Teams starting out in email marketing almost always default to campaigns - one-off sends to the whole list. Flows (automated, triggered sequences) usually deliver more revenue per subscriber, and they only need to be built once.

Why flows tend to win first

A welcome series, an abandoned-cart sequence and a post-purchase flow all trigger at the exact moment someone is most likely to act - right after signing up, right after leaving items behind, right after buying. That timing advantage is hard for a broadcast campaign to match.

A sensible build order

For most brands, the best place to start is welcome, abandoned cart, and a simple post-purchase flow, in that order. Together they usually account for a disproportionate share of email-attributed revenue relative to the hours spent building them.

Where campaigns still matter

Campaigns are the right tool for launches, promotions and time-sensitive announcements - anything that doesn't map to an individual subscriber's behavior. The two work best as a pair, not a replacement for each other.

A practical starting checklist