For an overworked marketer, marketing automation can be a lifesaver.
While many new technologies are adding more responsibility and complication to a marketer’s life, marketing automation has the ability to make life easier for its users. A lot easier.
You already know about using drip campaigns to automatically nurture leads, scoring and grading modules to qualify leads, and assignment rules to take care of all the boring hand-off work. One terrific automation feature that doesn’t get enough credit though is autoresponder emails.
Autoresponder emails are email communications that are sent automatically when a prospect takes a certain action, like downloading a white paper. Since welcome and thank-you emails will be sent over and over again as you gain new subscribers and followers, they are a perfect place to let automation do some heavy lifting for you.
In addition to taking a lot of repetitive work off your shoulders, autoresponders can also be used as effective marketing tools for moving your leads through the sales funnel. Below are five things your autoresponders need to have to be truly effective.
1) A Great Form
More often than not, an autoresponder email will be triggered by the completion of a form. However, having a form that does not follow best practices can limit the number of conversions right from the start. Limit the number of form fields you allow and enable progressive profiling for the best results on your forms.
2) A “Thank You” Page
After a form has been submitted, you don’t have to wait for the autoresponder to arrive to move prospects further into the funnel. Your form’s “Thank You” page, the page that displays immediately after a form submission, is a terrific place to include further calls to action and additional content. Link to a demo request, an upcoming webinar, or related white paper. Immediately after conversion is the perfect time to bring a lead further into the sales funnel.
3) Sender Customization
The modern consumer has dozens of touch points with a business before they ultimately decide to purchase. With so many touch points it can be hard to keep just one point of contact with your company. Automation allows you to customize the sender of an autoresponder so that if a sales rep has already been assigned to a prospect, autoresponders will automatically come from that sales rep, limiting the points of contact and strengthening the relationship between prospect and sales rep.
The advantage of autoresponders is all about timeliness. You want to capitalize on a prospects momentum as they are already primed to take action with your company. Your autoresponders should be triggered automatically within minutes of a form conversion and contain a clear explanation of the reason for sending (i.e. “Here is your white paper!”)
5) Further Action
Many marketers see autoresponders as a one-and-done type interaction, but an autoresponder is a great opportunity to open a line of communication with a prospect. Add them to a relevant drip or trigger a second autoresponder to see how they are liking their download. The possibilities are endless, and will keep your company top-of-mind with prospects as you build your relationship.
Want to learn even more about using automation to transform your sales and marketing? Grab your free copy of our “Art of Automation” eBook!