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How to write an autoresponder sequence?

Writing your own autoresponder sequence is something that requires a methodical approach.  Remember, there is no “best” way to do it, there’s only a better way.  This is achieved by constant learning and improving (remember the online marketing traits?) .  Let’s look at the method of achieving a great autoresponder sequence.

Set a goal

You first have to decide what you want to eventually happen with your list.  Figuring out your goal is relatively simple.

Here are the main goals for building an autoresponder sequece:

  • Create a long-term relationship with your audience.
  • Sell products
  • Prepare the crowd for a new or existing product (create a buzz?)
  • Promote a pre launch
  • Establish yourself as an expert

Once you choose a goal, we can move on to the next step.  Don’t be picky – you can actually choose several if you want, but it is better to choose one for each sequence, to make it more focused.

Decide your style

Your style is the way you address the audience.

In online marketing, and especially MLM, you want to create a long term relationship.

In any case, there are things that you must include in your sequence:

Testimonials – In almost every sequence (if you can do this in every email, it’s better), prove your credibility and professionalism by adding testimonials. Testimonials don’t have to be only clients or happy referrals.  These can be newspaper stories about you or the company or the whole industry or anything in that line.  The point is to give a live proof to what you’re writing.

One of the emails you can send can be testimonial in itself while engaging the community.

For instance, send an email that says in the subject: **FIRSTNAME**, please congratulate Joe

Then in the email body, write about Joe’s experience, Joe’s success and the benefits of this success. Then, relate this to your audience like “you can do this as well with our system”.

Tell a story that puts you in front of the competition – Tell stories and give examples of things that failed.  Try not to give exact names, but make the story general enough so the audience would feel for the “hero” of the story.  Once you have their attention and sympathy, tell why you are different and try to give one specific example that also shows the benefits of teaming up with you.

Frequency – Try to keep the same email frequency.  People would expect to receive an email from you once each day/week/month.  It doesn’t matter, just make sure to stand up to their expectations and keep the same frequency as much as possible. An exception for this can be the first week, in which the audience is “hot”, meaning, they just signed up for more information from you and are eager to read from you.  But remember this – any time you change frequency, try to “warn ahead” so your audience would know what to expect.

Build trust, and lead your audience – After you’ve given them examples and stories that made you stand out as someone who knows what he’s doing, and that is versed in the industry, you are now considered an authority in the field.  This means, that people are now ready to listen to what you have to say, and more importantly, to act upon it.  Once you feel you have built the trust, start give people the instructions they want to get in order to solve their problems/get the benefits from what you offer.

Passion – If you do not have passion in your emails, people would stop reading them or would not follow your lead.  What you need to do is radiate passion.  One way to do so is to tell stories from fields that you are passionate about. For instance, if you are into car racing, give allegories to that field or just tell about the car race you’ve been to in the weekend, and relate it to your topic.

For instance, tell about the top driver, and about the traits he has, and then tell how you are the same in this and how this helps you to succeed and by that, helps those who follow you to succeed.

Now that you know how to build trust and credibility, you can now start to plan your autoresponder sequence.

The Autoresponder Sequence plan

Now we’re going to setup the headlines for the autoresponder.

Number of emails

First, you need to know how many emails you want to send.

If you hire someone to write it for you, keep it between 10 to 15 emails.  More than that is usually less converting (people who for 15 emails didn’t start following you,  are less likely to follow you for more autoresponder sequence BUT they can join you afterwards with some manual broadcast email you send).

You can always add more, and if you decide to write it yourself.  Just write the first few, and add more with time.

Action getters

Next we want to plan how we are going to convince our audience each week.  By convincing I mean to write that periodical story.

For instance, let’s say you are writing a weekly autoresponder sequence.  You can then decide that the first week would be a story that shows results.  Then the second week, bring some story about the competition and how you differ.  Third week bring a story about the results you’ve made. And so on.

These “stories” would persuade different types of people to actually click the action button.

Try to remember how many times you got 3,4 or 5 emails from a list you joined to, and only the 3rd or 5th got to you by sharing some certain tip, or by showing you an example of someone who succeeded?

So prepare the list of “action getters” for each period (can be daily, weekly, monthly or whatever – remember to keep this frequent).

The actual writing

Now you start writing.  Choose a good subject line, tell the story, put the link for the action.  These are the basics.

A few tips for writing:

With that said, here are a few tips on writing faster…

  1. Create a catchy subject.  Something that would compel to read.  People like the word love, so… use it.  People like to help – use this as well.  People like to know – did you know that…?
  2. Try to write like you’re actually talking to someone.
  3. Tell a story (action getter), then relate it to the topic and then give a sales pitch (don’t be too blunt).
  4. Write the whole draft and only then go back to review and edit.
  5. Everyone make mistakes.   Make them as well, it means you are doing the rest of the things as well.
  6. Practice!  The more you write, the easier it gets.

Learning and evolving

After you load the autoresponder messages to the autoresponder software and start generating traffic to you landing page, it is time to watch how things go, and optimize your emails.

Take a look at the following parameters:

  1. Open Rates – You should look at the average open rates for all your emails, and the individual.  If you see emails that reduce the open rates, try to change the title.  It can do wonders.
  2. Click Through Rates (CTR) – CTR is the amount of emails that your target link was clicked at. For this, you must remember to use a link tracker of some kind.  Most autoresponder systems give you that as part of the bargain.  Again, look at the average CTR for all of your emails, and find those emails that reduce your average (they are below the average :)).  It depends on the email, but these are 2 main factors that affect CTR and you should change:
    1. Email Length – try to shorten it.  Long emails might cause people to just delete it.
    2. Emphasize the links – different colors, bold, or even graphics that direct to the links (arrows maybe?).  You can tru to add more links, or just put them in more noticeable locations.
  3. Unsubscribe Rates – Look for emails that caused a high unsubscribe rates and try to see what the problem was.  For instance, it might be the the email was too direct or aggressive.  Maybe the affiliate links came too soon, or the price of the offer was too high.  Try and test to see what improves each email.


In this post we saw the 5 major factors in a good autoresponder sequence.  We have a premade autoresponder copy you can use as reference here: Autoresponder sequence example.

If you have any comments or questions, the comments section below is where to put these.

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