Stop writing campaigns before your flows

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Today’s Email: Stop writing campaigns before your flows

Every marketing email you send falls into one of two categories: campaigns or flows.

Campaigns are one-off sends. A sale announcement. A product launch. A weekly newsletter. You write it, pick a segment, hit send, and it's done.

Flows are automated sequences triggered by something a subscriber does. They sign up, they get a welcome series. They abandon a cart, they get a reminder. They buy something, they get a post-purchase sequence. You build it once. It runs on its own.

Campaigns are effort-heavy. Every send requires writing, designing, scheduling, and analyzing from scratch. Miss a week and nothing goes out.

Flows are leverage. Once they're live, they work while you do other things. A good welcome flow sends the right email to the right person at the right time without you touching anything.

Set up flows first. Then worry about campaigns.

This is the part most teams get backwards.

They start with a weekly newsletter or a promo blast because it feels productive. Meanwhile, new subscribers get nothing for days. Cart abandoners never hear from them. Buyers get silence after the receipt.

Those are the highest-intent moments in the entire customer journey. And they're going completely unaddressed.

A welcome flow will outperform almost any campaign you send. Cart abandonment will generate revenue on autopilot. A post-purchase sequence will drive repeat purchases without a single new send.

The right order looks like this:

First: welcome flow. Every new subscriber should hear from you within minutes, not whenever your next campaign goes out.

Second: cart and browse abandonment. Capture the intent while it's warm.

Third: post-purchase. Turn a buyer into a repeat buyer.

Fourth: win-back. Re-engage the quiet subscribers before they hurt your deliverability.

Once those four are running, now you have a foundation. Every campaign you send on top of that is additive. It's not carrying the entire program by itself.

A team spending 10 hours a week on campaigns reaches whoever opens that email that week.

A team that spent 10 hours building flows reaches every subscriber at their highest-intent moment, forever.

Flows compound. Campaigns don't.

Best,
Alec

P.S. Have a topic you’d like us to cover in the next edition? Reply to this email and let us know! We're always eager to address.