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Use auto-responders frequently

One great way to build loyalty and promote your brand to customers is to use auto-responder emails. However, it’s not good enough to just send back an “automated response” telling customers their email will be dealt with soon. Put some thought into your emails and how they address the recipient.

For example, if a customer visits your website and purchases a product, you could include a personal message in their receipt – perhaps something chatty saying you hope they like the product and if they have any problems to contact you.

When I appraise websites for clients, one of the things I test is the email auto-reply activity. If there’s a newsletter sign up or any other email related form, I test it to see what I get back. More often than not, I receive no email at all as a result of signing up for a newsletter. Sometimes I get a bog-standard email that says “thanks for signing up”.

An email sign-up is an opportunity to share useful information with your new subscriber, to get them started with your key offerings, or even to send them a subscriber-only offer as a token of your gratitude.

Answer these questions:

  1. Do you know what auto-responders your company website sends out?
  2. Do you know what they look like?

If you cannot say yes to both, do the following right now

Test your email subscription sign up process to see what happens.

Look for any other functionality on your website that requires the inputting of an email address (an enquiry form, a comment box on a blog etc).

Test these to see if auto-responders are sent out.

Where no responders are sent out, try to change this.

Where they are sent out, re-write the text of the email to improve the way you speak to the customer. Always try to make sure the email is personalised with the recipient’s name (but only in the body, not the subject line).

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