How and When to Use Autoresponders and Broadcast Emails

As discussed in the previous post, autoresponder services can increase the efficiency of your email marketing efforts through autoresponder messages and broadcast messages. Today, we’ll clear any confusion surrounding these terms, and also explore the ways your business can use both types of messaging to its advantage.

Let’s start by discussing the differences between autoresponders and broadcast emails, so that you know what type of communication is better suited to each of your promotional campaigns.

Autoresponder Messages

Autoresponder emails are a series of messages that are sent to subscribers at predetermined intervals after they’ve signed up for your mailing list. The interval term is generally between a few days and a week or two, depending on the nature of your content. This steady and reliable stream of content allows you to position yourself as a trusted source of information and progressively build a relationship with your subscribers.

Pros:

  • Autoresponder messages are relatively easy to administer. Once you’ve prepared a series of emails, you can use an autoresponder service to manage delivery to each subscriber at predetermined intervals.
  • Autoresponder messages can strengthen the relationship between you and your readers as they allow for consistent communication over an extended period of time.

Cons:

  • Autoresponder messages can grow stale. Even though your messages can be reused for multiple subscribers, it’s important to periodically assess and revise the content in light of developments within your niche or industry.
  • If not drafted properly, autoresponder messages can come off as impersonal and pushy.

Broadcast Messages

Broadcast messages occur independently, outside of an autoresponder email series, and can target a customized audience. They are a powerful tool, as they can be highly topical and reveal breaking news or industry innovation. New items and promotions are also effectively communicated using the broadcast method.

Pros:

  • Broadcast messages can be highly specific and convey exciting and fresh content.
  • When using broadcast messages, the recipient list can be customized to include your entire readership, or a limited few.
  • Prospects don’t need to commit to reading an email series, as each email contains a self-contained marketing message.

Cons:

  • In contrast to autoresponder messages – where individuals have shown explicit interest by signing up – it is uncertain whether subscribers will find a broadcast message interesting or valuable.
  • It’s possible to unintentionally overload your subscribers with excessive broadcast emails, causing them to remove themselves from your list. To avoid unsubscription, ensure that all outgoing messages are value laden – and aren’t just sent for the sake of maintaining contact.

Now that you have a clearer idea of the appropriate situations in which to use autoresponder series and broadcast messages, we can focus on expanding your readership. So, make sure you’ve established your initial list, and that you’re ready to watch it grow!

About the author: Keith is the co-founder of Summit Evergreen, and helps course authors, product creators, and self-funded businesses increase their revenue from their existing traffic.