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BizReport : Email Marketing : March 13, 2013

Study: Autoresponders on the outs with many brands

When it comes to responding to customer questions most brands aren't looking to auto-responders to fit the bill. That is both a blessing and a curse - because while most automated replies do not further a brand's identity at least an auto-responder lets the customer know their question or comment has been received.

by Kristina Knight

According to new data out from Optify less than 25% of brands are using autoresponders, and that could be harming more businesses that it is helping. Some interesting findings from the report include:

• 25% of websites do not offer contact forms
• 37% of brands follow-up, through email, after a contact form is received
• Of those offering contact forms, 24% respond 'immediately' via autoresponder email and 30% respond within one hour

"Autoresponders allow businesses to capitalize on a unique opportunity to engage with prospects at the moment they express interest online," said Doug Wheeler, Optify CMO. "Using autoresponders for your marketing automation - and using them correctly - can help you accelerate better, more personalized relationships with prospects and customers. These are basic steps that every company can adopt - no matter what size."

According to experts autoresponders offer immediate connections between the brand and the shopper, even if the autoresponder is only offering a time-frame when the shopper could expect an answer to the question. But especially when that autoresponder offers something more - a product related to a recent search, pointing the shopper to the Frequently Asked Questions area and, in the case of ecommerce, showing products related to a purchase.

Tags: autoresponder trends, email autoresponders, email marketing, email trends, Optify

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