You might have heard various email marketing gurus saying that one of the best ways to build your own opt-in list of qualified prospects is to create an autoresponder with a free-email-course-jam-packed-with-helpful-tips-about-the-subject-you-know-about (yes, they actually say it on one breath, don't try it at home). This is definitely true; writing about things you know establishes you as an expert in the field, and your readers are more likely to buy from you because they already know and trust you.

If you've ever asked for information online about a product or service, or signed up for an email list or a group membership on the Internet, or you have received a nearly instantaneous response when you email someone from a website, an autoresponder program was responsible for delivering the reply.