Definition
A campaign is a single email or SMS sent to a segment at a set time. A flow is an automated sequence triggered by a customer's behavior (like a sign-up or a purchase) that runs on its own.
Also called: Flows vs campaigns, Automation vs broadcast, Triggered vs scheduledScheduled send or individual trigger?
Campaign
A selected audience receives a planned message at a scheduled time.
Flow
A profile’s action or status triggers an individual journey.
Combined experience
Manage frequency and priority so the customer does not receive conflicting messages.
01A selected audience receives a planned message at a scheduled time.
One gets sent; the other runs
Campaigns are manual moments (newsletters, launches, promos) sent to a list here and now. They create spikes, but demand ongoing work. Flows are built once and then run in the background, triggered by the individual customer's behavior at exactly the right moment.
Because flows reach the customer in their most purchase-ready moments (after a sign-up, an abandoned cart, a purchase), they're almost always the most profitable part of the email channel. For a well-run account, flows carry the bulk of automated revenue, while campaigns layer the spikes on top.
Frequently asked questions
Should I prioritize flows or campaigns?
Build flows first. They reach the customer in their most purchase-ready moments and produce revenue automatically. Campaigns matter for launches and promos, but flows are the foundation that works around the clock.
How much of revenue should come from flows?
It varies, but for well-run e-commerce brands, flows typically account for the bulk of email- and SMS-driven revenue, more than campaign broadcasts.
From insight to action
See how it applies in practice.
Emails built around customer needs
At Cotonshoppen, email marketing supports the customer journey. The case connects the product range, communication and repeat purchases.
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About the author
Nicklas Segatz Mortensen
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
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