What's the Perfect Split Between Campaign vs. Flow Revenue [Klaviyo Email Marketing]

If you’re running a DTC Ecommerce brand and want us to help you add revenue & implement everything in this video - book a call on our website here: https://zhs-ecom.com/ Here's the document in the video: https://gamma.app/docs/Ideal-balance-between-campaigns-vs-flow-revenue-ldsdmasd7lbm0kp?mode=doc Follow me on Twitter/X: https://x.com/ZachSchieff Follow me on LinkedIn: https://www.linkedin.com/in/zach-schieffer/ Here's what I talk about in the video: What's the Perfect Split Between Campaign vs. Flow Revenue [Klaviyo Email Marketing] In this video, Zach talks about the ideal balance between campaign and flow revenue in Klaviyo email marketing for DTC ecommerce brands. He explains that while there is often a fluctuation between campaign and flow revenue, with examples showing variations from 66% campaigns and 33% flows in May to 7% campaigns and 93% flows in June, these numbers should not be the main focus. The key is to understand that email marketing, especially with larger ticket items that aren't impulse buys, can see significant revenue from abandonment flows due to the extended buying decision process. Zach highlights that in Klaviyo email marketing, message attribution follows a cooperative, multi-channel model. This means that if a campaign and a flow email are sent around the same time, the last message within the open attribution window gets the attribution. The default attribution window is 5 days for email and 24 hours for SMS, which can be adjusted in your account settings. This cooperative model ensures that both campaigns and flows work together to drive revenue, rather than competing against each other. In conclusion, Zach emphasizes the importance of focusing on overall email revenue rather than the split between campaigns and flows. Even if campaigns only account for 20% of overall revenue, stopping them could significantly decrease total email revenue. The ultimate goal should be to maximize overall revenue through a well-balanced and strategic approach to Klaviyo email marketing, utilizing both campaigns and flows effectively.