One of the most powerful (yet often misunderstood) tools in your marketing toolkit is an email autoresponder.
You can use an autoresponder (such as Aweber, ConstantContact, iContact and others) to help automate regular communication in your business. Here’s some examples:
- Lead capture - as seen on this site and millions of others, you offer an incentive (discount off next service, free report, free trial, free access etc) in exchagne for someone’s email address. In its most basic form, the autoresponder will confirm the visitor’s information and deliver the promised benefit
- Customer reminders – if your service is recurring (eg hair salon, chiropractor) you can use an autoresponder series to automatically send customised reminders to your database. This will increase your sales without you having to lift a finger, and provides a valuable service to your clients who are often too busy to remember on their own
- Introduction of your services / products - once you’ve secured the prospects’ details, what you don’t want to do, is slug them hard for their credit card details. Not unless you want a high percentage of people clicking the “unsubscribe” option in your emails! Instead, you want to offer an education around the area of interest. Wherever possible, as a direct marketing copywriter I’ll create a series of 4-7 emails per product or service. In these emails we address the 2-6 biggest problems that their product or service solves. I’ll go into more details on the specific framework of these emails in future posts
- “Hand-holding” your customers through a process - for example, let’s say you’re an IT consultant and you’ve just performed an upgrade of your client’s computer systems. Your client’s going to have a bunch of questions over the coming days & weeks as they & their staff get their heads around the changes to their programs and processes. You could have a series of friendly emails written that address key areas that have changed… how to’s, things to look out for, answers to common questions asked after IT system upgrades and so on. This builds trust and a stronger relationship with your customers, as they know you care for them beyond getting your invoice paid!
- Notification of sales or special promotions - there’s nothing stopping you from scheduling 12 months of sales & marketing campaigns in advance. You can have these written by a direct marketing copywriter, then “set & forget” the whole deal. Like clockwork, your emails will be sent to your clients – normally suggesting they print out & bring the email / coupon into the store – and you reap the rewards. You’re also able to track the return on your investment far easier than you dreamed possible
In future posts I’ll go into more details around how I structure my emails in autoresponders. Of course if you have any questions, you can always email me at email@example.com and I’ll help where I can.