Email Marketing Magic – Autoresponders – What Not To Do, And How To Do It!
Too much of a good thing can be a real turn-off. If you’re using autoresponders, that’s good. But if you’re sending out the equivalent of the collected works of Shakespeare every day, that’s not good. Here are some guidelines that can help you get it just right. As you read them, think about autoresponder email that you may be receiving and see how a similar action on your part might affect your contacts – for better or for worse.
First, make sure that the content in your autoresponder email is appropriate, not only in subject matter, but also in length. People get busy and the amount of emails they receive goes up every day. Even if they think that your product or service is the best under the sun, if your autoresponder email is too long, it’ll get shoved to one side. And so will the next one, mainly because they didn’t have time to read the first one. And so it goes.
Even if your autoresponders are being used to send out installments of an e-course or an e-guide, you can change the presentation to make it more of an invitation than an imposition. For example, keep the detailed content on pages of your website and use your autoresponder email to give an appetizing summary with links to the pages concerned. Those who don’t have the time right now will get the gist of it right away and those who do have time can just click the link and dive in.
Secondly, ensure that your emailing interval is correct. There aren’t that many series of autoresponder emails that absolutely have to go out every day. Intervals of three or four days are likely to please your audience more. I got autoresponder email recently where the sender made it easy for me to track down the web pages that were to come, while leaving me the option to carry on receiving the staged installments. Smart move!
Thirdly, although you know, I know and really, the customer knows as well that the autoresponders are there to sell, avoid sending out blatant sales pitches time after time. You’ll see people signing off your autoresponder rather than signing on. Take a lead from how article sites ask for articles to be submitted. Put good, interesting content in the body of the autoresponder email, with a link at the end suggesting that the reader clicks for more info.
And just to make sure that you don’t fall into a trap going the other way, remember – your autoresponder email has to have at least some good useable content for your readers. Few things are more annoying than to receive an email which teases you on a particular point of interest, but won’t give you a darn thing until you go to the sales page and type in your credit card number.
So good emailing and good selling, and if you ever have a doubt about the acceptability of what you’re sending, try this little trick: ask yourself if you could explain what you’re doing to your parents without blushing – you’ll soon get a feeling for what the right thing to do is!