Auto-responders have been around for a long time and in B2C marketing they have been used to engage customers, convert them into repeat buyers, to up-sell and cross-sell and to increase the value of every customer on a continual basis. In short, B2C marketers think of auto-responder as a killer app.
How about in B2B marketing? Unfortunately, they are used rarely other than sending out an automated thank you for subscribing to a newsletter or registering for a white paper download. I think B2B marketers can learn something from B2C marketers.
Auto-responder is an automated marketing follow-up solution that can dramatically improve conversion rates and ROI. In today’s Web 2.0 world, engaging customers and prospects over time with relevant messaging is critical. There is a new term for it, “engagement marketing.” (Source: Silverpop).