The burgeoning online marketplace has created an entire new class of entrepreneurs. They work diligently on their websites to fine tune factors such as traffic flow and conversion rates. Success is measured in tiny increments of percentage points. Because their internet marketplace contains millions of potential customers, statistically small improvements in marketing can result in major increases in revenue.

To handle such huge volumes of website visitors, where tiny fractions can result in great wealth, a new class of tools has also emerged. These tools automate activities that, if performed manually, would overwhelm any but the largest of companies. One of the most important of these new internet utilities is the autoresponder.

What Is An Autoresponder?

An autoresponder is a software application that performs two primary functions. First, it automates the growth and management of an email list (a database). It enables websites to invite new people to join the list, and provides the underlying technology needed to harvest visitors’ names and email addresses, along with other data that the internet marketer might wish to collect. These people are called “contacts.”

Secondly, the autoresponder manages email campaigns that target the contacts in the email list. The marketer (or his webmaster) uses the autoresponder, via its website, to define the characteristics of the campaign. Once the campaign has been defined, the autoresponder goes to work sending out predefined emails to members of the email list on a specific schedule.

How Are They Used?

Autoresponders are relatively easy to use and require only the most basic of web skills. The autoresponder is really a group of software programs that work together to provide the functionality. The main part of the software resides on the host computer of the company supplying the autoresponder. Users access it through the company’s website.

Since the user wishes to enroll his or her own website visitors into the mailing list, some code must be added into the user’s webpage. This is typically a small snippet of code, provided by the autoresponder company, that creates a simple form. That form, requesting a visitor’s name and email address, is the main entry point into the email list database. The code snippet is generated for the user on the autoresponder’s website. The user simply copies and pastes it into the .html of his or her webpage.

In today’s internet marketplace, email campaigns are a central part of a website success strategy. Since most site visitors will leave without taking the action that the webmaster hoped for, having the ability to email visitors provides a second opportunity. Clearly, the key to this is to entice users to join the mailing list to begin with.

Imagine this scenario. A visitor comes to your website where you sell an ebook about widgets. Or maybe you actually sell widgets. It doesn’t matter – the technique is the same. Early on in the visit your page makes some type of free offer to the visitor. It might be a report or some other type of digital file. Once created, these are easily delivered and have a zero manufacturing cost. You tell the visitor that he can have this free report or audiobook or whatever it is if he will simply supply his name and email address. Ostensibly, that is needed in order to deliver the free gift.  However, once in the database, that visitor becomes a contact and is available for follow-up emails.

You predefine an initial email that is immediately sent to your new contacts. In this email you include a link to the free product. When anyone – and everyone – fills in the form, the autoresponder automatically sends a copy of this email to them. No human intervention required. Once you get it set up, it runs on autopilot.

Most marketers will create additional emails that are automatically sent at predetermined intervals. Perhaps you have an email sent the day after the first one, thanking the contact again and inviting him back to the website. And maybe another one a couple of days later. It can go on and on. Since it operates automatically there is no limit – other than ethics and good taste – as to how long you continue marketing to your contacts.

How To Get One

A variety of companies offer autoresponders. Most will charge a fee based on the size of your mailing list, or possibly the number of emails you send. A search of the internet will return dozens of sources. Some autoresponders may be free. Because of the importance of using a stable and trouble-free service, be prepared to examine potential candidates closely. Internet marketing success revolves around the use of effective automated tools that leverage your own resources.

SixSeconds recommends the following company for autoresponder service: AWeber