Writing Money-Making Autoresponder Messages
Having a series of money-making autoresponder messages is a very important part of the process, obviously. If your autoresponder copy is dull and ineffective, it doesn’t matter how big your list is because you’re not going to make any sales. That’s why it’s very important that you understand how to write good copy before you get started.
After you sign up for your autoresponder account, you will want to load it with messages that will gain people’s trust and help you make sales.
Understand The Difference Between Follow-Up and Broadcast Messages
If you are completely new to list building, you may not know the difference between a follow-up message and a broadcast message.
Followup message:
Your follow-up messages are what the members of your list receive no matter when they sign up. These will usually be in a sequence that is delivered at a predetermined rate.
So, if Sally signs up on Tuesday she will receive follow-up message #1 on Tuesday. If Tom signs up on Friday, he will receive follow-up message #1 on Friday.
That means that your autoresponder sequences are your little relationship builders and salespeople 24 hours a day, seven days a week, 365 days a year.
Broadcast messages:
These types of messages are sent out to your entire list so that they receive them at the same time (also referred to as an “email blast”). This is a good option if you have something to share that is not a normal part of the sequence. It might be a special announcement or a time-sensitive or limited-time-offer special deal.
Use both types of messages in your business for best results.
Think About How Often You Should Send Messages
At first, you might be nervous about mailing to your list because you’re not sure how many messages you should send and how often. Unfortunately, there is not one correct answer to this question. The answer depends on your niche, the relationship you have with your members, and what kind of information you share.
If your messages offer a lot of value, people will probably want to receive them more often. If your list messages are more focused on making sales, people may expect them (and want them) less often.
Still, the balance is individual, so you should test what is best for you. A good autoresponder will show you the number of people who click on your message when you send it. If the number stays high with more frequent messages, your unsubscribe rate doesn’t increase, and sales tend to remain high, then your list may want to be contacted more frequently.
What some marketers suggest is having one autoresponder message scheduled per week, with perhaps a broadcast message in between if you need to have a special mailing. Yes, at times the messages might land on the same day to certain readers, but that’s no reason to avoid sending broadcast mailings to your followup message recipients.
Carefully Craft Your First Message
First impressions count. That’s why you need to carefully write your first autoresponder message. It is the first impression your list members will have of you. Even if they really liked what your website had to say, they will unsubscribe very quickly if they don’t think your list will offer them a lot of value.
Your first message should almost never contain a sales pitch. This is your chance to prove that they will want to remain on your list. You want to be warm, open, and friendly. You should also consider offering a special bonus or surprise for free. This will immediately help set a positive association with your messages. This can increase the open rates on your e-mails, put your relationship on the right path, and help you make more sales later on.
Decide When To Make Your First Sales Pitch
Some marketers are focused on making the sale right away. However, you may want to consider holding off until you are at least a few messages into email sequence.
Now, this rule doesn’t apply if people sign up to get a coupon or special product offer. Then they would expect that they are going to be sold to right away.
However if your list members signed up to get some valuable information, they may not take too kindly to getting pitched to right away. This is something you may want to test, but you need to think about the relationship first and the money later in most cases.
Split Test For The Perfect Balance
As your list grows, you will want to split test your messages. You might find that the way you set things up in the beginning was not the optimal way. We all want to improve our results and split testing makes that achievable. By tweaking a few things here and there you can increase your open rate and the desired responses your list makes.
If you have a good autoresponder company, the chances are good that they will provide you with the information and tools you need to split test. Companies like Aweber will automatically send half of your list one message and the other half a different message. They will then track the results so you can compare them and make changes.
Consider The 3-to-1 Formula
A popular formula that some of the top marketers use is sending 3 relationship building e-mails to every 1 sales e-mail. This is especially important in the beginning stages, and will set the tone for later e-mails.
What you might want to do is have the first e-mail be entirely focused on offering quality information and building a relationship, the second e-mail making a very soft pitch, the third e-mail selling a little harder, and finally the fourth e-mail blatantly promoting a product.
If it makes you feel more comfortable having a system to work with, then this is a sequence that you may wish to follow.
Study The Basics Of Copyrighting Before Getting Started
You may not think of yourself as a copywriter, but I recommend that you study the basics of copy to make the most of your list.
Elements such as the AIDA formula will certainly improve the responsiveness of
your list.
AIDA stands for:
Attention
Interest
Desire
Action
This means capturing their attention, interest, desire, and finally having them perform the desired action.
No, I’m certainly not recommending that you hold off on starting a list or growing your list until you’re a highly skilled copywriter, but I do recommend that you continue to study copywriting to continually improve your results.
Focus On The Subject Line
While all elements of the e-mail are important, you will want to focus on the subject line.
If people don’t like what they see and are not enticed to click, they simply will not open your message. On the other hand, if your headline is attention-grabbing, they can’t help but click on your message to see it. Once they’ve opened your e-mail, it’s going to be that much easier to build your relationship and make sales.
Study Autoresponder E-mails That You’ve Responded To
As a marketer, the chances are good that you’re receiving emails from several other lists. Do you notice that you open some marketers e-mails more than others? You can learn a lot from this.
Save the e-mails that really grab your attention and make you respond, either by “labeling” them if you’re using Gmail.com or sorting those messages into a folder marked “Hot Copy”.
You can “swipe” certain copy ideas (not the subject lines themselves, but the ideas used) for use in your own e-mails to make them more attention-grabbing and response-inducing.
Consider The Length Of Your E-mails
There are some people who hate writing so much that their e-mails are only ever a paragraph or so long. There are others who are so prolific that their e-mails go on for pages. It’s probably best to find something in between.
If you are a writer who tends to go on and on, you have to remember that people are very busy. They often don’t have time to read long e-mails. On the other hand, you’re probably not providing much value or making enough of an effort if your emails are too short.
Find a happy medium, and your response rates will likely improve.
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