$65K REVENUE
FLOWS BEATING CAMPAIGNS
Email treated as an afterthought. No flows, inconsistent sends, low repeat purchase from the channel. We built an automation-first system: flows generating more than campaigns within 12 months.
The Objective
Good products, growing brand, email an afterthought. No flows meant the brand was leaving repeat purchase revenue on the table with every order placed. Inconsistent campaigns meant no compound effect from the list.
The brief: make flows do the heavy lifting. Campaigns extend reach. Automation drives retention and repeat purchase without manual effort on every send.
Flows built: 26 Campaigns sent: 73
What We Did
Customer journey mapping first. Then flow architecture to match every stage. Campaigns ran alongside but automation carried the weight.
We diagnosed the full customer lifecycle before building a single flow. Post-purchase and VIP sequences were prioritized: the highest-leverage touchpoints for repeat purchase on a nutrition brand: 26 flows mapped to the customer journey.
When flows outperform campaigns, the email program is built correctly.
Achieved through tight segmentation and strong subject lines, industry average: 25%: 65.8% avg open rate.
73 campaign sends with optimized send time and subject lines calibrated for a nutrition audience making considered, repeat purchases: send timing optimized for a high-intent audience.
The Delta
Quantitative outcomes from the account’s Klaviyo reporting across 12 months. Flows generated $37,525 against campaigns’ $27,314. That ratio, automation outperforming manual sends, is what a well-built email program looks like.
- Total email revenue: $64,838 (12 months)
- Flow revenue: $37,525 (26 flows)
- Campaign revenue: $27,314 (73 sends)
- Avg open rate: 65.8% (vs 25% industry)
“When flows generate more revenue than campaigns, the email program is working the way it should. Automation captures high-intent moments. Campaigns extend reach. Neither replaces the other.”UROS KORENE, FOUNDER
[ DATA_NOTE ] This case study is a representative composite created to demonstrate the strategy and potential application. Brand details, timelines and figures have been modified and should not be interpreted as the verified results of one identifiable client.
FREQUENTLY ASKED
Why did flows generate more revenue than campaigns on this account?[+]
Flows generated $37,525 versus $27,314 from campaigns, out of $64,838 total email revenue over 12 months. Automation captures high-intent moments, like a cart abandonment or a post-purchase window, as they happen, which is why flow revenue can outpace campaigns even at a smaller sending volume.
Does that mean campaigns aren't worth running?[+]
No. Flows outperforming campaigns doesn't mean campaigns don't matter. This account still generated $27,314 from campaigns at a 65.8% average open rate. Campaigns extend reach beyond what automation alone can trigger; neither replaces the other.
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