Criteria #1: Deliverability Rate
Perhaps the most critical aspect of autoresponder software to consider is the rate of deliverability. Without this, the software is practically useless. If, say, a large portion of your autoresponders are bouncing back or not getting through, then your message isn't in the hands of your customers.
Primarily, look at software that with the highest deliverability rate and aren't fooled by spam filters.
Best Practice:
In the world of autoresponder software, the very best deliverability rates are with companies that don't offer free services.
Criteria #2: Cost
A high deliverability is essential to your marketing success, and as we pointed out, you will get what you pay for. Though we did place cost as the second most important criteria to consider for autoresponder software, it really is the least of your concerns.
Free autoresponder software is limited and is ideal for those small businesses that want to test the waters. However, across the board, marketing trend watchers for 2011 all see incredible growth in the use of autoresponders.
Best Practice:
Always with an eye to your bottom line, consider cost of the software last. The cost of the autoresponder service is the last point of comparison after you've ensured that the software meets your specific business needs.
Criteria #3: Manageability
Without a doubt, any great autoresponder software needs to be able to handle multiple campaigns at once with ease and simplicity. Typically, higher quality autoresponder software does this without fail and doesn't make it a struggle for you to manage.
Is there an easy to use dashboard?
Can you create multiple lists?
Can you create simultaneous campaigns?
Best Practice:
Much like top of the line email marketing software, poor manageability is detrimental to any autoresponder service.
Criteria #4: Customizable
Whatever your autoresponder needs are, the software must be flexible and customizable.
For those less tech-savvy, are there autoresponder templates?
Can you easily create your own?
Can you include multimedia, such as video testimonials or webinars?
How simple is it to upload graphics and images?
Are you able to include your social media channels?
How easy is it to add your "call-to-action?"
Best Practice:
Do some research on your potential autoresponder companies and seek out customer reviews. Where you'll find the greatest lauds and complaints will be in this area.
Criteria #5: Reporting Services
Autoresponder software isn't any different from your email marketing software. Essentially, the same considerations apply with autoresponder software in terms of reporting services as it does with any email marketing software.
At the very least, your autoresponder software needs to report on the deliverability rate of your campaigns, the open rate and click thru rate.
Best Practice:
With higher quality autoresponder software, reporting is more comprehensive. Thorough metrics allows for better data; with better data, the more you learn about your customers.
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