If you’re selling online and you lean on Klaviyo, you already know email marketing isn’t optional. But here’s the catch: few brands truly grasp the Differences between campaigns and automations.
This isn’t just an operational choice—it’s a strategic divide that can make or break consistent sales. At Tropic, we’ve seen it in action on real brands that sell every single day thanks to these two pillars of the system.
What is an email marketing campaign?
A campaign is a one-off, manually triggered send scheduled for a specific moment. You decide exactly when it goes out, who sees it, and what it says. Campaigns are perfect for moving the needle on something concrete: a promotion, a launch, or a special announcement.
Examples of campaigns:
- A new product or collection drop
- Limited-time discount
- A newsletter packed with value-added content or brand updates
Engagement drivers like giveaways, free shipping, or flash-sale coupons
The key: campaigns are 100% under your control. But without a rock-solid strategy behind them, you risk either spamming your list or fading into the background.
What is a flow?
A flow is an automated email sequence that fires off based on user behavior. This is the powerhouse of email marketing—yet so many brands let it slip by.
Examples of flows:
- Welcome series when someone subscribes
- Abandoned-cart reminders
- Post-purchase follow-ups
- Re-engagement after weeks of inactivity
Once configured, flows run on autopilot every single day, freeing you from manual sends. Just remember to schedule regular updates—refresh your branding, copy, or content every few months so nothing feels stale.
Key differences at a glance
Let’s dive into the Differences between campaigns and automations to see how each serves your growth strategy:
| Aspect | Campaigns | Flows |
|---|---|---|
| Objective | One-time communication | Automated, behavior-driven |
| Dispatch | Manual | Automatic |
| Segmentation | Defined per send | Rule- and behavior-based |
| Frequency | Variable | Consistent, pre-programmed |
| Scalability | Limited | Highly scalable |
When to use each?
Understanding the Differences between campaigns and automations helps you pick the right tool for the job:
- Campaigns
- Time-sensitive promotions (e.g. Black Friday deals)
- New product launches
- Urgent or high-impact announcements
- Flows
- Core conversion & loyalty triggers
- Sequences that must run without manual intervention
- Automated yet personalized experiences
Top-performing brands don’t choose one over the other—they weave both into a cohesive system.
How to combine them without losing focus
It’s not about sending more emails; it’s about sending smarter emails.
- Activate your key flows
- Welcome: brand intro, value prop, next steps
- Abandoned cart: clear, concise, urgent
- Post-purchase: retention, education, upsell opportunities
- Re-engagement: win back dormant subscribers
Pro tip: set review dates to refresh copy, design, and offers.
- Plan your campaign calendar
- Value-driven content: tips, tutorials, brand stories
- Commercial sends: maximum two per month
- Seasonal pushes: holidays and key sales moments
Want to learn about flows in Klaviyo? Here’s more info, click here >
- Prevent subscriber fatigue
- Segment with logic in Klaviyo:
- Exclude users already active in flows
- Filter by recent behavior
- Segment with logic in Klaviyo:
Quality over quantity.
By combining the Differences between campaigns and automations with a clear strategy, you’ll stay top-of-mind without wearing out your list.
Concrete ideas we’ve used in real brands
| Email Type | Purpose | Expected Outcome |
|---|---|---|
| Welcome flow | Introduction, value, benefits, and community around the brand | Build trust from day one / Showcase the human side of your brand |
| Cart flow | Reminder with urgency | Recover abandoned carts |
| Value campaign | Brand- or product-centric educational content, news, special dynamics | Strengthen subscriber relationship and brand affinity |
| Commercial campaign | Specific offer (discount windows, drop launches, etc.) | Boost sales during targeted periods |
What you can apply right now
- Map your active flows. Have your basics set up? If not, start with Welcome and Cart.
- Audit your campaign-to-automation ratio. If everything is manual, you’re leaving money on the table.
- Link campaigns into flows. A value email can trigger an automated retargeting sequence when subscribers click.
- Measure separately. Compare campaign vs. flow performance to uncover optimization opportunities.
- Draw inspiration from real results. Check out what we’ve done for other brands: examples & outcomes from Tropic.
This is execution, not theory. We use these strategies every day to drive real sales for our clients, building from architecture to the final send. Ready to level up? If you want to apply these techniques and tools like a PRO, we’ve got your back—contact our Team and make it happen >
