Are you struggling to figure out when to send a campaign versus setting up a flow in Klaviyo? Klaviyo email marketing is a game-changer, but many eCommerce store owners make one crucial mistake—either sending only campaigns or relying too heavily on flows—and it’s costing them sales.
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In this guide, we’ll break down exactly when to use campaigns vs. flows in Klaviyo and how both work together to maximize your email marketing success.
By the end, you’ll know:
- ✅ When to send a campaign vs. when to use a flow
- ✅ The #1 mistake most eCommerce brands make with Klaviyo
- ✅ My 6-week email marketing cycle that consistently boosts revenue
- ✅ The most critical flow you CANNOT afford to ignore
Let’s dive in!
What is Klaviyo Email Marketing?
Klaviyo is one of the most powerful email marketing platforms for eCommerce businesses. It allows brands to send automated email flows and one-time campaign emails to engage their customers at every stage of the buying journey.
But here’s the thing:
Not knowing when to use a campaign vs. a flow is costing you sales!
Most eCommerce stores either:
- ❌ Only send campaigns, leading to missed automation opportunities.
- ❌ Only set up flows and never engage their list actively.
The magic happens when you use both strategically.
Klaviyo Campaigns vs. Flows – What’s the Difference?
Think of campaigns and flows as two essential tools in your email marketing strategy. You need both to create consistent engagement and revenue.
🟢 What is a Klaviyo Campaign?
- ✅ A one-time email sent to a specific audience
- ✅ Manually scheduled on a specific date and time (like weekly newsletters or sale announcements)
- ✅ Used to drive engagement, traffic, and immediate sales
🔹 Examples of Klaviyo Campaigns:
- Product Launches – Announce a new collection to your entire email list.
- Flash Sales – A time-sensitive campaign (e.g., “24-hour sale ends soon!”).
- Weekly Newsletters – Regular emails sharing value or updates.
- Content Promotion – Sharing your latest blog post, video, or educational content.
Best Practice: Klaviyo campaigns are essential for keeping your audience engaged and informed.
When to Use a Campaign vs. a Flow in Klaviyo?
Knowing when to use each will increase your email marketing ROI and improve customer relationships.
✅ Use a Campaign When:
- 📌 You’re launching a new product or promoting a flash sale
- 📌 You want to share your latest blog post or content
- 📌 You’re sending a weekly newsletter with updates
✅ Use a Flow When:
- 📌 A customer joins your email list (Welcome Flow)
- 📌 A shopper abandons their cart (Abandoned Cart Flow)
- 📌 A customer makes a purchase and needs follow-up emails (Post-Purchase Flow)
- 📌 A past customer hasn’t shopped in a while (Win-Back Flow)
My 6-Week Klaviyo Email Marketing Cycle
If you’re running email campaigns, here’s a winning schedule that keeps your list engaged without overwhelming them.
- 🗓️ Week 1: Feature your latest blog post or educational content
- 🗓️ Week 2: Spotlight a trending product or customer favorite
- 🗓️ Week 3: Share social proof, testimonials, or behind-the-scenes content
- 🗓️ Week 4: Offer a freebie or lead magnet to grow your list
- 🗓️ Week 5: Run a 3-day flash sale or exclusive offer
- 🗓️ Week 6: Repeat & analyze results
🎯 Pro Tip: Use A/B testing to tweak your campaigns and improve open rates!
The One Flow You CANNOT Afford to Mess Up
If you set up only ONE flow in Klaviyo, make it your Welcome Flow.
Why?
- It has the highest open rates (66% on average!)
- It’s your first impression with new subscribers
- It sets expectations and introduces your brand
🚀 Make sure your Welcome Flow includes:
- ✅ A warm welcome email + a special offer
- ✅ A brand introduction with clear CTA links
- ✅ A follow-up email showcasing bestsellers
Best Practice: Optimize your Welcome Flow with A/B testing and personalization.
How a Email Campaign Saved Me from a Huge Business Mistake
At one point, we considered launching a new product range. Before investing in inventory, we decided to test the waters.
✅ We wrote a blog post about the product as a solution to a common problem.
✅ We sent two campaign emails to our list to gauge interest.
Guess what? ZERO engagement.
No clicks.
Zero excitement.
And no sales.
Instead of wasting time and money on a failed product, we scrapped the idea and pivoted.
🎯 Lesson? Campaigns give you real-time audience feedback before making costly business decisions!
Final Thoughts: Are You Using Campaigns & Flows the Right Way?
If you’re only sending campaigns—you’re missing out on automation opportunities.
If you’re only using flows—your audience will forget about you.
Want help setting up your automations?
📩 Grab my free Quickstart Checklist to High-Converting Pop-Ups & Welcome Flows
👉 This checklist ensures you never miss a revenue-boosting opportunity again—grab it here!
💬 Drop a comment below with your biggest email marketing struggle—I’d love to help!
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About Liezle
I'm a Klaviyo Partner dedicated to helping e-commerce entrepreneurs simplify email marketing and turn it into a revenue-generating machine—without the tech overwhelm. If you’ve ever felt stuck on what to send, how to set up automations, or how to actually see sales from your emails, you’re in the right place.
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