Auto-Responder Outline
The auto-responder note was short, pointed and simply what I needed to read. The truth is, I figured the email was a representation of the near perfect auto-responder message.
I want to break down the elements that will make an auto-responder message successful.
1) Order Tracking. The section provides the order number for easy referral if there is a problem with the order. Customers can use this number when contacting the company with any customer service question.
2) A Statement of Intent. This section clearly defines how many emails the recipient will receive to guide them through the product fulfillment process. In the case of this sample that number is three. It’s fairly standard for auto-responder emails.
a) Order Confirmation. This assures you the company got your order.
b) Order Status. This email indicates that the order is in process and provides an itemized list of purchases and applicable discounts along with shipping related costs
c) Order Shipped. This email is sent when the product fulfillment team delivers the package for delivery. Generally this includes tracking numbers & business contact information should the package be delayed, lost or damaged when it arrives.
At this point the auto-responder notice encourages recipients to white list their emails so future information isn’t delivered to the spam folder.
Lastly the auto-responder message has a closing note from your customer services department head. In this case there is a statement listed that read, ‘My only job is making you happy.’
In all the auto-responder, message was shorter than the above description. No graphics were involved, but the message was caught and digested rapidly.
It may be to your advantage to make your auto-responder messages short and without unnecessary marketing statements. After all the reason for the auto-responder is to manage a customer’s order once the purchase is actually complete. To be overboard in marketing might be viewed as overkill.
Auto-responders must be designed to assist both the online business owner and the customer. This happens when pertinent information is delivered on a timely basis.
Customers appreciate knowing the status of their order and a three-pronged approach to information delivery can happen in the virtually hands-free environment known as auto-responder.
Does your auto-responder have to look just like the sample outline above? No. You invent it in whatever way you choose. I merely used this outline to demonstrate one very succinct way to let your customers to be aware what to anticipate, when to expect it and that you will not be sending long-term emails to them without their permission.
I suggest that if you want to incorporate a marketing angle make that appeal on your last auto-responder email. This email provides tracking information, but it may also alert customers to ezines or free email services you may offer that may be knowledge-based and desirable. Make sure this is offered as an opt-in function and don’t high-pressure these individuals who’ve already expanded their trust in making an acquisition.
Auto-responders could possibly be the first line of defense with regards to providing proactive customer service.
Social Media Marketing is definitely a great tactic to improve brand awareness, opportunities and sales and profits of your company through social media channels as well as by performing visual demonstrations such as Video Marketing, which induces attention about the business and its products and services.
