Autoresponders: Why and How

I’ll admit it took me a while to get on this bandwagon. The idea of an autoresponder always seemed impersonal, cold and a little overwhelming.

What Autoresponders Are (and Aren’t)

Even if you’re not familiar with the term “autoresponder,” you’ve almost certainly been exposed to them, since they’re a foundation of many companies’ email marketing strategy.

There are two basic types of automated email communications you can send to your mailing list:

  • Broadcasts are sent to the entire group of recipients at the same time
  • Autoresponders are sent to individual members of your list based on a “trigger” event (such as the date they signed up or the date they purchased a product)

Broadcasts, which are aligned with the calendar, are great for monthly tips, newsletters or special offers that are tied to a specific date.

Autoresponders are aligned with the customer, not the calendar – so they’re ideal for communicating timely messages relating to individual sales.

Why Do We Need Autoresponders?

Marketing folks teach us that a customer goes through a fairly predictable sales cycle before they’re ready to buy. Most sales leads become buyers in a process similar to the following: Read the rest of this entry »

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