Squeeze Profits from Your Autoresponder
Although web businesses use autoresponders extensively,
it's doubtful that many are taking full advantage of this
tool to broaden profit potential. Are you missing out on
more repeat visitors, better customer contact, enhanced
marketing and greater revenue? Maybe it's time to broaden
your autoresponder use.
Lead capture is likely the most common autoresponder use.
A common technique is to drive traffic to a lead capture
page with a pay-per-click campaign and offer some juicy
information in exchange for a name and email address.
Sales messages can eventually be sent as follow ups to
the information series. But autoresponders can be
incorporated in many other ways. The impact on your
bottom line can be substantial, especially if you combine
several autoresponder uses.
Autoresponder use beyond lead capture can be slotted into
two categories, although there is some profit-boosting
- Marketing: information directly designed to promote or
- Services: making information available to customers or
visitors, helping to increase business visibility, draw
return traffic and ensure customer satisfaction.
Here are four effective ways to use autoresponders in
1. Tossing a customer survey into the autoresponder
message mix can provide you with valuable information
about your business techniques, especially if you offer a
gift of some kind for completion. The survey can be timed
to go out after a certain period, after completion of an
information series or after a fixed number of sales.
2. Relationships can be strengthened by sending out a
customer appreciation gift or an unadvertised bonus. To
retain someone who might be neutral about your product or
service, send out the offer early on. Of course, loyal
customers deserve a nice surprise as well now and then
because they are hard to replace.
3. Training and motivating affiliates.
4. Offer a free gift when someone unsubscribes. By
exchanging products with another marketer, each of you
may gain a customer or subscriber when the other loses
one. And the parting gift can create goodwill that might
rebound in various ways.
In the services category, depending on the nature of your
website, you could create a long list of options for
visitors to choose from, including a list of free
reports. You can use these reports to cross over into the
marketing category by offering subscriptions within them
to information that is more sales oriented.
Your services list could also include:
1. Responses to frequently asked questions.
2. Details on your services and products.
3. Ezine archives.
4. Testimonials, if you have a long list. Of course,
encourage everyone to pass on the information to a
5. Public domain reference material, branded for your web
6. Any other material that is lengthy.
Remember, many web users are still on dial-up services,
some with a limited number of hours per month. Anything
you can offer to reduce their time spent reading online
will likely be appreciated.
And excellent service translates into another marketing
vehicle, one that the autoresponder can enhance nicely.
Todd Kenovas is Marketing Manager for Webways Media, the
solution. See http://www.webwaysmedia.com for more