Many marketers (particularly those that hate using their creative genius for something as mundane as e-mail) will moan and groan about developing an autoresponder series. Unfortunately for them, an autoresponder is an important tool in getting and keeping leads, which means that sooner or later they're going to have to take the plunge and put together an autoresponder series of their own. What is an Autoresponder? An autoresponder is a series of mailings that go out to your clientele when they choose to opt-in to your mailing list. Why is an Autoresponder so Important? An autoresponder serves a very important function-it keeps your company in the forefront of your consumer's minds until your next mailing. Through your autoresponder the people on your mailing list will have the opportunity to get a feel for you, your company, your field and your products. It's important to remember that although the individuals who have chosen to opt-in to your mailing list have visited your website, their first lasting impression of your company is going to be determined by your autoresponder. Everyone knows that websites are carefully put together to show a business in its best light. You could be old and crotchety, without a sense of humor (or a lick of sense altogether!) and no one would know it from your website. It's bad for business! Your autoresponder series is going to give them their first look into the "heart" of your business. It's going to tell them who you are, what your personality and the personality of your company is (Are you open and friendly or curt and professional? Funny and outspoken or crisp and to the point?) and, most importantly, where your company's values lie. How does an autoresponder series show your company's values? Think of it this way. When you receive e-mail day after day from a company offering you the chance to buy their products, what do you think? That the only thing they're interested in is making a sale. On the other hand, if a company sends you (for FREE) pages of information about your niche, your interests and, incidentally, the way their products can help, you're going to view them in a warmer light. Everyone wants to work with a company with a conscience, and that's just what you want your autoresponder series to show you to be. How Long Should My Autoresponder Series Be? Long enough to leave an impression, but not long enough to begin to irritate your clientele. Many marketers will tell you that your autoresponder needs to be ten to fourteen days long to really leave an impact. These are the same people that are going to offer you the once in a lifetime opportunity to buy into a beachfront time share in Kansas! A good autoresponder is about four to seven days long, ten IF AND ONLY IF you have something worthwhile to say. It's quality, not quantity, that's going to leave an impression. What Do I Say? Ah, the age old question. A good autoresponder should be about more than trying to make a sale. It should be light, fun, informative, relevant and, most importantly, factual. People come to you looking for more information about something that interests them. If you can give it to them with your autoresponder you can guarantee that you'll have their business for a long time to come.
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