Writing A Great Auto Responder Series

Studies show that most people need to be exposed to a sales message 5-8 times before they’ll consider purchase. This is why auto responders are so important to Internet Marketing. In the old days, this would have been form letters, sent through the postal mail at regular intervals. Of course this was slow, tedious, and expensive. Today it’s a breeze.

All you have to do is write 5-8 effective sales pitches, add them to your auto responder, and wait for the sales!

OK, that sounds easier than it really is. The hardest part of it is the writing of an effective series of emails. The mechanics, you can leave to your auto responder provider. They’ll take care of it, so you never have to worry about delivery or spam complaints.

Trade Shoes

When setting up your auto responder series, take some time to put yourself in your prospect’s shoes. When you get sales letters in your email, what do you do with them? 90 percent of the time or more, you probably delete without even opening them. Everyone does.

What makes you decide to keep and/or read some of them? Sometimes it’s because you always open emails from a particular sender. Of course, you’d like to be one of those senders that recipients watch for and read. To do that, you need to constantly provide them with useful information. Don’t plague them with a torrent of sales pitches. I like to use a 2 to 1 ratio – for every sales pitch I send out, I send two purely informational or “how to” emails.

Another reason people open those few emails is a captivating subject line. Don’t underestimate the power of a good subject! Go through the emails you receive. If you have a throw-away email account where you send all what you perceive to be “junk mail,” go through that, looking at subject lines only. Which ones appeal to you? Which ones have you wanting to open the email and read more? Which ones really had you opening the email to read it? Those are the ones you’ll want to pattern your own subject lines after.

What to Say

The primary thing to remember is tell the reader what he wants to know. For example, if you’re selling a piece of software, the prospective customer could care less how long it took to develop or how much it cost in time and money to create the software. He might not even care about all the features and how they work. What he’s interested in is what’s in it for him!

Each and every letter in your auto responder series should highlight one or more benefits your reader will derive from using your product. Each letter can explain one benefit in detail, or you can describe several benefits. Don’t worry about repeating yourself! Repetition is actually important, which is something you won’t hear in writing class. Here, you need to get a point across. One great way to do that is repeat it over and over again. Human nature makes us start to believe anything we hear often enough. Use that!

How Often, How Long?

Again, think about your own thought processes as you read sales letters that come to you. Most people will read emails that are short and to the point more readily than they’ll peruse long ones. How often do you carefully read every word of a multi-page sales letter? Do you skim instead? I do! Long letters aren’t necessarily bad, but break them up with subtitles or even graphics. Add some color with html, if you can. These kinds of things will make skimming easier, and will encourage people to read the detail, once the subtitles, colors and graphics grab their attention.

As for how often your letters should be sent, a line must be recognized and walked carefully. Send too many purely sales emails to your list and they’ll start unsubscribing in droves. But if you leave too much space between letters, you risk losing the benefit of prior exposures to your message. I like to send each message 2-3 days after the last. Vary it a bit. Intersperse the sales series with a good, related content message, perhaps with a link to your sales page somewhere inside.

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