Broadcast Campaign Structure

The Campaign Blueprint

Every broadcast campaign should include these elements:
1. Clear Objective: What do you want to achieve?
  • Drive sales of a specific product
  • Re-engage lapsed customers
  • Announce new arrival
  • Gather feedback
  • Build brand awareness
2. Target Segment: Who receives this message? Be specific:
  • “Repeat customers who bought in the last 90 days, engaged in the last 30 days, location: Lagos.”
3. Compelling Message
  • Hook in the first sentence
  • Value proposition clearly stated
  • Social proof or urgency element
  • Single call-to-action
  • Easy response mechanism
4. Send Time
  • Optimized for the segment’s time zone
  • Tested against historical performance
  • Avoids holidays or known busy periods
5. Success Metrics
  • Open rate target
  • Click rate target
  • Conversion rate target
  • Revenue target
  • Unsubscribe rate ceiling
6. Follow-Up Plan
  • What happens to non-openers?
  • What happens to openers who did not click?
  • What happens to clickers who did not buy?
  • When and how do you follow up?

Campaign Example: Product Launch

Objective: Generate 50 sales of the new product in the first week
Segment: Customers who bought similar products, engaged in the last 60 days
Message:
“Hi [Name]! 🎉 Remember the [Previous Product] you loved? Meet its big brother: [New Product].

What’s new:
✅ 2x faster performance
✅ 30% longer battery life
✅ Same price as the old model

As a loyal customer, you get first access + free shipping. 48 hours only.

Tap to claim yours: [link]

Only 100 units available for early access. Your size/color is held for 2 hours.”
Send time: Tuesday, 11 AM local time
Success metrics:
  • 40% open rate
  • 15% click rate
  • 5% conversion rate
  • 50 sales
  • Under 0.5% unsubscribe
Follow-up:
  • Non-openers: Resend on Wednesday with a different subject line
  • Openers, no click: Send Thursday with video demonstration
  • Clickers, no purchase: Send Friday with testimonial and extended offer
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