In Send, there are two main ways to reach your audience: Workflows and Broadcasts. While they may seem similar at first glance, they serve different purposes and are used in different scenarios.
Workflows
Workflows are automated campaigns that follow a set of rules you define. They determine when, to whom, and under what conditions emails and messages are sent.
Think of workflows as ongoing, dynamic processes that adapt to your subscribers’ actions.
Examples of Workflows:
- Sending a thank you email with a coupon code to all customers who purchase over $100 at your online store.
- Sending cart abandonment reminders to visitors who added items to their carts but didn’t complete checkout.
- Sending a holiday discount offer to your mailing list.
Key features:
- Automated and action-based.
- Can be created from scratch or by using a template.
- Continue running and adapting as new users meet the set conditions.
Much of your work in Send will revolve around building, running, and analyzing workflows.
Broadcasts
A Broadcast is a one-time, time-based campaign sent to a specific list of subscribers. Unlike workflows, broadcasts are not automated or conditional. They are scheduled messages delivered at a set time.
Once a broadcast is sent, it’s finished. There are no follow-ups or additional triggers.
Example of a Broadcast:
- Jane is launching a flash sale and wants to notify her entire mailing list.
She creates a broadcast, schedules it for tomorrow morning, and the message lands in her subscribers’ inboxes exactly when the sale begins.
Key features:
- A single, scheduled send.
- Ideal for announcements, promotions, or time-sensitive updates.
- No automation or ongoing triggers.
Choosing the right option
- Use Workflows when you want to automate communication and respond to customer actions.
Use Broadcasts when you want to send one-time updates to your audience at a specific time.
Both tools complement each other and give you flexibility in how you engage with your subscribers.