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Auto responders present an excellent opportunity to create email marketing results with minimal effort after the initial build out. However, the key to success is to think through the process during the build out and to monitor the program carefully for the first several months in order to optimize it. We'll discuss auto responders throughout the remainder of this book when talking about email design, implementation, tracking and optimization.
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Funny timing that this post was put up today. I just had a meeting with a marketing consultant who was trying to sell my law firm on a whole new marketing package, including a new website, a social media strategy, etc. This person also said they had 10 years of experience in internet marketing. I told this person I thought each of the lawyers at my firm (who each have very different practice areas) should have an autoresponder set up. I said ideally each lawyer would have a “report” in the form of a PDF (available on their bio page) that would entice subscribers to download the report and sign up for the autoresponder.
Use it as a lead magnet/free mini-course. You can also use an autoresponder as a lead magnet to attract new subscribers to your email list. This is commonly done in the form of a free “mini-course”, or a free “challenge”, which promises to deliver a series of emails containing lessons (or other valuable information) over the course of several days or weeks. There is a high perceived value with a mini-course or a challenge like this, which makes it a very effective lead magnet.