Why specifically do you want or need an autoresponder?
This will depend greatly on your current situation …
If, for example, you already have a loyal following on your website, an autoresponder is a great way to capture the names and email addresses of those visitors so that you can initiate conversations more easily in the future.
… Or maybe, you have a new product you want to start selling to your readers. Setting up an autoresponder is a great way to build trust, credibility and rapport with your market, so that you have their attention and respect should you wish to discuss something new.
Finally, maybe you have a product or message that makes sense to deliver over time. A good example is a newsletter for pregnant women. Because subscribers are on a predictable calendar, it makes sense for them to hear from you on a weekly basis as the gestation process unfolds. In other cases, some autoresponders are used in a similar fashion to teach a set of lessons over the course of 10-12 weeks or even a year. It’s a great way to parse out the information in consumable sections or chapters that provide subscribers with direction and room to breath.
As a first step, I suggest you write down your goals for an autoresponder as they relate to your overall Internet marketing strategy. It is important to identify exactly what action you want subscribers to take, what benefits they’ll get from subscribing and how you’ll measure success.
Measuring success might include:
- an increase in site traffic,
- an increase in subscriber rate,
- more products sold,
- higher average order values,
- or more Facebook fans.
It all depends on what you are trying to achieve and how you position an autoresponder to help achieve your specific objective(s).
It is also important to remember that you can set up multiple autoresponders either for separate groups of people or for individual niches within a single group of people. If you take a strategic approach to segmenting your market, it is likely you will have some people on more than one list. This is good and in fact will please your subscribers if you can achieve this level of targeting with your communication.
Are you using an autoresponder? How’s that going? Did you set clear objectives before inviting people to opt-in?