Email marketing still has its place in the Internet marketing world. Within email marketing, one of the most effective types of campaigns is sending out auto responders. The idea is simple enough. You just send out 10 or so emails to each customer, each one in succession getting more sales-oriented. The customer always has the option to opt-out at any time, but if you use a refined strategy, he will keep receiving your emails until he sees it through to the end and gets your final marketing message.
The first thing you need to do is to make sure you have a brilliant overall concept. The emails should have a common thread running through them besides “buy my product.” If you sell clothing, you might have an auto responder series on a particular season of the year, for example. Your overall theme might be “winter activities” and all your messages would lean in that direction. This gives the auto responders the feel of an ongoing conversation.
Another step you can take to make your auto responders more impressive for the consumer is to do some research on your subject. Your messages, especially the early ones, should be chock full of valuable information. Dig a little deeper to find information that is surprising even to you and you can be assured that you will capture the interest of your readers.
You should strategize very carefully about how to introduce the sales aspect of the auto responders. In the first few messages, you should say very little about sales. You want them to know that you have something for sale, so you will definitely mention your business name and industry. However, you will have to be careful to avoid pushing the idea of buying too early, or the reader will drop out before you get to the actual marketing message. If she does, she will not be inclined to buy from you at all, and may even report you as spam.
Finally, craft the final marketing message before you start writing the first auto responder in the set. This is similar to the playwright who composes the last act before starting on the first lines of the play. It helps to know where you are headed. That does not mean that you rush to get there. In fact, just like the playwright, you want to engage your audience and bring them along for the ride. Yet, in the end, you want everyone to arrive at the destination of your choosing. In other words, you want them to purchase your products and become customers. With the right attitudes in your writing, you can make that happen.
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