Let’s start with the basics. Does this picture represent how you feel about the whole process of generating leads and building a list? (by Jeff Herring)
We will start with an autoresponder. This is a tool that allows us to send automated follow up messages to a subscriber. It allows for automation, instead of you having to write down when someone joins, and manually email the messages in the order you want your subscriber to receive them.
You can begin to set up your autoresponder by having a campaign name or list name. This allows you to create multiple campaigns to build different lists. If I am doing a lead generation list I would not be sending subscribers information on fitness, they would be on a separate list receiving different content. We also create a form code that we copy and paste into our lead capture pages, which allows them to be connected and function properly. We will also set up a thank you page that the subscriber will receive to acknowledge that he or she has subscribed to our list. You can use a generic page or customize it.
The order and the way these parts of the autoresponder are ‘named’ can vary from provider to provider. However, this is the general process.
Next we need to learn more about squeeze pages, or lead capture pages. The term squeeze page comes from the idea that you are trying to squeeze information out of someone. At a minimum we need an email address so our autoresponder can send our messages. We can also set up our page to ask for the name and phone number. Most of these pages will ask for the name, because you can set up most autoresponders to mention someones name when they receive your emails.
One of the most important components for our page is the lead magnet. The lead magnet is a gift, also known as an ethical bribe, to encourage someone to agree to enter their email address and start receiving your emails. This usually takes the form of a report, a video, a pdf document, or check lists.
Now let’s assume we have our autoresponder and lead capture page set up, what is next? We are now ready to accept subscribers, but they will just join our list and will NOT be receiving any content. We need to go to our autoresponder and set up some emails to be sent when someone subscribes. You choose a list (how about the one for lead generation) and then specify what day your subscriber will receive the message. This is numerical, based on how many days have transpired since they subscribed. For example, day zero would be the actual day someone subscribed. This email should deliver the lead magnet (if not from the thank you page) and set the tone for the messages you will be sending. You can now set up the messages you will send on day 1,2,3 and so on.
Choosing your providers: You can choose an autoreponder and lead capture page provider, or you can choose a tool suite where they are both integrated.
Choosing different providers gives you more flexibility. Some providers may have unique features, mostly of interest to experienced marketers. If you choose different providers, you need to make sure the autoresponder can generate form code that will connect with the landing page provider. This information is usually very visible on the providers home page. This is where the tool suite has its advantage, because integration is assured.
You will need to use this provider for several years, so do your research. The main reason is because you will not be able to automatically move your subscribers from one provider to another. The providers are having to enforce legislation such as the CAN-SPAM act of 2003.They have resources to know if someone actually subscribed to your list, while another provider you wanted to move to would not be able to access this information.
Single or double opt in? Single opt in allows someone to put in their email address and they are added to your list immediately. Double opt in will send an email to the (potential) subscriber asking him or her to verify they want to subscribe. A verification link must be activated before someone is added to your list. Single opt in makes the subscribing process quicker, while double opt in may decrease SPAM complaints in some circumstances.
The way the process works and the steps needed for setup vary depending on the provider. I want to assure you that any reputable provider WILL have a good tutorial to help you set up your system. There is a learning curve as with anything!
I recommend that you select your provider(s) and start setting up lead capture pages and an email series as soon as possible. Set up a few ‘extra’ email addresses and use these to subscribe to your own campaigns. This will allow you to see the process from the perspective of the subscriber, and assure everything is connected properly.
Note: This is not just one of the autoresponders. It’s the system that will create your residual income.
Step 1: Set up your autoresponder (30 days free trial)
Yuri Grin, Lake Ontario