As you already know, it’s important to create systems and automate certain aspects of your business. Automation will work for you 24/7 365 days a year with little or no additional work on your end after the initial setup other than checking it periodically to make sure everything is working as it should.
One way to set up automation in your business is with an autoresponder.
What is an autoresponder?
An autoresponder is a marketing tool that allows you to set up a series of emails to be sent automatically based on specific parameters you set. For example, you can add an opt-in box to your website where visitors to your site enter their name and email address in exchange for something of value, usually your lead magnet (eBook, free report, checklist, access to a free webinar, etc.).
How does it work?
A visitor goes to your website or landing page where you have an opt-in form setup. They enter their name and email address and click the Submit button. At that point, they are automatically placed into an autoreponder email series that you created. Then at specified intervals, they will automatically receive additional emails in your autoresponder sequence.
Why do you need an autoresponder?
An autoresponder provides you with the opportunity to deliver the initial value that is your lead magnet, then provide them with even more value in subsequent emails without your involvement (other than the initial setup). This keeps you in front of them and keeps them engaged so you are able to maintain top of mind presence and continue to build trust with them.
Making a sale requires multiple touches.
A sale is rarely made on the first contact. On average, it takes 8 touches to get an initial meeting with someone. I’ve had situations where I sent emails for a year before getting that initial meeting.
It was worth the effort because several of the clients I got this way have been with me for more than 5 years and have paid me a lot of money over the years for my services. But it took a combination of that initial signing up for my email, going into my autoresponder, and getting my additional weekly/monthly emails to get the sale.
How does an autoresponder fit into your overall marketing strategy?
Here are a couple of examples for how you will use an autoresponder:
Example 1. Add an optin form to your website so visitors can sign up for your monthly newsletter. Your call to action to get people to share their information could be “Enter your name and email address to receive our monthly newsletter. As a bonus, you will also receive our free 6 week course – “How To Relieve Stress While Working From Home”.
The 6 week course could be one email per week with a proven strategy for relieving stress while working from home. So they enter their email address; then they are added to your Newsletter List in Constant Contact and to your Autoreponder; and they are automatically sent one email per week for the next 6 weeks. This will establish trust and help you develop an ongoing relationship with your audience.
Example 2. You set up a landing page (a one-page website). Every business should have at least one landing page in addition to their website for the sole purpose of building their list. The landing page does not have a menu or anything else that could potentially distract from the purpose of the landing page. It’s sole purpose is to collect names and email addresses that go into your autoresponder. As with the website example, you will give them something of value in exchange for their contact information.
How to setup a Constant Contact autoresponder?
If you do not yet have a Constant Contact account, you can go here to get a 60-day free trial account.
Note: Prior to setting up your autoresponder, create the list you want to use for the email addresses collected from your landing page. To do this…when you login to your Constant Contact account,
Here are the steps for setting up your autoreponder:
- Select Campaigns from the top of the page.
- Click the orange Create button in the top right corner.
- In the popup Choose a campaign window, select Email Automation from the list.
- In the popup Choose and Email Automation window, select Automate Series.
- For the next popup Automated Series Name, name your automated series.
- Click on the Save button.
- The next window will be the Automated Campaign Settings Window. This is where you will select the Trigger Type. You have the following options:
– Open the email (Email Trigger)
– Click a link (Email Trigger)
– A Contact joins a list (List Trigger)
– Shopify (E-Commerce Trigger) - Select A Contact Joins A List from the Trigger Type dropdown menu, select the list you want them to automatically be added to and click the Save button.
- On the next screen is where you will set the timing of your emails. The first one will be sent immediately upon them joining your list. Click on the Edit button to the right of Wait 4 Days. On the next screen, select Send Immediately and click the Confirm button.
- Now you want to create the email that will be send immediately when someone joins your list. Click on Create New Email.
- Scroll down and select the Basic Letter template. In the upper left corner, you will name your first email in the sequence. Then create the content for your first email. Once the content is created, click Save, then click the Continue button in the upper right. You now have the first email in your sequence.
Now to create the next email in your series, click the Add to series button at the bottom of the page. Repeat steps 10 – 12 to create the next email in the series.
A properly setup autoresponder is a valuable part of your overall marketing strategy. In some cases, you can set it and forget it, but it depends on what you want to accomplish and how much you want to be involved in the process.
In the case of the 6 week course, you will need to continue sending emails on a weekly or monthly basis after the 6 weeks is over. Or you may create 52 weeks of emails so you don’t have to do anything.
Lots of ways to do this. Let me know how you decided to setup your autoresponder or if you need help with any of this.
CLICK HERE to get your 60-day Free Constant Contact Trial Account.
All the best,
Mike Coleman