Autoresponder messages can deliver huge hikes in % sales. But a campaign that hasn’t been thought through properly can result in chaos, not conversion.
22 ways to maximise the impact of autoresponder messages
- think carefully about how many autoresponder messages you schedule. It’s better to come up with a sensible, intelligent strategy than drive people nuts with endless reminders
- remember there’s no marketing virtue in sending autoresponders just for the sake of it
- think equally carefully about the timing – when’s the optimum time to hit people?
- take a new angle each time instead of repeating stuff you’ve already said
- put yourself in readers’ shoes before you sign off your text. Would you be happy to receive it?
- be truthful and honest – as well as being wonderfully disarming in a marketing context, transparency has an strong ongoing positive effect on your brand
- keep it short and sweet
- format your messages cleanly with bold headers, frequent subheads and short, digestible paragraphs
- make sure the subject line is compelling enough to inspire people to open your message…
- …and ensure it’s easy to tell the message is from you, not some stranger
- always include an opt out, whether you’re marketing B2B or B2C. While it isn’t always a legal requirement, it’s good direct marketing practice and good manners
- include a powerful call to action – don’t leave readers dangling
- make response as simple as possible. If you want readers to go somewhere or do something, provide a clear link in a sensible place
- include full contact details in every message to boost credibility
- use plain English and avoid jargon
- focus your message on the benefits inherent in your products or services, not the features
- keep your ego in check if you feel tempted to wax too lyrical about how brilliant your company or offer is
- remember to set up your system so it removes people who have already responded or you’ll confuse them no end
- test different messages against a control to see which pulls the best response
- roll our successful campaigns across the board
- remember that times and tastes change – keep testing regularly so you know you’re still on track
- set up a very brief ‘thank you’ message for responders
If you’re not 100% confident you can handle writing successful autoresponder copy, hire a freelance copywriter who’s fluent in all this and more.
