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Autoresponders: Sales Generator or List Killer?

February 22, 2012 | Comments: 0 | Views: 135

Many Internet marketers use autoresponder programs to generate and send out mass emails. But these types of emails really generate sales? Or do they turn subscribers off? The answer is that it really comes down to how you use them.

Using Autoresponders to Increase Sales

Autoresponders are commonly used for sending a series of email. This does not mean sending multiple email messages each day, but rather a series of messages that have a common theme. Internet marketers develop short ecourses, newsletters and daily tips to add more value and build trust with subscribers.

Throughout the series, marketers may use 'soft sell' tactics like including product ordering information or special coupon at the bottom of the message to entice subscribers to make a purchase. But unlike sales email, the goal is to educate, inform and build trust. Once trust has been established, it becomes much easier to make a sale.

The beauty of autoresponder email content programs is that you can create all the materials at once and then set the frequency in which subscribers receive the information. For example, if you create a five-day ecourse, you can set the program to release one message each day for five days to subscribers. You can also specify that you want each new subscriber to receive your ecourse.

Another reason marketers create these types of marketing materials is to entice people to sign up and join the marketer's email list. By providing a free ecourse or weekly newsletter for signing up, subscribers feel they are immediately benefitting and will be more likely to buy something down the road.

Autoresponder Abuse

Unfortunately, some marketers use autoresponders to manage all aspect of their email campaign. And while this may be fine for those who only send one or two messages a week, some marketers abuse the system by sending one or two messages a day. The result is major increases in opt-out requests.

The problem with setting all messages on autoresponder mode is that you cannot create unique messages for different segments of your list. Even though it may seem very easy and quick to send the same message to everyone on your list, the result is that subscribers will feel like just another person on your list. Segmenting your list by age, gender, hobbies, influences and other factors allows you to create messages that reach subscribers in different ways - which could result in more sales.

Cornelis is a leading Internet Marketing Strategist. His diverse business skills focus on building online brands and products, growing ambitious internet (start-up) businesses and managing international expansion.

Cornelis is the Chief Marketing Officer at Optimizer HQ, a Deutsche Börse listed company which produces technology to help businesses find, win, keep and grow high value customers online.

Source: EzineArticles
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