Most email teams pour their week into campaigns. The Tuesday send, the launch, the sale out the door by Thursday. Meanwhile their flows quietly out-earn all of it in the background, and almost nobody goes back to optimise them.
That's the beauty and the drawback of flows. Once they're built they run on their own, making money while you sleep, which is exactly why they get left alone. A tiny change to a flow can move a big number, and that's the skill this Playbook is about: not a better campaign, but going back and optimising the automations around how your category actually buys.
We got into it with three of the best Klaviyo practitioners in the country on one panel at K:SYD event: Lachi Agnew, Head of Technology at July, Hani Rifai, Chief Digital Officer at Step One, and Alice Michael, who runs ecommerce and operations across Sportscraft, SABA and JAG at APG & Co. At July alone, flows drive close to half of all email revenue.
In this playbook, we cover three things ecommerce operators need to know about making their flows do the selling:
Split your revenue into campaigns versus flows and find your biggest earners, because the highest-value flow is usually one you already built
Shape your flows around your category's buying rhythm and how people actually decide, not the standard flow library
Build the flow almost nobody builds, the first to second purchase, and lead with help instead of another discount
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