Broadcast vs Triggered Messages in Automation
TL;DR:
- Broadcast messages send one message to your entire audience at once, perfect for announcements and promotions
- Triggered messages fire automatically when someone takes a specific action, like signing up or abandoning their cart
- Broadcasts work well for time-sensitive offers and company updates
- Triggered messages nurture leads through your sales process without manual work
- You need both types for effective messaging automation
Most messaging platforms handle broadcast messages without fuss. You write one message, pick your audience, and hit send. Everyone gets the same message at the same time.
These work well for flash sales, product launches, or company announcements. The whole point is reaching lots of people quickly with the same information.
When to use broadcast messages:
- Limited-time offers that create urgency
- New product announcements
- Company news or policy updates
- Event reminders
- Seasonal promotions
The downside is they're not personal. Everyone gets identical content whether they're a new subscriber or a long-time customer.
Triggered Messages Keep Things Personal
Triggered messages respond to what someone actually does. Sign up for your newsletter? They get a welcome message. Add something to their cart but don't buy? Cart abandonment message goes out.
This happens automatically once you set the triggers. No manual sending required.
Common triggered message types:
- Welcome series for new subscribers
- Cart abandonment reminders
- Post-purchase follow-ups
- Re-engagement campaigns for inactive users
- Birthday or anniversary messages
These feel more relevant because they match where someone is in their relationship with your business. A welcome message makes sense right after signing up. A cart reminder works because they were already interested enough to add items.
Setting Up Your Message Types
Most platforms let you schedule broadcasts in advance. Plan them around your marketing calendar so they align with other campaigns.
For triggered messages, you'll set the conditions once and let them run. Someone signs up, waits 24 hours, gets message one. Waits another 3 days, gets message two. The system handles the timing.
Getting the Balance Right
You don't want to annoy people with too many messages, but you also can't rely on just one type.
Broadcasts create moments of high attention across your whole audience. Triggered messages maintain steady contact based on individual behaviour.
Use broadcasts sparingly for your biggest announcements. Let triggered messages handle the regular relationship-building work.
FAQs
Can I schedule both broadcast and triggered messages in advance?
Yes, most platforms let you schedule broadcasts for specific dates and times. Triggered messages run automatically once you set them up, so they're always 'scheduled' based on user actions.
Is there a limit to how many people I can send a broadcast message to?
This depends on your platform and plan. Check your provider's limits, but most handle large broadcasts without issues. Some charge based on message volume.
Can I customise the criteria for triggered messages?
Absolutely. You can set triggers based on specific actions, time delays, user properties, or combinations of factors. More advanced platforms offer detailed targeting options.
How do I avoid sending too many messages?
Set frequency caps and use suppression lists. If someone gets a broadcast about a sale, maybe pause their triggered messages for a day or two.
Jargon Buster
Broadcast Message: A single message sent to multiple recipients at the same time, like a company announcement or promotional offer.
Triggered Message: An automated message that sends when someone completes a specific action, such as signing up or making a purchase.
Frequency Cap: A limit on how many messages someone can receive in a set time period.
Suppression List: A list of contacts who won't receive certain types of messages, often used to prevent over-messaging.
Wrap-up
Both broadcast and triggered messages have their place in messaging automation. Broadcasts grab attention for big moments. Triggered messages maintain relationships through relevant, timely contact.
Start with the basics – welcome messages for new subscribers and cart abandonment for e-commerce. Add broadcast messages for your major promotions and announcements. Build from there as you learn what works for your audience.
The key is matching message type to purpose. Need to reach everyone fast? Broadcast. Want to respond to individual behaviour? Triggered message. Get this right and your messaging feels helpful rather than pushy.
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