Getting Started With Email Marketing
Choosing an autoresponder
Unless you want to manage a large list of email addresses manually (you would be crazy if you did this), you will need to get yourself a decent autoresponder.
An autoresponder will automate a number of different tasks for you, making your job much easier, so you can spend your time concentrating on more important things, like writing your email copy.
A typical autoresponder will control the distribution of your emails as well as handle the opt-in systems that allow readers to subscribe (or unsubscribe) from your mailing list.
GetResponse - Includes a wide variety of features as well as full technical support.
iContact - Offers a sliding scale pricing model based on the number of contacts in your email list. Starts off cheaper than the other autoresponders for smaller lists, but the price increases as your list grows.
The autoresponder will allow you to create a series of messages in advance and set the times, or intervals, that you want them sent to the list. The best part is you only have to set this up once; the whole system is automated for you.
So, let's say you have a ten part series that you want to send to new subscribers in order to build up a trusting relationship with them. You don't ever have to manually send anything to them. The emails are already written and the autoresponder sends the first part to the reader as soon as they confirm their subscription. The next parts in the series are sent to the subscriber later at an interval you specified in the autoresponder. Sounds great, doesn't it?
There are a number of different features you should consider when looking for a good autoresponder. You want to ensure you get a reliable product that will meet all your needs. When you're first starting out, your requirements will be fairly basic so you may not be concerned with every single feature the software provides, but as your business grows you should seriously consider some of the more advanced capabilities offered by each autoresponder.
You will need an autoresponder that can handle multiple lists. You want to be able to track several separate lists for prospects, customers, and so on. You may even want to have separate lists based on what product your customer buys.
The autoresponder you choose should allow easy integration of other mailing lists. If you acquire an email list, you will want to be able to easily integrate it into your current autoresponder. This is also true if you ever decide to switch or upgrade your autoresponder. If you have a number of email lists, you won't want to have to throw them away just because you can't import them into another autoresponder.
You should also consider whether you want your autoresponder to be hosted by a third party (on someone else's server) or hosted locally on either your own server or own your own computer. There are pros and cons to either approach. The hosted software will likely involve a monthly subscription for the service whereas a locally hosted autoresponder will be a one-time cost. The main difference, which you need to consider, is whether you have the time and knowledge involved in operating and maintaining your own software. If you're not too computer savvy then the hosted option is probably the best way to go.
There are many types of autoresponders on the market today, each with its own set of features and cost. Before you purchase one, you will need to take a look at your budget and the requirements you have for your business in order to find the one that best suites your needs. If you take the time now to choose an effective autoresponder, it will greatly benefit your business over time.
Here are some commonly used 3rd party autoresponders that will meet the needs of anyone starting in email marketing:
- Aweber - Offers a large list of features and comes with free training and 24/7 technical support. It is also widely recognized by ISPs around the world so your emails have a better chance of not being filtered.
- GetResponse - Includes a wide variety of features as well as full technical support.
- IntelliContact - Offers a sliding scale pricing model based on the number of contacts in your email list. Starts off cheaper than the other autoresponders for smaller lists, but the price increases as your list grows.
