Follow-Up: The Key to a Consumed Opt-In Bonus

by | Jul 21, 2010 | Marketing & Selling

follow-up emailFollowing up with your prospects and subscribers is crucial to the longevity of your business. By following up, you keep you and your business top of mind. But, you can also help them learn from you.

Here are some suggestions for creating a follow-up autoresponder sequence that takes place after your subscriber confirms their subscription in return for an opt-in bonus.

Message 1: Did you get the download?
In this message, you ask they if they got the download. And, just in case they didn’t, give them the download information again.

Messages 2 through infinity: Help your subscriber consume your free information.
For the first few messages, highlight content from the opt-in bonus and encourage him or her to read, listen to or watch your bonus. These messages can come every few days, but don’t string them out longer than a couple weeks, or you’ll fatigue your new subscriber with too many messages.

After you’ve wowed your new subscriber with all your free information, make an offer either of one of your products or services or an affiliate product. If you do this early on in the relationship, you’ll get your subscriber in the habit of receiving offers from you. Go too long without asking for a sale, and when you do make an offer, you’ll tick your subscriber off and increase your unsubscribe rate.

That said, make an offer too early and you’ll get the same response.

Now, you could stop here. But you don’t have to. In addition to your monthly newsletter (you have one of those, right?), you can also send regular automated follow-ups that showcase your free content and make related offers.

One way to do this is to set up a blog broadcast. Aweber offers this option.

Another way is to program a year’s worth of content into your autoresponder follow-up messages schedule. If you can come up with 12 to 52 questions you commonly get asked by your clients, this is an excellent way to go. In each message, you present the question, answer it and then make a related offer of one of your services, products or affiliate products that is relevant to the question.

Do you have evergreen articles in an article directory? What about evergreen posts on your blog? You can set up follow-up messages that direct readers to these articles or posts. This can increase traffic to your website while showcasing some of your best free resources.

I hope you found these ideas helpful. If you have any you’d like to add, please feel free to put them in a comment below.

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