10 Usos Efectivos de los Autoresponders

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AutorespondedoresPrimero, qué son los autoresponders? Los autoresponders son programas / servicios que te permiten enviar una secuencia de emails automáticamente. Son tus robots-que-envían- mensajes-programados-mientras-tú-te-dedicas-a-otra-cosa. En este artículo te muestro 10 formas de usarlos productivamente:

1. Mini curso gratuito

Elige un problema de tu audiencia target y divide su resolución en, por ejemplo, 7 pasos. A continuación escribe un pequeño artículo sobre cada paso y luego crea 7 mensajes para ser enviados a tu lista a razón de uno por semana. Dependiendo de cuál sea tu objetivo, cada mensaje irá acompañado con la oferta de un producto, servicio o un link que atraiga a los lectores a tu sitio (o blog). La frecuencia de entrega usual es entre 2 y 7 días, dependiendo del tipo de curso y del tipo de audiencia (algunas audiencias viven conectadas y quieren entregas más seguidas, otras se conectan esporádicamente y si los intervalos son cortos se encontrarán con varias clases al revisar sus emails -aumentan las posibilidades de que se desuscriban, es preferible en ese caso poner cada 7 días).

2. Curso pago

Los autoresponders son muy útiles para entregar las clases de un curso pago, sea en forma completa o con links al sitio. Mi curso de Marketing en Internet para Profesionales Independientes se entrega vía autoresponder, cada mensaje contiene el link a la página de contenidos y la contraseña para ingresar. El intervalo dependerá de la configuración del curso. En mi caso, configuré dos tipos de frecuencias de entrega de las clases para acomodarme a las posibilidades de pago de los alumnos: una cada 15 días y otra cada 7 días.

3. Boletín de entradas antiguas

Los nuevos suscriptores no leen las entradas antiguas. Eso es un desperdicio de esfuerzo y recursos (y una gran pérdida de tráfico). Felizmente, gracias al autoresponder puedes programar una secuencia de boletines que inviten a leer esas entradas. Así estarás aprovechando el trabajo realizado antes. Y también tendrás menos presión para nuevas publicaciones. El intervalo usual es de 7 días entre envíos.

4. Promocionar tu/s producto/s

Puedes usar el autoresponder para enviar promociones especiales de tu/s producto/s a razón de una por mes, por ejemplo.

5. Ventas de posventa

Si usas una lista de autoresponder para entregar tu producto a los compradores, pueden implementar un seguimiento automático que les ofrezca productos complementarios. La gente que ya te ha comprado es más propensa a comprarte de nuevo (si lo comprado era bueno). Podrías, por ejemplo, programar una oferta para ser enviada una semana después de la compra del primer producto. A partir de allí aumentar los intervalos entre cada mensaje y el anterior: por ejemplo la siguiente a los 30 días del anterior, luego a los 60, 90, etc. Lo recomendable es que pruebes y estés atento/a a los resultados para modificar las cosas cuando sea conveniente.

6. Encuestas

Las encuestas a tus lectores son como la sangre vital para tu negocio: realmente son la mejor manera de saber qué información les interesa, qué problemas tienen, dónde les duele (porque proveerles lo que quieren es lo que atrae tráfico y ventas). Tener una encuesta programada en tu secuencia de autoresponder te proveerá la información automáticamente y estarás siempre actualizado y al tanto de las tendencias.

7. Testimonios

Todos sabemos que los testimonios son necesarios porque las personas confían más si ven que otras como ellas están contentas con el producto o servicio. El problema es que pedir testimonios puede ser un poco tedioso… a menos que tengas una nota programada que haga el trabajo por ti. La forma correcta de hacerlo es pedir comentarios y opiniones; usa las críticas para mejorar el producto y los alagos como pie para pedir autorización para publicar el comentario. A todos agradéceles. El tiempo dependerá de sobre qué estés buscando los testimonios, siempre dar un plazo prudencial para que el destinatario tenga tiempo de hacerse una opinión.

8. Promociones de productos de afiliado

Antes hablamos de promocionar tus productos o servicios, pero también puedes usar el autoresponder para recomendar productos o servicios de terceros. Lo principal es ser honesto, sólo recomendar lo que te parece bueno. Si es así, la gente te agradecerá. Si no, te lo reclamarán («Miguel, me extraña que promociones el producto de tal-y-tal» — de más está decir que nunca más promocioné nada del susodicho). Al igual que con tus productos propios, un intervalo prudente es a razón de un mensaje cada 30 días.

9. Promocionar tus servicios

Si ofreces algún tipo de servicio, puedes usar el autoresponder para promocionarlo por ejemplo, comentando resolución de casos de otros clientes. El intervalo dependerá del tipo de servicio, en general no menos de 30 días, pero toda regla tiene su excepción.

10. Consejos

Si vendes algún producto de consumo (por ejemplo comida, perfumes, suplementos alimenticios, etc.) podrías ofrecer una serie programada de consejos de uso (recetas, conservación, dosis, usos recomendados, etc.).

Respecto a qué programa o servicio utilizar, uso y recomiendo aWeber. Y para terminar, decir que como toda buena herramienta, los autoresponders dependen de la habilidad de quien los usa, si quieres sugerir alguna otra forma de usarlos o dejar tu comentario, te agradezco de antemano :)

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