What is Flow vs campaign?
A flow is an automated email sequence triggered by something a customer does, while a campaign is a one-off email sent to a chosen segment on a chosen date.
Flows run all the time and earn between campaigns, so they are usually the first thing to build. Campaigns announce launches, sales and content on a calendar.
A healthy programme has both, with segmentation deciding who gets what.
A worked example.
A store's welcome flow runs automatically for every new subscriber, while its Black Friday email is a campaign sent to a chosen segment on one date. Customers in the welcome flow are held back from the campaign for a few days.
Common mistakes.
- Relying only on campaigns
- Building flows and never revisiting them
- Not coordinating the two so customers get both at once
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