You’ve
written your free eBook, you’ve recorded audio downloads… you’re all set to
grow your community by offering an incentive to your audience to provide their
email address so you can continue marketing to them.
People are
signing up and enjoying your free content… and your list is growing. But what
next…?
Are you
regularly reminding your community that you are there and can ease their pain?
Do you have an auto-responder campaign in place that takes care of your follow
up with your community?
Or do you
rely on remembering to send the occasional broadcast message?
Auto-responders
are an incredible way to keep in touch with your community, share even more
content or promote your offers. Plus you only need to do the work once and the
automation takes care of the rest of the work for you.
So, let’s
talk about what auto-responders are… and think about what your auto-responder
campaign could look like? What information can you provide to your community to
keep you in the forefront of their mind?
What are
auto-responders?
Auto-responders are a series of automated
emails that are sent to your community at varying intervals. You will need to
use an email marketing system such as AWeber to organize and manage the
distribution of your scheduled emails.
You will
also need to set aside some time to write and schedule your auto-responder
campaign in your chosen email marketing system.
How often
should you email?
The length of auto-responder campaigns vary
between 10 and 20 (your email marketing system provider may impose a limit on
how many you can send so check this out before you begin planning your campaign)
It is usual for the first 3 or 4 emails to be daily… then every other day,
petering out to weekly so as not to overwhelm your audience and risk being
flagged as a spammer.
Your
auto-responder campaign will begin in the first day or two following their
download email confirmation and your email frequency is greater during the
first month… becoming less frequent for the following few months.
What content
could you include?
It is important to get the balance between
sharing informative content and sales promotion right to reduce the risks of
your community unsubscribing… I’d recommend no more than 1 sales promotion
message to every 5 or 6 emails sent.
I invite you
now to think about what kind of informational content you can provide. Here are
a few ideas for you to consider;
Worksheets:
Did your free download contain exercises for
recipients to complete after reading/listening to your message? Can you prepare
any worksheets or link to resources that might make the task
easier/quicker/more rewarding?
Blog posts:
Do you have any blog posts that offer useful
tips or strategies that your audience would benefit from knowing about? It’s
wise to assume that your community won’t have spent enough time on your site to
have read your posts already… highlight one blog post per email and explain why
you feel it is to their benefit to take notice.
Is your free
download part of a series?
If not, would there be a benefit to your
audience in creating a further eBook or videos to explain areas covered in your
original download in more detail? You can use your auto-responder campaign to
schedule the delivery of the remainder of the series over the next few days/weeks.
Resources:
Are you using any third party resources that
would also benefit your community that they might not know about already? Why
not share the details on your favorite resource?
TIP: You may
find it useful to write a blog post reviewing your favorite resources (one per
blog post)… you can describe features and benefits easier in a blog post… and
it will be a permanent resource you can direct traffic to.
If you
aren’t following up with your growing community, you are missing opportunities,
so I invite you to give consideration to how you can use auto-responders in
your marketing campaign and take some time to plan and schedule relevant
content.
If you are
already making use of auto-responders, what content do you find is working best
for you? Please share your tips in the comments area below
Taken from www.joannamartin.tv