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  • Writer's pictureExpert Opinion

What is autoresponder in marketing

Updated: Jul 17, 2020

Autoresponders are messages set to go out automatically after a contact subscribes to your list. You can create several messages to go out in a cycle, one after the other.

Autoresponders help you automate campaigns and manage one-to-one communication with your recipients. They can be sent in a sequence or at intervals, starting from the day a contact signs up to your list, e.g. Day 0 (the day a contact subscribes), then day 3, 7, 14.

So, autoresponders are useful if you want to send an automatic message to contacts who join your list. When you set up an autoresponder cycle, messages will go out on a specific day of a contact’s subscription period, according to how you set up the cycle.

The Autoresponder feature gives you the ability to create and manage autoresponders. Use it to:

  • add a message to the autoresponder cycle. You can use existing newsletters, autoresponders, and drafts. You can also create a new autoresponder message from scratch.

  • manage autoresponders in the calendar view and list view

  • move messages to different days in the autoresponder cycle

  • prevent messages from going out on specific days of the week

  • schedule the time autoresponders are to go out, including adjusting the schedule to different time zones

  • add contacts to the autoresponder cycle or move them to a different cycle.

  • You can also preview, edit, and duplicate your message, check message status and statistics, as well as – view the number of users on a particular day of the cycle.

Autoresponders only react to subscriptions, imports and contacts added manually. Make sure to check the box add to cycle on day for your subscription method, or when you add contacts to your account, to get them started on the autoresponder cycle. Without this setting, the autoresponders won’t send.

How to Use Autoresponders to Accelerate Your Growth

You can define conversion any way you choose. Marketers, especially those with longer sales cycles, often elect to call an email opt-in a conversion.

It’s not wrong to do so; but let’s face it, most of your email subscribers don’t give you a lot of their time, and only a few give you their money.

A real conversion involves cash or a credit card, right? In this post, I explore a vastly underused, but highly effective, tactic for winning sales — the email autoresponder series. The highest performing email strategy

What types of automated email messages do online businesses use?

Research indicates that welcome (onboarding), thank you, and transactional emails are the most common. Autoresponders are another email strategy used by businesses.

A few years ago, businesses were just starting to use email autoresponders. Email marketing expert Chris Hexton of Vero said, “About 75% of businesses are missing out on the email marketing sweet spot.” Hexton explains:

“Newsletters have an open rate around 20%, and transactional emails have an open rate around 50%. This means that trigger-based transactional emails are over 100% more effective than newsletters. The fact is that emails sent based on customer actions get more opens, clicks, and conversions because they are contextual.”

Now, however, more businesses (about 49%) are using autoresponders to their benefit. Autoresponders are in the sweet spot because they provide the user with context.

For example, according to one study, “the most powerful automated email for B2C retailers is the abandoned cart email, which receives a whopping average click-through rate of 40%.”

Autoresponder emails build trust

An autoresponder is a series of emails, usually focused on a specific topic, delivered in a predetermined sequence at predetermined intervals.

The process can begin when someone subscribes to your general email list. Alternatively, you can create new lists catered specifically to those who want the content.

Generally, the autoresponder aims to transfer know-how, but making offers and attempting to sell are not out of bounds. You’ll probably need to experiment to arrive at the right balance of educational and promotional copy.

You’ll want to consistently address your prospect’s needs and stress the benefits of your products or services.

If things go as planned, your email autoresponder series will build trust with your prospects. Your messages will make regular appearances in their inboxes. And, you’ll be sharing useful lessons and progressively gaining mindshare.

If your content is well received, you’ll essentially be training the reader to open your emails, visit your website, and ideally, do business with you.

This is the formula, simply stated:

Repeated touches and visits = familiarity = trust = sales.

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