🔄 Flows vs. Campaigns: Know the Difference

Hey, it’s Ray.

Let me guess: You’ve set up a welcome email.

You run a few promos every month.

You even A/B test subject lines sometimes.

But you’re still wondering…

Why aren’t we growing faster?

One of the biggest reasons I see?

Confusing flows and campaigns, and not using them strategically.

Quick Definitions (So We're on the Same Page)

Flows = automated emails

They run 24/7. Triggered by user behavior (like signing up, abandoning cart, etc.).

Campaigns = one-time sends

Think product drops, seasonal offers, newsletters, or flash sales.

Both are powerful, when used right.

Let me show you how to make each one work harder.

The Mindset Shift: Campaigns Grab Attention. Flows Build Relationships.

Flows are like your best employee, always working.

Campaigns are like your billboard, grabbing attention fast.

Flows drive consistent revenue.

Campaigns spike revenue.

Want both? 

You need both.

Here’s How I Explain It to Clients

💡 Flows = Relationship Builders

 They’re built for:

• Welcoming subscribers

• Recovering carts

• Re-engaging silent users

• Saying thank you post-purchase
  

💡 Campaigns = Revenue Boosters

 They’re built for:

• Product launches

• Flash sales

• Back-in-stock notices

• Seasonal promotions
  

What Happens When You Rely on Just One?

🚫 Only campaigns = burnout and inconsistent revenue
You’ll always be chasing the next idea, discount, or “send.”

🚫 Only flows = no momentum
You’re missing out on timely events, urgency, and buzz.

The winning brands do both, intentionally.

So, What Should You Send and When?

Let’s break it down:

Tips From Our Clients Who Do It Right

✅ Flows first.
Start with 4 core flows: Welcome, Abandoned Cart, Post-Purchase, and Winback.
These should run before you hit “Send” on any campaigns.

✅ Then layer campaigns.
Use them to create urgency, highlight offers, or tell seasonal stories.

✅ Keep both updated.
Flows aren’t “set it and forget it.” Campaigns aren’t “spray and pray.”
Test, optimize, repeat.

What to Audit This Week

Want quick wins? Do this:

1. Open your ESP.

2. List out every flow and every campaign from the last 30 days.

3. Ask:
   

   • Are my flows covering the full customer journey?

   • Are my campaigns aligned with product or promo goals?

   • Do both types of emails reflect the brand tone and message?

Small tweaks = big results.

Flows or Campaigns: Time to Test Smarter

Start with clarity.

Choose one high-traffic flow or a key campaign and define its single goal.

Then:

• Test one clear CTA that matches that goal.

• Use language that feels personal, not pushy.

• Keep the design clean, mobile-friendly, and benefit-driven.
  

Track what gets clicks, and more importantly, what gets results.

Because one focused test > a dozen “best practice” blog posts.

Need a second pair of eyes on your setup?

That’s what we’re here for.

Don’t wait for your numbers to dip. Test smarter now and set the stage for bigger wins.

Talk soon,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

Extra Tips to Boost Your Email Strategy

If you’re up for boosting your email game, I’ve got a few more gems for you:

📺 Watch My YouTube Tutorial: Create a High-Converting Welcome Sequence in 2025
Ready to turn new subscribers into loyal customers?

In this video, I’ll show you how to build a high-converting welcome sequence that boosts engagement and email deliverability. Using Klaviyo, I’ll guide you step-by-step on optimizing your flows for success. Plus, I’ll share key tips for Shopify brands to drive more sales with email!

👉 Watch it here: 

🛒 8 Must-Have Ecommerce Email Flows to Boost Sales
Most ecommerce brands leave money on the table by skipping key flows.

Angelica Joie breaks down the 8 email flows your store needs, with real examples you can swipe today. These aren't generic tips—these are proven flows that drive sales on autopilot.

👉 See all 8 flows here: 8 Must-Have Ecommerce Email Flows

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.