A broadcast to your whole list goes out in one go: the people who read everything and the people who have not opened an email in a year. Sending in waves lets the engaged people go first, so you can see the result before deciding on the rest.
Turning it on:
On the broadcast's Review and send step, under Send in waves, choose Send in waves, most engaged first instead of Send to everyone at once. The step lists the waves and your Audience step shows how many people are in each.
The waves:
- Wave 1: opened or clicked in the last 30 days
- Wave 2: opened or clicked 31 to 90 days ago
- Wave 3: not engaged in the last 90 days
Empty waves are skipped.
What happens when you send:
Wave 1 goes when you send the broadcast. The next wave waits on the broadcast report, beside wave 1's opens, clicks and sales, until you press Send the next wave. There is also Send all remaining waves, and both ask you to confirm first.
The safety rules:
- Each wave checks the audience again at the moment you send it, so new rules and new subscribers are taken into account.
- Nobody ever gets the email twice.
- Anyone who unsubscribed in between is not reached.
- Your Always leave out rules apply to every wave.
On the broadcasts list, a broadcast sent in waves shows which wave has gone and whether the next one is waiting.
When to use it:
Waves are ideal for a promotion to a big or older list. If wave 1 makes sales, send wave 2. If wave 1 goes quiet, you have saved your reputation with the people who were never going to buy.