Autoresponders: Still Necessary?
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I’ve seen some arguments that with the coming of social media
, autoresponder marketing is on the way out. And therefore, you might not even need to have an autoresponder any more.
Yes, the social web (and before that, simple blogs, and before that, plain old discussion boards) is changing the game in terms of being able to engage intimately with your audience, and make much deeper relationships than you had previously. But no matter how integrated social media becomes in all of our lives, e-mail is STILL not going anywhere.
E-mail is quite simply too convenient, too useful, too integral to our lives ALREADY, and, get this, TOO PRIVATE to be going anywhere.
Not everything is meant to be a public message; and although every social network has a private messaging system, e-mail is already the best cross-platform answer to communicating in a trusted, private way. Instead of thinking about social media against e-mail (autoresponders) against blogs, as a marketer you really should be thinking in a different way. It shouldn’t be an issue of which platform you should use: instead, it should depend on the message and the situation. Cars are great, but I’m certainly not going to drive from my kitchen to my living room!
Do You Need To Buy An Autoresponder?
The key is to think strategically and use each tool for the unique purpose it was meant for, and to integrate these tools together as much as possible. For that, you really need to buy an autoresponder or get some type of autoresponder system. That is the one and only tool out there that successfully intergrates all of these channels, giving you a central place to manage your business and your message AND gives you complete ownership of the most critical business asset you could own: your list.
Listen, blogs are a great way to get engaging ideas to your audience in a non-private way such that group discussion can take place in a place that you own. But, how do you guarantee that people come back? Until recently, the answer was to use an RSS feeder, but frankly many internet surfers either don’t know what an RSS feed is, or don’t have one set up. By integrating your autoresponder service into your blog, you can now send out an e-mail to subscribers (with the same e-mail opt in form that everyone is familiar with), and you can choose the frequency that your messages are sent out. In this manner, you can create a “blog-zine” that sends out a message for each blog post you write, or even every 10 or 20 , etc. Your choice.
What Is A Autoresponder Service?
Engagement on social media platforms offers the largest conversion rate that you can achieve, but participating continuously in multiple platforms effectively is a strain on your time or resources. Now, with these autoresponder services you can combine your social media channels directly into your autoresponder and send a message to your social outlets with each broadcast.
Lastly, NOTHING can replace the true impact of a well-thought out autoresponder message series like a good autoresponder service can, for the purpose that it serves. Not social media, and not blogs. Think it’s not personal enough? Try again. It all boils down to the quality of your writing. I have some e-mail series that are so engaging and personal that many have written back many page long e-mails telling me pretty private things about themselves. And all of that from an autoresponder series!
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