a name and email address. A typical technique is to to promote a lead capture page through a pay-per-click campaign, offering tantalizing information that's just a click away once the email address is provided. And once on your list, the lead can be sent sales messages eventually as follow ups to an information series. But there are many other ways to incorporate autoresponders, and when used in combination, some could have a dramatic impact on your bottom line. Autoresponder use beyond lead capture can be slotted into two categories, though the lines may blur at times: |
- Marketing: delivering information intended to produce direct sales.
- Services: information offered to assist the website visitor, which can invite return visits, increase customer satisfaction and create higher business visibility.
Here are four effective ways to use autoresponders in marketing:
1. Tossing a customer survey into the autoresponder message mix can provide you with valuable information about your business techniques, especially if you offer a gift of some kind for completion. The survey can be timed to go out after a certain period, after completion of an information series or after a fixed number of sales.
2. Scheduling in an unadvertised bonus or a customer appreciation gift can reap rewards in strenghtening the relationship. Don't wait too long to make this offer to a new subscriber or customer, because it could make the difference in retaining someone who is lukewarm about your product. And don't forget the long-established customers. They deserve a reward for sticking with you, and they are just too valuable to be taken for granted.
3. Motivating and training affiliates.
4. When someone unsubsribes, ask for feedback and offer a free gift. Though this likely won't keep the person on your list, you create goodwill that may spread to other potential customers. And you can exchange gift products with other marketers that each of you will use for unsubscribes. He loses a customer, and perhaps you gain one, and vice versa.
Depending on the type of web site you have, you might compile a long list of autoresponder uses for the services category. Free reports are a typical use, and they can serve to cross over into marketing by linking to subscriptions that carry a stronger sales message.
Your services list could also include:
1. Frequently asked questions reponses.
2. Your products and services catalog.
3. Back issues of your newsletter.
4. Endorsements or testimonials, if you have a lot. Always ask that these be passed along.
5. Reference material form the public domain, with you links prominent.
6. Any lengthy material.
Remember, many web users are still on dial-up services, some with a limited number of hours per month. Anything you can offer to reduce their time spent reading online will likely be appreciated.
And excellent service translates into another marketing vehicle, one that the autoresponder can enhance nicely.
Todd Kenovas is Marketing Manager for Webways Media the keyword marketing resource. See http://www.webwaysmedia.com for more information.
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