If you want to create a solid email strategy for your brand, it is important to know the difference between broadcasts and sequences. Using both can help ensure that you maximize your conversion rate and reach your business goals. Our digital marketing agency is here to provide email do’s and don’ts.
What is the difference?
Both sequences and broadcasts are sent to consumers with specific goals, whether it is to generate revenue, promote engagement, lead generation or communicate important business updates.
What are broadcasts?
A broadcast is a one-time marketing message used to showcase a product, post a new blog post or newsletter, post a message, etc. Sometimes broadcasts are referred to as list emails or campaigns. Broadcasts can be sent to all your subscribers or a small segment of your target audience. Who you choose to send your broadcast to depends on your intended goal for this marketing campaign.
What are sequences?
A sequence is an e-mail or a series of e-mails that can be set to automatically send to a customer after a trigger has occurred. A trigger refers to an action that has been completed, such as a purchase, a sign-up, etc. Sequences are also often called automations, travel, or flow.
In order, emails are set to send in a specific order at specific intervals. For example, you may have a sequence that is triggered when a new subscriber signs up for your email list. The first email in the sequence could be sent immediately after registration, and the second email could be sent two days after.
The strategy for broadcasts
Broadcasts help keep your brand top-of-mind for subscribers, even when they have not been directly involved in your products or services. If you recently posted a new blog post on your site or launched a new product, you can send a mailing message with an update notification to your subscribers. You can also use broadcasts to advertise sales or promote seasonal products or services.
Broadcasts can generate traffic to your site, nurture lead generation or generate revenue by promoting upsell and cross-sell opportunities.
The strategy for sequences
Use sequences when you want a new subscriber to receive a predetermined set of emails. The most important sequences to create are welcome emails and abandoned cart emails.
A welcome sequence is crucial as it ensures that subscribers hear from you when they are most interested in hearing from you as they have just signed up to receive promotional emails from you. It is important to give a good first impression in this order. A good way to make the first purchase is to offer a time-sensitive discount in the welcome sequence as a thank you for signing up.
Abandoned cart emails can generate significant revenue as these sequences are highly targeted to an individual subscriber. An abandoned cart order is triggered after a customer puts an item in their shopping cart but leaves your site before completing their purchase.
What is the distribution?
Revenue per Receiver will generally be higher for sequences than for broadcasts. In many cases, sequences are sent to actively engaged customers, such as those who may have recently added an item to their shopping cart, while broadcasts can be sent to a specific repeat customer who has not been involved with your brand for a long time. This does not mean that you should only focus on sending sequences and ignoring broadcasts completely. A well-rounded marketing strategy uses both sequences and broadcasts.
Why do I have to drive both?
To maximize revenue, you need to have a mix of broadcasts and sequences in your email marketing strategy. These best practices allow you to target the right audience at the right time and ensure you do everything to keep your customers engaged.
Using a combination of broadcasts and sequences in your marketing strategy gives you the confidence that you are targeting a wide range of audience segments and actively working to keep your brand at the forefront of customers’ minds. If you are looking for a marketing platform that allows you to easily send both broadcasts and sequences, consider our preferred platform, Klaivyo, for your future email marketing efforts.