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Autoresponders for Everything

There are "marketing experts" who will tell you that you cannot run a business online without an autoresponder, when the truth is that it is merely another tool, which you may choose to use, or not to use.

Overuse of autoresponders depersonalizes your business, and harms your ability to build a solid relationship with your customers.

The right way to use them is to provide scheduled informational delivery, instant delivery of information that is requested, or to complete a process that is dependent on verification from your customer. An autoresponder should ONLY be used for sending out information that is the same every time - use instructions, download acknowledgements, standard support availability mailings, mini-courses, ezines or newsletters. If having it sent by autoresponder would provide additional convenience and value to your customer, then it is a good use. If it is a substitute for personal attention, then it is NOT an appropriate use.

To think that an auto-responder is a simple, or even necessary, part of internet business, is flawed reasoning.

First of all, setting one up takes some time, and certain skills. You must learn to use the autoresponder system that you choose, and you must learn to configure it properly to do the things you want it to do.

You must also be able to write effective instructional or sales materials that will achieve the purpose behind the utilization of the autoresponder. This involves producing the written materials, and then insuring that they are worth sending. Self centered emails sent by an autoresponder will not help your business.

It also costs to use full featured autoresponders. Cost generally varies depending on volume, but you can expect a minimum of $10 per month, usually more.

The last aspect to using autoresponders is that if you have no customer base, and no traffic base for a website, you'll have to build that in order for the service to benefit you at all. They are not an instant solution for telling people what you want them to hear! It is hard work getting enough people to make the service cost effective.

So, remember the following points: They take time and money to set up, they do not work for all businesses, they are more of a hindrance than help if used wrong, and you CAN build a business without one if you choose to do so.

If you choose to use one, provide quality information, don't use them for things that are meaningless (like out of office messages when you are gone less than two days!), and be polite about not abusing the privilege of having access to your customer's email address.