Autoresponder, Defined
An autoresponder is a pre-written email, or series of emails, that sends automatically when something happens. The trigger might be someone joining your list, downloading a guide, clicking a link or buying a product.
The classic example is a welcome email. Instead of writing to every new subscriber by hand, you write the welcome once, and the autoresponder sends it to each new person the moment they join.
In modern email platforms, autoresponders are often called automations, workflows or sequences. The idea is the same: emails that run on their own once you've set them up.
Two Kinds of Autoresponder
The word gets used for two different things:
The "I'm out of the office" reply your personal email sends when you're away. Set up in your email account, not a marketing tool.
Automated emails sent by an email marketing platform to subscribers based on triggers. This is what marketers mean.
This guide is about marketing autoresponders, the kind that welcome subscribers, deliver lead magnets and follow up with customers.
How Autoresponders Work
Every autoresponder has three parts: a trigger, one or more emails and timing between them.
- The trigger fires. For example, a new subscriber joins from your signup form.
- The first email sends, often immediately.
- A wait passes, such as two days.
- The next email sends, and so on until the sequence ends.
- Optional actions run, such as adding a tag when someone clicks a link.
Because the sequence starts when each person triggers it, every subscriber gets the same experience, whether they joined today or a year ago.
Common Autoresponder Sequences
These are the sequences most businesses use:
- Welcome sequence: introduces you and delivers what was promised. See welcome email sequence.
- Lead magnet follow-up: helps people use a download.
- Email course: teaches a topic over several days. See drip campaign.
- Post-purchase onboarding: helps customers get value from what they bought.
- Abandoned cart reminder: prompts shoppers to complete a purchase. See abandoned cart emails.
- Re-engagement: checks in with subscribers who've gone quiet.
Why Autoresponders Matter
They reach people at the best moment. New subscribers are most interested right after joining. An autoresponder responds instantly, even at 3 a.m.
They save time. You write a sequence once and it serves every future subscriber.
They create consistency. Every person gets the same carefully planned introduction, rather than whatever you have time to send.
They sell steadily. A well-written sequence can introduce your products to every new subscriber without constant launches.
Autoresponders vs Broadcasts
A broadcast is a one-off email you send to your whole list or a segment at a specific time, such as a newsletter. An autoresponder sends based on each subscriber's own timeline.
Most email programs use both: autoresponders for welcomes and follow-ups, broadcasts for news and regular content. See types of marketing emails.
How to Set Up Your First Autoresponder
- Choose an email platform that includes automation. AWeber's free plan includes one automation.
- Create a signup form or landing page and connect it to your list.
- Create a new automation with a "subscriber joins" trigger.
- Write two or three emails with waits between them.
- Test it by subscribing with your own email address.
- Turn it on and let it run.
AWeber has been an autoresponder tool since 1998, and its workflows make this setup straightforward. See AWeber automation.
Set up your first autoresponder free with AWeber's welcome automation.
Try AWeber FreeTips for Better Autoresponders
- Keep sequences short. Three to five emails is plenty for most purposes.
- Write like a person. Automated doesn't have to mean robotic.
- One goal per email. A single clear next step per message.
- Review quarterly. Update links, offers and details so the sequence stays current.
AWeber's free plan includes an automation for your welcome sequence, plus forms and a landing page.
What Is an Autoresponder FAQs
What is an autoresponder in email marketing?
A pre-written email or series that sends automatically when a subscriber does something, such as joining your list.
Is an autoresponder the same as email automation?
Essentially, yes. Automation is the broader modern term that includes branching and multiple triggers.
Are autoresponders free?
Many email platforms include automation on free plans. AWeber's free plan includes one automation.
How many emails should an autoresponder have?
Start with two or three and expand to five if needed.