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David Husnian
David Husnian
The "honest marketer", an oxymoron? Not in this case :-) I believe marketing, truth and integrity can all be used in the same sentence. Doing just that I have taken my monthly income and turned into my weekly income... (daily is next!)
 
Posted in Business / Entrepreneur / Marketing

A Winning Autoresponder Sequence

Mar. 25, 2012 12:41 pm
Categories: E-mail Marketing

The importance of list building is legend but after you've convinced someone to subscribe to your list, then what?

You want to build a relationship with your subscribers and engage them so they will remain a subscriber and come to know, like and trust you.

Sounds good but it also sounds like a lot of work.

Well, it can be a LOT of work unless you use the right tools and that's where an e-mail management and autoresponder service like Aweber or GetResponse comes in.

You see, these services let you put in a sequence of e-mails ahead of time and then the service send them out not only in the proper sequence but at the proper time you decide upon.

It does this with what's called and "autoresponder sequence." These are pre-created e-mails where you tell the service when to send the e-mail -- this next thing is important here -- in relationship to when the person subscribed.

I go into that a little more down below but wanted you to understand the basic concept of the service.

But, even with a service like Aweber, the question is, what do you say in the autoresponder sequence to build that relationship and engage your subscribers so they can know, like and trust you?

That is very most important question and what we're going to look at...

What is an Autoresponder Sequence?

Before I get into what a sequence is let me explain how an autoresponder sequence works because it's important to understand that to be able to create a sequence that is successful; if you know this you can skip this section.

As I mentioned above, an autoresponder sequence is a series of e-mails that go out in a specific sequence at a specific time.

The time is based upon when the person subscribed and is a simple concept; let me show you an example.

Say you have a 5 e-mail sequence and you've set it up like this:

  1. E-mail 1: Send to the subscriber immediately upon subscribing
  2. E-mail 2: Send to the subscriber one day after the previous e-mail
  3. E-mail 3: Send to the subscriber two days after the previous e-mail
  4. E-mail 4: Send to the subscriber one day after the previous e-mail
  5. E-mail 5: Send to the subscriber three days after the previous e-mail

When a person subscribed and then 2 people subscribed the next day and another did on the third day this would be when the e-mails would be sent and received:

And so on and so forth.

This works for any number of e-mails in the sequence (I know people who have many hundreds in their sequence), no matter how many people are subscribers because the service manages everything and sends everything out at the right time.

Creating a Winning Sequence

There is no maximum number of e-mails that should be in a sequence and you don't need to put them all in at the same time.

However, there are a minimum number of e-mails you should send out. What is that number?

Well, different people say different number but the lowest anyone ever goes in my experience is to have at least 5 e-mails in the sequence, with most people in the 7-12 range for a minimum; I like to have no less than 10.

So, when you're first planning your sequence keep these minimums in mind -- and remember they are just minimums, you can do as many as you like although different market niches have different needs so you need to watch your results and adjust accordingly.

The next thing to decide is how to space out the e-mail.

Do you send them every day? Will that be too much and you need to send them one every 3 days or every week?

Like most things, the spacing of the e-mail depends upon various factors. Some of those factors are:

  • Your position in the industry, the more known and the better liked the more frequently you can send e-mail.
  • Your market niche, some niches tolerate frequent e-mails and others don't
  • The value of the gift the person received when they subscribed, in general, the higher the value the more frequently you can send them e-mail
  • The quality of the e-mail including how well it matches what the subscribers have expressed an interest in.

In general, you want to provide a mix of e-mail types -- each e-mail will be focused on one of the types but the group of e-mails won't be all the same type.

Here are some of the most common types of e-mail you would put in an autoresponder sequence:

  • Educational
  • Promote a product
  • Quick Tip/Resource
  • Give something away
  • Present a case study
  • Promote a connection (like Facebook, Twitter, Pinterest, etc.)
  • There are other types also...

Before this turns into another very long post let me stop here and continue next time with which types of e-mail you should use in your autoresponder sequence, where they should appear in the autoresponder sequence and why.

Resources Mentioned in the Article

What is your favorite autoresponder sequence? How many do you use, at a minimum? What is your frequency? Any questions? Let me know below in the comments.

 
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