WTF Is an Autoresponder?

If you hear the word “autoresponder” do you immediately draw a blank? This nifty feature is found in most email service providers. It automatically sends emails, in a predefined sequence, in response to customer behaviours.

A great example is sending a welcome email when someone signs up for your newsletter. Or an email course which delivers a series of pre-written emails over a set period of time.

You may have come across other emails that are sent automatically like checkout confirmations, delivery notification or password reset emails. These are usually one-off emails that are sent after a certain transaction has occurred on a website or app. They’re often called transactional emails.

With some of the terminology under our belts, let’s find our what you can do with them.

The Benefits of Autoresponders

Autoresponders offer great opportunities for businesses. They provide soft touches to keep your business in the forefront of your customers’ minds. They can also help drip-feed information to people who find it most relevant and interesting.

For instance, a vegan food brand might use autoresponders to deliver a series of emails on making the switch to a vegan lifestyle. Each email might introduce a different aspect of veganism. It might include recipes, products and information about getting essential nutrients. It might also include daily actions that the brand wishes the recipient to do or introduce the brand’s products.

In doing so, the company will introduce their customers to several aspects of their business without overloading them with too much information at once.

You can also set autoresponders to respond to different events, such as birthdays. By sending an exclusive gift or discount code on special occasions you can help foster loyalty amongst your customers.

Autoresponders in Action

If that all wasn’t cool enough, you can tailor autoresponders behaviour based on how subscribers interact (or don’t) with previous emails in the series.

Say a customer buys a product that was promoted in an autoresponder email in a welcome series. They might be taken out of this sequence and added to a customer feedback request sequence.

Another customer, who didn’t buy the promoted product would stay in the welcome series until it ends or they perform some other kind of action.

There are many different email service providers out there. So it’s worth trying a couple out to learn what works best for your business.

Sending automated emails is a relatively low-cost and easy way to make your email marketing much more personal. If you’re sending out any kind of email marketing, then autoresponders can really ramp up your engagement, customer loyalty, and sales.