Autoresponders Turn the Gift of Giving into the Art of Sales

September 2006
by Lars Clausen

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If it’s true that you have to
give to receive, then an autoresponder mailing for your book can lead to great
rewards.

 

The tagline at the top of my
site’s home page says: “Straight pastor unicycles 1,000 miles for gay rights:
He cares so much he gives his book away for free.” Everyone who visits the site
can receive my whole book, entirely free, one page at a time. Once site
visitors submit their email addresses, my autoresponder begins sending daily
emails, each with a page from Straight Into Gay America: My Unicycle Journey for
Equal Rights.

 

In the first week I received 208
signups. At 352 pages, that’s 73,216 emails that I will send to willing
recipients. Along with a page from the book, each email has a picture of the
cover, a link to my site, a link to my newsletter, and the essential Order
Today hyperlink. Every email also has a mechanism that lets those who have
received it as a forward sign up for A-Page-A-Day themselves.

 

On day eight, some anonymous saint
forwarded the page to her or his entire list, and I got an extra 450 visits to
my site. Even better, 44 more people signed up to receive A-Page-A-Day, so I
could send another 25,000 email messages to willing recipients.

 

Autoresponders help me achieve two
important goals. First, I do care passionately about equal rights, an…IBPA Members – Click here to view the full article (login required).

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