First, we need to define an autoresponder series.

An autoresponder series is simply a series of marketing emails sent over a scheduled period of time with the intent on selling a product or service.

This series of emails are referred to as “autoresponder” series simply because of the mechanism that is used to send the emails-an email robot or autoresponder.

Autoresponders are able to send a series of emails on a set schedule – like every other day – without further input from the sender. These scripts have revolutionized email marketing and every internet marketer uses such a service – or at least should be using such a service.

Now there are several reasons why you should use an autoresponder series, the most important of which are:

1. Marketing tests have shown that prospects are more likely to make a purchase the more they are exposed to an advertisement. In fact, prospects may require up to 7 contacts with an ad before they buy. An autoresponder series allows you to contact the subscriber several times as against a single visit to your website and thus increases the likelihood of making the sale. In my experience, you can double your conversion rate (sales) by simply adding an autoresponder series to your sales process.

2. The use of an autoresponder helps to automate your email marketing so you can set it and forget it. Because you’re direct involvement is not necessary after the first set up, this automation frees up your time that you can use in other forms of marketing.

3. By its very nature an email is more personal to a prospect than reading a sales letter on a website. The subscriber’s inbox is regarded as a personal space and any message there is perceived as more personal than when read from a website.

4. An autoresponder series can build a relationship with the prospect over time which a ‘one shot’ sales letter cannot accomplish. As the prospect continues to receive emails from you, the repeated contacts say you’re concerned about them receiving the benefits from your product or service.

5. You are able to offer ‘bite-size’ information for those prospects who find it tedious to read through a 25-page long sales letter on one sitting. The series of emails also allows you to try different persuasion techniques to target different types of prospects.

6. Only a 20-30% of your subscribers will open your email the first time it goes out, so follow up becomes even more important.

As a copywriter, I find that when I write the landing page, main sales letter and autoresponder for my clients, the increase in sales more than compensates for the extra investment they made in having me write the autoresponder series. Although I make this an option, those marketers who order my “Special Marketing Package” which includes the autoresponder series, build a longer term income.

So even if you have a main sales letter that is converting well you should always consider adding an opt-in page with an autoresponder series to maximize sales.

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