Why should I use both Workflows and Broadcast messages?

New customers often tell us that they'd either like to use our newsletters (Broadcasts) or our autoresponders (Workflows). By taking advantage of both features, email marketers will see better results versus using only one of our features.

The Problem with Using Only One Type of Message

There are major differences in the way Workflow and Broadcast messages are sent. Each has its own special niche within a successful email marketing program.

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

Workflows Only

You can set up as many workflow messages as you'd like: 1, 5, 10, 30, and so on. Using only Worklfows and not utilizing Broadcasts can present several limitations, particularly if you want to maintain flexibility and responsiveness in your email marketing. Here's a breakdown of the disadvantages:

• Lack of Timely Communication
  Workflows: These are typically automated and triggered based on subscriber actions, time delays, or pre-set conditions. While they’re great for nurturing subscribers over time, they don’t allow you to quickly respond to timely events or announcements.
  
  Broadcasts: These allow you to send one-off emails to your list (or segments of it) immediately or at a scheduled time, making them ideal for time-sensitive updates like:
  • Announcing sales or promotions.
  • Sharing breaking news or updates.
  • Sending holiday greetings or event invitations.
• Reduced Engagement Opportunities
  Without Broadcasts, you miss opportunities to engage with your audience in a dynamic way. For instance:
  • Highlighting new blog posts or fresh content.
  • Sharing industry trends or news relevant to your audience.
  • Soliciting real-time feedback, surveys, or polls.
• Limited Personalization for Events
  Workflows are pre-scheduled and structured, which might not suit one-off events like webinars, live events, or special launches. Broadcasts can be personalized and sent in real-time to drive attendance or participation.
  
  
• Difficulty Adapting to Subscriber Behavior
  While Workflows are excellent for automation, they rely on pre-defined logic. If your subscribers' needs or interests shift, adapting workflows can be cumbersome. Broadcasts allow you to address evolving trends or subscriber interests without reworking automation.
  
  
• Missed Opportunities for Re-Engagement
  Broadcasts are effective for re-engaging inactive subscribers with specific reactivation workflows. While you can automate re-engagement in Workflows, sending a well-timed, personalized Broadcast can sometimes yield better results.
  
  
• Dependence on Pre-Planning
  Workflows require careful planning and setup. Relying solely on them may leave you less agile in responding to unexpected opportunities or challenges.
  
  
• Segment-Specific Targeting Challenges
  While Workflows can use segmentation, Broadcasts allow you to create hyper-specific, on-the-fly emails targeting niche segments of your list.

Broadcasts Only

Similarly, using Broadcasts only can provide limitations to your marketing. Using only Broadcasts and neglecting Workflows has several disadvantages that could affect the performance and scalability of your email marketing efforts. Here's a breakdown of the drawbacks:

• Limited Automation and Personalization
  Broadcasts are one-off email sends to your list or a segment at a specific time, whereas Workflows allow you to create automated sequences tailored to subscriber behavior or triggers (e.g., welcome series, product follow-ups).
  
  Without Workflows, you miss the opportunity to:
  • Welcome new subscribers automatically.
  • Nurture leads over time with scheduled, personalized emails.
  • Reactivate inactive subscribers with behavior-based sequences.
• Increased Manual Effort
  Broadcasts require manual scheduling for each send. If you frequently email your list, this can become time-consuming.
  
  Workflows allow you to "set it and forget it," ensuring a continuous flow of communication without constant intervention.
  
  
• Inefficient Subscriber Onboarding
  New subscribers might not receive the crucial introductory or onboarding emails that Workflows excel at delivering.
  
  This can result in lower engagement, as new subscribers may not get to know your brand or offerings effectively.
  
  
• Missed Behavioral Targeting
  Workflows enable segmentation and behavioral triggers, such as sending follow-ups based on email opens, clicks, or purchases.
  
  With Broadcasts, everyone receives the same email, regardless of their actions or preferences, which can lead to lower engagement and higher unsubscribe rates.
  
  
• Inconsistent Engagement
  Without automated Workflows, subscriber engagement can be inconsistent. For example:
  
  If a subscriber joins during a quiet period, they might not hear from you for weeks.
  
  Alternatively, they could get overwhelmed if you send multiple Broadcasts in a short time.
  
  
• Lower Email Marketing ROI
  Workflows often yield higher conversion rates due to their relevance and timing.
  
  By not using Workflows, you might lose potential revenue opportunities from abandoned cart sequences, post-purchase upsells, or re-engagement efforts.
  
  
• Inadequate Long-term Strategy
  Broadcasts are ideal for time-sensitive messages (e.g., promotions, announcements) but do not contribute to a long-term strategy.
  
  Workflows build relationships over time by consistently delivering value and nurturing leads toward conversion.
  
  
• Missed Analytics and Optimization Opportunities
  Workflows allow you to test and analyze different sequences to optimize performance.
  
  Broadcast-only strategies provide limited insights into subscriber behavior over time, hindering the ability to refine your approach.

Optimal Results Come from Sending Both

By sending both Workflows and Broadcast messages, both issues are completely eliminated. There are several advantages to sending both type of messages such as:

• Targeted Automation (Workflows)
  Workflows allow you to send automated, personalized sequences of emails based on subscriber actions, interests, or behaviors. This ensures that the right message reaches the right audience at the right time, improving engagement and conversion rates.
  
  
• Timely Updates (Broadcasts)
  Broadcasts enable you to send one-time emails to your list, such as announcements, promotions, or newsletters. This keeps your subscribers informed and engaged with your brand in real time.
  
  
• Lifecycle Engagement
  Combining workflows and broadcasts helps you maintain consistent communication throughout the subscriber journey. Workflows nurture new leads and build relationships, while broadcasts keep existing subscribers engaged with fresh, relevant updates.
  
  
• Flexibility in Messaging
  Workflows provide a structured flow of communication, while broadcasts offer the flexibility to address timely topics or trends. This dual approach ensures you can adapt to both long-term strategies and short-term opportunities.
  
  
• Performance Insights and Optimization
  Using both features allows you to gather insights from automated and one-time messages. You can analyze open rates, click-through rates, and engagement trends across both formats to refine your overall email marketing strategy for maximum impact.

This balanced approach enhances subscriber experience and drives better business outcomes.

What if I have issues designing my messages?

AWeber offers hundreds of templates you’re welcome to use! If you would ever find yourself wanting to modify an existing template or would like a custom template built for you to reflect your branding, our Template Team would be happy to modify existing templates or design a custom template for you!