Two Tips to Make the Most of Your Autoresponders

One of the topics that we discussed in my virtual assistant class was about autoresponders. We’re all very familiar with autoresponders because nowadays you can’t sign up for a newsletter of anything else on the web without having to click on an autoresponder email.

One of our potential jobs as virtual assistant is to help our clients build their business. Since many of these businesses are online, knowing how to effectively use an autoresponder is very important. Why? If your clients aren’t using it correctly they’re losing business. And when they lose business we won’t be able to get that raise we richly deserve. J So here are three tips to keep in mind.

Don’t Use the “The List Technique.

“The List Technique”: Having a large database containing the names and e-mail addresses of people who had specifically requested information about products and services. These prospects had already received an email by the time they requested more information, so you use the company’s latest news as a follow up piece.

Why isn’t the “List Technique” very effective?

• The List Technique isn’t consistent. Proponents of the List Technique tend to only send out follow up messages when their companies have “big news”.
  
• List Technique messages don’t give the potential customer any additional information about the product or service in question. He can’t make a more informed buying decision after receiving a newsletter! If someone is wondering whether your company sells the best knick-knacks, what does he care that you’ve just moved your headquarters?
  
• List Technique messages convey a “big list” mentality to your potential customers. Using the List Technique we’re just writing news bulletins to everyone the client knows! What is really needed (and appreciated) by customers is a personal message to each individual who wanted to know more about my products.
  

DO Follow Up With Each Lead Individually

Following up with each lead individually, multiple times, but at set intervals, and with pre-written messages, will dramatically increase sales! Others who use this same technique confirm that they have all at least doubled the sales of various products! In order to set this system up, though, you need to do some planning.

• First, you’ll need to develop your follow up messages. If you’ve been marketing on the Internet for any length of time, then you should already have a first informative letter. Your second letter marks the beginning of the follow up process, and should go into more detail than the first letter. Fill this letter with details that you didn’t have the space to add to the first letter. Stress the BENEFITS of your products or services!
  
• Your next 2-3 follow up messages should be rather short. Include lists of the benefits and potential uses of your products and services. Write each letter so that your prospects can skim the contents, and still see the full force of your message.
  
• The next couple of follow up messages should create a sense of urgency in your prospect’s mind. Make a special offer, giving him a reason to order NOW instead of waiting any longer. After reading these follow up messages, your prospect should want to order immediately!
  
• Phrase each of your final 1 or 2 follow up messages in the form of a question. Ask your prospect why he hasn’t yet placed an order? Try to get him to actually respond. Ask if the price is to high, the product isn’t the right color or doesn’t have the right features, or if he is looking for something else entirely. (By this time, it’s unlikely that this person will order from you. However, his feedback can help you modify your follow up letters or products, so that other prospects will order from you.)
  

And Remember: Timing Counts

The timing of your follow up letters is just as important as their content. You don’t want one prospect to receive a follow up the day after he gets your initial informative letter, while another prospect waits weeks for a follow up!

• Always send an initial, informative letter as soon as it is requested, and send the first follow up 24 hours afterwards. You want your hot prospects to have information quickly, so that they can make informed buying decisions!
  
• Send the next 2-3 follow up messages between 1 and 3 days apart. Your prospect is still hot, and is probably still shopping around! Tell him about the benefits of your products and services, as opposed to your competitors’. You will make the sale!
  
• Send the final follow up messages later on. You certainly don’t want to annoy your prospect! Make sure that these last letters are at least 4 days apart.
  

Following up effectively seems complicated (I know it did for me at first), but it doesn’t have to be! So many potential customers are lost because of poor follow up – don’t you want to be one of the few to get it right?