In Send Onyx, there are two primary ways to reach your audience: Broadcasts and Sequences. While they both deliver emails, they serve completely different strategic purposes. Understanding when to use which is the key to a high-ROI email strategy.
1. Broadcasts (Campaigns)
A Broadcast is a one-time email blast sent to a specific group of people at a specific time. Once it’s sent, it’s done.
- Best for: Weekly newsletters, flash sales, holiday promotions, or major company announcements.
- The “Vibe”: Timely, urgent, and manual.
- Example: Sending a “Black Friday Sale” email on Friday morning to your entire list.
Pro Tip: Use Broadcasts to “resend to unopens.” Wait 48 hours after your first send, and broadcast the same email with a different subject line to those who didn’t open the first one. This can boost your total reach by 15-30%.
2. Sequences (Automations)
A Sequence is a series of emails triggered by a specific action. It works on autopilot—new subscribers enter the sequence based on their own “start date,” not yours.
- Best for: Welcome series, lead magnet delivery, onboarding tutorials, and “abandoned cart” reminders.
- The “Vibe”: Evergreen, consistent, and automatic.
- Example: A 5-day “Welcome Sequence” that starts immediately after someone joins your list.
Sequence Overlap: Be careful when running Sequences and Broadcasts at the same time. If a new lead is in your “Welcome Sequence” and you also send a “Mass Broadcast,” they might receive two emails in one hour, which often leads to spam complaints.
Which one should you choose?
| Feature | Broadcasts (Campaigns) | Sequences (Automations) |
| Timing | Fixed date and time | Triggered by user action |
| Effort | Manual for every send | Set it and forget it |
| Relevance | Current events/Promos | Personalized to user journey |
| Usage | Newsletters, Sales | Onboarding, Lead nurturing |
Summary
In a perfect Send Onyx setup, you use Sequences to build trust with new leads automatically, and Broadcasts to keep your “warm” audience engaged with fresh, timely content.