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5 reasons to use email autoresponders

I was talking to a customer the other day about email autoresponders and it wasn’t long before I realised they had no idea what I was talking about.

I was shocked as autoresponders are some of the most important emails you can send to your customers.

They take little effort to create, yet return such a high reward.

In case you don’t already know, an autoresponder is an email that is triggered in response to a customer’s action. For example, a ‘Booking Confirmation’ email in response to an RSVP or a ‘Thanks for entering the draw’ email in response to a competition entry.

Here’s a few common types of autoresponders:

  • Newsletter confirmation / welcome
  • Competition entry notification
  • Membership welcome/renewal
  • Shipping notices
  • Shopping cart abandonment
  • Event booking confirmation
  • Post event /experience feedback survey
  • Unsubscribe confirmation
  • Update profile confirmation

When your customer does something significant like make a purchase, sign up for a newsletter or enter a competition they expect to receive a reply or confirmation of some sort.

If you do not confirm their transactions with them they will be left wondering “Did it work? Do I need to do it again?”

How you follow up with customers leaves them with a strong and lasting impression.

Here are some of the things that autoresponders can do for you:

  1. Get a higher response from your audience: Autoresponder emails often get more than double the open rate of standard marketing emails as the emails are sent instantly in response to a customer’s action. For example, a ‘Your order has been dispatched’ email for an online purchase.
  2. Save you time by automating: You don’t need to manually send the email after a transaction is made. The emails can be automatically sent when a certain action is carried out. For example, filling in a web form, updating a profile or unsubscribing. Learn more about automation here.
  3. Engage your audience: Customers are much more engaged with you when they receive a transactional email. Therefore, this is a good time to get important messages across, such as: directing them back to your website, blog, or social media sites. Just make sure the main message in the email is confirming their transaction.
  4. Create a good impression: As the engagement level is high upon receipt of your autoresponder, this is a perfect opportunity for you to impress your audience by ‘surprising and delighting’ them so they continue to anticipate emails from you in the future. For example, reward them with free shipping on their next purchase; offer a discount or a free e-book.
  5. Make you look fabulous! By setting up relevant transactional emails you can really communicate your brand and personality through to your customers . For example, a newsletter confirmation subject line could be changed from ‘Thanks for subscribing’ to ‘You made it into our special club – yeehah!!’

Here’s a few examples of autoresponders for inspiration:

Newsletter confirmation email – triggered from a newsletter subscription from the website.

1. Clearly informs what you will be sent by signing up.

2. One clear call to action, ‘confirm your subscription.’

Splendour-in-the-grass

Membership welcome email – triggered from signing up as a member from in store.

3. Instant offer for joining as a member

4. Links to social media and other pages on the website

Welcome-to-Portmans

Competition entry email – triggered from entering a competition via email.

5. Acknowledges and thanks for entering

6. Social sharing links

7. Sale notice

8. Terms and conditions

Westfield-Thanks

If you’d like to learn how to create your own email autoresponder, register for my free online training session on ‘Subscribe Forms and Autoresponders’.

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