Quick answer: For some, yes. For any of you who’ve never heard of an autoresponder or a drip campaign, they are those automatic emails that you get when you subscribe to someone’s email newsletter. More pointedly, a drip campaign is an autoresponder that “drips” every few days or so and serves to educate a reader and eventually influence a buying decision.

Therefore, my answer to the question of, do autoresponders and drips campaigns work, is yes, for some folks and their brands. For others, its the equivalent of a rude person answering the phone with the words, “Hello.”  It can be insincere, irrelevant, and provide no value.

Naturally, someone may ask whether I’ve done any autoresponder drip campaigns. I have and I’ve set them up for clients. What I’ve noticed in doing so is that it’s really important that your list understands what they want from you and that you deliver it. If you don’t specifically deliver the requested value in your email communications, namely, your automated communications, you’ll find your unsubscribe notifications coming in faster than a woman with her hair freshly pressed running from the rain.

So let’s revisit how to make your autoresponder work, IMO.

Be as authentic as you possibly can in each and every message you send out. We all know when something is a form letter, but don’t make your choice of words reek of “I typed this as a mass marketing message”.

Make sure what folks subscribed to receive is what you deliver. If you go to McDonald’s and order a chocolate shake on a scorching summer day, how receptive would you be if they DELIBERATELY handed you a hot coffee? Not very because that’s clearly not what you need or want. If you’re lead generator says, “Subscribe for 10 Marketing Tips”, please don’t send a series of emails advertising products that they don’t want…unless the product ad comes after the marketing tips.

Send only as frequently as needed. Oh goodness, I signed up to this huge free offer list, where 34 experts would give you free tools if you signed up to their individual lists…and my inbox threw up. I accept responsibility for doing overkill by thinking I wanted, or needed, allllll of the experts emails. Still, each individuals messages began to be too much, sometimes with multiple messages being sent in the same day. There’s nothing worst than unwanted emails except a bunch of unwanted emails.

Actually act like you care if you receive a response via email from one of your list subscribers. There’s nothing that screams, “I really don’t care about you, I just want your money,” than getting a sincere inquiry from an interested subscriber and you not bothering to acknowledge them and answer their question. Remember, all good business relates to the ability to provide good customer service. What was the point of you sending out a message to them, if you don’t want to work with or care about them? Source the response if you have to, but come on now. Don’t be rude.

Don’t spam. Ewww, I hate spam. Only include affiliate links that provide value, share partner ads that align with what you’re doing, and copy that isn’t overly salesy (read: creepy).

With these few tips, you can craft something that actually can work for you. The key to anything you do with autoresponders is to provide value, test your results and revise how you’re doing things to better suit folks the next go around. We all want to automate some things to improve efficiencies but you don’t have to do that at the expense of providing great content that matters.

Who are some cool email lists to subscribe to? What are some awful ones? Yes, name names so I can know who’s providing great content that I’d happily read. Please share in the comments below.