Why Should I Use Both Follow Up and Broadcast Messages?

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Why Should I Use Both Follow Up and Broadcast Messages?

With separate options for sending both follow up messages and broadcast messages, there would seem to be a choice between using the two.

New customers often tell us that they'd either like to use our newsletter or our autoresponder program.

And yet, by taking advantage of both features, email marketers will see better results than for their campaigns versus campaigns using only one.

The Problem with Using Only One Type of Message

There are major differences in the way follow up and broadcast messages are sent. Each has its own special niche within a successful email marketing campaign.

To illustrate the importance of using both, let's take a look at two scenarios where only one or the other is used.

Follow Up Only

You can set up as many follow up messages as you'd like: 1, 5, 10, 101, and so on ...

A month of follow up messages could contain an autoresponder, followed by a series of automatic follow up messages:

Unfortunately, despite the fact that there is no technical limitation for sending an infinite number of follow ups, it's simply not possible for you to write so many, and at some point, your follow up series will come to an end:

What does this mean for us and our subscribers? We've effectively ended the relationship we worked to build through our follow up campaign.

Broadcast Only

Because with broadcasts we can continually send messages at specific dates and times, they don't carry the same type of problems as follow up messages -- but they do have their own when used alone.

Let's say we send a bi-weekly newsletter, every other Tuesday of each month. One month, these days might fall on the 12th and 26th.

What would happen if I signed up on the 1st of that month?

If there are no follow up messages set to be sent to me, I would have to wait 11 days to receive my first message.

Meanwhile, just after the time where I've come to a website and requested information and my interest is highest, I'm receiving absolutely nothing. During that time, I may lose interest, or a competitor might help me with it.

Optimal Results Come from Sending Both

By sending both a series of follow up messages, both issues are completely eliminated.

Our follow up messages will ensure that our subscribers are sent information early on after signing up, so we can begin to build a relationship. Then, the broadcasts we send will make certain that we maintain and build on the relationship we established with the follow up sequence.