One of the most basic of tools that every internet marketer needs to utilize is the autoresponder. If you are
trying to make money on the internet and you're not using an autoresponder, you are really missing the mark.
This article will describe the essentials of an autoresponder and how you can use one to help you succeed
in your online business.
First of all, it is important to understand what your autoresponder really is. Many people think of them as an
automatic responder to customer needs (hence the name -autoresponder), but to stop there is really not
giving them their full credit. To fully utilize your autoresponder, you need to begin seeing them as your own
personal sales force. This sales force though, unlike their human counterpart, will never tire, works 24/7,
doesn't need a raise every year and NEVER calls in sick.
The next thing you need to remember about your autoresponder is that it is only as useful as the person who
trains it. Who trains your autoresponder? You do, of course!
When someone communicates with you through email or an opt-in sign in form, they are telling you that they
are interested in what you have to offer. It doesn't matter if you are selling a product or service, when that
initial contact is made, that person is declaring that they are open to receive your "pitch". Think of it as a
potential customer walking through your shop's front door. If you have trained your sales staff correctly, they
will know what needs to happen next -they need to sell!
Remember what I said earlier about your autoresponder being your own personal sales force? When that
initial contact is made, your "Sales Team" needs to step in, educate your prospect about your product(s),
convince them of their need for the product(s) and then attempt to close the deal, which of course, leads to
money in your pocket. The wonderful thing about internet marketing though, is that all of this can take place
while you (the owner of the business) sleep, vacation, take in a movie with your family or essentially do
anything else other than interact personally with this prospect. And it all happens automatically!
Now, when I say "automatically", that does not mean "all by itself". There is no magic potion for
autoresponders, you still have to initially set it up to do what you want it to do. Remember, you have to "train"
your sales force, which means you must set up the automatic messages that you want to send to your
prospects. Follow these 5 key elements and you will be on your way to online success.
KEY #1: PERSONALIZE YOUR MESSAGES -Most autoresponders allow you to put the recipient's name right
into the title and in the message body itself by simply adding **NAME**, or ~~NAME~~, or <> where you want
their name to appear. Be sure to check out this feature from your provider as there does not seem to be any
uniform industry standard.
Why should you personalize?
These people are going to be getting other emails in their inbox. They may be checking their email after a
long day at the office. They may have their finger poised over the "Delete" key as they sort through their
messages trying to eliminate spam and viruses.
Think about it... wouldn't you think twice about deleting an email that has your name in the title?
KEY #2: CREATE CURIOSITY. Your messages don't have to read like a novel. Keep it fairly short. A few well
written paragraphs will do wonders for your offer. Ask rhetorical questions like, "What if I could show you how
to...." or "What would you do if you had..." and then show them how to get the answers by either inviting them
to your web site or to give you a call. Be sure to include your URL, phone number, etc... whatever it is that you
want them to use to contact you.
KEY #3: MAKE IT CONSISTENT. You've got time. Your autoresponder is going to continue sending your
messages for you automatically. So take the time to remind them (very briefly) what you told them in your last
letter and build on it with this next message. ALWAYS give them a clear direction on how to learn more, how
to order, how to ask questions, etc... and remind them that you will be sending another message.
KEY #4: MAKE IT INTERESTING. Try to avoid too much hype. Don't over exaggerate your offer, but do let the
reader know that you are excited and try to create a mental picture for them of what their life can be like with
your product or service. Tell them how you can help them achieve those results and invite them to take action
by either visiting your site, calling, or emailing.
KEY #5: CLOSE THE DEAL. This is worth repeating... CLOSE THE DEAL! I see a lot of ads and messages
that go out without any clear call to action. Remember, you are in business to make a profit. No close = no
cash.
Double-check your messages to be sure you are very clear about what the reader should do next. There is
nothing more embarrassing than to find out that your prospects have been receiving the wrong message
from your sales team, so be sure to test the entire system on yourself.
Your autoresponder can make or break you as an internet marketer. Invest some time in training your sales
force, assess its performance through tracking and make changes whenever you see a place to improve.
Today you have learned 5 autoresponder essentials. Use these 5 keys for every autoresponder campaign
you have and you will be on your way to internet success.
Now get out there and market!
She's never sick, late for work, or cops an attitude. She doesn't abuse her breaks, make excuses, or waste
time on the phone. She never argues, complains, or circumvents authority.
She's dependable, trustworthy, and doesn't loiter around the water cooler. She follows company rules,
policies, and protocols. She's dedicated, communicates in your language, and often works past office hours.
She doesn't get tipsy at office parties, shmooze her way into a power clique, or succumb to vicious rumors.
She's not concerned about office politics, glass ceilings, or dress codes. And no one will ever accuse her of
getting too friendly with the boss.
And what really sets her apart...
She's affordable and rarely asks for a raise.
She's not hard to reach. In fact, you won't need a headhunter to locate her. You can find her almost anywhere.
She's probably the first team member you'd want to recruit when making your online presence. What's her
official name?
The Amazing Autoresponder.
If you do anything online, she can simplify your life. When a prospect, client or customer requests more
information through the Internet—she will instantly take care of it. And that's basically her job description.
What's nice about her is:
She works while you're asleep, on weekends and holidays. She never request vacations. She's smart, can
multi-task, and is easy to work with. You won't have to dish out extra expenses for her health benefits,
Worker's Compensation, or even a Christmas bonus.
You program her once—then leave her alone. She automatically takes care of your business. If you're ever
concerned about her accuracy or consistency, you can test her anytime of the day. Or night. It's fast and easy.
And three major reasons why she's your ideal employee:
1) When someone sends you an e-mail, opts in to your squeeze page, or places an order—she promptly
replies without you lifting a finger. You can program her to send a thank-you note, a questionnaire, or a
resource list with links back to your website.
Imagine the professional impression this makes with your clients and prospects. You can also include
assembly instructions, pictures or illustrations, or additional warranty information. Can you see how this will
reduce buyer's remorse?
And if you wanted to create a database from people replying to your e-mail campaign, instruct them to hit
"reply" to your e-mail link instead of having them click on a link to a webpage. They will get the same
message, but you will capture their contact info this way.
2) You can also program her to enclose call details for an upcoming teleseminar, give directions to an
industry trade show, or include complete hotel and flight recommendations for a one-time-only weekend
workshop. Your clients won't have to get on the phone, write an e-mail, or speak with your voicemail. All they
do is check their inbox for the complete details.
This frees you from going back and forth with each new request. Menial tasks are completed automatically
while you spend time with more important activities such as marketing.
3) She can be programmed to deliver a special report series, a mentorship course, or a digital product
premium included with a purchase. This gets fulfilled with lightning speed so your customer is instantly
gratified. They're hot for your product and nothing cools them down more than having to wait.
You can also splice tips, instructions, or beneficial content in-between your series to create extra value and to
reduce drop-outs. Surprise them with a few extras and they will value you even more. And they will likely buy
from you because you've shown you deliver more than expected.
At the top I deemed her as the Ideal Employee, but as you can see, she can run rings around her co-workers.
