on Wednesday, January 13th, 2010 | 5 Comments
Just about anyone can be setting up an autoresponder account. There are even step-by-step tutorials as well as videos that can guide you through the process. It will make you feel awful good when you get it all set up and have created your first sign up form. Then you have to try and decide if you should send out a follow up message or a broadcast email. What is the difference between the two and when should you use one over the other?
Usually as you are setting up each of your list you create (and there will be a lot!) you will probably want to start with setting up a sequence of follow up emails. Later on you will be sending out broadcasts.
How about Follow ups
As you build your list through say a free opt-in giveaway, you will then begin sending out follow up messages to try to establish a relationship with your list. They have to get to know you and trust you. You should give them a little personal information and a lot of valuable niche information.
You can also use follow up messages to send out an ecourse and you will be able to deliver membership goodies. They are also used to promote products when timeliness regarding the product is not an issue. You could maybe give a short report to your list that is related to the product. Then how about setting up a sequence of seven follow up emails that can address problems or questions that can point to the bigger product you are promoting.
Now about Broadcasts
When you feel there is something that is ready right now or will be shortly or need to get out a quick message, send it as a broadcast. Most marketers use broadcasts to promote the latest and greatest products, especially if they’re part of a big JV launch.
Broadcast can also be used for email swaps where you and another marketer give away each other’s free product in order to build your respective lists.
As you load up your autoresponders for follow up emails, make sure they are timeless, evergreen I think is the new term. See, now if you are sending a broadcast email today and you are talking about the lovely summer weather because it’s summer, that’s fine. But you can not talk about the current weather, current politics or a current celebrity scandal in your preloaded follow up emails because your future subscribers may not join your list right away and they’ll be able to tell your email was written a while ago.
Also you might think about the time issue in your emails when you promote products. Try not to talk about a “newly released” or “brand new” product in your follow up emails because some people will be signing up for your list a whole year from now. Will that same product be new by the time they get to that preloaded email? No. They might buy it and feel cheated or lose trust in you when they figure out it’s been around for a while.
There are a few autoresponder companies out there. The important thing you must remember about all of the companies is how is there reliability in delivering your emails. That reliability and deliverability are very important for your business. If your customers can’t hear from you they will find others who will stay in touch with them.
Cost should not be a factor when you choose your autoresponder. A cheap autoresponder does not guarantee that your messages will get out. Two of the better companies out there right now are Aweber and Get Response. I use Aweber myself and I can say I have had no problems with them.
So just remember, both types of emails have their function and if you think about how you are using each, you can use both types very effectively to your advantage.