What Email Autoresponders Can Do For Your Business
An
email autoresponder is basically just software that sends out pre-saved
emails on a schedule. Better than that, it actually keeps a
personalized schedule for each person on your mailing list.
Sounds complicated?
It really isn't; at least not from the list manager's perspective. (That's you!)
All
you really do is create a series of email communications that you want
everyone on your mailing list to receive. When a new name gets added to
your list, no matter when they joined, the software will take care of
sending them out the complete series of emails. The emails get sent one
at a time, based on a predetermined schedule that you set.
Unlike
you sending out a "bulk" email addressed to dozens of recipients, each
person on your mailing list gets a personalized email that is addressed
only to them. They never know whether you have three people on your
mailing list or 30,000.
Because you can use a mail merge type
feature to add user names and other personalization details,
autoresponder emails do not have to be just static form letters.
You
can even set up multiple lists and split out your customers based on
criteria you decide. For instance by product line, or prospects who have
only inquired versus customers who've bought, our household versus
business customers, etc.
Each of those lists can get a different
series of emails. There is no limit to the number of lists you can have,
the number of emails on each list or the number of names on each list.
A
good autoresponder service will grow with your business. A well-managed
autoresponder account may just put your business on autopilot.
Why should you use one?
Staying
in contact (as long as you have relevant and useful information to
impart) is the best way of turning prospects into buyers, buyers into
repeat customers and repeat customers into loyal fans.
Perhaps you
have a monthly newsletter you'd like to inexpensively share with your
customer base. Or maybe you want to train the buyers of a complex system
how to get the most of their new purchase. You could create holiday or
seasonal messages that go out to all your prospects and customers. The
possibilities are limited only by your creativity and imagination.
Say
for example that you run a camera store and you sell a customer a new
camera. Digital cameras these days have a mind-boggling array of
features. Let's say you set up mailing lists for each of the different
camera brands your store carries. When a customer buys a Nikon DSLR, you
add her name to the Nikon DSLR list. Then once a week, your
autoresponder will email her one lesson that teaches her how to use some
particular feature on her specific camera. You write these lessons just
once but every single customer who buys a Nikon DSLR from you benefits
from them! You could create similar lists for Canon, Sony, Pentax and
any other camera brand you carry.
This same principle could be
applied to computers, cars, sewing machines, leaf blowers... you name
it! It can even be applied to services such as tax preparation, house
cleaning, dog walking and prenatal care. The list is endless.
Where can you get one?
Although
it's possible to buy your own autoresponder software and run your lists
in-house, it's not recommended. If for no other reason than compliance
with CAN-SPAM laws. An online mailing service will assure compliance
while simultaneously offering you the most up to date software
available.
Three of the largest mail houses are:
· AWeber
· Constant Contact
· Mail Chimp
Of
course there are other services out there but these are reputable
companies that can handle even the most complex mailing needs.
How much do they cost?
The
cost for mailing services varies but is largely based on how many names
are on your list (aggregate number if you have more than one list) and
how frequently you mail to them.
To give you a general idea, a
list with around 1,000 names to which you send out emails every week
will cost $30 per month or less. For most businesses, just one sale per
month will pay for the full cost of staying in touch with everyone.
How to get names onto your mailing list
If
you're just starting out but already have a list of names and email
addresses, such as in CRM software or even just on a spreadsheet, you
can import them and have a jump-start on your list building.
The
service you use may require you to explain where the list came from and
affirm that everyone on the list "opted in". That is, they all gave you
their email address and explicitly agreed to receive email communication
from you. This is done for compliance with SPAM laws but is really not a
big deal.
Once your list is set up, even if it's just an empty
shell without a single name on it yet, all of the services allow you to
create sign-up forms that you can post on your web site. These
fill-in-the-blanks forms enable visitors to your web site to sign up for
your mailing list by filling in the form.
When they do, the
autoresponder service kicks into gear and will begin sending that
customer emails in your name. They will continue to receive emails from
you until they have either reached the end of the series you set up or
until they click the unsubscribe link included at the bottom of each
email sent out.
If you have visitors come in to a store, you can
also have your employees manually add customer information to get them
on your list. Or you can set up a kiosk and let the customers do it
themselves.
What if you have unscheduled sales or events?
You
are not just limited to pre-saved emails. Say that you have a special
event or an unscheduled sale coming up. You could create a one-off
"broadcast" email that will go out to your entire list (or multiple
lists or even segments of lists).
Broadcast emails get sent no
matter where in the series a customer may be. So a customer who just
received issue #7 of your newsletter and one who just got issue #2 would
both receive the same sale notice. This will not interrupt their
sequence and the first customer will still get issue #8 next while the
second customer will get issue #3 next.
There is no limit to the number of broadcast emails you can send.
Effectively managing your list
It
doesn't stop with simply collecting names and having some computer
automatically send out emails for you. Online mailing services include
detailed reporting so you can closely monitor the effectiveness of your
mailing operation.
· How many of the emails you send actually get opened?
· How many of the links in your emails get clicked?
· What percentage of users unsubscribe?
·
You can even create multiple versions of your sign-up forms and test
them against each other to determine which is better at getting
prospects to sign up.
Worried that some third-party company has
possession of your customer list? Well you can easily export the list
from their servers and import it into your own CRM or other business
management software.
Of course there's nothing you can do about
them having the list. At least not as long as you want them to keep
managing your mailings for you. (All the more reason to stick with
reputable companies.) But at least you can easily get and keep your own
copy in-house.
List Rental
Some
companies may allow you to mail to rented lists under certain
conditions. If you frequently rent email lists, you should definitely
solicit the services of a mailing professional to help you. Be sure and check out
The Corner Market-ing Blog. Lot's of good stuff there.
"Enjoy Your Coffee"
Michael Stanley