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My autoresponder is (Online Prescriptions Without Prescription) a means of creating conversation between my subscribers and me. Often the conversation will occur elsewhere, not by email – sometimes on social networking sites. However, the email course and weekly ezine are the catalysts for the conversation and engagement with my subscribers. My autoresponder is thus about relationship building, making real connections with people.

There are 7 ways that this relationship occurs which explain why I love my autoresponder:

1. Connect

Foundational to relationship is regular contact. My autoresponder makes this possible, whether through the predetermined frequency of my e-course or my (somewhat erratic) weekly ezine. The connection is made because I am thinking of my subscribers when I write and sharing with them something of interest to the core purpose of the e-course or ezine they have opted to receive.

2. Inform

As I am building my own knowledge and skills, I can inform my subscribers of new insights, understanding, tools, strategies and techniques. A residual benefit is that I am also cataloguing my own learning – while making that learning clearer to myself.

3. Encourage

We all become overwhelmed at times by information overload, the work involved in Internet marketing or the endless challenge to learn new things. Through my autoresponder, I can encourage my subscribers to stay focused, take daily action and gradually build their online business.

4. Share

Sharing can be on two fronts – (1) sharing something of myself as a person and (2) sharing what is working for me. I am able to talk about what I have been doing, where I have been and what interests me (without laying it on too thick). I can also talk about the tools that I have used successfully, the social networks that have helped me and the products/programs that enable me to achieve my goals.

5. Build

Through the processes of sharing and encouraging, I am building the knowledge and skills of my subscribers and enhancing their capacity to operate online. In the process, I am building good will – a priceless asset in Internet marketing.

6. Engage

Over time, my subscribers engage with me. This engagement may take the form of a question in response to something I have sent out, a comment about something I have created online (such as a Squidoo lens), an exchange of a product, acceptance of a friend request on another network, purchase of a product or service that I recommend or an offer to joint venture.

7. Brand

What I write and share via my autoresponder builds my brand online. This branding becomes visible through comments on social networking sites such as Squidoo, Twitter, Facebook, and RedGage. Eventually, my subscribers begin to brand me publicly – if I am consistent, congruent and coherent. They voluntarily promote my online business and discuss its defining characteristics.

So my autoresponder is a conversational tool that builds connections, meaningful relationships and residual good will. In the final analysis, it enables me to build my online brand.

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