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Table of Contents
Klaviyo Flows vs Campaigns: When to Use Each
Flows nurture. Campaigns convert. But the line is thinner than most people think — and getting it wrong costs revenue.
What Flows Do Best
Triggered by behaviour, flows hit when intent is highest. Welcome series, abandoned cart, post-purchase — these don't need a content calendar.
What Campaigns Do Best
Time-sensitive promotions, product launches, brand storytelling, and seasonal pushes. Campaigns are where you build narrative.
The Common Mistake
Brands send campaigns when they should be running flows, and run flows when they should be sending campaigns. A weekly newsletter to your whole list is a campaign masquerading as a flow.
