Email Autoresponders: Are You Doing It Wrong?
An email autoresponder is a tool allowing people to automatically respond to an email from a customer. In the right hands this can help save a lot of time. However if done incorrectly it can seem awkward and impersonal which is why it is important to know how to use an autoresponder in the right way.
The traditional style of autoresponder is a message someone receives when signing up to a mailing list. It is an effective way of engaging people- you can offer free courses that give people an idea of a service you can offer or providing exclusive discounts to encourage sales.
Additional add-ons allow you to use conditional logic to add customer lists for specific products they are likely to be interested in. For example, if people buy baking equipment you could also suggest recipe books, instructional videos and so forth.
Time/action sensitive autoresponders (also known as Autoresponder 2.0) can be used for specific times- a classic example of this is restaurants offering a milkshake on someone’s birthday or offering discounts on a Monday lunchtime when the restaurant is likely to be quiet.
Finally, there are autoresponders that can react to what people view on your website, giving you an idea of what people are considering buying and allowing you to adjust promotions and marketing to encourage them to buy.
What works for you?
If used right an autoresponder could potentially deal with a lot of problems a business can face when trying to get new business or keep it- for example, if someone cancels an order you can prompt them, asking why they didn’t and providing potential solutions.
However, it is also important to be careful with this approach- excessive autoresponses can become annoying and may prompt people to unsubscribe. In the worst case scenario they not only unsubscribe but inform people of this too, potentially damaging the reputation of your website and by association your business.
As with anything it is about balance- looking at what you want for your business but equally considering the needs of your customers and how to help them when it comes to making purchases or engaging with you.
Working with a company
A good marketing company should look at what you want to do and what is appropriate for your target audience. This is both in terms of when you use an auto responder and the kind of message that you use. The content is just as important as the regularity in which you post that content.
Essentially you need to offer information that applies to a wide range of people in your target demographic while at the same time having a reader feel that you are engaging with them and you understand their needs.
We believe in giving you the tools you need to get the most from your auto responders. Contact us today and we will be happy to discuss your requirements in more detail and help you get more from your marketing.