During his List Control promotion I could swear I heard Frank Kern say 'why using an autoresponder is actually not a great idea' or words to that effect.
When someone subscribes to your blog, you simply send them a notficiation about new posts. So I was just wondering if you'd considered using an autoresponder in your email marketing strategy - and any reasons you have for not using one.
You see we're kinda torn, we currently a 'semi-squeeze' page as our home page, which leads to an autoresponder that presells our eBook (with a link to the sales page at the end of each email).
But I think we prefer the idea of just an open blog where folks would subscribe and simply pick up the story from the next blog post - just as you have here. It seems a lot more human, open and interactive, plus I like the idea that a blog post has today's date stamped on it - it says 'this is what we're thinking NOW!'.
So was wondering if you were clearer than me on when to use an autoresponder (and when not to)...
Thanks Lynn!
Best wishes,
James
www.habitguide.com
Hi James,
I missed Frank's List Control promotion, so I didn't hear that reference myself to know the exact context. You ask a great question though, and I'm happy to give you my thoughts on the ideal email marketing strategy.
Here at ClickNewz I offer an email subscription option, in addition to the option of subscribing via RSS. I do that because not everyone uses a Feed Reader and some people still prefer to receive updates by email.
That particular mailing list is set up as a means of subscribing to the content, as an option and service for ClickNewz readers. I don't have an autoresponder set up, and I don't email that list directly. It's set up as a Blog Broadcast through Aweber.
Your method of delivering content, or email marketing, should depend on your specific objective with each mailing list.
To answer your question, yes - I would consider using, and do use autoresponders, on some of my websites and with some of my mailing lists. Autoresponders are particularly useful in pre-launch and product launch phases. They are also a great way to set up a passive affiliate revenue stream where you feed content with the specific objective of leading the reader into a purchase.
In your particular case, I think your squeeze page is fabulous! Your squeeze page and autoresponder is definitely the ideal email marketing strategy for this offer. The only suggestion I have is that you move the site navigation below the offer, instead of at the top of the page. See if this improves your opt-in conversion rate.
If you do switch to a blogging & Blog Broadcast model, you will need to create just as much - if not more - content than you do/did for your autoresponder series. That content may be "fresh" (ie timestamped), but it will never be as relevant to every single subscriber (at any given time) as your sequential autoresponder series.
Instead, if you want to blog, remove the timestamp from the blog posts and then include links to relevant blog posts throughout your autoresponder sequence.
The Squeeze Page / Autoresponder Method
The first few emails in your autoresponder series need to get your readers engaged. Start by following up on the product they downloaded – your product. People download things on the internet all the time and don’t always open them. You want to make sure they consume your product. This is the first step in building a relationship with that person.
Ask them if they received the product. Give them the download link again. Mention something specific inside the product, using a page number or other reference point, that other people found particularly interesting. This will pique their interest and encourage them to open the file if they haven’t already.
In your next email you might offer a poll. You could ask them why they are interested in (your product), what their plans/challenges/questions are, etc. Make sure you give them an incentive to participate. Offer to share the results, or to cover the points in an upcoming interview that you’ll also share with them for free.
The messages in your autoresponder series should be personable, timely and relevant. They should sound like you just wrote them, and like you wrote them personally to that one reader.
Continue engaging your subscribers on this level through your autoresponder messages, before you start promoting products to them. Follow up again with a thank you note, and give them one last chance to participate in the survey if they haven’t already.
Next find a great article, blog post or forum thread that would be of interest to your readers and send them the link. It doesn’t have to be on your site – just send them a resource you know they’ll enjoy.
This type of follow-up will condition your subscribers to open your emails when they arrive, and keep them engaged (ie clicking) – which is exactly what you want.
Need in-depth tutorials on setting up Squeeze Pages? See Mini-Site Profits by Michael Rasmussen. This is a FREE online video training series and you can view the entire course outline here: Minisite Profits Summary
YOUR Email Marketing Strategy
You have a lot of options for building a mailing list, and delivering content to that list. What you choose, and how you set that up, depends on your specific email marketing objectives. Consider the desired end result first, and work backward from there.
For example, if you are an affiliate marketer and you promote baby products (toys, crib bedding, clothing, etc), you might set up a mailing list for "the best online deals". Your visitors will subscribe to get coupon codes, special offers, hear about sales, etc. You will need to mail this list directly every time you find a good deal or a special offer to share, as those are time sensitive messages.
