How to Set Up Your Autoresponder Sales Sequence
What is an Autoresponder?
Autoresponders are email sequences automatically sent out to a list of prospective customers, who’ve recently ‘handed over’ their details in exchange for something of value (free report, newsletter, more information, a purchase etc.)
Different Types Of Autoresponders
- Out of office messages
- Reminders (appointments, ending memberships, annual events)
- Paid for training courses
- Subscription follow-ups
- Purchase confirmations
But for the purposes of this article, we‘ll be focusing on Engagement Autoresponders that you can send out by themselves.
Bearing in mind that your autoresponders will specifically target those who you already know are interested – you’d be mad not to exploit your new list. We can’t overstate the importance of your follow-up sequence as a marketing tool – these are no ordinary emails.
What’s more, they really don’t take that much effort to set up and when it’s done, you can sit back and watch the process unfold. Of course, this is by no means an alternative to other regular contact with your larger database. Autoresponders just ensure that all of those new prospects are taken care of immediately.
Creating Your Autoresponder Emails
Your emails should be conversational and focus on engagement. Make sure you think about the main content of your email before anything else. We have a blog post on creating the perfect email for all email marketing purposes. Take a look.
Scheduling Your Autoresponder Sequence
Autoresponder campaigns are unique in terms of scheduling and spacing your messages.
Sequences begin familiarising the customer with your business through conversational content, introductions and case studies and then, when enough trust has been built, the emails become more sales-focused, ending with a special offer.
Sequences should be very “front heavy”, so you’re sending plenty of messages in the first few weeks, but steadily increasing the gap between messages until you’re only sending an email a month after a few months.
This is the formula that we tend to use quite a lot and works well for what we are doing:
4 x Emails in 5 days, then…
- …Twice a week for 1 month
- …Once a week for 2 months
- …Twice a month for 4 months
- …Once a month thereafter
Example Autoresponder Sequences
When the prospect has opted in for some type of lead magnet:
Email Step 1: Attach the lead magnet document (if it’s not already downloaded).
Email Step 2: Follow-up; did you receive our report?
Email Step 3: Explain the value of the report.
Email Step 4: Introduce a special offer.
Email Step 5: Reminder of the offer.
Email Step 6: Deadline looming.
Email Step 7: Offer deadline.
When the prospect has not had a lead magnet.
Email Step 1: Briefly introduce your business.
Email Step 2: Follow-up and outline your services.
Email Step 3: Check in with the prospect.
Email Step 4: Success story and testimonial.
Email Step 5: Introduce a special offer.
Email Step 6: Offer deadline.
Setting Up An Autoresponder Campaign
Autoresponder sequences are fairly easy to set up with email marketing programmes like Infusionsoft and MailChimp.
CRM systems may differ but in general, there are 3 key stages to creating an autoresponder sequence that we’ve covered below.
- The first is to choose the correct contact list. These will be the prospects you’ve collected from your squeeze page or uploaded contacts.
- The second stage is to set up your emails, which involves deciding on the content, formatting and style.
- The third and final stage to decide is what schedule you’re going to use
Your Templated Autoresponder Sequence
There’s no value in prospects or leads. They’re a cost because you have to maintain your prospect list to keep it ‘warm’, or let your prospects fade away to zero.
The goal of your autoresponder campaign is simple: to turn as many of your prospects into paying customers as quickly, as efficiently and as profitably as you possibly can.
Below is a series of 10 autoresponders that you can adapt and use in your business to help you start writing your own campaign.
These aren’t in any particular order, and they might not all be relevant for you.
Don’t forget that if you’ve written a particularly compelling or powerful email then the smart thing to do would be to send it out twice – with a different subject line each time. I promise you more people will read it!
Want to set up your own email autoresponders?
Liking the sound of setting up an email campaign, but don't have a CRM to set it up in? Here at EXELA we work with Keap, one of the leading CRM softwares. Give us a call now to find out how it can help you.