The Auto-Responder

The auto-responder is an email communication triggered by an action e.g. subscribing to an email mailing list.

Auto-responders are as flexible as the content used within them and if used properly, can become a valuable asset to your organisation and a point of interest to your customers.  They should be designed with your brand guidelines in mind with the flexibility to modify the content as frequently as your market sees fit.

The Customer Life Cycle

When someone subscribes to your email marketing list, the auto-responder performs a simple, yet effective function. It acknowledges the subscription and reminds the subscriber they have signed up.  It can also form  part of the customer life cycle, triggered communication at different stages of the journey.  Boot.com’s Parenting Club do this very effectively by matching the child’s’ life cycle with the organisations communication to the parent. The communication is full of tips on parenting and useful products – with a link to the Boots.com website.   A great use of the Call to Action.

Promotions

An auto –responder can be modified to include special offers, coupons or discount codes.  This is very useful for product or service based industries.  By including an attractive incentive on your auto-responder, you are more likely to hit the right note with your new subscriber. They are already on your site and actively thinking about your organisation – why not prompt them to make a purchase?

Increase Popularity

Include links to the most popular areas of your site to engage with the subscriber and increase traffic to your blog. It’s also a great way to give a taster of your content.

Cross Selling

If you have sold a product online, use the receipt of purchase to acknowledge the sale and use the opportunity to cross sell other items and service that may be of interest to the customer.  Dynamic content can be used to push through details of special offers and encourage traffic towards your website.

Instructions

If you have sold a technical products or tickets for events, use your auto responder to send instructions on the product, directions to the event etc. An auto-responder can also be used to promote your organisation as a thought leader in the industry by including very short snippets of text that will engage the customer.

In short use your auto-responder to the advantage and benefit of both your customer and your organisation.