Would you like to develop and reinforce relationships with your leads at every stage of the sales funnel on autopilot?
When it comes to nurturing leads, using email autoresponders is one of the most effective ways to organically nurture your leads and convert more of them into customers.
Not convinced enough yet? Take a look at these stats that prove how beneficial email autoresponders are:
- Companies that automate lead management state seeing a 10% or greater increase in revenue in 6-9 months. (Gartner Research)
- Companies that succeed in nurturing leads generate 50% more sales-ready leads at a 33% lower cost. (99firms)
- In email marketing, for every 1$ you spend, you can expect an average ROI (Return on Investment) of $42. (Oberlo)
To this day, email marketing still preserves its #1 spot in being the simplest way to automate interactions with prospects, convert them into paying customers, and improve your authority in your industry.
In this guide, we’ll explain what an email autoresponder is and how to create an email autoresponder sequence that actually converts. Also, we’ll go over some of the best practices that can help you when creating your first email autoresponder sequence. Let’s dive in.
An email autoresponder is a tool used to send automated email sequences to a selected group/s of recipients, subscribers of a given email list.
Scheduled email sequences are automatically sent to a segment of people on your email list, triggered by a specific event such as subscribing to your email list, abandoning the shopping cart, buying a product, or downloading an ebook.
There are different types of email autoresponders in email marketing. For this article’s sake, we will focus on autoresponders for lead nurturing.
Autoresponder lead emails are sent to new subscribers when they first sign up to your mailing list.
Autoresponder series are highly effective in engaging your subscribers, building solid relationships, and converting them into customers. That’s why it is one of the most powerful tools for digital marketers who aim to boost sales.
Besides, autoresponder sequences allow you to automate your email marketing campaigns and focus on other significant aspects of your business.
Just like any type of copywriting and crafting marketing messages, there are some best practices you can follow to create the perfect email autoresponder. Typically, an autoresponder campaign has a specific goal and consists of 5 to 15 emails.
Many companies leverage email marketing automation services to schedule their autoresponder campaigns based on the actions a lead takes during the engagement process.
Keep these best practices below in mind to nurture your autoresponder leads:
There are different goals you can define for your email autoresponder series. Every autoresponder campaign should have a single goal. And every email in a campaign should be focused on that goal.
So, it’s essential to choose your goal before you create an autoresponder sequence. For example, you can aim to:
Segmentation breaks down your email list into specified smaller groups based on specific criteria such as demographics, psychographics, buyer personas, or stage in the sales cycle.
This practice ensures more targeted and relevant autoresponders and drives better results.
According to a study by MailChimp, segmented email campaigns have a 14.32% higher open rate than those that are not.
As we mentioned earlier, the most common way to gather information about your leads and segment them is by doing it from the moment they subscribe.
For example, if you capture autoresponder leads with a subscription popup. You can use targeted popup campaigns to learn more about your leads.
Popupsmart’s display rules allow you to present your subscription popups to a laser-focused and targeted group of people.
Your opt-in forms can target your website visitors based on the content they browse, the source they found you from, or whether they have already opted in or not.
You might like Email List Building: 13 Proven Methods to Grow Your Email List.
You will need an email automation solution to send scheduled autoresponder emails. There are various email marketing automation services in the market, but it’s crucial to pick the right one for your business needs.
Some of the most popular ones are:
Here’s a guide that can help you compare: Top 12 Email Marketing Automation Software.
If you want to craft efficient autoresponders, you need to address the questions and pain points that concern your leads. So, before you prepare your autoresponder messages, find out which pain point you will touch upon throughout the whole sequence.
To identify the questions your lead might have, you can consider these:
These questions can help you identify the motivations and concerns of your audience. However, you should also research industry communities to understand them better.
In order to keep your leads engaged and nurture them throughout the sales cycle, you should go creative. Don’t limit yourself to text.
Using other types of media can also help you improve the personal touch.
Some of the other media types you can deliver in your email autoresponders include:
White papers, on the other hand, are an excellent choice during the informational stage. You can educate your prospects about industry topics with white paper and help them understand your product better.
Podcasts and audio: If you already have a good collection of produced content, you repurpose them to increase the value you provided. Turn them into podcasts and use them in your autoresponder emails. This will ensure a personal touch.
Videos and webinars: It’s true that it requires more effort to produce quality videos, but videos are one of the most effective media to connect your prospects. You can deliver the information and content in video form instead of the monotonous text and engage more of your leads.
It’s essential to outline your autoresponder series before you put them together. First things first, determine how long you want the sequence to be.
There are several factors that affect the duration of an autoresponder sequence. The biggest factor is the price of your product. The higher the cost of your product, the longer it takes to nurture leads. For example, a product that costs $1000 takes longer to nurture leads than one that costs $100.
Your autoresponder sequences should be long enough to achieve your goal. No more or less. When determining the length, consider the product price, purpose, segments, subscriber’s preferences, etc.
Here’s an example outline for a seven-step email autoresponder sequence:
If you can’t convert prospects through this sequence, you can plan additional emails, such as reminding them about the product.
This is just a basic example that you can try. It makes a smooth and slow transition from informational topics to ask for the purchase as you begin to improve the relationship.
In the digital world, nothing becomes perfect with the first click and publish.
You should tweak and make some changes to optimize your autoresponder sequences over time. It’s crucial to test the changes and compare the results.
Optimization is vital for getting the most out of your autoresponder campaigns and nurturing your leads through your lead pipeline.
You can input your subscribers’ personal data, such as their name and industry, that you collected during the subscription process into email autoresponders.
A report by Episerver shows that 92% of first-time visitors of an e-commerce website aren’t there to buy.
You can’t expect first-time visitors to become instant customers without getting to know your company. By nurturing them through an autoresponder series, you can gradually convert them.
But, how can you make visitors subscribe to your email list in the first place?
This is where email autoresponder lead magnets come to help you capture leads.
Many established companies use lead magnets like e-books, case studies, and newsletter popups to collect visitors’ information. Otherwise, they wouldn’t have heard from those visitors again who left their websites.
The process of converting an uninterested lead into a paying customer is called lead nurturing. In other words, it is nurturing your prospects down the sales funnel throughout the whole buyer’s journey.
The real reason behind email autoresponders’ popularity is their automatic, aka hands-off nature. They provide a personal touch with segmentation notwithstanding being pre-scheduled and sent to a massive audience.
A carefully planned autoresponder campaign effectively walks your prospects through the buyer’s journey.
Now you know what an email autoresponder is and how it can help your company bring more sales and build stronger relationships with customers.
Now we can dig into how you can create effective email autoresponders. Here’s how you can nurture autoresponder leads.
Autoresponders provide more than automated series of emails. They nurture your leads, engage them, and turn them into paying customers.
Don’t forget to analyze your email marketing campaign’s insights: