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Marketing Hack: Email Auto Responders

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email auto responders

 

What are Email Auto Repsonders?

An autoresponder is a computer program that automatically answers email sent to it. The first autoresponders were created within mail transfer agents that found they could not deliver an email to a given address.  These create bounce messages such as “your email could not be delivered because …” type responses.

 

Today, autoresponders are often used as email marketing tools, to provide immediate information to prospective customers and then follow up with them at preset time intervals. It is a good way to get in touch and get straight to your potential clients. Email marketing experts agree that any website, email or any other form of on-line content has to grab the attention of the reader within 10 seconds. This means that the emails you send as part of your autoresponders campaign, need to be written in a fashion that will instantly appeal to the recipient. Logically speaking, the email subject is your real hook.  You must catch your client before they even open the email, by setting the subject to something that will get their attention fully. Remember, you are trying to build loyalty, credibility and get the “clicks” in the end.  If some of the recipients unsubscribe before you earn their business that only indicates that you are not delivering what they thought they signed up for.  Each reader that signs up is looking for something they can use, and that is what you want to give them.

 

Generally speaking, it is a good rule of thumb to send out 7 to 8 autoresponders in a sequence.  This is how long it usually takes someone to get your message. You may want to consider not promoting right away to them until the fourth or fifth email broadcast. You can mix it up by giving them free information and useful tips. You can write something fresh or ground-breaking that can help build a business with them or solve problems.  Remember each reader who signs up to your list is looking for something they can use and that is what we want to give them.  You do not promote in every message you send at this point.

 

There are many ways you can present your promotional materials.  Each company has its style.  What is most important is the content and the articles because that is what keeps the attention of the potential customer.  The key is to be creative, light and original.  Some friendly banter is always more welcome than a stuffy business proposal. Show your clients that you know how to have fun although you do want them to take you and your services and products seriously.

 

Keep your emails colorful and provide photos and articles that can be related to you but show good news or light-hearted images as well.  Provide a newsletter or promotional materials that will keep the reader in a light mood. Make your materials friendly and interesting. Take advantage of holidays or current events and weave them into your messages.  By doing so, you are entering the conversation that is already occurring in your prospect or client’s mind.

Autoresponders are a great way to increase your conversion rates.  By reaching out to, individuals you are already in contact with you will have a better chance of converting them into a client. Ultimately the newly converted client will refer you and your services to others.  Expanding your client caseload generates revenue, therefore, increasing the return on your investment.

 

 

Server-side autoresponders enable users to install the autoresponder system on their own server.  This will require some technological skill, but companies such as Infisuionsoft and A Weber provide virtual training and live customer support. This is an immensely powerful tool in the hands of a capable individual with some marketing know-how.

 

Though most autoresponders are primarily email-based, even in today’s technologically driven world, you do not have to limit your autoresponders to email campaigns.  “Snail mail” still has its place.   Following up with reports, newsletters and magazines is a viable way of reaching your target audience.  Adding a personal touch such as birthday and holiday cards can be a very effective tool as well. Autoresponders are simple yet effective programs that allow you to broadcast bulk messages to others and by mixing it up a little you have a better chance of reaching a larger audience.

 

I hope this tip gets you on your way to creating an auto responder or law firm follow up sequence.

 

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