Klaviyo Campaigns: Complete Guide
Quick Summary:
Campaigns are one-time or scheduled sends to a chosen audience -- newsletters, promotions, product launches -- distinct from the always-running, behavior-triggered automation of Flows.
What Are Klaviyo Campaigns?
Campaigns are scheduled or one-time email and SMS sends to a segment or list you choose -- promotional announcements, newsletters, product launches. Unlike Flows, which run continuously based on behavior, campaigns are sent at a specific moment you control.
How to Send One
Go to Campaigns and click Create Campaign.
Choose the audience -- a segment or list, with optional exclusions.
Build the content, using dynamic product blocks if relevant.
Set up an A/B test if comparing subject lines or content variations.
Schedule, using send-time optimization or time-zone-based delivery if applicable.
A Real-World Example
A brand launches a new product line and sends a campaign specifically to their "engaged in last 90 days" segment, excluding anyone who purchased in the last week (to avoid immediate repeat-purchase fatigue), with an A/B test comparing two subject line approaches before the winning version goes to the full remaining audience.
💡 Pro Tip
Always scope regular promotional campaigns to your engaged-subscriber segment rather than your full list -- sending broadly to unengaged contacts drags down deliverability for every send going forward, not just that one campaign.
Frequently Asked Questions
What\'s the difference between a Campaign and a Flow?
A Campaign is a one-time or scheduled send to a chosen audience at a specific moment; a Flow is automated and triggered continuously by customer behavior, running without manual sends.
Can I A/B test campaign subject lines?
Yes, native A/B testing lets you test subject lines, content, or send times, with Klaviyo able to automatically send the winning variant to the remaining audience.
Can a campaign be sent to a segment, not just a static list?
Yes, campaigns can target segments (dynamic) or lists (static), letting you send to a genuinely current, up-to-date audience rather than a stale snapshot.
Does Klaviyo support send-time optimization for campaigns?
Yes, on eligible plans, Klaviyo can optimize delivery timing per recipient based on their individual historical engagement patterns.
Can I schedule a campaign to send in each recipient\'s local time zone?
Yes, time-zone-based sending is supported, adjusting delivery so recipients across different regions receive the campaign at the same local hour.
Can campaigns include dynamic product recommendations?
Yes, using synced catalog data, campaigns can include dynamic blocks showing personalized product recommendations per recipient.
What\'s a good cadence for regular campaign sends?
This varies significantly by audience and industry, but most brands find 1-3 campaign sends per week sustainable without over-fatiguing subscribers -- monitoring unsubscribe and complaint rates is the real signal to watch.
Can I duplicate a previous campaign as a starting point for a new one?
Yes, cloning an existing campaign is a common workflow for reusing a proven template or structure for a new send.
Does campaign performance affect future email deliverability?
Yes, consistently low engagement (opens, clicks) on campaigns can affect sender reputation over time, which is part of why targeting genuinely engaged segments matters.
Can I exclude recent purchasers from a promotional campaign?
Yes, exclusion segments let you suppress specific groups (like people who just bought) from an otherwise broad promotional send.
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