The term is used a lot for systems that automate email marketing. It implies a system that just, well, responds to customer inquiries. This has its uses, of course. If a visitor to your site fills out a support request then it’s helpful to send a quick automatic reply saying “we will reply to your request soon”. However if you base your entire email marketing campaign around such a one-way interaction then you are ignoring valuable conversations that you can have with your customers.

Many autoresponders will take your signed up customer and schedule a set of emails to be delivered to them. You can choose when these emails are sent – let’s say once a week for a whole year. The problem here is that you’re sending every customer down the same path through the same set of emails. We all know that every customer is different. What works for Joe might not work for Jim. Also does the system allow you to get feedback from your customers and adjust the scheduled messages?

It’s time to stop thinking about autoresponders and start looking at email systems that allow you to tailor your conversations to the individuals that you have on your contact list.

Is this really productive? Is all this effort really making your website great, or is it just filling your time? My experience is that it’s pretty hard to find insipiration for great ideas while you are sitting in front of your laptop.

The only way to really think about what you are doing, or to generate those ideas that can make your website truly great, is to step away from the computer.

Have you ever noticed how your best ideas happen when you are relaxed, when you are not trying hard to think about them? Maybe it’s in the shower, or while walking the cat, or when you’re listening to your Mother on the phone (only joking). This is because your mind is free to wander about and explore new possibilities without being distracted by the ping of new emails arriving.

I recommend taking a half hour break from the computer every day. Take a notebook with you and jot down any ideas that you have. It’s amazing what you can come up with.

Of course this should always be done after you’ve read my latest blog entry!!