Email Marketing – Avoid Losing Customers – Be Aware of These Potential Risks of Using Autoresponders
I’ve said it before, and I’ll say it again. Autoresponders are an affordable and highly effective email marketing tool. But before trusting your valuable email marketing campaign and customers to an automated system, it’s crucial to be aware of the potential risks.
AVOID FALLING PREY TO “SET IT AND FORGET IT” THINKING
It isn’t enough to just set up your messages, you need to run tests. A good autoresponder system will provide you with an option to send yourself a test. This way you have the opportunity to view your communication from the customer’s perspective. If there’s a problem, you don’t want your customer to be the first to know about it, because chances are they won’t bother to let you know the system’s broke!
If you’re giving away a free gift, such as a report or eBook, make sure your links are good and that the download is working properly. There are few things more frustrating than clicking on a “download” tab and having nothing happen!
Set up a system for yourself to periodically review your messages and make sure they are still timely and effective. Each time you do this; you’ll want to run a test to makes your links are still in place.
DON’T IGNORE TRACKING AND TESTING
A quality autoresponder service will provide you with a tracking system so that you can identify trends – good or bad – and adjust accordingly.
Test, test, test. Even if what you’re doing seems to be working, test new messages and systems because you may find something that works even better! The best way to compare results and discover trends is to run a split test. It’s easy to set up and, again your service should provide you with training and the tools to set up.
Have you heard the term, garbage in, garbage out? That pretty much sums up autoresponders. This is a highly effective tool that can save you time and money, and go a long way toward maximizing your marketing efforts.
That said, it’s still up to you to make sure the system has been fed all the good information and tools you have to promote your business before it can be trusted to do what it does best.