Many businesses and bloggers who just have started their own email newsletter or ezine take it for granted that their emails get delivered to all recipients. Indeed they are very surprised when they find out very soon that reality is quite different.
Did you really expect that your email message gets delivered to all — for example — 5,000 subscribers all the time, did you?
Your email marketing service provider might advertise with a deliverability rate of 95% or more, but that's not the full story. Those figures are in most cases based on hard bounces when the sender is notified that the email is not being accepted by the recipient because of an invalid email address or the sender being blocked. Those instances are rare nowadays.
The truth is many email messages are simply being lost!
They are filtered out by corporate firewalls or large ISPs (like Yahoo, Hotmail, or Gmail) without informing the sender or recipient about this fact. In some cases your message is pushed into the spam folder even when your spam score analyzer indicated, “this message doesn't look like spam at all.”
What an email autoresponder does can be explained very easily. Once a new subscriber has joined your email newsletter, your autoresponder service will send messages which you have prepared over time.
An autoresponder has many useful applications
Martin signs up for an email course about expanding his vocabulary on Monday. For one month he will get 5 emails a week with new words and their meaning.
All you had to do was to prepare all messages for the complete course once.
Andre signs up two or three weeks later, but on a Thursday. He will receive 5 messages on the following days, have 2 days off and will receive 5 messages again.
You will notice the difference between Martin and Andre. Martin has off on the weekends, Andre doesn't.
Of course, Andre doesn't need to read his emails on the weekend, but let's say he decided to read his course on Monday evening, he will find 3 emails from you. The daily course for Saturday, Sunday, and Monday.
Now my favorite email marketing service provider AWeber has solved this problem very elegantly.
To return to my example from above. By setting the send window for the follow-up messages of this email course to Mo-Fr you can make sure that Andre and everybody else who did not sign up for the course on a Monday gets their rest on the weekend.
What applications and examples can you come up with that utilize this new feature?
Let us know, leave a comment.
In case you are not using AWeber for your email marketing already. I think it's the perfect time to give them a try.