The two core content types in Klaviyo: Flows are automated sequences triggered by customer behavior, while Campaigns are manually created sends to a defined audience at a specific time.
Flows generate revenue 24/7 without any ongoing effort after setup — triggered by events like cart abandonment, first purchase, or re-engagement criteria. Campaigns require intentional scheduling (newsletter, promotion, product launch). Best-in-class D2C brands generate 25-40% of total email revenue from flows and 60-75% from campaigns, though the ratio varies by brand maturity. Setting up all core flows first before investing in campaign frequency is the recommended sequence for new brands.
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