How autoresponses should be used

Companies should consider using autoresponses for some parts of their interaction with consumers, a marketing expert has claimed.

Huff Post Business blogger and author Penny C Sansevieri explained that not all messages need to be personalised for each person, since sometimes an individual will just be looking for standard information.

For instance, she gave the example of someone signing up for a newsletter; they probably would not expect or require tailor-made email, so email marketing software can be used to send out a standardised response.

Ms Sansevieri urged companies not to be "overly salesy" in autoresponses, since it should be all about feeding quality content to interested consumers.

"Certainly it is conceivable to that you could manually send out email messages to your customer base. But if you are trying to run a business, create a product, write new books, and all the other things that fill your day, this really isn't very reasonable," she added.

But while marketers can save time and effort by relying on autoresponses for certain tasks, Marketing Vox recently stressed the importance of personalising messages to truly engage with specific demographics.

It suggested a number of studies carried out in Europe and the US support this tactic, claiming that performance could be improved through segmentation.