Email Marketing: Flows vs Campaigns – Unlock Your Revenue Potential

TL/DR

The Essentials

• Campaigns: One-off email blasts for announcements and promos
• Flows: Automated sequences triggered by customer actions

Revenue Impact

• 10% of total revenue from email marketing
• 6-8% from flows alone
• Key automated flows:

• Welcome series
• Post-purchase
• Browse abandonment
• Customer winback

Bottom Line

Don’t choose between flows and campaigns – leverage both. Flows work 24/7 on autopilot while campaigns deliver timely promotional punch. Together, they’re your digital revenue dream team.

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In the digital marketing world, email remains a powerhouse for driving sales and nurturing customer relationships. But are you harnessing its full potential? Let’s dive into the often-misunderstood realm of email marketing flows vs campaigns, and uncover how they can supercharge your revenue.

The Email Marketing Divide: Flows vs Campaigns

First things first – what’s the difference between flows and campaigns? Let’s break it down:

Email Campaigns: The One-Hit Wonders

Think of campaigns as your greatest hits album – carefully crafted, perfectly timed email broadcasts designed to make a splash. They’re one-off email sends, strategically blasted out to your entire list (or segments of it) at a specific time. Perfect for announcements, promotions, or seasonal offers that demand immediate attention and action from your audience.

Email Flows: The Smooth Operators

Flows, on the other hand, are like a well-oiled machine running on autopilot. They’re sophisticated automated email sequences triggered by specific customer actions or timeframes. Once set up, they work tirelessly in the background, nurturing leads and driving sales 24/7 without requiring constant manual intervention. These intelligent sequences ensure no customer falls through the cracks in their journey with your brand.

The Flow Phenomenon: More Than Just Abandoned Carts

Now, if you’re thinking flows are just about chasing abandoned carts, you’re missing a trick. While cart recovery is crucial, it’s just the tip of the iceberg. Let’s explore some game-changing flows:

1. Welcome Series Make a stellar first impression and guide new subscribers through your brand story.
2. Post-Purchase Keep the love flowing after the sale with product tips, cross-sells, and review requests.
3. Browse Abandonment Gently remind window shoppers about products they’ve eyeballed.
4. Customer Winback Rekindle the flame with lapsed customers using targeted offers.
5. Birthday/Anniversary Show customers you care with personalised celebrations.
6. The Campaign Conundrum Timing is Everything

Campaigns might seem straightforward, but there’s an art to it. Blast too often, and you’ll see unsubscribes skyrocket faster than a firework on New Year’s Eve. Too infrequently, and your brand becomes as forgettable as last year’s resolution to hit the gym.

The key? A well-planned campaign calendar that balances promotional content with valuable insights, timed to perfection with your customer’s buying cycle.

The Numbers Don’t Lie: Flows for the Win

Still not convinced about the power of flows? Let’s talk turkey. In our experience working with Shopify sites using Klaviyo, we’ve seen up to 10% of total revenue attributed to email marketing. And here’s the kicker – 6-8% of that comes from flows alone.

That’s right, those set-it-and-forget-it email sequences are bringing home the bacon, often outperforming their campaign counterparts.

The Integration Imperative: Flows and Campaigns in Harmony

Here’s where the magic really happens. By integrating your flows and campaigns, you create a symphony of email marketing that hits all the right notes. Use campaigns to support your flows, and vice versa. For example, a campaign promoting a new product line can seamlessly feed into a browse abandonment flow for those who clicked but didn’t purchase.

The Personalisation Payoff: Relevance Reigns Supreme

Both flows and campaigns benefit from personalisation, but flows take it to the next level. By triggering based on specific user actions, flows deliver hyper-relevant content at exactly the right moment. It’s like having a salesperson who knows exactly what your customer wants before they do.

The Analysis Advantage: Data-Driven Decisions

One of the beauties of email marketing is its measurability. But to truly optimise your efforts, you need to dive deep into the data. Look beyond open rates and click-throughs. Analyse revenue per recipient, conversion rates, and customer lifetime value. Use these insights to continually refine your flows and campaigns for maximum impact.

Demand Better: Partner with Experts

If your head’s spinning faster than a DJ’s turntable trying to get your head around flows and campaigns, you’re not alone. Many businesses are leaving money on the table with subpar email marketing strategies.

At Pixite, we’ve seen it all – from clumsy campaigns that miss the mark to non-existent flows that let valuable leads slip through the cracks. These practices aren’t just ineffective; they’re burning through your hard-earned marketing budget faster than a teenager with their first credit card.

We believe you deserve better. Your business’s success is too important to be left to chance or outdated email tactics. That’s why we’re committed to crafting email marketing strategies that leverage both flows and campaigns to their full potential. We’re not here to waste your time or money – we’re here to drive your business forward, one perfectly timed, highly relevant email at a time.

Remember, in the world of email marketing, it’s not about flows vs campaigns. It’s about using both strategically to create a powerful, revenue-generating machine that works for your business around the clock. Don’t settle for less – demand better, and watch your email marketing transform from a neglected channel to a profit powerhouse.

Ready to unlock the full potential of your email marketing? Let’s chat about how we can supercharge your flows and campaigns for maximum impact.