Create and Send a Campaign

A campaign is a one-time send to a pre-established target group of contacts - think regular newsletters, sale announcements, or promotional sends. An individual campaign can be created and sent immediately, or a campaign can be prepared and then scheduled to send at a later time.

In this article we cover the basics of campaigns.

Before Starting

Before you start sending you need the following things:

Campaign vs. Flow

In Klaviyo lingo, it is important to distinguish between flows and campaigns.

Campaign

Flow

Send to a target list that you build in advance

Send one or more automated emails, curated based on certain triggers and filters

Manually created and scheduled

Triggered every time a certain behavior occurs

Example: monthly emails for a newsletter list, or a flash sale announcement to existing customers

Examples: automated  "Welcome Email" that sends to new subscribers immediately after they signup

Building a New Campaign

Klaviyo’s campaign wizard will guide you through the steps for creating your campaign. First navigate to the Campaigns tab and click Create Campaign.

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The Campaign Wizard will take you through the following three screens:

  • Names & Recipients
  • Message Content
  • Review & Send

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Choose Name & Recipients

The first screen of the wizard covers the basic settings of your campaign, who you send to, and details about how you send.

  1. First name your campaign.
    camps_nameCampaign2.png
  2. Choose an existing list or segment to target. For example, you may want to send a campaign to your Newsletter List or you may want to send a campaign to all customers with 2+ purchases.
    camps_chooseList.png
  3. If you want to send to multiple lists/segments, select which lists/segments you would like include or exclude. Learn more about Klaviyo's multi-list sending feature.
  4. Make note of the expected recipient count - this estimate removes duplicate profiles, excluded profiles, and suppressions.
    camps_expectedrecipients.png
  5. Enable or disable smart sending.
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  6. Enable or disable Google Analytics tracking.
    camps_addGA.png

Create Campaign Content

The second screen in the wizard is where you build your email template. Create a new template or choose a template from the template library.
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  1. Double check the From, Reply-To Email, and Subject lines. These are populated based on your organization info. You can also add a different Reply-To email address if you would like to responses to go to a different in box (i.e. email comes from a personal email but responses go to a support inbox).
  2. Select how you would like to create campaign content:
    • Rich HTML / Drag & Drop
      Our email editor will automatically optimize your email for mobile and makes it easy to create complex email layouts.
    • Text Based / Simple
      If you'd like to send a text only email, this is the option you're looking for. This is a good option for sending an email that looks like it came directly from you rather than your organization.
    • Use Template from Library
      If you've already created your own base template, newsletter template or snack template, this is where you should start. You can also choose a template from the Klaviyo template library.
    • HTML Editor
      If you have your own HTML email template you're importing, or you want to code an HTML template from scratch, this is the option to choose.

  3. Use the Drag and Drop editor to make changes to your design and click Save Content.
    camps_savecontent.png

Schedule and Send your Campaign

The third and final screen of the wizard allows you to review, schedule, and send your campaign.

  1. Decide whether you would like to A/B test your campaign by adding a variation.
  2. Click Review and Send Campaign.
    camps_reviewAndSend.png
  3. Review all sections and click Schedule. Even if you want to send right away, it’s important to click and see some additional sending options.
    camps_sendingOptions.png
  4. Schedule your campaign.
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    Select when you would like to send your campaign and it will be queued and sent within a few minutes after the time you set. You can either send immediately or send at a later date and time.

    Note

    The checkbox to "determine recipients based on members at send time instead of right now" does the following:
    • If you check this box, Klaviyo will take a new snapshot of your target list or segment right before the schedule campaign sends.
    • If you do not check this box, Klaviyo will use the snapshot of the target send list/segment when you click Send Campaign.

    When scheduling your campaign, review all options.

    Deliver message according to recipient's timezones: If enabled, this option will send your campaign to each recipient based on his/her timezone. If we're not sure of a recipient's timezone, we'll send the campaign based on the timezone you select. Enabling this option requires a campaign to be scheduled at least 24 hours in advance.

    Batch Sending: If you would like to split your email send into smaller batches and send over a length of time.

  5. Click Send Campaign to send your campaign.

You now know how to create and send Campaigns in Klaviyo.

Example Campaigns

  • New or featured
    Highlight curated products that are new or in-season, or feature what's new with your company or organization.
  • ​Storytelling
    Your business or organization is one of many out there. Explaining what makes it unique, and featuring the people "behind the brand", can build brand loyalty and community by helping your subscribers feel more connected to what you do and who you are.
  • Highlight interesting content
    Provide a short lead into a recent blog post, or another piece of content you’ve created, and send subscribers a link to read more. Developing your company's voice as relevant go-to source for new and interesting content in your industry is a great way to keep subscribers and customers coming back for more.
  • Promotions
    Announce a special promotion or sale your business is offering. Even better if it's exclusive to email subscribers - creating a sense or urgency and exclusivity drives action.

Further Reading

Learn more about campaigns by checking out the articles in our Campaigns section, or reading the recommendations below.

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