As another example, you may be selling a software product you created yourself. You can offer a free report that teaches your target market how to do something, with your software being the ultimate solution. In this case an autoresponder is ideal as you can lead them from the "how to" to the "how to do it better" (or "how to" to "here's what you need") with a sequential series.
The autoresponder is great for automating your communication with a target market, and leading them from point A to point B. When you have a timeless message to share, and the order/sequence of the follow-up messages is important, an autoresponder is the best tool to use.
I hope this helps, and answers your question, James!
Also See:
- 3 Ways To Improve Your Blog Email Notification
- How To Set Up Your Mailing List
- Is There Money Hiding In Your Mailing List?!
Best,
p.s. I have a brand new tip-filled report coming out on 2010 Email Marketing & List Building. Subscribe below to make sure you get a free copy by email as soon as it's available! Just enter your first name and email address here:
About Lynn Terry
Hey Lynn,
I purchased list control and Frank did mention he no longer used autoresponder messages in his business. Just one or two at the beginning just to ensure that his subscriber was happy with what they recieved.
His reasoning behind this is that he could keep his messages very current which would give his marketing more impact.
Referencing things that have just happened in the news and things like that. During the course, Frank emphasised (I'm from the UK, can you tell!), especially during launch sequences, that you'll have more of an impact if you reference things that are front of mind in your free content.
I understand this and its something that I've been debating for my business.
You see, like you mentioned, I want to use content from my blog to mail to my list, every once in a while.
I haven't looked yet but is there a way to remove the date from individual posts, so that you could then put the content of these posts in an autoresponder sequence and then it wouldn't look like you were sending your new subscribers to old content. As long as the message is evergreen, I don't see the problem. But to have the date there would be rubbing their face in it slightly.
Know what I mean?
Anyway thanks for the post. I'm subscribed to IMTW and you and the others get me through my day job, which will be kicked to the curb by April 26th 2011.
Reach new heights
Nathan
Hi Nathan,
Yes you can remove the timestamp from your blog posts, and you'll notice that I've done that here at ClickNewz because I often reference tutorials & reviews from my archives. You can edit the single.php (or single post file) in your WordPress theme templates and simply remove the code for the date to display.
I definitely think that there is a case for using Autoresponders and a case for just emailing as new information happens - it really depends on your business model. A lot of people like to set up a string of autoresponder messages because it automates their business.
I agree - there is definitely a place for both, or even a combination of the two. It does depend on your model, and also your niche. "Launch Sequences" aren't a part of all niches/models...
Wow. This is a very interesting conversation! I see the value of both as well. Thanks all.
Why can't you do both? Set up autoresponder messages to ensure you don't get sidetracked and go weeks without emailing them and then once every week or two, send something current. Autoresponders definitely need to be evergreen if you are going to use them but I see no reason why you can't do both.
Exactly 😉 The main point is that your model matches your objective. It's less about which strategy you choose, and more about choosing the strategy that best serves your market.
Fabulous post Lynn,
The sequence you metioned for keeping the subscriber engaged with the material is absolutely 'elegant'!
I agree that there are a lot of people that don't understand how to subscribe to a blog feed and to have those people in another data base that can receive timely, relevant updates is a must.
Looking forward to your Email & List Building Report!
PS - please explain the Your Name @ Your Keywords - not sure what it does but it looks very cool....
This is a plug-in that allows you to put in a keyword-rich link and also use your name, when replying to comments. You would put in:
Schelli Whitehouse @ The Next Highest Version Of You
...for example (or use your Primary Keyword Phrase there) and then that will automatically link the phrase (not your name) to the URL you provide in the next field. It looks better than putting your keyword phrase in place of your name, which a lot of people do, and still allows you a descriptive backlink to your site when leaving a comment.
Lynn,
What's the name of this plugin?
Thx!
Rick Wilson aka CorpRebel 😎
Thank you for that Lynn, I'm always learning something new from you!
I agree with Gina, this is a great conversation.
I also remember hearing Frank say that, but some people missed the point he was making.
He was just eluding to the fact that he doesn't use automatic messages anymore and prefers to create broadcast messages because they can be created real time which makes for a more personal touch.
Some people I know though he meant he wasn't going to use an autoresponder email service is anymore. (Sounds crazy right?)
