ask to be added to your subscriber database because they’re interested in your topic.
Opt-in subscribers should always be given the option to opt out...but you would be
surprised how many people don’t bother clicking the unsubscribe link, and eventually
make their way to your site to investigate your product further.
When preparing your autoresponder messages, it is imperative to strike a balance
between excitement and hype about your product. You must avoid wording your
messages so that they look, feel and smell like spam, even if they have been requested.
This means following the rules of creating direct and simple messages as described
above (no writing in ALL CAPS, or putting seven exclamation points at the end of every
paragraph). There are also a few other deadly spam sins to avoid:
- Do not write your message in 18-point Impact Red or other
“flashy” font styles and sizes. This does not draw attention to your product; it
draws attention to your inexperience. It’s perfectly acceptable to use color in
your autoresponder messages, and in fact may help to strengthen that three-
second lead time by pulling attention to those compelling subheads you wrote
(you did write compelling subheads, didn’t you?). But for the most part, keep
your entire message in the same font and type size, using emphasis like color,
bold and italics sparingly for effect. - Do not stuff your messages with “cool” graphics, animated smileys, or a
dreaded Flash presentation. This slows down load time considerably, and
many people won’t wait for your incredible pictures to appear on the screen.
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