This short tutorials demonstrates how to insert an include page inside of a page in your FrontPage website.
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Filed Under: Tutorials, Website Editors
Tags: Include Page, Includes, Tutorial
October 25th, 2004
By Loren Beckart
http://ClickTracs.com
A web site with products but no traffic is a liability. It costs time and money to set up and maintain a site. Then, it takes more effort and usually more money to generate traffic. Which leads to the key question that a profitable web site must answer: Once you get traffic to come to your web site, how can you maximize the value of their visit? A very important answer is to use an auto-responder.
A brief definition of an auto-responder: by email, an auto- responder sends an immediate reply when a person buys something online, sends to a specified email address, or fills out a website form. The content of the auto-response message could be information, an electronic receipt, an e- course, and so forth. When people go online, they are often searching for information, and auto-responders gratify them with instant delivery of material they’ve requested.
What makes auto-responders a tremendous marketing tool is that when a prospect requests information and gives their email address so that your auto-responder can send it, you’ve been given permission to follow up with them.
How does an auto-responder make it possible to effectively follow up with visitors? With an opt-in and a series of email messages that are set up properly, an auto-responder will automatically communicate with the prospect from initial response throughout the email series you’ve created. Your messages are pre-written and pre-programmed. They are sent at intervals you’ve decided to use. In effect, the auto-responder becomes your constantly working sales force, tireless and limitless after you’ve set up the sequence one time.
What is the best content to present in an auto-responder series? Each set-up would contain messages relating to the initial request for information made by the prospect.
Example: a visitor at a site about dieting fills out a form requesting a special report (a page or two in length) describing some effective foods and food combinations that inhibit blood sugar from turning into fat. The prospect gives their email address to receive the report, and the auto-responder tied to the form sends the fr~ee information immediately. Furthermore, the visitor learned at the site that in addition to the special report, they will receive further weight loss suggestions and encouragement in a series over the next few days or weeks, whatever time frame is suitable for the type of products in question.
What does an e-course or auto-responder do to increase
sales? All effective online marketing makes use of email somehow. But a single email is not enough contact for most prospects to feel a sense of trust and then take action. Marketers in any arena usually expect to put something before prospects from 4 to 8 times. The majority of buyers need repetition before they really ‘get’ a new advertising message and decide to entrust their money by acting on it. You are losing money if you aren’t using some kind of system for 4 to 8 follow-up messages that are consistent and timely.
What is a good balance of information and marketing in the auto-responder series? Depending on how the form is worded, the visitors usually give their email address because they want to receive targeted information, not advertisements. First, earn their trust by delivering information that is useful, specific, and interesting to read. Then, let them know how your products and services might be of benefit to them. A ratio of 75% information to 25% marketing is the maximum, if you want people to keep opening the subsequent emails in the series. Always remember, the visitor isn’t interested in what you want, but in what is in it for them.
Author and business consultant Loren Beckert is Marketing Vice President for ClickTracs, a premier advertising service, specializing in driving highly targeted visitors to web sites. For additional articles and information to help you promote your internet business, visit: www.ClickTracs.
Filed Under: Traffic Generation
October 18th, 2004
