List owners are email marketers. Email marketing is really all about catering to your list. Autoresponder systems make that it simple as they automate it all. The system will deliver content in the form of emails or issues of a newsletter at the specific intervals that you have designated it to do.
Some systems call these sequential emails; some call them promotional messages. It doesn’t really matter what your system call them, as long as you have them set up. It’s recommended that you set up at least 12 different emails that you have created. These emails need to be about the topic you promoted on your opt-in form, although you can mention and links to similar products you might be offering. One warning though – don’t overdo it on the offers! Once you have the emails written, you then load them into your system and schedule to go out to your subscribers over the next 3 weeks or so. Space the first few emails closer together – like one a day, then two days apart, or three and so on until all your emails are scheduled. Each new subscriber will go into the sequential on the day they opt-in. This is important to keep in mind when writing your emails. You never know when they will sign up, so don’t wish them Merry Christmas in email 3 just because you’re writing it the week before Christmas. The person may be getting on your list in mid July and then begin to wander about you if you’re wishing them Merry Christmas.
Your autoresponder system will also allow you to send a broadcast message in between your scheduled updates or after your scheduled 12 emails have been sent. This allows you to stay connected with your list as you are able to offer them new products or send seasonal greetings. Using the autoresponder to connect like this frees up your time and resources, while also continuing to build a relationship with your subscriber base and keeping your list from going cold. It’s as simple as writing the email, pasting it into your autoresponder system, selecting which list it’s being sent to, and clicking Send.
If you have chosen a good autoresponder, you will also be able to edit your sequence just by logging into your autoresponder account and editing the delivery times, or editing or removing emails as well as adding new emails or replacing them with new broadcasts at any time. You always want the option to be able to freshen up your delivery system.
Regardless of how you set it up, you always want to make sure that your subscribers receive the incentive offer instantly after confirming their request, and that they receive another email (with free content) within 72 hours of requesting the free offer. That way, you stay fresh in your subscriber’s minds and they are able to instantly recognize who you are and why they’re receiving emails from you.
If you fail to follow up with subscribers shortly after they join your list, chances are that by the time you get around to emailing them, they’ve long forgotten where they signed up for your emails in the first place.
Therefore it is important to set up your sequential emails to deliver the incentive offer immediately, with additional follow-up emails every 3-5 days from there on. I have found that the response is greater the more emails in your sequence so I recommend setting up at least 12 emails spaced out over 4-6 weeks. And in your final email, make comment to the fact that the series has ended and that you won’t be contacting them again until you have a new announcement or update. Be sure to always include your contact information, such as your website or websites, your email, your Facebook, Twitter, LinkIn and other social media option, and possibly your phone number if you do business via phone.
Example of a Sequence
This is how I like to set up my sequential emails. I create 12 emails that are scheduled over a period of 6 weeks to be delivered accordingly:
Sent this instantly to the subscriber thanking them for subscribing to your list. Be sure to provide the download information for your initial offer on your squeeze page as well as direct link to your website.
Scheduled to be sent out on day 2 asking them if they found the download and repeating most of email 1 just in case it was lost in cyberspace.
Scheduled to be sent out on the day 3 that includes some free content about the theme of your list. You could also link to additional articles on your site or even to another report.
Scheduled to be sent out on the day 5 that includes more free content about the theme of your list. You could also link another page that offers them another report or ebook.
Scheduled to go out on the day 8 and offers more free content, even if it’s just a tip of the day, as well as some promotional advertising to a related product.
6 – 11th Email:
Scheduled to go out on the day 12, 16, 20, 25, 30, 36 and always offers more free content, even if it’s just a tip of the day. Some days include some promotional advertising for a related product but be careful not to bombard them with new offers every time.
Scheduled to go out on the Day 42 and lets them know the series has ended for now and that you’ll only be contacting if there is new information or a new announcement of some kinds as well as the occasional email just to say Hi. As mentioned above, be sure to include all the ways they can also connect with you should they choose to get in touch.
The balance between promotional broadcasts and free content is entirely up to you, however the more distinct value that you give to your subscriber base, and the more consistent you are with providing fresh, quality the content the easier and faster it will be to develop a relationship with your subscribers.