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


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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