Autoresponder Email Marketing Does Work - Here's An Example

A few weeks ago, I wrote a post centred around an example of email marketing going wrong. In it, I talked about a badly designed series of autoresponders that were delivered to me after I signed up for an e-book. In this post however, I wanted to share my experience of an autoresponder that did it's job perfectly.

Here's how well it worked:

  • I signed up for a software as a service application after seeing it on the Chrome Webstore
  • I didn't 'get it', so I quickly un-installed it from my Chromebook and forgot about it
  • However, I received an excellent autoresponder from the company in question, which helped me 'get it'
  • I then re-installed and have been a delightfully happy user ever since

Autoresponder Email Marketing Does Work - Here's An Example
The Company In Question (This is NOT a sponsored post)

This isn't going to be a long post because it's only one email that I want to discuss - it's very simple actually, but it worked perfectly. Before I get going though, a quick shout out to the company behind the product and the email - Workflowy. Workflowy is a great app that helps you keep work, goals, chores - anything really. It really is awesome so I'd suggest you head on over and have a look for yourself.

The Autoresponder Email

So, as I explained before, I had signed up to Workflowy but then quickly forgot about it - quite simply, I was in a rush, scanned it too quickly and didn't give it a chance. Anyway, as far as I was concerned, it was gone.

However, then came the email - here is the full text:

"Hi there, new Workflowy user!

Mike and Jesse, creators of WorkfFowy, here. WorkFlowy is a super-powerful tool that's going to clear your mind, hone your focus, increase your productivity,and bring everlasting world peace. (We'll get back to you on the last one.)

What should you be using WorkFlowy for?

WorkFlowy is a single sheet of paper to hold your whole brain. The idea: put EVERYTHING you want to keep track of into it. Notes about your trip to Tahiti, stuff you need to get done in the next week, a list of your favorite Transylvanian romance novels, your Ph.D thesis outline - they're all fair game.

If you haven't already, might we suggest you get started? Do it right now, before you forget.

Here's what you should do:

  • Go to workflowy.com
  • Create top-level items called 'Personal' and 'Work'
  • Click the bullet point next to 'Personal' to zoom in
  • Create a 'Chores' item. List under it everything you need to do in the next week
  • Create a 'Goals' item. List under it everything you want to get done in the next month and year.
  • Zoom out and start on the 'Work' section

This should be enough to get you started. WorkFlowy is free-form and you can use it however you like.

We'll be getting back to you with more info on WorkFlowy's features. For now, check out the 'Help' popup to learn more. And don't hesitate to contact us at help@workflowy.com with questions.

Rock on,

Mike and Jesse
workflowy.com

Talk about an awesome email! Here's what I loved:

The Tone Of The Email - Rock On!

You can tell by reading this email that this isn't a company that takes themselves too seriously, at least I didn't think so. There's nothing stuffy or pompous about it at all. It screams personality - a friendly, engaging and helpful one at that. So, 10/10 for great pitch and tone.

The Headline: It's 6am - Where Is Your Brain At?

Although you can't see the headline in the text above, it reads: 'It's 6am - Where Is Your Brain At?'. Well I didn't even see the email until 8am and that made me feel a little sheepish :-)

I have no idea where my brain was at 6am - should I know? Should I feel bad that I don't know? Anyway, the subject header engaged me to the point that I had to open the email. So I did - again, 10/10 on the subject header.  

The Content - An Easy To Get Started With Guide

What I really love about this email is the step by step advice on how to get started with WorkFlowy. As you can see it's a really simple process, although during my initial look I was just in too much of a rush to give it a chance. However, in looking at this simple explanation, I could see exactly how it worked, how easy it was and - more importantly - how I could use it myself. 

And that's what I did - I went straight over to the Chrome Webstore, installed the app and have been using it daily ever since. 

Just one point. Ideally, I'd have liked to have seen the email addressed to me personally, although to be fair I can't remember if I gave them that when I signed up. That's the tiniest of complaints though.

In Sum, It's Just Great

Although everyone will have a different opinion, I think that this is my favourite autoresponder of all time, bar none! Just to recap, here is what I think made it work and what I'd suggest you think about as you build your own:


  • A great header that got me thinking and instantly engaged - I had to open it
  • A great tone - friendly and helpful, not stuffy at all. These sound like the kind of people I like working with
  • Great content - an easy to use, easy to understand guide with a clear call to action. No frills, but it works perfectly

If we can make our own emails as engaging and and useful as this one, I think we'd start to see some excellent improvements in ROI from our campaigns. So, well done WorkFlowy - very impressed, both with your email and your product :-)

Thanks for reading,

By Alan MacDougall