If you have been blogging, then you already have an easy email autoresponder sequence that is 85% done. Writing email newsletter autoresponders doesn’t have to take a long time; you can repurpose your best blog posts, using the 10-step system in this article. Before I describe the step-by-step process for converting your best blog posts into email autoresponders, let’s take a second and remind ourselves why email autoresponders are so effective.
Email autoresponders convert strangers into customers, automatically.
You’re facing a problem, and you’ve met someone who is solving that problem. They offer you a solution: it’s an intriguing lead magnet, giving a step-by-step solution to your problem, and you only have to subscribe to their newsletter to get access. Shyly, you hand over your first name and email address, and your relationship begins.
Over the next few weeks, this person courts you. They send you interesting and useful emails, that seem like they were written just for you. Over time, you begin to know this person. Then you like them, because they are funny, and engaging, and real. Finally, you trust them, and when they ask you to buy something, you agree.
This is what an email autoresponder sequence is supposed to do.
“Autoresponders allow you to build ‘know, like and trust’ before you ask for the sale. That way, you can convert more customers, and you can do it without being overly ‘salesy’ or pushy.”
– Mary Fernandez
Research tells us that it can take up to 7 touches to close a sale. So don’t try to sell your services right away in your confirmation message – treat this new relationship like a courtship.
Butter them up. Demonstrate your expertise. Tell some stories. Share some photos of you and your life. Give them time to get to know you for a few weeks, and then, when they are interested, ask them to buy something.
What is an email autoresponder, and how does it work?
“Autoresponders are the hardest-working, unsung heroes of content marketing. They’re a series of emails you write once and set up to send out at pre-set intervals to anyone who asks for them.”
Simply put, an email autoresponder is a series of pre-written email messages. They are sent at specific intervals after someone subscribes.
You can think of email autoresponders as evergreen newsletters – rather than sending them out once a month, or every Friday, email autoresponders are sent in a predetermined sequence after subscription.
The Secrets of Great Autoresponder Messages
- The best autoresponder emails are repurposed from your best content.
- They can be short, or long, but they typically only ask the reader to take 1 action.
- Use a testimonial or a PS at the end.
“The very first email you send to a new subscriber sets the tone for how they see you for the rest of their time with you – so you want to get this one right. It’s also the single best email for getting them to look at specific pages of your site, like popular posts or product pages.”
– Naomi Dunford
How do you write the best email autoresponder, without creating tons of new content? Simple. Don’t start from scratch. Use your blog.
Your blog is a pre-written autoresponder series waiting to happen
Every time you write a blog post, you have a free email autoresponder message.
This is a piece of content that your future email subscribers would be happy to read, if it’s on-topic and relevant. Chances are, they are not going to subscribe to your newsletter, and THEN go read every blog post you’ve ever written. The likelihood of doubling up here is very low, and the likelihood of presenting useful and interesting information is very high.
“An email autoresponder easily makes use of the blog content you’ve already created. Most readers haven’t read everything you’ve written, nor have they read it in sequential order. Your email autoresponder groups related topics together and packages it neatly for the convenience of your readers, delivering it right to them.
You don’t have to create new content in order to make this happen. You can use what you’ve already written for your blog.”
You can pick your own favorite blog posts, and decide manually; or, you can follow the data. The blog posts that are most successful on your blog are typically the ones that will make the best autoresponder emails.
10-Step Blog-To-Autoresponder Email Series Writing System
- Go to Google Analytics, and find your most popular posts.
- Create a card for the title of each post in Trello, and link to the article on the card.
- Drag and drop the subjects until they make a sensible progression.
- Scrape a couple paragraphs from each post, and paste the content onto the card.
- Create a copy of the Stellar Email Template in Google Docs (linked below)
- Paste the content from the Trello cards into the template.
- Edit the copy in Google Docs. Add connectors, like ‘I’ll tell you all about X next week,’ and ‘Remember last week, when I talked about X?”
- Add a CTA (Call-to-Action) to each message. Sometimes, this is just a link to read the full blog post, but it may be ‘book a call with me’ or ‘reply’ or ‘buy this product.’ Make sure there is only 1 CTA.
- Migrate the content from Google Docs to the email autoresponder delivery platform.
- Subscribe with a testing email, to review the results.
This final step is critical. There are so many moving pieces in any autoresponder email series, it is inevitable you will find things to tweak and edit only by being on the receiving end.
Setup an email address email@example.com. Subscribe to your own newsletter. Make note of what you find, what needs to change, and what can be better.
About The Author
Caelan Huntress helps people sell their stuff online. As a website designer, sales strategist, copywriter, and digital marketer, he works with entrepreneurs, coaches, authors and public speakers to bring them more calls, more clients, and more customers.