To create an autoresponder series which turns subscribers into customers, you need four things: to fulfill the promise you used to get the subscription, to send proven content, to create the trust necessary for a sale, and to create the desire for your solution.
I know not many of us make a plan for anything now days but planning your autoresponder series is a great idea.
All you have to do is think about why people subscribed to your website in the first place? What information are they expecting? Here is an example of a plan for this website you are on now. I have split my plan into 4 sections:
- The topic
- The products to sell
- The gifts to give
- The content to promote
There is no rule for this and I really just made this up in about two minutes. But looking at this now, I can see that it would be very useful when creating a well organised list.
Using Proven Content To Create Autoresponder Emails
You can create an autoresponder series in an hour or two, but it will take weeks or months to see if it works—and if it doesn’t, then you will have wasted many of your valuable subscriptions on it. Once the people run through the emails it is hard to engage them after that as it takes more hands on effort, unlike these auto-responder emails.
How can you speed up the process? Use proven messages.
Your own content?
Your first source of proven messages is your regular weekly newsletter, or any other regular mailing list you maintain for the same audience as your autoresponder series. You’ve probably noticed that some of your regular emails had a much higher actionable rate than others, and you’ve probably spent some time thinking about why those particular emails were successful. Use the lessons you learned—and maybe recycle some of the proven content—to make your autoresponder effective.
Another source is the absolute best website posts from your site that have proved to convert. When you monetize a website correctly by using a detailed tracking method, you will clearly see which pages are making the most sales.
Check out the competition
Another source are autoresponder series from other entrepreneurs and companies in your niche. I don’t advocate plagiarism, but you can certainly turn someone else’s autoresponder series into an outline and then write your own content based on that outline. What you want to find are autoresponders which have money behind them. That means the entrepreneur is spending money to get people into his or her autoresponder sales funnel.
If the site operator isn’t spending much money on their autoresponder series, they probably aren’t making much money, so you don’t want to emulate them. But if they are spending money, they’re almost certainly making even more in profits.
How do you figure out if they’re spending money? First check for Google Ads to their autoresponder list landing page by typing a term related to their list into a Google Search. Next look for the signs of content marketing—a large number of keyword-optimized articles all about the same subject. Finally, try to guess how much the site operator had to pay for the free bonus they give away when someone subscribes.
Once you find a site with at least a few hundred dollars invested in their autoresponder, subscribe for yourself and see what content they use. Pay special attention to the three elements described in the following three sections.
When you have proven content it is still a great idea to split test your emails to see the direct results from each email you send.
Fulfill Your Promise To Create Autoresponder Emails
You promised subscribers something in order to get them to sign up for your mailing list. Part of that promise was probably a free report or another digital good—but part of that promise probably had something to do with your autoresponder list.
First, did you tell people that when they gave you their email address, you would send them regular emails? If not, then your autoresponder emails are unsolicited—that is, they’re spam and they won’t convert well.
Did you promise them that the emails would be about a particular subject? If not, then they will assume that your emails will be about the same subject as your site—as they see it (which isn’t the same as how you see your site.) For example, if they arrived at your site to read an article about curing baldness, but your actual site niche is building a Multi-Level Marketing (MLM) business, your autoresponder will break your implied promise to them to help them cure their baldness.
Did you promise to send them a weekly newsletter? If so, anything besides a weekly newsletter is unsolicited. You can still use an autoresponder series with a weekly newsletter—just use the autoresponder to send the first few weekly newsletters using specially curated perennial content and then add them to your regular newsletter when they complete the autoresponder series.
Create Trust To Create Autoresponder Emails
You can’t sell anything unless you earn a customer’s trust. This is one of the reasons I do most of my online shopping on Amazon.com—I know I can trust them. I’m willing to pay extra for most products online if they come from Amazon instead of from some random website.
Unfortunately, you probably are that random website, so how do you create trust? Over two thousand years ago, the ancient Greeks said a trustworthy person was someone with virtue, wisdom, and disinterest. Here’s how you can demonstrate all three in your autoresponder series:
• Virtue: as an aside in your autoresponder series, tell a story about how you once did something virtuous and trustworthy at cost to yourself. Make sure it integrates with the rest of your content. For example, I could tell you about a customer refund I once gave without hassle even though it was the customer’s fault they couldn’t use my product—and the customer even admitted that in his refund request.
• Wisdom: the ancient Greeks called this practical wisdom (not mystic wisdom), so you have to prove to your audience not only that you know the theories in your niche, but that you have practical knowledge about applying them. For example, I could tell you a story about my most successful autoresponder series ever.
• Disinterest: you’re interested in selling your product, so you can’t really prove disinterest, but you can create some disinterest by offering a refund guarantee. If you’re in a competitive niche, you can also go one step further and offer to buy one of your competitor’s products for your customer if he or she doesn’t like your product.
Remember, at some point in your autoresponder series, you’re going to ask the reader to buy something from you. But they won’t buy from you unless they trust you to deliver 100% of the value you promise the product offers, so use your autoresponder series to convince them that you’re trustworthy.
Kindle A Desire To Create Autoresponder Emails
Customers only buy the things they want more than they want money in their pocket. You have to kindle a desire for your product by convincing customers that they’ll be better off with your product than with $50, $100, $500, or $1,000 in their pockets. I have written articles on how to attract customers and not visitors to your site, so if you have followed these tips, your job at selling will be 100% easier.
You can use an autoresponder series to demonstrate why your product is better than cash—but I recommend that you make sure every email you send contains information subscribers want to read even if they don’t buy your product. After all, if they already wanted to buy your product, they already would’ve bought it.
To build desire and provide useful information at the same time, I try to use the 4:1 rule which says that for every four pieces of information I give my readers to help them achieve their goals without my product, I can tell them once how my product would help them even more. This keeps subscribers reading but also steadily builds desire for my product so I can create autoresponder emails which turn subscribers into customers.
Manage Your Email Autoresponder Series
When I first started out on the internet I definitely tried to do what ever I could to save money and that included managing my lists myself. What a nightmare that was! I even tried Mailchimp which started as a free service but ended up costing me more than I pay now for Aweber. I know you would have heard of Aweber but trust me when I tell you that it is an awesome service! I have set up a few autoresponder emails for each website I have and they all make me money on autopilot so my Aweber membership ends up costing $0. That’s a great deal!
What are you waiting for? Start making your own autoresponder series which turns subscribers into customers today!