How to Boost Web Sales with an Auto-responder

By Loren Beckart
http://ClickTracs.com

A web site with products but no traffic is a liability. It costs time and money to set up and maintain a site. Then, it takes more effort and usually more money to generate traffic. Which leads to the key question that a profitable
web site must answer: Once you get traffic to come to your web site, how can you maximize the value of their visit? A very important answer is to use an auto-responder.

A brief definition of an auto-responder: by email, an auto-responder sends an immediate reply when a person buys something online, sends to a specified email address, or fills out a website form. The content of the auto-response message could be information, an electronic receipt, an e-course, and so forth. When people go online, they are often searching for information, and auto-responders gratify them with instant delivery of material they've requested.

What makes an auto-responder such an effective marketing tool is that when prospects make requests for information and give their email address, that allows you to send follow-up emails.

How can an auto-responder facilitate follow-up with prospects? You can automatically contact the prospect after the initial reply if you have properly set up an opt-in and an auto-responder series. The messages in the series are all pre-written, and pre-programmed to be sent out at intervals that you've determined - so that the auto- responder in effect is a sales force working for you round the clock, on auto-pilot. You set it up one time, and it works for you over and again.

What is the best content to present in an auto-responder series? Each set-up would contain messages relating to the initial request for information made by the prospect. Example: a visitor at a site about dieting fills out a form requesting a special report (a page or two in length) describing some effective foods and food combinations that inhibit blood sugar from turning into fat. The prospect gives their email address to receive the report, and the auto-responder tied to the form sends the free information immediately. Furthermore, the visitor learned at the site that in addition to the special report, they will receive further weight loss suggestions and encouragement in a series over the next few days or weeks, whatever time frame is suitable for the type of products in question.

What does an e-course or auto-responder do to increase sales? All effective online marketing makes use of email somehow. But a single email is not enough contact for most prospects to feel a sense of trust and then take action. Marketers in any arena usually expect to put something before prospects from 4 to 8 times. The majority of buyers need repetition before they really 'get' a new advertising message and decide to entrust their money by acting on it. You are losing money if you aren't using some kind of system for 4 to 8 follow-up messages that are consistent
and timely.

What is a recommended balance in the auto-responder series between information and marketing? Generally, when visitors give their email address, they want to receive targeted information, and maybe to receive notices about special promotions. Just keep in mind that they aren't interested in your objectives, but only in what is in it for them. So,
give them what they want - useful and accurate information. A ratio of about 75% information and 25% marketing will keep people opening the emails in your auto-responder series.

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Author and business consultant Loren Beckert is Marketing Vice President for ClickTracs, a premier advertising service, specializing in driving highly
targeted visitors to web sites. For additional articles and information to help you promote your internet business, visit: www.ClickTracs.com