Autoresponders are a great low-tech tool for building relationships with your customers. The majority of potential customers who visit your sales page will leave and are never be seen again. An autoresponder enables you to capture contact information and automatically re-contact them by sending e-mail messages at pre-scheduled times. If these e-mail messages are not well written your e-mail campaign will be ineffective.
7 tips for creating effective autoresponder messages
1. Thank customers for subscribing
After subscribing or purchasing a product I often get introduced to another product without receiving a thank you message. The marketer launches straight into another sales pitch. This turns off potential clients and reduces your sales. Your first autoresponder message should thank the prospect for subscribing or purchasing your product.
2. Create smooth transitions between e-mails
Prospects may not remember the previous e-mail they received from you. After the thank you message successive e-mails should remind your prospect about the previous e-mail they received. At the bottom of each message include a sentence or two about the content they will be get next. This helps them to look forward to the next e-mail in your autoresponder series.
3. Include an unsubscribe link
Don’t annoy your customers by not having a way for them to unsubscribe from your e-mails. Each follow-up message should include an unsubscribe link. Most professional autoresponder services automatically add this to your follow-up messages.
4. Personalize your messages
When you create your sign-up form be sure to include the name and e-mail address fields so you can address customers by their first name in your correspondence. Personalizing your e-mail messages makes them feel your content was specifically written for them.
5. Provide valuable content
Your content should address their needs, wants and desires. Try to place yourself in your customers shoes so you can think like them instead of just giving your own viewpoint. If you provide solutions to their most pressing problems they will look forward to receiving your e-mails. Try to vary your content by including short reports, videos and podcasts. Not all people prefer written content but many people digest content more easily using sight and sound.
6. Correctly format your content
Internet users use many different types of e-mail software to read their e-mails. If it’s not formatted correctly they may not be able to read it. Long sentences can get cut off therefore make sure each sentence of your text e-mails is only 65 characters in length. Not everyone accepts HTML e-mail so if you are only using HTML e-mail templates they may be able to read your content. To avoid this send messages in both HTML and text or just use text if you prefer to only use one method.
7. Proof read your content before it gets delivered
If your content is full of spelling and grammar mistakes it will not look very professional and you will lose credibility in the eyes of your customers. Get someone else to proof read your messages if you can’t catch the mistakes yourself.
If you create well-written content that appeals to your customers you’ll generate more sales.
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From Herman Drost – Web Design, Hosting, SEO
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