The Email Marketing Autoresponder – An Overview

Email MarketingEmail marketing done right is a very powerful marketing tool. But, you need to know what to send in the emails and how often to send them.

If you’re like most email marketers, most likely you’re not doing it right. And, it’s really not your fault.

Most people just don’t know the secret strategies to write effective emails – emails that people actually open – emails that prompt people to say YES to your call-to-action.

For those of you who aren’t sure what an email marketer is, it’s anyone (an author, freelance writer, or business owner) who sends emails to people on their subscriber list to accomplish certain objectives:

•    Inform, teach
•    Entertain
•    Engage
•    Build a relationship
•    To sell to

The first four items in the list above are side roads to the fifth item – to sell.

So, most likely you fall into one of those five categories, which makes you an email marketer.
Powerful emails should be focused on doing four things: (1) getting people to open your emails, (2) getting people to read your emails, (3) helping people, and (4) getting people to respond to your call-to-action.

The First Step

The very first step to writing powerful email messages that do what they should is to understand what an autoresponder is and its purpose.

An autoresponder is a feature or tool that email services provide to allow you to automatically send out one, two, or a series of automatic messages to your subscribers.

Email services that offer this tool include, Get Response, iContact, Aweber, Constant Contact, and Mail Chimp.

The initial series of email messages should:

•    Help you establish a relationship with your subscribers
•    Drive the subscriber back to your website
•    Provide valuable informational content to help your subscribers
•    Provide links for the subscribers to connect with you on your social media accounts
•    Offer special ‘rewards’ to your community of subscribers – let them know you appreciate them through additional gifts and through pricing specials
•    Make note of your subscribers’ problems and give them real solutions – solutions that are doable through your ebooks, workshops, e-courses, webinars, and so on
•    Motivate the subscribers to think of you as the go-to person in your niche
•    Convert subscribers into customers/clients

How many messages should your initial round of autoresponders contain?

You should create a series of 10 to 12 automatic messages.

In a webinar presented by pro copywriter and marketer Colin Martin, he mentioned that the National Retail Federation tells their members: “An online prospect needs to be ‘touched’ an average of seven times before they purchase.”

In the online world, a ‘touch’ refers to some form of online communication or contact. With email messages, Martin advised that it takes a minimum of 10 email messages to satisfy the ‘seven touches’ approach.

This is explosive information.

Knowing how many initial messages you should send out to influence conversion will help you make sales.

So, using this knowledge, you should create 10 to 12 autoresponder messages and they should be written and set up to go prior to putting the email opt-in on your website.

These messages will be in place to secure your relationship with your subscriber and motivate him to convert from a subscriber to a customer.


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This article was originally published by Karen Cioffi at: