If there’s one axiom that rings true across every field, from athletics to politics, it’s this:
the easier a task looks on the outside, the more time, effort and energy we find tucked behind the scenes.
Emails to existing customers work the same way. Most of us would love to already
have an autoresponder sequence shooting out brand-building emails while we eat,
work and (occasionally) sleep. But the thought of putting together an original
and compelling email sequence can be daunting.
Luckily, other marketers have already spent time, effort and energy perfecting the
art of the autoresponder series. And today, I scoured the Internet for the most
helpful and reliable posts on this topic. Even though these posts were penned by
unrelated authors, they work together as a great series on Email Autoresponder set-up.
And for an example autoresponder email course, check out my previous post
autoresponder series for baby clothes.
Q: Why autorespond at all?
Copyblogger has the answer.
This Copyblogger article gets into the philosophy behind the entity that is
The Email Autoresponder. It provides an explanation of and defense for email
autoresponder creation. The post also explains how the tone behind many autoresponder
sequences sets them up for inadequacy and gives tips on how to plan for an effective campaign.
This post is for marketers and business owners who aren’t satisfied with the
“everyone else is doing it” justification for email marketing and who prefer
understanding “why” before taking on a project. (In other words, it’s for
strategic, responsible marketers).
Q: What are some email autoresponder content ideas?
ConstantContact has loads of ideas.
First, a warning: this guide was developed by ConstantContact, so there is a bit
of sales-y-ness to wade through, but the general ideas can be applied in any
email marketing platform.
The best feature of this article (which is so detailed, it’s actually a PDF) is the
charts. It includes multiple example content calendars developed around a variety of
businesses to inspire ideas and organizational methods for an autoresponder newbie.
It includes content examples for new customers, for returning customers, for nonprofit
donors and event attendees.
This post is for those who are ready to set up their first (or second, or eighth)
campaign, but are unsure what to say after “Hi [NAME].”
Q: How do I structure and schedule my autoresponder sequence?
The CoSchedule blog tells you how to get it done.
If you’ve already read the Copyblogger article in Part I, the first part of this post
by CoSchedule will be a refresher—it covers the reasoning behind creating an email
autoresponder campaign. But I do recommend at least scrolling through. It covers a
few novel points, such as the idea of “trading an email for an email.” This article
also goes into content development from a slightly different angle than we saw in
the ConstantContact guide.
The best new content in this post lives under the Building Your Autoresponder Course
section. Here, we go into nitty gritty on strategies behind shorter v. longer email
series, wordier v. tighter individual emails, email frequency, design, and a few notes
This post is for marketers who have a rough plan for their content but need help with
the strategic planning side of autoresponders; these are the fine details that can determine the success and failure of your campaign,
Q: What's the one email that belongs in every autoresponder sequence?
CrazyEgg tells you exactly that.
Not to be all click-baity, but this interview in The Daily Egg does offer a don’t-miss
tip for email autoresponder developers. No matter what your businesses sells, it’s easy
to get so wrapped up in helpful content creation that we forget to ask for a sale!
This post is for everyone with email autoresponder campaigns. Just in case.