There are many things people should consider before starting an autoresponder series. No matter if they are selling their own products or act as an affiliate: the focus should be on what potential customers want to read. This way the rate of cancelled subscriptions will be low and the conversions higher. It is a well-known fact that it usually takes about seven messages to be delivered to convince a customer to buy. This is an average figure; some take more and some less. Therefore, the messages have a great importance in an online business. Below the most important features of a well-converting autoresponder series will be detailed.
Initial Message
The initial message should be written in a friendly tone, thanking the subscriber for signing up. The most important part of this message should be the link for the information or product offered in exchange for the email address. If customers are unable to claim it they will be quick to click on the "unsubscribe" button. There should also be a promise regarding future emails, explaining exactly what they can expect. Answering the customer's question: "What is in it for me" in the beginning is key to building trust and commitment. Some marketers even tell subscribers initially how often they will send emails.
Personal Information
All messages should contain personal information, contact details and an introduction. This creates a level of connection between the reader and the sender. Some people always include a personal touch in their emails, such as interests, hobbies, achievements and build rapport that way. This element of autoresponder messages also enables people to stand out. All affiliates should avoid pre-written marketing messages provided by vendors, as they are the ones every other affiliate sends out.
More Free Information
Before starting the promotion, it is a good idea to send out more free information to build rapport and reciprocity. This way people would trust the sender more and look forward further messages. Even if it is only a video or article, if it contains new and additional information or solution for the problem of the subscriber, it will be highly valued by them.
Personal Tone Recommendation
When recommending products, most people make a mistake trying to create a flashy marketing pitch line. However, results show that a personal recommendation, with proof that the sender is using the same product or program, has a greater effect on conversions. In case of sending own product marketing messages, testimonials should be included. When marketing affiliate products, a copy of the sales invoice, personal account snapshots or complete reviews would be the best.
Ad and Information Ratio
Many marketers argue about the ratio between advertisement and information. However, today when people are used to getting offer after offer, it is nice to be different and maintain a 60 percent information and 40 percent marketing message ratio. This way the customer will know that they will get useful information out of the emails. Sending two promotions after each other is proven to increase the number of people unsubscribing, therefore, information is just as important as sales letters.
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