I recently took over an account and I am seeing something I have never seen before. In terms of email-attributed revenue, automations (flows) are outperforming campaigns. The breakdown is 60/40 in favour of automations. This is obviously not best practice and am wondering if anyone else has encountered something similar and successfully made some changes that moved this percentage in favour of campaigns. Anyone advice or feedback would be greatly welcomed.
Automations outperforming campaigns
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Best answer by ebusiness pros
Hi
If this new client of yours has flows that are consistently generating revenue, I’d view this as a good result! Many of my clients have their flows generate 20-60% of their revenue, and it varies month to month. Generally, 20% is the baseline of revenue generated by flows.
My perspective is this has much more to do with how frequently campaigns are sent. If this new client of yours has a prior cadence of sending 1-2 campaigns per month, it wouldn’t be unusual for 60% of revenue to come from flows.
In other cases, there might be 3-4 campaigns sent per month, or even more. That’s when it would make sense to see campaigns generating more than 40% of email attributed revenue.
Flows can be super helpful when they’re dialed in and converting well, while engaging customers and subscribers. This helps support your overall customer retention.
Campaigns are also valuable, but sometimes different brands might not be able to sustain a pace of sending 3+ campaigns per month.
Can you help me understand why you’re so concerned about the revenue generated by flows, compared to campaigns?
For instance, was this new client not consistently sending at least 1 campaign per month? Or maybe the campaigns they were sending weren’t high enough quality, and so they didn’t generate orders to the extent they should have?
Warmly,
Gabrielle
Klaviyo Champion & Marketing Lead at ebusiness pros
P.S. I’m tagging the other Klaviyo champions and a few other people who might have perspective on this that you’d find helpful. (:
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