Follow Up Versus Broadcast

I want to go over the different ways you can contact your subscribers in more detail.

There are two methods – follow up and broadcast.

A follow up email is one that you set up ahead of time. You may hear marketers refer to it as “dripping” information to your list. 

Broadcast emails are those where you write up a message and blast it out to your subscribers.

Only those on your list at that time would get the message.

Others who came later wouldn’t see it, unlike a follow-up email series where everyone goes through the series in order.

You can use either of them, or a combination of both.

Again, this is something that will have to suit your personal style.

There’s no one size fits all.

I like to use a combination of follow-up and broadcast personally.

Writing a Series of Follow Up Emails

Follow up emails are handy because it does work for you whenever you’re busy doing other things.

That said, there are some drawbacks to using follow up emails, too.

You can technically set up your email autoresponder system to be a follow up system from here to eternity for you.

But it’s hard to be timely with follow-ups.

You might create an email on a new diet in the news, but 2 years down the road, it’s hardly new – and yet your email says it is.

You might send out a follow-up email to someone recommending a product and later have people telling you that your link is broken.

Follow-ups can be a pain to manage over a long period of time.

What I recommend is only putting emails in your follow up system that are evergreen in nature.

You want there to be something communicating with your prospects when you’re working on other things.

Some people have a set schedule for their outgoing emails and others sort of fly by the seat of their pants with it.

You might choose every other Monday to offer a free gift, for example – or to only email out on Tuesdays and Fridays.

That’s up to you.

Your follow up will always begin with your welcome email to your list.

It will go out the same day the subscriber signs up.

From that point on, schedule your follow-ups however you want the intervals to work.

Some people space them out evenly over time, and others do a series (such as 7 days in a row) and THEN space out the rest of the emails they provide.

Should you be selling in these emails?

You can – as long as it’s evergreen and not a trendy item that you’ll have to remember to back and edit out of your email campaign later.

But don’t be pushy about it. Sell with value built into your lesson.

Watch how you word things, too.

Even if you foresee Google Plus as something that will be around for years, don’t mention the “new Google +” because in 6 months it won’t be so new and your subscribers might think you’re behind the times.

Whenever you create a new follow up, click on the Test link after it’s been saved and have it email you a copy. This way you can scan it for typos or other glaring errors to ensure it works well.

If you’re short on ideas of what to write about, try using a keyword tool to see what people are searching for.

Or, go to forums or Yahoo answers to see what questions are being asked.

Address those in your follow-up series.

The Many Uses of Broadcast Emails

If you’re in constant contact with your list, then you’ll want to rely heavily on broadcast emails.

If you have an evergreen idea, put it in follow-ups, but if it’s something timely, like a new strategy or product announcement, go ahead and broadcast it out to your audience.

You can also broadcast emails when you have a sale going on, or you want to provide them with a coupon or there’s a webinar they can attend that week.

Sometimes your subscribers might get two emails in one day – a follow-up and a broadcast.

This probably won’t cost you many subscribers, as long as you’re continuing to give a lot of value.