When it comes to designing autoresponder messages there is no magic bullet. Different industries may call for different approaches, and even within an industry different styles of messaging may be used to achieve positive results. That being said, there are some basic principles you can use in crafting your autoresponder messages, and the list below outlines these principles with the goal of helping you write messages that improve your bulk email conversion rates and drive more business to your firm.
Come up With a Strategy
It does no good to write a witty, captivating email if your audience isn’t moved to take action by it. While your autoresponder sequence doesn’t necessarily need to be a hard sell pitch, it’s crucial that you identify beforehand exactly what you are trying to achieve with your message. Once you have done that, you can then select a strategy to achieve your objective.
Map out Your Content
Once you have decided on a goal, whether getting people to sign up for your company newsletter, or driving sales of a new product, or what-have-you, you can choose the content that will be most likely to help you achieve your goal. Some things to consider here are the following: The use of social proof such as testimonials and celebrity endorsements can help get your message across; build trust by citing your association with respected industry authorities where applicable; talk about how your products or services help solve a problem the prospect has, rather than just about how great your product is; use images or video where possible to get your message across most effectively.
Plan Your Delivery Strategy
Once you’ve decided what content to use you can now plan how many emails to include in your autoresponder sequence and how frequently to send them while staying within the parameters set by your email service. Some campaigns may have as many as 100 or more emails in the sequence, but if you are sending them out once a week, typically 10-20 or so is sufficient to conclude a campaign successfully.
Adjust Your Strategy According to Results
Track your open and conversion rates to see which emails in the autoresponse sequence are most effective. Emails with low click-through rates may need to be revamped, while those with subpar open rates may require a different subject heading to improve this metric. Try using your email blasting software to send out the same email with two different subject headings, and then use the more effective of the two for future blasts of the same type.