What's in an Autoresponder?

If you have spent any time at all researching tools for your online business you have probably heard the term "autoresponder". You have also probably seen some articles or ads stating that you must have one. What you don't tend to see is a good explanation of what exactly an autoresponder is. So, let’s see if we can shine some light on the subject shall we?

At its most basic level an autoresponder is an automatically generated e-mail. For instance, if you go to my Contact Us page and fill out the form and submit it you will receive an e-mail message at the address you gave on the form. The program that takes care of that for me is an autoresponder. Of course, if you were to ask me a question in your message the response you would get to that would be an actual message created for you by me. Some people will use an autoresponder to send a message indicating they are out of their office for a period of time, such as when they are on vacation.

Have you ever purchased an item on-line and afterward received an e-mail containing your receipt? That was an autoesponder message. In addition you may have received follow-up messages concerning your purchase or maybe even a survey asking about your online shopping experience. That’s right, also autoresponder messages. All of these messages were written well in advance and were then stored, waiting for you to make that purchase which would then cause them to be sent out.

Maybe you have signed up for a 5 or 7 day e-mail course? If so then you have seen yet another example of an autoresponder. Here, you simply program the autoresponder with the individual lessons for each day and then the program automatically sends them out each day with no further input from you. The same principle works for newsletters and e-zines.

As you can see, autoresponders save a great deal of time by automatically sending messages so a person doesn't have to spend the time doing so. A message is created only once and sometimes updated but beyond that very little manpower is required. Also, since the process is automatic, sending an important message doesn't get forgotten or overlooked during a busy day.

So now you ask yourself "is this all they do, is that it?" Nope. We have barely even scratched the surface. Certainly you have heard of the all important "List". You know, that list of e-mails that people who have visited your website have given you of their own free will so that you may contact them in the future with updates, great deals, more great deals, and even more great deals. You know, the "List". What? You don't have a list? No one told you about the "List". You don't know how to get a list? OH CRAP. Now what? Well, now you are just screwed.

Just kidding, don't panic. An autoresponder will help you get a list. In fact, that is one of an autosponder's most important jobs. Basically you set it up to take information from people who visit your website. You might offer them something in exchange, something free. Maybe an eBook or a report. It really needs to be something of value though if you hope to collect any information. Why all of this? Because, in general, most buyers will not make a purchase the first time they visit your website so return visitors are really your most valuable visitors. Usually it takes 6 or 7 exposures to make a sale and your prospect may never return to your site again after the first visit as they may forget your web address or they may forget to bookmark it. To ensure that your visitors get more than one exposure to your products you need to be able to contact them in the future. By collecting their e-mail addresses you have a way to do this.

You should always offer something of value in return for their e-mail address because giving someone your e-mail address is a big deal and why would you be inclined to do so unless you were to get something of value in return? Also, you need to make sure your potential customer is aware that they can always opt out of receiving communications from you. Usually you will place this option at the bottom of your e-mails so they always know that all they have to do is unsubscribe if they choose to do so. I know I am much more likely to give my e-mail address knowing I can always opt out. If I don't see the option offered I simply don't sign up for something.

Things to Look For in an Autoresponder

When shopping for an autoresponder these are some of the things you should look for:

• Unlimited Campaigns: Look for an autoresponder that will let you set up for as many campaigns and send as many e-mails as you like, with no extra charge.

• Delivery Rate: You need a high delivery rate. Look for an autoresponder that guarantees 99% or higher delivery rates.

• Customer Service: You need 24/7 support available in case of problems. Ideally this should be free of charge.

• Free Trial: It’s a good idea to use an autoresponder for free if you can before you actually purchase the service. You need to know if it fits your needs and if you will actually like using it.

• Statistics and Tracking: These features enable you to monitor your sales, as well as track your subscribers.

If you are serious about on-line business then you will eventually need an autoresponder. I like AWeber.com and consider it a very good choice. It has all of the features I have mentioned above and many that I did not. You cannot do everything yourself and an autoresponder will do a lot of your work for you even during your off hours.