The Web Copy Blog

Once you have captured the names of those people you entered with the free report, what do you send them via e-mail? 

Send a series of follow-up e-mails using the autoresponder mechanism.

Most web hosts allow you to use e-mail addresses that automatically call up a prewritten e-mail that you upload to their server.

When someone sends an e-mail to that address, your web host’s server automatically sends out the prewritten e-mail that you uploaded.

Taking this a step further, there are e-mail programs, shopping cart programs, and services that allow you to send a series of prewritten e-mails to your opt-in list at predetermined intervals, say, every three days. This automates the follow-up system for you.

Marketers often use the rule of seven, which has its roots in radio and television advertising. The rule states that prospects must see or hear your message seven times before they consider buying.

It’s not a hard-and-fast rule, just a rule of thumb. It applies not only to radio and television advertising, but to online advertising as well.

When you use autoresponders to send out seven or more marketing e-mails at predetermined intervals, you increase the chances of the prospect buying from you.

Crafting Autoresponses to Your Opt-in Offer
Step 1: Get recipients to consume what you just gave them for free. What’s the use of getting them to download three free chapters, receive a free report, or download free software if you don’t get them to read or use it?

Most people don’t read or use what they send for. If you don’t get them to read the free chapters, they’ll never buy the entire course.

If you don’t get them to read the free report that shows them how to save money, you’ll never get them to sign up to join the discount buying club.

Step 2: With every subsequent e-mail, highlight a different benefit of your product(s) or service(s) and explore a different angle that slides smoothly into a compelling reason why the recipient needs to buy what you’re selling.

Autoresponse number 2 reminded prospects that they could receive 30 to 70 percent discounts on the things they bought that week or month and, in addition, would receive free shipping.

The third reminded them that they would receive rebates on all the purchases made by friends and family that they bring into the club.

The fourth stressed that they were losing money each day they were not a member. Autoresponse number 5 told the engaging story of how the shopper’s club started out in a small apartment above a garage, how its membership grew to more than 3 million, and how the combined buying power of its members means more savings to the prospect.

Autoresponder e-mails are not only for prospects. You can create a series specifically for purchasers of your product or service to help multiply one sale into a stream of ongoing backend sales at the same time it reinforces the sale and minimizes buyer’s remorse (and returns).
What procedures you would consider while writing Autoresponder E-Mails?