One of the first decisions you have to make when you sit down to write an email to your list is if you will use the automation function or the broadcast one to send it to your list. You’ll want to use both for different reasons. In today’s post, we’ll quickly run through what each is and the decision making around using them and we’ll also walk through some scenarios for each.
But first, let’s talk about what an Auto-Responder is. An autoresponder is a platform where your list lives. Mail Chimp, Aweber, and Constant Contact are just a couple of examples. Typically, your opt-in is housed on the platform and when someone signs up for it you now can email those subscribers using that platform. It allows you to automate pieces of your email marketing saving you time and keeping you organized.
To make sure we’re on the same page, let’s define a broadcast and the auto function. A broadcast email is a message that goes out to your entire list of subscribers at the same time. Let’s say we are working with a list of 2,000 subscribers. When sending a broadcast email today, every single one of those people will get the email in their inbox. With automation, they will receive a message depending on what they signed up for and when. The big advantage here is that when someone new signs up they will get the same auto-responder message that everyone who signed up for that particular reason gets.
There are some cases when you know you should be using a broadcast email. When you come across a great offer for your list with a time limit on it, it will most likely be a broadcast email. When you’re promoting a webinar or event, it will be a broadcast email if it’s stand-alone (if it’s repeated, automation will make more sense) If you’re talking about anything time-sensitive or one-off (mentioning a holiday in your content for example), you should probably send it out as a broadcast. Of course, your weekly or monthly newsletters will also go out as broadcast emails as well if you utilize those but can be scheduled ahead of time.
When the content or offer you’re sharing is evergreen, it makes sense to use the automation in your auto-responder. Over time, it will get more exposure as your list grows. And there are specific emails you write for your A/R from the start like your welcome email and your nurturing sequence to introduce yourself to your readers and start building that rapport that’s so important.
With the rest of the evergreen content, it’s really up to you. You might create campaigns and see what performs well and what doesn’t so you can adjust. A great strategy is to send email messages out as a broadcast first so you can get real-time reactions from your readers on topics and then create an automated campaign around new content around those topics to send out.
To your success,