Everyone who wants to make money online, enhance their online presence, or build their business reputation must have an effective and reliable auto responder. Unfortunately, many people who currently have an auto responder usually don't know how to maximize its value.

Before making such a critical decision, take the time to understand what distinguishes auto responder programs and services. To avoid becoming a victim of needless hype, let's first define the relevant terms:

Auto responder Program: Software that resides on your PC or server, sometimes provided by the same companies that host your web accounts. On the surface, this is a convenient solution for most e-mail marketers. However, many business people prefer more robust autoresponders, and often forgo these programs in favour of more customizable solutions.

Auto responder Service: An auto responder service that is run on the company's web own server, in exchange for monthly (or yearly) fees. The customer can create auto responder messages and manage opt-in lists through the web browser - just as with an auto responder program that is installed through your web hosting account. In addition, companies may offer access to analytical tools and resources not normally available in generic auto responder software.

Newbie's should seriously consider the service option, because:
The services of reputable companies are for the most part simple to comprehend and use.
Prior technical experience is not required.
Outstanding issues that come up are more likely to be handled in a professional manner.

Free Auto responders - Buyer Beware!
During difficult economic times, it is tempting to look for shortcuts like free auto responders. If you are seriously looking at the "free" option, please be vigilant when investigating the quality and transparency of the software and/or company you are considering. Note that such services earn revenue by placing advertisements within each auto responder message that you send out - something that may annoy and alienate your subscribers. Many free services strongly encourage you to purchase its paid version, and often disable its most useful features (e.g. tracking statistics).

Making up your Mind.
Experienced Internet marketers often choose programs, because they want to avoid perceived restrictions of auto responder services, such as:

Sending confirmation messages to every person who successfully enters contact information.
Double versus single opt-in verification. Full CAN-SPAM compliance.

Get informed about what auto responders are all about. Most of the time, a reputable service should satisfy your email marketing needs. Several companies cater to Internet newcomers, but if you are unsure, look for a service that offers:
- A "risk-free" trial period, followed by a professional upgrade offer.
- Top-notch customer support to answer your questions and concerns.
- Relevant, up-to-date advice on how to improve your auto responder use.