By John Eberhard

An autoresponder series is a series of emails that go out to someone on an automated basis. They are used to sell someone on buying a product or service, and to move someone up the ladder from being a prospect to being a client or customer.

The most common way that autoresponders are used is:

  1. You plan to offer some free item such as a free report or ebook. This is often called a “lead magnet.” The report or ebook is on the topic of your product or service, so anyone who requests it will likely be a prospect. You write a report of say 2,000-3,000 words and design it and make it into a PDF.
  2. You create a series of emails that sell the product or service, usually including sales text pushing the benefits, testimonials, links to videos, etc. The series could include anywhere from 3 to 20 emails, and there is usually a specified time between each email, such as 3 days.
  3. You set up that series of emails in an email service such as Aweber, Constant Contact, Mailchimp, or in a customer relationship management system such as Go High Level.
  4. Make a landing page offering the free item, including a sign-up form. The prospect has to give you minimally his name and email address in order to get the free item.
  5. Once the prospect fills out the form and clicks submit, his information is dumped into a database in your online email service or customer relationship management system. This triggers the autoresponder system and the series of emails is started. The first email gives the person the free item or a link to download it.

I have made many such free ebook offers over the years. These usually are 2,000-3,000 words in length, and I design them with nice pictures and graphics that illustrate the topic and message. The ebook itself has a call to action at the end, telling the person to contact you and often having a specific appealing offer.

Of course the topic of the ebook has to be appealing to your target audience, ideally based on survey data, and usually addressing some pain point that your target audience has.

A couple years ago I was working with a nutrition consulting and training company. They had an ebook and it was reasonably popular, but I then took the ebook and edited it slightly and changed its title to be the exact wording from a survey. The response went way up. I then wrote another ebook whose title was another exact wording of a button from a survey. That got even better response.

One of the beauties of this type of system is that someone can request the ebook, and it’s a low level commitment. They might not be a hot prospect right then. But then you have their email address and you can work on developing them into a hot prospect and finally a sale. Your autoresponder series is designed to push them toward the sale. If you send out an email newsletter, you can add these people to your newsletter list.

Once you have your ebook and autoresponder series set up, you then have to promote it. You can promote it by sending out emails to your prospect and client list, offering it on social media, sending to purchased email lists, or through pay per click advertising on Facebook or Google.