Let’s talk about autoresponders and email marketing today.
What actually is an autoresponder?
The autoresponder is the most powerful tool in your email marketing. It allows you to send out emails to your subscriber automatically. And the best thing is, you can even personalize the emails so that it looks as if they were written specifically for you.
And an autoresponder sequence is “set it and forget it”. Once you have set up your autoresponder sequence, it’s working day in and day out, 24/7 365 days per year without you having to do anything!
How cool is that?
So, how to start?
You have set up your very first landing page and people are starting to opt-in for your lead magnet. Now it’s time to follow up and start building a relationship with your subscribers.
But how do you do this?
You’re sitting there trying to set up your autoresponder sequence, but …
What to write about? How often do you write?
And lastly, you are doing this to make business, so how do you sell with your emails?
Great questions! Glad you asked :).
Your welcome email
The very first email that will go out to your new subscriber is your welcome email. And this email often is totally undervalued.
The welcome email often has the highest open rate of all emails that you send out. So, there is a great opportunity, right?
So you want to write a really powerful welcome email.
In this email, you set the tone for your communication with your subscriber.
What you want to do in the welcome email first is to reinforce that it was a great decision they have made to subscribe to your list.
Next, you want to set expectations. You tell them who you are, what you do and what they can expect from you. How often they will get emails from you and what’s in it for them, because you want them to open and read your emails.
And of course, you give them access to the freebie they have opted-in for.
Your Autoresponder Sequence
The first thing you want to achieve with your autoresponder sequence is you actually want to get them to consume your freebie. Believe it or not 50% of your subscribers actually never access the freebie that they have subscribed for!
People that have consumed your freebie are much more likely to stay on your list to stay engaged and also are more likely to buy from you. Which is the ultimate goal, right?
To set up an effective autoresponder sequence, you need to know that there are basically 3 different types of emails that you can write. There are:
- Content-based emails
- Relationship-based emails
- Promotional emails
- Content-based emails
When it comes to email marketing it is important that you deliver value to your subscribers. If you only try to sell them something, they will stop engaging with you. Most likely they don’t open your emails anymore after a while and finally they unsubscribe from your list.
You don’t want that.
So, content is king, and you want to deliver value, value, value. You want your subscribers to eager wait for your email, because they know they will get something out of it, learn something new, or find valuable resources.
So, content-based emails are the core of your email marketing.
And no worries, you don’t have to come up with all the content yourself. You can do some research on the Internet and look for content that has gone somehow viral, that people engage in, that they like, share and comment on.
And then use this content, summarize it in your email, put your own ideas and opinions to it.
There are some great tools out there that help you do this. One of best is Buzz Sumo, you find it here: http://buzzsumo.com.
But keep in mind, the content that you send out has to be relevant to your audience to the reason why they’ve opted-in in the first place.
- Relationship-based emails
Next, you want to build a relationship with your subscriber. They have subscribed to your list because they look up to you. They want to learn from you, but they also want to know what’s going on in your life.
You’re not only the “guru” they learn from, you are also the leader of the tribe. People love communities and they definitely want to belong to a great one. So, be real, be a person they can relate to, they can emulate.
I almost say this in all my articles, people buy from people they know, like and trust. To build trust in you, they need to know you and they need to like you. So, share some personal stories, let people participate in your life.
If you share some personal things about your life with your subscribers, they will see you as a friend. And that’s what you want to be. You wanna be a friend rather than a teacher. We are all emotional creatures, we want to feel with people and we want to have fun. And this also sets the frame for a positive learning environment.
And also, if you open up and don’t have the feel to hide your personality, people are much more likely to trust you, which is your ultimate goal.
- Promotional Emails
And last but not least there are promotional emails. You have a business, you want to sell your services. Or maybe you want to drive them to an affiliate product and make affiliate commissions from it. Whatever it is, you want to turn subscribers into buyers!
It’s also quite hard to sell a high-ticket offer to a subscriber who never purchased anything from you, although that’s possible.
But you may want to start with a low-ticket item that’s just a no-brainer.
And somebody who has already purchased from you, no matter how cheap the item was, even if it was just 1 buck, is much more likely to buy again from you than anybody who hasn’t bought from you, yet.
Remember the saying: A buyer is a buyer is a buyer …
So, when you set up your autoresponder, you want to find a balance between content-based, relationship-based and promotional emails. But much more important than which type of email to send is the consistency with which you send the emails.
You’ve set some expectation in your welcome email. Are you following up with this or are you falling behind? Consistency is key!
Remember, these are not subscribers, not only numbers, these are people and they actually have a value for you. Over time you’ll find that a subscriber on your list has a lifetime value (LTV), which is the average amount of money any person on your list is spending on your business.
The benefits of email marketing.
Email marketing is still here to stay, although a lot of people think that it’s dead because of all the social media channels. But think about it, an email list is really the core of your online business. It’s an asset that’s actually owned by you!
Social media channels come and go and there’s always the danger that something that was free in the beginning suddenly is very costly. Google has done it, Facebook has done it. And when your account will be shut down for whatever reason, you might lose your whole business.
Not so with email marketing! Your list is your asset! Think about it!