Anyway, my new favorite email marketing strategy is the "No Squeeze Page" technique.
I taught it to several of my clients and it has proven to be highly effective.
Once again, you have hit on a timely topic with some great content.
Thanks
Interesting, Tommie. I'd love to hear more about the "no squeeze page method". Would you be interested in writing a guest post here at ClickNewz with details and perhaps examples? 🙂
Actually you seem to run your email marketing campaigns totally different than most of the biggies in the make money online business. Most don't engage the receiver at all instead bombard them with 1000s of offer promotions or 1000 mails about the same product.
And I am not talking about amateurs but about the big guys in this business. They seem to love burning their lists.
Maybe I am not the right client for this sort of marketing or they just don't know how to do it.
I actually really like the idea of building a relationship with your potential buyer via email. Engaging them is the key. Once they invest time in it you nearly got them.
But I have to say in the end I guess the fresh content wins. People notice it when they get the old stuff.
I love business and business people. However I just cannot get my head around wondering if there are actually any niches OTHER than the internet marketing tuition niche that actually makes money? I just seem to see all the gurus marketing each others get rich schemes. I have yet to find any who will actually disclose any other niche where they have actually have made any money. OR better still are actively making money.
Thanks so much for this post Lynn, and comments everyone - it's a fascinating read! We'd pretty much come to the same conclusion as you - that what we have is probably the most suitable model for our offer.
At Habit Guide, what we're really "selling" is the message that a healthier lifestyle is the answer to so many different niggles, problems, unhappiness... We're very aware this isn't obvious and apparent to a lot of people, so we really need to educate and present information in a logical order. Of course, the autoresponder model is absolutely ideal for this.
Like many, we use Aweber (bless 'em!) and we do send occasional broadcasts as well. We have a great relationship with our subscribers, we get lots of replies and "thank yous" so overall I think we're very happy with our model.
But it's great to have that reinforced, we're so passionate about the message that we're always asking ourselves "are we doing this is as effectively as possible?" so again, many thanks for your analysis Lynn, and all 🙂
To your health and happiness!
James
Lynn-
I am a very big fan of building mailing lists! Actually, I have never ventured into any other form of online marketing, so this is right up my alley!
You give great advice here. You have explained this, but I just want to add something to this, in other words. The one thing I want to add is that many marketers overlook, or when someone gives them this advice, they say ya, ya, ya, I know, I got it.
Sure, you understand the concept of having the right mindset, but do you actually implement that mindset into your business? To me, the right mindset means looking at your business from the potential customer's perspective, in every single aspect of business, from the first time they visit your website or blog, to long after they have already bought from you!
I'm not gonna write a 7 page comment on this, but I probably could. That's how important I think having the right mindset is.
I understand that James, and many of the readers here, are probably not brand newbies. However, I believe that whether you have been around for 7 weeks, or 7 years, if you lose that mindset, you are in for a bumpy ride (down probably)!
Thank you, and good luck!
Matthew Zinda
I'm with you here Matthew! I believe your 'brand' is an expression of YOU and carries a feeling that your potential clients actually pick up on. Your brand is also the promise of an experience your customers and clients are looking to achieve.
My brand promise is "Fun & Financial Freedom for the Soul-o-preneur". I actually keep that promise in the fore-front of my mind whenever I create or write anything for my subscribers or potential clients. Even the subject lines of my emails need to pass the promise test.
The more you resonate with the mindset of your audience, they easier it is for them to respond to you.
Lynn is the perfect example of someone who understands her audience and communicates authentically on a consistent basis.
Lynn:
Thanks for the great post. I am new to Internet Marketing and I am still trying to figure things out with list building from my blog and how to stay in contact with my subscribers.
You have really provided me with some things to think about for my email marketing strategy.
Thanks,
Rick
Nice, I was searching for something along the lines of this. I was thinking, do you think newsletters are still an good way of marketing online? Does anybody still use them well and actually acquire readers?
Appreciate the help!
Eric
I prefer the route of data capture and feeding a series of auto responders. Broadcast mail is ok for occassional use but the more automation the better
It depends on your business model though, I personally use both of them and both serves well.
Couple of things:
1. I agree, James' semi-squeeze page is excellent!
2. Did I miss the "Email & List Building Report"? Pls. point me in that direction if you've already written it.
OK.. one more thing.. LOVE your site. Very informative. Dee 🙂