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5 Turning Leads Into Customers With an Email Autoresponder

Today’s Guest Post is by Jack Reamer – Enjoy!

Imagine if your marketing ran on autopilot…

You could sit back, kick your feet up and watch your sales go through the roof.

You could grow your business (and take that much-needed vacation) without worrying about how you’ll get your next customer.

Sounds good, right?

Now, you know that marketing isn’t that easy. But a good email autoresponder can bring you new customers like clockwork – even when you’re not working.

What is an email autoresponder?

An autoresponder is an automated series of emails that gives your leads value, draws them closer to your brand and eventually makes them buy what you’re selling.

Basically, it puts your email marketing on autopilot.

How can your business sell with an autoresponder?

Photo credit: Banquet hall via flickr (license)

Photo credit: Banquet hall via flickr (license)

Picture yourself in a 10,000 square foot banquet hall that’s packed with your potential customers.

You’re holding a microphone, and your potential customers are waiting to hear your best sales pitch. What would you say? What would you want them to know before they made a buying decision?

Those are your selling points. And as long as you have your lead’s attention, your email autoresponder can deliver your selling points just like this fictional banquet hall sales pitch.

You need to know two things to sell with an email autoresponder:

  1. What do your leads care about?
  2. What are your selling points?

If your autoresponder messages are about things your leads care about, they will open and read your emails. So earn their attention by sending emails that will help your leads solve a problem or reach a goal.

Then how do you sell? Easy. Just connect one of your selling points to each email.

Let’s look at an example:

Let’s say you’re a bookkeeping company that wants to turn your leads into customers with an autoresponder.

Your leads are busy small business owners who care about saving time running their business. And one of your selling points is you can save business owners one hour a week by doing their bookkeeping.

An email that would work well in your autoresponder is:

“How any business owner can save 5 hours this week”

Then, inside that email, give five time-saving tips for small business owners.

Make sure one of the tips talks about hiring a bookkeeper to instantly save 1 hour every week. (Include a link back to your website so your leads can click to learn more about your bookkeeping service.)

Why does this email work well?

  • It’s a topic your leads care about so it will get opened.
  • You provide five helpful tips so it will get read.
  • You tie your selling point to the email so your leads can click for more details.

Three email ideas for an autoresponder that sells:

1) Welcome Email

Use this email to get your leads to look forward to future emails (by telling them what’s coming up) and to ask, “what are you struggling with?” so you know exactly what your leads need help with.

2) Problem Solver

Help them solve a problem they’re struggling with. (Just make sure the problem relates to your business.) Give your leads helpful tips to establish your credibility and to prove you’re an expert.

3) Case Study

Talk about a past customer’s problems (and how you helped them solve it), so it’s helpful to your leads. Make sure to provide insights with this case study, but don’t forget to include a testimonial.

Have any questions about selling with email? Leave them in the comments, and I’ll answer each one.

Jack ReamerJack Reamer is an email marketing expert who specializes in helping B2B companies turn leads into customers with helpful & engaging emails. Jack shares actionable email marketing insights on his blog emailsthatsell.com. Want to bring in more sales with your emails? Click here to learn the four biggest mistakes business owners make with email marketing (and how to avoid them.)

13 Sometimes the Secret to Marketing is Just Being There

newsletterEvery time I speak to groups of small business owners I tell them that, when it comes to marketing, I would just as soon see them do something ordinary, day in and day out, than something that seems spectacularly great every once in a blue moon.

I believe one of the absolute truths about marketing is those who stick with it get results, even if they could do every thing they are doing better. Now, don’t immediately interpret this as an invitation to do crappy marketing. Obviously, the best combo is spectacularly great marketing done day in and day out, but, short of that, I lean towards showing up and staying top of mind in ways that you can do routinely.

The main thrust of this post is to suggest that if the need for perfection or even clear direction is causing you to hold back on any marketing then I would like to urge you to find what you can do, will do, and do it.

Maybe you remember the Peter Sellers role as Chance the gardner in the fabulous movie Being There. The movie is actually a very deep portrayal of how, even when simply being authentic, people can interpret what you do and say in ways that they need to meet their wants and desires (there’s certainly a marketing message in that), but from a story standpoint Chance, later Chauncey, falls into much of his elevated status by just showing up, or Being There, when someone had a need.

I think marketing of a small business can be a little like that. One of the tasks of your marketing is to devise ways that your messages can be the one that is there when a prospect decides to finally scratch an itch. In this vein systematic consistency usually trumps the every so often wow.

Build your being there machine with

  • a monthly newsletter featuring great finds from around the web
  • a monthly planned customer and network contact of varied type – article one month, customer success story one month, holiday theme one month, etc.
  • drip marketing via autoresponder offering advanced product application tips
  • a monthly press release announcement – offer organizational news via a press release format and send to network
  • quarterly survey data sharing sessions
  • quarterly trend topic webinars
  • annual success summits and user conferences

By planning and executing an ongoing number of annual contacts you will find that not only will you be first in line when your customers have a need, you’ll also be first in line when they stumble upon a referral.

Image credit: PUBLISYST Communicaciones

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