Your Email Marketing Split Personality

Hey, Michael from AdSumo Digital here.

You know what gets me fired up?

Watching brand owners argue about whether campaign emails or flow emails are "more important."

It's like asking which blade of a scissor does the cutting.

Last week, I hopped on a call with a potential client who was bragging about their "killer flow game." They had every automation sequence under the sun. Welcome series, abandoned cart, post-purchase... the works.

Only one problem:

They hadn't sent a campaign email in THREE MONTHS.

Their list was colder than a penguin's toenails.

Meanwhile, another brand I audited was batch-blasting their list 4x a week with promos... but had ZERO automated flows set up.

They were basically leaving a pile of cash in their parking lot every night and hoping it would still be there in the morning.

Here's the thing:

Campaign emails and flow emails are like your left brain and right brain. They do completely different jobs... but you need BOTH to function.

Today I'm going to show you:

• Why campaign emails and flow emails are totally different animals

• The only goal that matters for each type (get this wrong and you're toast)

• How top brands use both to print money 24/7

• The secret to making them work together (this is where the magic happens)

Let's start with Campaign Emails - Your Brand's Personality

Think of campaign emails like having a conversation with your customers. They're the "personality" of your brand.

But here's where most brands mess up:

They treat campaign emails like a megaphone to blast "BUY NOW!" messages at their list.

That's like being the person at a party who only talks about themselves. Nobody likes that person.

We just took over an account that was sending nothing but promos. Their open rates looked like a kid's bowling score - lots of gutter balls.

Here's how we structure campaign emails for our clients:

The 70/30 Rule:

• 70% value/entertainment/education

• 30% selling

Quick example:

One of our clients sells something similar to juice machine. Here's their weekly campaign mix:

• Monday: Health tips & tutorials

• Wednesday: User success stories

• Friday: Behind-the-scenes content

• Sunday: Product showcase/offer

The result? Their campaign revenue jumped 164% in 30 days.

Why? Because they built actual relationships with their list.

Now let's talk about Flow Emails - Your Silent Sales Force

If campaign emails are your brand's personality, flow emails are your brand's reflexes.

They're the automated responses that trigger based on specific customer behavior.

Here's the beautiful part:

While you're sleeping, eating, or binge-watching Succession... your flows are:

• Welcoming new subscribers

• Recovering abandoned carts/checkouts

• Nurturing post-purchase relationships

• Converting browsers into buyers

True story: Last month, one of our clients made $77,440 from flow emails alone.

They didn't lift a finger. The system just worked.

But here's the catch...

Your flows are only as good as your campaigns.

Why You Need Both (The Money Math)

Let me show you what happens when you nail both:

Brand Example A (Flows Only):

• Monthly Revenue: $48,000

• Email Contributing: 22%

• List Growth: -3% monthly

Brand Example B (Campaigns Only):

• Monthly Revenue: $52,000

• Email Contributing: 18%

• Customer Retention: 12%

Brand Example C (Both Working Together):

• Monthly Revenue: $147,000

• Email Contributing: 35%

• List Growth: +11%

• Customer Retention: 47%

The secret? They feed each other.

How To Make Them Work Together

Here's our exact framework:

1. Campaigns Build The Relationship

• Share valuable content

• Tell your brand story

• Showcase customer wins

• THEN make offers

2. Flows Capture The Money

• Strike while the iron's hot

• Respond to specific behaviors

• Personalize the journey

• Automate the follow-up

3. They Support Each Other

• Campaigns keep your list warm for flows

• Flows generate data for better campaigns

• Together they create a "surround sound" effect

Real Client Example:

We helped one brand implement this dual approach last quarter:

Before:

• Campaign Revenue: $49k/month

• Flow Revenue: $77k/month

• Total: $126k/month

After:

• Campaign Revenue: $137k/month

• Flow Revenue: $99k/month

• Total: $236k/month

Your 7-Day Action Plan:

1. Audit Your Campaigns:

• Are you providing real value?

• Do you have a consistent schedule?

• Is your content mix right?

2. Check Your Flows:

• Are all core flows set up?

• When was the last A/B test?

• Are your triggers optimized?

3. Align Them:

• Do your campaigns mention your flows?

• Are your flows referencing campaign content?

• Is your messaging consistent?

Look, at the end of the day, this isn't complicated.

You need campaigns to build relationships. You need flows to capture revenue. You need both to scale.

It's not either/or.

It's both/and.

If you run an Ecom brand and want to have a 15 minute strategy session with me, book a call here »

Talk soon,
Michael

P.S. Want to see our complete flow map? The same one that's generating $100k+/month for our clients? Hit reply - I'll send it your way.

P.P.S We have hours of free training on our Youtube (link)