How To Write An Autoresponder That Works Hard (So You Don’t Have to)


An autoresponder, sometimes also called a ‘nurture sequence’,  is an automated series of emails designed to move prospective customers further down your sales funnel.

Ok, so the thought of drip-feeding emails to your list, slowly clogging up their already overflowing inboxes might feel a bit spammy (and the quickest way to get unsubscribes) they are still the best way to connect with your ideal people, create a relationship and you know, make more money.

You might have heard that the best thing about an autoresponder is that they can bring in sales while you sleep?

Well, the worst thing about them is the actual writing of them…

Figuring out what to include in your autoresponder takes time and careful planning but once it’s done, you get to sit back and relax – and by ‘relax‘ I mean: get cracking on the 493 other things on your to-do list.

Autoresponders are:

  • An opportunity for the people on your list to get to know you and see what you’re about
  • A great way to build trust and create a relationship with prospective clients
  • The most efficient way to send offers and showcase your work
  • Your best friend during a launch

Autoresponders are not:

  • Something that should be sent multiple times a day to the same people #spamsucks
  • A substitute for real human contact ie, when someone emails you a question
  • Just for selling. People have given you their precious email, use the opportunity to build a genuine relationship with them and add value

Once you’ve written the sequence you can set your emails to be delivered at predetermined intervals of a few days, hours or weeks. You can also add links to your website and highlight your products and services.

If you have an online business, automated marketing will save your sanity.

But you have to get it right!

So what goes in an autoresponder…?

There are lots of different ways to use your autoresponder. You can:

  • Set up a simple welcome email when someone signs up
  • Share your personal story and build credibility in your niche
  • Offer useful tips and resources that aren’t shared elsewhere

No matter what you use it for, the ultimate goal is to lead customers towards the sale.

Here’s the framework for my 5 part email series. It’s what I use for my clients when they’re launching a new product or website. I’ve also used this for my own email marketing efforts.

Hope it helps to take some of the pain out of it for you.

Email 1: The welcome.

Introduce yourself and tell them what you do and who you do it for. Ask them why they signed up and what they want to learn from you (this encourages feedback so if you don’t want to hear from them, don’t add it in!). Tell them what they can expect from your emails in general…and specifically, from this campaign.

Email 2: The story.

Include your personal story and why you created your business. This gives people the opportunity to connect with your mission on a deeper level and helps them to get to know, like and trust you.

Email 3: The hot tips. 

This could be tips, stories, how-tos… fun and educational is the goal! Think about your ideal client, what is she struggling with that your particular products or service could help her with? What portion of her overall problem can you solve for her quickly and easily in this email? What’s the first hurdle in her struggles, how can you help her jump over this hurdle? Maybe you can show her how you dealt with this problem on a personal level? Showcase your expertise and build your credibility. Be generous with your information, but make sure your tips are easy to implement. Make her feel better instantly with a quick win.

Email 4: The free stuff.

Offer resources to help her further. These could be resources you’ve created yourself, something you’ve found or even your paid programs and offerings.

Email 5: The call to action.

Ask for the sale! Tell readers about your products and services if you haven’t already or remind them what you have to offer. Share links and info about ways they can work with you or at the very least connect with you on social media.

a few more tips…

  • Keep your emails short and interesting
  • The tone should be light and conversational
  • Imagine you’re writing to a friend
  • Give as much value to the reader as possible
  • Don’t try to be or sound like someone you’re not

Lastly, you can beef up your sequence with a few more emails if you have a lot to share (be careful not to overdo it though!) or you can tone it down to just two or three emails. It’s up to you and what feels right for you and your business.

The next step is to find the right email automation service. I use Active Campaign but there are loads of others with amazing functionality – compare them here.

Hope you found that helpful.

But if you’re still in struggletown with your automated email sequence, I can help.

Book in a call here >>

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About Amie

Amie has a 15+ year background in publicity, marketing and communications. She's worked with non-profits, big brands, and small business. She knows how to shape the message for maximum impact and generate real excitement around your products and programs.

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