When and When Not To Use an Auto Responder

You've got your business, you've got some ads ready to run, and your
site is ready to take orders. All that's left is to buy some advertising
and get people coming to your site. But should you send people
straight to your site from your ads or set up some auto responder
messages and direct them to those?

Hmmm. Good question. Here's some thoughts to help you with the
decision.

When NOT To Use an Auto Responder

In general, if you're selling a single product, something that's not really
that complicated, only requires a limited amount of information to
stimulate interest, or you are using the excitement of the moment to
make the sale, do NOT use an auto responder. Just direct people
straight to the site.

For example, ebooks. Generally, any information you need to
stimulate interest can be done on a single page site. You don't want
to give away too much either, and if you are setting up multiple
messages in an auto responder, what are you going to talk about?

When You SHOULD Use an Auto Responder

A more complicated topic, products or opportunities that require a
somewhat larger investment, or plans to cover multiple products or
multiple benefits, require the use of an auto responder.

Auto responders give you more time to explain your business or
product. Or, you may just need to keep in touch while your prospect
considers a way to come up with the money for what you are
offering. In these cases auto responders are excellent. You simply
provide more information or feature different benefits in each message
and then direct prospects to your site to learn more or to make a
purchase.

Exceptions

No rules are perfect, so we should all learn to put what we read into
perspective when considering our own businesses. So, even if you're
product is expensive or complicated to understand, if that's better
'shown' at a web site than 'told' in an email, send people directly to
your site.

As well, you can use email information courses to keep referring
people back to your site for just one simple product.

Ways To Compliment A Site With an Auto Responder

I've had quite a few hits on an auto responder I placed on my site. I
simply ask, "In a hurry? Want more information by email?" and
provide a link. That way, even though everything is right there on my
site, if they are intrigued but don't want to spend much time right then,
there is a way they can get more information later, and I still get to
keep in contact with them.

Also, you can offer different information courses through auto
responders and put them on your site. This way, even if people don't
buy from their initial visit, you'll get repeat contact and get multiple
chances to convince them to return.

Auto responders are extremely useful. There's no replacing them. It's
just a matter of considering your product or opportunity, and your
options when deciding how best to use them.