What is an AutoResponder?
An autoresponder is online software that manages your mailing list (subscriptions, unsubscribes), and allows you to send emails to people on your mailing list automatically.
As an Internet Marketer, looking to make money online, you need your own mailing list. And you need an auto-responder to exponentially increase your ability to have one-on-one conversations. One-on-one conversations build relationships. And people buy from folks that they like and trust.
(In fact, they don't even have to like you. They just have to trust that you have something of value to give them. And can be trusted to not cheat them.)
An auto-responder also gives your visitors multiple touches with your products, services, and expertise. Forget the mile-long sales letter. Instead, have short, bite-sized conversations with each prospect on your list. And spread it over a period of time.
An auto-responder facilitates this. It establishes your authority, as you educate your prospects. And builds trust over time.
Nobody buys from you, the first time they come to your web site. You will likely get less than 10% of your visitors signing up for anything on your squeeze page. Without an auto-responder, you are stuck trying to move someone from
"Hi, how are you", to "PLEASE! BUY MY PRODUCT!" All in one web site visit.
How are autoresponders used?
Auto-responders are used in various use cases, such as: - Welcome Letters
- Order Confirmation
- Customer service
- Special offers, to particular demographics of your list
- Mini-electronic courses (This is BIG.)
You're really limited only by your own imagination.
What do the best auto-responders give you?
There are 7 key things that I want you to look for in any autoresponder that you consider: - The ability to run multiple campaigns at once
What this means is that you can handle more than one type of conversation at any given time.
Imagine having several different tracks, or lanes. Depending on the source of your prospect, or the demographics, or the product they are interested in... you can initiate a different autoresponder conversation with them.
- The ability to personalize:
The ability to personalize the email, particularly the subject and intro paragraph, really engages the prospect! If you're doing bland, generic emails to your mailing list... you need to STOP.
- The ability to schedule your messages:
Pretty much all autoresponders should give you this. And this is where they add the most value. Basically, you write the messages once, then set it (schedule) and forget it.
- The ability to test:
Also known as split-testing, your autoresponder should allow you to compare two different messages... and pick the better one.
By doing this over and over and over again, you'll continuously increase your conversion rates. Build better relationships. And sell more.
- Flexible format of sign-up form:
From standard HTML forms, to pop over ads, pop under ads, and even fly-in / post-it ads... there are lot of formats to use. An autoresponder that gives you this flexibility allows you to tweak one more thing for improved sign-up rates.d, etc.)
- Double opt-in - The individual has to fill out your form. Then, after receiving an email confirming sign-up, they have to click a link to confirm. Before they hit your list. Reduces the likelihood of your messages being flagged as spam.)
Best practices for autoresponder programs
- Offer an ebook.
Even if you don't have a web site, you can make the free eBook available. A number of autoresponder programs will let you set up a landing page, and host it with them.
- Publish a mini e-course.
you can load your autoresponder with an e-course. No more than 7 chapters. Send one chapter a day. If you incorporate video, your content will definitely be consumed. (If text only, a lower % of people will follow through to read it. But many still will.)
By giving away valuable content that helps your prospect, you'll be building reciprocity. That is, they will feel obliged to respond in kind by giving you something:
Their attention,
their support,
their patronage,
their testimonies.
- Encourage people to forward the emails.
Make it easy and fun for them to do so. Again, video facilitates this well.
- Make it a dialog, not a monologue.
Give them plenty of opportunity and encouragement to comment on a blog or discussion forum, about the very message they've received. They will find other comments from other recipients of that exact message, and will inadvertently form a community with those like-minded people.
- Rise above the noise
Be different from everyone else. As Frank Kern said, "The money isn't in the list. It's in the relationship you create with that list."
What are the best autoresponders?
While there are dozens in the marketplace, these are the most reputable players:
For the most part they all offer the basics. But depending on what features matter most to you, one or two will jump out. - Oprius will build landing pages (squeeze pages) for you.
- iContact will allow you to load in leads that you've collected from a different source, and are transferring into your iContact account. With no fuss. Oprius and AWeber will require folks on that list to opt-in again... or otherwise not be added to your list.
- AWeber specializes in scheduled autoresponders. But while Oprius may have similar functionality, it's not called out in as straightforward a fashion.
There are also price differences.
The best bet is to check out the features and testimonials of each, and then decide for yourself. But any of them should give you good service. It's just a matter of preference.
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