Do You Use Auto-responders Effectively?

An auto-responder is a software device that sends a specific e-mail reply (often with an attachment) in response to a properly formatted request. Auto-responder technology is often free with many hosting arrangements. The software itself varies from low-cost to free, as well.

You use auto-responders to get people the information they want almost instantaneously. This way, when folks click to request information about your facility, that information shows up in their e-mail box almost instantly. This is powerful stuff.

If you use auto-responders, though, there are three things you should do to make them most effective.

First, mention in your reply that this is an automated response. Some people simply don't know. Theyâll cut you some slack if they know they're getting an automated response, especially if that response is good.

That's the second rule about auto-responders. Make the response meaningful. Responses, such as, "A salesperson will contact you shortly to answer your questionä are simply nonsense and infuriating.

Rule number three is give folks an option if your response doesn't do the job. I suggest doing what Ford did during the Firestone tire recall. Each of their auto-responder replies included an option if the reply didn't meet the visitor's need. One option was an 800 number that took them directly to a specialist on the issue that they'd asked for information about. The second option was an e-mail link that took them directly to a specialist who was trained in handling the issue.

Give yourself five points if you're using auto-responders, and you're meeting the rules that we set out here.

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