Creating an Auto Responder Series
Regardless of all the problems encountered in email marketing, there is no more effective way of marketing available to an online business. For the time being, email marketing is the best means of reaching your customers online and it is very inexpensive when compared to traditional mailings.
Easier to Resell than to Sell
We have heard many times that it is much easier to resell one of your existing customers than it is to find new customers. We also know that it is easier for someone that already knows you to read your message, than it is for a total stranger to do it.
Email marketing provides a way to create an ongoing relationship with your customers and you are in charge of the direction that relationship takes by the way you communicate your message and by the message you communicate.
For instance, if you own a Pizza Store, you may be interested in getting more customers into the store on Tuesdays, when business is very, very slow. You could blast an email to your customers offering a discount coupon to be used on Tuesdays.
A friend of mine has a list of 50,000 prospects and customers for his regional training schools. On one occassion, he was offering some Real Estate Training and three days before the course he had less than 10 students signed up. He sent an email on Friday afternoon, and by Monday morning the class was already full and had reached the 50 student class limit.
Auto Responder Series
Email marketing works wonders. However, you can maximize your marketing efforts by taking advantage of creating an Auto Responder Series that can, at the very least, help you introduce your business message, product, or service to your prospects. If you have your original marketing effort completed and automated, then you can dedicate yourself to gathering leads and sending them through your marketing funnel, which in this case would be your Auto Responder Series.
A little over a year ago, I was working on a new niche site and was creating free reports to start gathering leads. I created about 20 reports and lead-capture pages and spent a lot of time designing the website and the pages, but something happened during that time that took me away from that niche site and I never touched it since then. The problem was that I never had the chance to complete the marketing portion of it. I just worked on the reports and the lead capture pages. The only emails I had prepared were those that said, Welcome to so and so, here is your free report. Nothing else!
Somehow, about a hundred people managed to find the reports on that abandoned site and downloaded them. Most went through the trouble of going through the double opt-in process, but I have not marketed anything to them. In fact, I will probably delete them from my lists once I have a chance to go back and complete the marketing portion of the site in the form of an Auto Responder Series.
Marketing through an Auto Responder Series
Before you start driving traffic to your lead-capture pages, you should plan your Auto Responder Series.
What message do you want to send to your customers or prospects? What is the most appropriate interval to deliver that message?
Lets use niche marketing as an example. If you are marketing your own products, then you could simple feature a product on each email. If you only have ten or twenty products that you sell, then you could feature one of the every couple of weeks and maybe write an article to be sent weekly to keep your customers visiting your website.
If you have hundreds or thousands of products, you may want to email a weekly featured or discounted items or new arrivals. Some businesses capture your preferences and send recommended items, like books or music based on your previous purchases.
If you are a niche marketer that does not create products, then your first step should be to find enough suppliers to promote to create an autoresponder series of perhaps 100 emails, promoting the top 25 to 50 products you have found in that niche.
Writing Your Auto Responder Series
Findind what to promote may be the easy and fun part. You get to try and review products and recommend the better ones.
Writing the Auto Responder Series is more demanding. As you write, you will develop your own voice, which your customers will begin to recognize as they become more and more aquainted with your message.
You have to decide on whether you want to use long messages or short messages. Some auto responder services let you test your mailings so that you can create a couple of versions to compare and analyze results.
Tell your own story little by little. That is, let your customers get to know you as they read your messages. However, marketing is about them, not you. You tell your story so that they feel more comfortable trusting you, but the essence of your message should be about the benefits to them of whatever products you are recommending.
Remember, prepare your Auto Responder Series before you start driving traffic to your opt-in or lead-capture pages; otherwise, you may end up just giving away free reports without being able to do any effective marketing.
Email Marketing: How to Use Autoresponder Series to Build Your Brand and Sell Products
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