In Part I I told you
about simple and sequential autoresponders.
In Part II I'll tell you the strategies I use to write
follow up autoresponder messages to help you gain much higher levels of
customer satisfaction and to make more money.
I use the sequential autoresponders in
http://www.kickstartcart.com
for the following purposes:
This articles will focus on the last four items.
Customer Service
Customer service online needs to be better than in a
face-to-face transaction. There is no personal interaction involved
unless the customer has to call for something or you call them. This
makes many customers very nervous. They are sitting at home wondering if
they did the right thing by ordering. In many cases they are wondering
if the transaction went through at all.
I want them to hear from me right away. I want them to
start to feel like "hey this guy didn't just disappear with my money."
Buyer's Remorse
A typical problem in both online and off line sales is
buyer's remorse, i.e., the customer is thinking, "Gee, I wish I hadn't
bought that. I really didn't need it. Maybe I shouldn't have spent that
much, etc."
Strategy
Part of my strategy in using sequential autoresponders
is to start that feeling in the customer that I didn't just run off to a
cyberresort with their money and sip cybermint juleps while they are
trying to pay off their credit card.
At the same time I am giving them the feeling that
purchasing from me was a good deal and that they made the right decision
by purchasing and that they do need what they bought and that it was
perfectly fine spending what they did . . . in fact it was dirt
cheap."
The rest of the strategy has to do with the fact that
I'd never make these follow-up contacts if I had to do it by phone or
even by email. I'm just too busy searching out new business all the
time. Using
http://www.kickstartcart.com 's sequential auto responders allows me
to multiply myself and get the job done that I'd like to do, but
wouldn't normally have time to do.
Also, a significant part of this whole deal is to use
the sequential autoresponders to upsell the customer to additional
related products based on what they have already purchased.
My Formula
Just like anything else you have to be careful not to
abuse the power of autoresponders. What I do is give at least three
customer satisfaction type messages before I do an upsell message. If
you hammer people to buy, buy, buy they will quickly get sick of you.
Most autoresponders give the person a link to click on if they want to
stop the messages. Hardly anyone every unsubscribes from my messages
because they are so service oriented. Plus I usually throw in usage tips
for whatever they bought.
I usually give a couple autoresponders in the first few
days and then space them out further.
Here's an example of the sequence I use for the
autoresponder series people get when they buy the "Wake 'em Up Video
Professional Speaking System"
Message 1 Same day they purchase
Message 2 Next day after they
purchase
Message 3 Five days after they
purchase
Message 4 9 Days after they
purchase
Message 5 23 Days after they
purchase
Message 6 37 Days after
they purchase
I am going to give you the actual messages I use next
issue, but if you really want to get started writing your autoresponder
messages you can look at mine by sending a blank email to:
mailto:tomantion-8971@autocontactor.com
Oh, and one other thing I use my sequential
autoresponders for is to send phone number, PIN numbers, and
instructions when I do teleseminars. My
http://www.kickstartcart.com
system gives the attendee a custom thank you page where they can
download their handout and get their telephone numbers and then the
autoresponder kicks in to give them the numbers and instructions again
in case they lose the thank you letter. This has reduced my hassle
enormously when I throw a Telephone Seminar. Most of the people won't
lose both documents. I've handled as many as 600 attendees with no
administrative help.
More
automation techniques:
-
Want to type the same word
over and over in Microsoft word? Here's how to do it. Type the word.
Then hold down the "alt" key while hitting the "enter/return" key over
and over. Go ahead and try it.
-
Want to remove all the
character formatting like Bold and Italic from a block of text?
Highlight the text. Hold down the "ctl" key while hitting the space
bar.
-
To put in the TM symbol,
copyright symbol or Registerd symbol in Microsoft Word hold down the "ctl"
and "alt" keys and hit T, C or R respectively.
Upcoming topics for this section
-
Organize your email
-
Reduce the impact of SPAM email
-
The greatest keyboard shortcuts
-
Respond to emails while you sleep with
autoresponders
-
Using templates so you never have to reinvent the
wheel
Back to June 2002 Index page
