An Auto Response System - Handling Names, Newsletters, and Information

There are two ways of dealing with information, commonly asked questions, and other repetitive communications via email. They both can be called an "Auto Response System" even though they aren't both automatic. The first is to answer each email individually by either re-typing the message each time or by cut-and-pasting it from a list or file. The second is an automatic system that sends out emails as soon as a customer requests that information. Both of these systems have advantages depending on how they're used.

The cut-and-paste system, obviously, is much slower and more time-consuming for the person sending the information. For some service-oriented businesses, however, this system has great advantages as well. The customized responses and personalization it affords can outweigh the time it takes to do it. For most businesses, however, this is too much to pay for the benefits gained. For one, the person handling the emails isn't going to be available all day every day and the responses won't always be uniform from one to the next.

An automated system can rectify those problems as well as handle a much larger workload of information. The most common types of auto-response systems can receive emails or queries through a website and send a response based on those queries. Sometimes the query is as simple as accepting an application to opt-in on a newsletter or other mailing list. Sometimes it can be as complex as sending out a five or six-part series of articles which are sent once per day, week, etc. For many businesses, these auto-response systems can greatly increase efficiency and automation - which is what computers are made for!

Everyone knows that follow-up can make or break a sale. For most businesses, especially those that are online or home-based, this is paramount to success. Fast response, good customer service, and willingness to do a little extra are what set small businesses apart from their larger competition.

Used correctly, an auto-response system can greatly enhance these aspects of a business. Do you have informative information that your customers might need? Do you have questions that are asked repeatedly (also called FAQ or Frequently Asked Questions) and are usually answered in the same way? Do you have opt-in lists of customers interested in a newsletter, product information, or other marketing information? These are just some of the common reasons to employ an auto-response system.

Phrases like "bulk email handling" and "auto-response" have gained an ugly reputation lately because of their use by a few unscrupulous multi-level marketers and get-rich-quick schemers who use them to proliferate SPAM (Unsolicited Email) to users on the Internet. The misguided values of these few have threatened to ruin a perfectly valid and highly productive way to do business online. Using an auto-response system does not mean sending UCE or SPAM. It means setting up a system that makes certain tasks automatic (such as sending out a newsletter, responding to common questions, etc.).

If you are in need of an auto-responder, and you probably are, then you'll need to know what to look for before choosing one. The criteria on which you focus will depend on your intended use of the system. Some common uses and the system's focus are:

Information Collection Capabilities
* If you need to collect more than just names and email addresses, then this will be your focus criterion for choosing a good auto-response system. You may need to know the person's business, website address, mailing address, needs, etc.

Follow-Up Emails, Multiple Messages, and Delivery Intervals
* If you require the ability to send multiple emails daily, bi-weekly, or whatever, you'll need a system that can handle this. A system that tracks subscribers (opt-ins) and knows which email to send which person on any given day is essential for this type of follow-up marketing.

Personalization of Emails
* If you wish to personalize your emails with the target's first, last, or business name, you will need a system that can do this. The majority of the software available can handle this easily and for most uses, this is an essential part of keeping the business from becoming just another faceless corporation.

Most auto-response systems are either provided by the host, installed by a web professional, or downloaded and installed on your website by you. Whichever type you use, though, you'll need to know how it works and what you need to do to keep it maintained and in good working order. Usually this involves nothing more than reading an email it sends to you daily giving you a status report. Sometimes you have to log in and check these. Some of the more robust systems will require you to log in weekly or monthly to do a few simple administrative tasks such as optimizing the database, clearing out old records, or similar tasks - these are all usually done with only one or two button clicks in your browser.

An auto-response system can make a small business seem larger than it is and can give time back to those who need it most-the small business owner. If you haven't heard of or considered an auto-response system, you might want to look into it as a tool that can enhance your business and give you time away from repetitive tasks.

By Aaron Turpen of Aaronz WebWorkz

About the Author

Aaron Turpen is the proprieter of Aaronz WebWorkz, a full-service provider of Web needs to small businesses.

aaron@aaronzwebworkz.com
http://www.aaronzwebworkz.com