Why are email autoresponders so effective?
Have you heard the phrase “The money is in the list”? If you’ve been online anytime at all, then likely yes! And there’s a reason this clever phrase is so common around Internet marketing circles – it’s true! Your most valuable asset online – if you take the time to build it – is your list.
Do You Have An Autoresponder? You Should!
Getting traffic is hard and expensive. Converting them to paying customers is even harder and more expensive.
So how can you make converting subscribers into paying customers easier and cheaper? And how can you increase my customer lifetime value even further once I do?
Prior to capturing email addresses, the lifetime value of one of my visitors was pretty low. They come to my site, maybe the buy a book or two, and then never again do they give me money, or come back to my site, and never again am I able to provide them significant value.
Generating traffic without email marketing is like filling a leaky bucket with water. Not exactly a great business model.
More recently, I’ve learned from my mistakes and focused more and more on building my email list. And it’s going pretty well.
It’s bittersweet, though. See, because it’s been so successful recently, I’m kicking myself for being blind to this huge opportunity for the last two years.
Get More Engagement Without Engaging
If you’re like me, you’ve got a ton of content on your site, some of which you are more proud of than others.
When people are on your site, you don’t have much control over which articles they will click. Maybe you’ve got one or two epic posts that everyone loves that you want people to see because it leads to sales.
I know I personally have a few blog posts that everyone seems to love, but they don’t get the views they deserve simply because they’re in the back in the stack on my blog.
But when you’re sending them emails, you can make sure visitors see your high value content: blog posts, white papers, training videos, etc, in whatever order you want!
Oh, and you can do this forever. Just like 7/11, your email-autoresponder NEVER CLOSES. 24/7. 365. Sounds like a lazy marketer’s dream!
You can also engage in one-on-one conversations with customers through email, simply by getting them to hit ‘reply’ to an email. Engaging with customers is great, as you can get feedback and start a conversation that can lead to a sale.
Lastly, it makes you more money and increases conversions. A successful autoresponder can triple or even quadruple your sales. In a study done by Capterra, results showed that the average return on $1 spent on email marketing is $44.25. That’s 4,425% ROI.
– via Mike Fishbein
Building Your Email Autoresponder Strategy
There are endless ways you can use your autoresponder series to connect with your list – but below is a great example of a way to tap into people’s emotions and build a lasting, valuable relationship with each reader.
If you want your email autoresponder to work for you as a way to build audience, relationships, sales long term, you have to change your thinking to a longer form story (kind of like a television series)
To do that, we have to use the Four stages of relationship building and fill each email in with the four types of content found in content marketing.
This content deals with the extremes of the human condition. Use to help subscriber know you understand roughly their goals, frustrations, and where they are right now.
Encourage your subscriber to hit reply, fill out a survey, give some form of feedback. Ask for feedback starts small and increases with each Stage.
Further commit subscriber by encouraging downloads of bonus ebooks, offering specialized trainings or webinars. Goal is to provide deeper value while also gauging level of interest to fix problem. Tangental lead content throughout the sequence will also give you a strong indication of subscribers wants and needs based on the actions they take.
Similar to lead, however this content encourages subscribers to come to a firm decision to fix problem.
Sticking with the analogy that autoresponders are like the story arc for a movie, or a television series, let’s look at how these 4 types of content fit into the story arc that we’ve been building up to throughout this whole article.
Typically every story has three acts. if you apply the three act structure “acts” to each phase in your email sequence, you can create a story that will resonate with the people who stick around.
- Act 1 – Character (email 1 Understanding why customer signed up for lead magnet)
- Act 2- Conflict (Emails 2-3 digging into/discussing the problem)
- Act 3 – Resolution (Email 4 possible solution/offer)
– via ConversionXL
Do you currently use an autoresponder? If not, do you think now might be the right time to start?