Your email autoresponder is one of the most critical technologies that you’ll ever invest in outside of your website for your business because of the high ROI you can earn via email marketing, and it would be shameful to underestimate the importance of this one system for your entire business. According to a recent article by Oberlo, an average return on investment in email marketing is $42 for every $1 spent.
But, it’s easy to choose the wrong autoresponder if you don’t know what you’re looking for. Just ask anyone who has switched autoresponders more than once, how easy it is to get it wrong.
I don’t want you to get it wrong though, so here are 10 common mistakes to watch out for when you are shopping for an autoresponder.
10 Common Mistakes When Shopping for an Autoresponder
Mistake #1: You don’t have a clear goal
Yes, you want to build a list, but why do you want to build a list? Why do you want to get these people on your list? More than likely, it’s so that you can build a relationship with them that helps them choose to buy your products and services.
Mistake #2: You are too focused on price
If you focus only on the price, you will miss out on the right technology that you need. Yes, some may be above your ability to pay for right now, but there is going to be something you can afford that works excellent for you, so first focus on functionality. But after that, narrow it down based on what you can afford.
Mistake #3: You don’t care about reputation
The services you choose need to have a top-notch reputation because it doesn’t take much to ruin the trust you have worked so hard to gain. If you choose a company that has a bad reputation, it’s going to rub off on you someday.
Mistake #4: You don’t read the TOS
Each service has its own terms of service and rules that you must pay close attention to. You don’t own this platform, and they can easily cut you off with barely an explanation. Therefore, pick the right choice that allows you to do what you need to do with the software. For example, if you want to do affiliate marketing, don’t pick one that makes it hard.
Trust me on this. If the TOS says no affiliate marketing, they mean it. It doesn’t mean they’re not going to let you continue to market and even send affiliate promos… It just means they haven’t caught you yet. And sooner or later, you will get your account shut down for violating the terms of service.
Mistake #5: You don’t pay attention to deliverability
Some services have better records of deliverability than others. Read the fine print to find out. Test them out when you use their free version to find out if they’re telling the truth. Ask others who use the software if they have issues. Find out if they have a relationship with the email service providers that your audience uses.
Mistake #6: You don’t put much focus on credibility
Each niche and industry has its preferred autoresponder services, so its credibility depends on the people using it. If people you respect are using that service, it’s likely a good one.
Mistake #7: You don’t test the interface
No matter how fantastic the service is, if you can’t figure it out, it’s not awesome. Choose the service that is easy for you to understand and learn or easy for your virtual assistant or service provider to use.
Mistake #8: You don’t ensure they have the analytics you need
Inside your autoresponder platform there will always be some form of analytics. Some systems offer more than others. Ensure the choice you pick has the information available that you need or a way to integrate other software to get it.
Mistake #9: You haven’t taken time to understand the language of email marketing
There is a lot of new stuff to learn when you start using new technology. If you understand the terms, it’ll help. HubSpot has an excellent glossary of important email marketing terms to get to know.
Mistake #10: You’re not willing to pay for your choice
Many new business owners are fearful of spending money. But this is one case when you should not cheap out and use the free version, not even until you make money. Instead, give up something else so you can have the best software you can afford to buy and then get busy using it so you can get that return on investment fast.
Final Thoughts
Keep these mistakes in mind and try to avoid them when you’re choosing your autoresponder. And once you do make your choice, don’t delay in getting everything set up. The sooner you start building your list and emailing them, the sooner you will be on your way to that average return on investment I mentioned at the beginning of this post.
Resources:
Try a free month of Convert Kit*
10 Email Marketing Stats You Need To Know In 2022 [Infographic]
The Ultimate Glossary: 44 Email Marketing Terms Marketers Must Know
*Note: This post includes affiliate links, for which I will receive a small commission should you make a purchase.