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Email Marketing and Autoresponders For Your Business

Updated on April 4, 2010

How Important is Email Marketing?

Email Marketing is essentially keeping track of your clients or your customers. If you haven’t already known, it is probably one of the most important things in your internet business. Be it to earn money from home, or for a large corporation, without a good email marketing system, you will most likely find a lot of difficulty maintaining a steady base of customers. This so called steady base of customers is your “list”. You might have already heard that the money is in the list. And that is something that you must take note of because it is true!

So you might be wondering what is email marketing and how do I get people to be in my “list”. Well there are services on the internet which help automate all of this for you. And they are called autoresponders, which is a fancy term for an automated email delivery system. Some well known autoresponders on the internet are:

  • Aweber
  • GetResponse
  • ConstantContact

Internet Marketing and autoresponders essentially go hand-in-hand. In today’s online business world, you simply cannot succeed at internet marketing without the use of autoresponders. They are used to achieve many of the marketing tasks that are essential to a successful online business.

Whether you are do affiliate marketing or market your own products, having an efficient email delivery system is a big part of your marketing arsenal. Autoresponders are used to keeping contact with your past customers, and to develop a relationship with potential customers.

An autoresponder can be used to deliver sales messages to your opt-in customer list. It can be used to deliver email courses, to send reminders, and even to help you build an opt-in list if you don’t already have one. There are many creative ways you can use your autoresponder to make more sales and to build customer relations.

Any successful marketer will tell you that there are two tools that are vital to any type of online marketing – an opt-in list and an autoresponder. In fact, most marketers will agree that you could take away all of their other marketing tools, but they would fight to the death to keep the list and the autoresponder!

Build Interest With Autoresponder Messages

Your autoresponder can be used for various reasons as noted above but the first thing you want to start is to build interest with your potential customers. I must also emphasize that you must be very careful when you approach your potential customers. Few people like a hard sale, and marketers have known for years that in most cases, a prospect must hear your message an average of seven times before they will make a purchase. Too often, marketers make the mistake of literally slamming the potential customer with a hard sales pitch with the first autoresponder message – this won’t work. How do you accomplish this?

You build interest slowly. Start with an informative message – a message that educates the reader in some way on the topic that your product or service is related to. At the bottom of the message, include a link to the sales page for your product. Use that first message to focus on the problem that your product or service can solve, with just a hint of the solution.

Build up from there, moving into how your product or service can solve a problem, and then with the next message, ease into the benefits of your product – giving the reader more actual information with each and every message. Your final message should be the sale pitch – not your first one! With each message, make sure that you are giving the customer information pertaining to the topic – free information! This is what will keep them interested in what you have to say.

This type of marketing is an art. It may take time to get it exactly right. Use the examples that other marketers have set for you. Pay attention to the messages that you receive from other marketers. Start a ‘swap’ file, and keep those messages. Use some of the better sales copy for your own autoresponder messages – just make sure that yours doesn’t turn out to be an exact copy of someone else’s sales message!

Remember; build your potential customers interest. Keep building on what the problem is, and how your product or service can solve that problem or fill that need. If you are doing this right, by the time the potential customer reads the last message in that series, they will be convinced enough to make a purchase!

Business Automation with Autoresponders

The next most important thing about autoresponders is to automate your business. It is absolutely impossible and unproductive to sit in front of your computer and manually deliver your message to every single customer in your list. The less time we have to spend doing small tasks, the more time we have to make more money – or we could spend that time doing something besides working. Putting an online business on auto pilot isn’t difficult at all – and it is all done with the use of autoresponders!

It can be used to get people to your website, or to promote products and services. Simply plug your sales message into the autoresponder, along with some valuable information that your potential may want or need, and deliver to your list!

Once the person arrives at your site, and goes through your ordering process, another autoresponder kicks in. This autoresponder should send out a receipt, as well as information that will grant the customer access to whatever it is that they have purchased. Another message should be sent out after this, thanking the customer for their business, and letting them know about similar or related products or services that they may be interested in.

The beauty of this is that while all of this ordering is going on, and these important customer service emails are being sent, you can be off doing something else! The more automation you can integrate into your online business, the better off you will be.

Use Your Autoresponders Responsibly

Finally a word of caution when using your autoresponders; do not send unnecessary messages that look like spam to your customers. It is very important that you word your messages carefully. Making your messages more personal instead of trying to sell something with every message makes your customers more at ease when reading your emails. In today’s world of unsolicited email and spam laws, Personal emails are now designed to filter out messages that look like spam. Therefore, it is extremely important that you learn to use your autoresponder responsibly. They make our lives much simpler, and are very powerful marketing tools, but if used in a way not intended, they can quickly turn your life into a nightmare!

First, never add people to your autoresponder mailing list that should not be there. If they have requested information from you, they should automatically be added, and you should have a ‘double opt-in’ method in place to make them confirm that they have requested the information. This serves to protect you and them.

Each autoresponder message should include a link that the recipient can click that will automatically remove them from the mailing list. Without this link, you will be breaking the spam laws, and you risk having your website, your ISP service, your email, and your autoresponders shut down!

We all want to build a list of a million people, but you must do so responsibly, and it does take time. Don’t get in a hurry and break all the rules and laws in an attempt to build a large list. This will only result in losing your list altogether!

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