Dmitriy К. Google Ad Expert

Broadcasts vs Sequences

What are broadcasts?

An announcement, a blog post, a newsletter, or other one-time marketing communication are all examples of broadcasts. Campaigns or list emails are other names for broadcasts. You can send broadcasts to all of your subscribers or just a portion of your target market. Depending on what you want to achieve with this marketing campaign, you can send your broadcast to a variety of people.

What are sequences?

A sequence is an email or collection of emails that can be configured to be sent to a customer automatically when a trigger has taken place. An action that is finished, such as a purchase or sign-up, is referred to be a trigger. Flows, trips, and automations are other terms frequently used to describe sequences.

Emails in a series are programmed to go out at specified times and in a certain order. As an illustration, you might have a sequence that starts when a new subscriber joins your email list. Following sign-up, the first email in the series may be sent, and the second one may follow two days later.

The strategy for broadcasts

Even when users haven't been interacting with your goods or services directly, broadcasts can assist keep your brand in the forefront of their minds. You may send a broadcast email to your subscribers letting them know that you've just published a new blog post on your website or that you've just introduced a new product. Additionally, broadcasts can be used to market seasonal goods and services or announce promotions.

Broadcasts can promote upsell and cross-sell opportunities, drive visitors to your website, foster lead generation, and increase income.

The strategy for sequences

Use sequences when you want a new subscriber to receive a predetermined set of emails. The most important sequences to set up are welcome emails and abandoned cart emails.

A welcome sequence is crucial, as it ensures that subscribers will hear from you when they’re most interested in hearing from you, as they’ve just signed up to receive promotional emails from you. It’s important to make a great first impression in this sequence. A great way to drive first purchases is to offer a time-sensitive discount in the welcome sequence, as a thank you for signing up.

Abandoned cart emails can generate significant amounts of revenue, as these sequences are highly targeted to an individual subscriber. An abandoned cart sequence is triggered after a customer has put an item in their cart but exited from your site before completing their purchase.

What’s the breakdown?

Sequences typically generate more money per recipient than broadcasts do. Sequences are frequently delivered to customers who are actively engaging with your brand, such as those who may have just added an item to their basket, whereas broadcasts may be sent to a repeat customer who hasn't interacted with your brand in a while. This does not imply that you should solely concentrate on sending sequences and completely ignore broadcasts. Both broadcasts and sequences are used in a comprehensive marketing plan.

Why should I run both?

A combination of broadcasts and sequences should be used in your email marketing strategy if you want to optimize income. You may target the appropriate target audience at the appropriate moment using these best practices, and you can be sure that you're doing everything you can to keep your customers interested.

You can be confident that you're targeting a variety of audience segments with your marketing plan when you use a combination of broadcasts and sequences. You'll also be actively striving to maintain your brand at the top of customers' minds. Consider using our recommended platform, Klaivyo, for your upcoming email marketing campaigns if you're searching for a marketing platform that makes it simple to send both broadcasts and sequences.