Auto Responders - Your Online Marketing "Secret Weapon"
One of the most powerful, yet easy to use, lead engagement and nurturing tools is the “auto responder.” An auto responder sends a person an email when they perform a particular function. This could include filling out an online form, clicking a link on an email, or downloading a whitepaper or sales brochure from your website. Auto responders may be used to send a series of emails to prospects based on their particular interests or information requests. Envoke offers a range of options for auto responders, from simple timed messages to more complex options structured on actions by the recipient. (All are included with your Envoke account.)
Using auto responders
Here's an example of how you can use auto responders:
Use Envoke to create a simple form on your website that offers a whitepaper download of interest to potential customers.
Also place the form on landing pages used in campaigns (such as pay-per-click advertising) where the whitepaper is an incentive for visitors.
When someone fills out and submits the form, Envoke automatically sends the person the whitepaper using an auto responder. This includes a message from you (such as "Thank you for downloading our whitepaper") This starts your lead engagement campaign.
You can set auto responders to send the prospect other information of interest to them on a regular basis. For instance, one week after they've downloaded the whitepaper, you could send them a technical brief on your product with a message (e.g., "We thought you might be interested in this technical brief which provides you with additional information on the solution we outlined in our whitepaper"). You can use auto responders to send as many messages as you like, designed to keep your company top-of-mind with the prospect as they conduct their research and move through the buying cycle.
If and when they convert into being a sales-ready lead by filling out a "contact me" form (or contact you another way), you can automatically disengage the auto responder so they don't receive additional messages. As with any email sent by Envoke, the recipient always has the option to unsubscribe and be removed from your list.
You can create more sophisticated lead engagement campaigns using Envoke’s Engagement Automation features together. For example, allow recipients to further define their interests by using a multi-step form at a predetermined point in your campaign. Depending on their interests, you can send more detailed information using another auto responder. (Remember, everything is automated and easy to configure within Envoke.)