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Multi-channel campaigns

Fuel growth with

multi-channel campaigns

Across channels, top-performing brands send at least 12 campaigns per month.

You can drive more growth with even just one campaign per week, and easily increase campaign volume with segmentation. Campaigns with an element of urgency work best, like product launches and limited-time offers. Gut-check your campaigns by asking, “Would I want to receive this?”
 

Your multi-channel campaign checklist

Send 2 email campaigns per week to your engaged segment.


Send 4 additional segmented email campaigns for a total of ~12 sends per month.


Monitor and maintain high engagement with email campaigns:

Send at least 1 SMS campaign per week. 
 

Monitor and maintain high engagement with SMS campaigns:
 


 

•  47% open rate
•  2.15% click rate
•  0.41% order rate

Best practices & strategic guidance

Your content strategy and style ultimately depend on your business goals, industry norms, and brand voice. But 3 types of campaigns can help every brand establish a differentiated cadence to drive traffic and conversion.

Campaigns that offer snackable content

What: Write short but attention-grabbing blog posts that reference your products and offer novel value to your subscribers. Educating customers on how to use a product, or giving subscribers inspiration on trends related to your product line, can generate excitement and interest. Examples:
 

Why: Subscribers are more likely to stay subscribed, and engage with your content, if you don’t exclusively promote what you sell in every interaction. Pair useful information like this with traffic-driving events and conversion-driving promotions, and you’ll strengthen your relationships with consumers in a way that translates to higher customer lifetime value (LTV).

When and how: Aim for 1-2 emails a month that focus on novel content (not squarely product promotion) and adapt your cadence and promotion channels based on engagement. Snackable or long-form content, such as blogs, are best to promote via email. If your brand is active on social media, try promoting a new Instagram story or content-based post via SMS.
 

  • Beauty tutorials for hair and makeup products
  • Styling guides for clothing
  • Dog park etiquette for pet products
  • Birthday party ideas for kids’ products
  • A weekly cleaning schedule for cleaning products

Campaigns that feature traffic-driving events

What: Drive traffic to your website by sending marketing campaigns that promote something new and different, or introduce a sense of urgency—without offering a discount. Examples:

 

Why: The key to increasing average order value (AOV) and LTV is getting customers back on your website. Many brands default to leading with discounts and incentives to drive traffic, but that’s not always the best strategy. Send email and SMS campaigns without a discount incentive to diversify your marketing tactics, increase conversion opportunities, and protect your margins.

When and how: Aim for 2+ messages a month that focus on traffic-driving events. Experiment with email and SMS to see which channel drives the highest RPR for your brand. SMS can be a great way to capture attention and drive subscribers back to your site.
 

  • Company updates
  • New product launches
  • New seasonal collections
  • Announcing low inventory on a favorite product
  • Announcing a product that has become a new trend or is a new bestseller
  • Price drops on products or collections
  • New collaborations
  • Press highlights

Campaigns that mainly promote products

What: It's important to regularly promote your products—individually, together, and by category. Product promotion campaigns can include discount promotions or other incentives that support your business needs. Examples:

 

Why: The average person needs to see a brand, product, or service 7x in messages before they buy. Keeping your products top of mind using targeted email, SMS, and mobile push is critical for nurturing your customers and subscribers to buy.

When and how: These campaigns will be a consistent part of your weekly marketing cadence. Each week, pick two products or product categories to promote. Draft a campaign template that visually features the product, alongside a hook that piques interest by communicating why someone should buy. Experiment with highlighting a really strong product review or a description of the product that highlights key benefits. Depending on the size of your customer base, you can use segmentation to send these campaigns only to those most likely to express interest based on recent activity levels, past product views, or purchases.
 

  • Sell off inventory you’d like to move
  • Drive up sales for an exclusive time period 
  • Increase conversions with an audience that may need an extra push

If you do nothing else: Send 12 campaigns per month

Campaign optimization matters:

The top 10% of brands drive a 2.54% median click rate and a 0.52% order rate with campaigns. A/B test, segment, and optimize to make your campaigns more impactful.

Need help planning your calendar? 
Follow our strategy guide for best practices on building your campaign calendar. 

The fastest-growing brands send an average of 12 campaigns per month across email and SMS. Examples include flash sale announcements, new product drops, holiday-specific offers, company wins, or community highlights.

Launch your campaigns

More inspiration & use cases 

3 ways to increase email & SMS frequency from Aura Bora, Proozy, & Linksoul

Learn more

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