The power of automatically delivering an email message to a contact can not be underestimated. It can increase productivity, improve response rates (or rate of action taken) and much more. If you know you want to incorporate autoresponders into your operations what do you need to know?

The Scenario Without Autoresponders

When a prospect or customer registers for something you are offering (e.g. a trial) or are added to your CRM solution for a reason (e.g. you met them at an event) that is the time that your company and/or offer is front of mind. If the first communication they receive from you is days after the fact then there is an increased probability that they will have difficulty remembering why they took action in the first place, or worse, forget who you are all together.

Have you ever received an email from someone and thought; "Who's that?" Or, registered for something and forgotten why?

The chances are yes.

On the converse, have you been overwhelmed with tasks and forgotten to send the follow up email to a prospect or client?

We all have, don't worry.

I'm sure you agree that these scenarios would be best avoided if possible.

That's where autoresponders come into play.

The Myth About Autoresponders

There is a school of thought that advocates personalized communication is the key to success and that recipients of automated messages can "sniff them out" and appreciate them less than something they know was sent from the personal point of contact just for them.

We have to disagree.

Today's world is built on efficiency and relationships. As much as you want to be effective in your outreach and ongoing engagement buyers want the same for their decision making purposes.

Improving the ease of which your prospects and customers can interact with your company is a genuine key to success.

If you follow this train of thought then the next logical step would be to evaluate the content in a autoresponder.

The Content Options in Autoresponders

The content of an autoresponder largely depends on the scenario. That is true. However, there is one consistent rule; Add value. Value can be:

  • A notice that they will be contacted - this means they don't have to worry about anything and that they know you are taking charge of the situation
  • A link to your calendar or scheduling system so they can book time with you
  • A value add - a report, guide, video or other content driven item they can use
  • A call to action - a definitive outline of a step they would need to take to move forward
  • An outline of the schedule and content of future communications they may receive
  • Invitations to connect on other social platforms and reasons why
  • A coupon or other offer

There are additional options, of course, however the theme is that the content is about them. Not you and/or your business.

Content does not have to be restricted to a single autoresponder either. It is generally worth evaluating if a series of communications would be more beneficial than one.

Now, in knowing the above, how are you going to send an Autoresponder?

The Tools For Sending an Autoresponder

To date, autoresponders have been largely a feature of email marketing services (Mailchimp, Constant Contact, AWeber etc.), marketing automation tools or a component of a CRM workflow automation rule.

Zoho recently launched a stand alone feature bringing a very unique addition to their catalog.

The reason this is different is that it truly helps CRM users bridge the gap between sales and marketing and more easily send targeted messages to groups of contacts based on information that is being tracked.

If you want to learn more about Zoho CRM, Autoresponders you can register for a trial here.


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