If there is one area of Internet selling that people setting up Internet home business under estimate, it is the power of your e-mail auto responder to pull in sales. I guess there are three reasons for that:

1. Everybody focuses on their website, how it looks, how much traffic it gets, and what is written on it. Your website is like your shop window. It is visible to all.

2. Running an e-mail campaign seems difficult, and less glamorous than making website sales. It also involves the expense of investing in an e-mail auto responder.

3. People doubt that their e-mails will be read, and worry about being accused of spamming.

However, as any truly successful Internet marketer will tell you, “the money is in the list,” which is to say, that you will make more money off the back of a well-run e-mail auto responder campaign then you will through direct sales from your website.

By keeping your list of subscribers updated with news, reviews, and useful information about your niche market, you are keeping your name and your products in front of them. Marketing experts will tell you that it is much easier to make money through repeat sales than it is to generate the first sale from any customer. And it is through regular contact via e-mail that the majority of repeat sales are generated.

So, in short, don’t neglect your e-mail auto responder campaign. When you understand the power of this marketing technique, you will realise that investing in a professional auto responder service (such as Getresponse or Aweber) makes good sense.

For one thing, a professional auto responder service will operate a “double opt in” system protect you from accusations of spamming. What that means is that when someone subscribes to your newsletter, they will then be requested to confirm that subscription before being added to your mailing list.

Another point to consider is that a professional e-mail marketing service worked hard to ensure high delivery rates for your e-mail rollouts. Also, you can set up your auto respond with a whole series of newsletters. This enables you to plan your marketing strategy in advance.

So what kind of tone should your e-mail messages adopt for best results? Just because you have somebody’s permission to contact them by e-mail does not mean you have carte blanche to sell to them. Sending sales letter after sales letter will be a great way to get people to unsubscribe from your list.

So what should you do?

The key is not to talk at or over your readers, but to chat with them in a manner that is friendly, full of empathy, while at the same time offering them useful information, ideally information that they would not find elsewhere. Send them useful tips, and don’t be afraid to link out to other products and services you think they might enjoy. You don’t always have to be selling something of your own.

However, always include a link back to your website as part of a compelling signature file at the foot of every e-mail you send out.

Write everything from the perspective of your subscribers. Come out to them from their own point of view. Show them that you are like them, and that you like them. Avoid hyped-up language, especially in the title of the e-mail. If words like “Free”, “Buy”, “Profit”, “New” and so on appear in the title, your e-mail is more likely to get diverted to the spam box where it will never be seen, opened, or read.

Instead, give your title is a personal touch, without revealing everything and you may find your e-mails are being opened by more of your subscribers.

Getting your e-mail delivered and opened are the two top priorities. After that, keep your message relatively short, stimulating and focused on a single subject. These are the keys to success with an e-mail auto responder marketing campaign.

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