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An automatic responder is software that responds to specific inquiries with automatic emails. It can also be used to send canned emails to specific email addresses that you have collected. So how can this help you with an affiliate program solution? Four words: Customer outreach, Follow-up marketing. If you have affiliates for your site, you can respond to their needs automatically, as well as send them specific updates and new product announcements. If you are an affiliate, you can automatically send emails to prospects based on past purchases or stated preferences. It's a relatively easy and inexpensive way to stay in touch with your affiliates and/or customers.