Autoresponder Campaigns and How To Use Them
Simply put, an autoresponder is software or SaaS (software as a service) that sends a sequence of emails you have written to a person who has taken some sort of action on your site. This could be placing an order, filling out a form, etc…
The Most Common Use For AutoResponder Campaigns is Lead Nurturing
People who sign up to receive your emails probably fit into several groups:
Those who are ready to buy.
Those who are interested but want more information.
For that second group, setting up a follow up (drip) campaign is a big step in the right direction.
Here’s how a drip email campaign would work:
Let’s say you started a recent campaign to capture more leads by offering a free white paper that discussed one of the benefits of a new service you’re offering.
When visitors to your site request the information, they are entered in to your AutoResponder campaign. The letters you’ve written can show engaging content about how this service was created to solve a common problem that many readers have found. You might give a case study in one email, share examples of how your service solves the problem, and so on.
At the bottom of these emails, you can invite your readers to place an order, ask questions, etc…
After some time, you can split the readers into two groups: those who purchased (Group A), and those who didn’t (Group B). Group A now receives automated emails referencing components of the service you’ve provided, how to get more great service, training, etc… These folks have proven they will buy from you and you can expect to add more offers for them to take advantage of.
Meanwhile, Group B (those who didn’t buy) receives the automated email series that continues to explain the benefits of your offer. You might include links to videos, testimonials, more case studies, etc.. Many of these will eventually decide to buy from you once they are comfortable and ready to move forward.
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