Autoresponder campaigns can be tricky for a lot of companies who often aren’t necessarily trained in new digital marketing methods. That’s really where the first mistake comes in. Companies spend so much time on the product or service end of their business – facing out to clients and customers – that they rarely if at all pause to consider their own inner workings. Taking a look at your inner workings means running a sort of internal systems check in your own department. The goal of such a check is to see if you’re (a) on the right track and doing everything you need to do to properly market yourself and (b) if you have a strategy.
Most marketing departments don’t have the budget to hire on more people, which means that this heavy task is left to people who are already overworked. Secondly, assuming you have a trained team or have taken advantage of the free training materials on the web, there’s the issue of time. Most departments also aren’t afforded the free time to engage in self-marketing, let alone develop a strategy.
The fact is that this reality is unlikely to change for most departments. It’d be great to have more assets and resources, more people, and more time to do all the things you’d like to do – but the time and resources really aren’t there and need to be carved. This is why it’s really important to have systems and processes in place that automate a lot of the heavy lifting for you. Autoresponders are one such tool.
Autoresponder campaigns generate a sort of drip email marketing for any target demographic. It can be used for people in various stages of the sales cycle, new subscribers to an email list, or a targeted industry or consumer group. However you choose to go about it – and the best way to go about it is with locking in new subscribers – there should be a system.
All in all, it should take more than about a week to really set up a solid autoresponder campaign – between strategy, content, and design. You want to keep things as simple as possible on the design end since that will take the most amount of creative time. You’ll also want a set number of free uninterrupted hours to sort out the content. And you don’t have to worry about the strategy since we’ve provided that here in various other posts backlinked through this blog post.
What you do want though, is to avoid any typical mistakes. The first mistake people make is failing to create bonds with their audience. Creating a sense of intimacy with your one-on-one email reader is key. You do this by being conversational, and personal. You tell them a little bit about yourself and share content that reflects on who they are and what matters to them. This builds on the law of association and people always want to associate with others who are like them. So how you talk to your audience will be consistent in everything from the way you design the email template, to the subject lines you use and the content you share. There should be unity in that messaging and it should reflect your brand, values, and company culture.
Consistency, though, is the second mistake that’s often made. Interestingly, it’s made in several ways. Inexperienced marketers will be erratic in how often they communicate and what they communicate. There might be either too much information or not enough information – or it might be information that’s not relevant, which triggers unsubscribers. In order to be consistent, send small doses of emails initially, spaced out over a few days and then regularly either on a weekly, bi-monthly, or monthly basis depending on how you want to approach the campaign. You also want to have diversity of content, best content training videos, products, company culture, etc. This allows you to paint a full picture of who you are and why you matter, in an automated format that lets you relatively forget about it once you’ve built it. And that’s really the goal here: engage your audience without overwhelming your resources.