Difference between single message and omnichannel campaigns
Learn about the differences between single channel and omnichannel campaigns, how to determine which to use, and how to select the option in Klaviyo.
Differences between single channel and omnichannel
There are a few key differences between single channel campaigns and omnichannel campaigns.
A single channel campaign...
- Sends 1 message to 1 audience.*
- Uses 1 channel such as email, SMS, or push notification.
- Sends during 1 schedule time.**
- Data is captured only for this 1 message.
*Technically a single channel campaign can send different messages to your audience if you use the following features:
- Smart Translations to send an email in different languages.
- A/B testing to experiment with different versions of a message.
**A/B testing can be used to test different send times for a single channel campaign.
An omnichannel campaign...
- Sends multiple messages to 1 or more audiences.
- Uses any combination of channels available in your account.
- Sends across multiple schedule times, including across multiple days.
- Data is captured for each message and the data is recorded up to the campaign level.
Email is available in all Klaviyo accounts by default. All other channels must be set up separately.
You can use an omnichannel campaign to only send using a single channel if you still want to send separate messages to different audiences or to send multiple messages over time related to the same topic.
Determine if you want to use single channel vs. omnichannel
There are multiple factors to consider when determining if a single channel or omnichannel campaign is best for you.
You should use a single channel campaign if you:
- Are new to sending campaigns and want to start off with a simple experience.
- Currently have a small audience that you want to all receive the same message for a single event or promotion.
You should use an omnichannel campaign if you:
- Have multi-day marketing events that involve more than 1 audience such as VIP customers, standard customers, churn risks, etc.
- Want to use multiple channels simultaneously to reach your customers such as email, SMS, and push notifications.
Select your campaign
To create a campaign:
- Navigate to the Campaigns tab.
- Click Create campaign.
- Name your campaign. This can be changed later.
- Select either Omnichannel or select Single channel and choose a channel.
- Click Continue.
Additional resources
- How to create and send an email campaign
Learn about the basics of email campaigns, including what they are and how to send them in Klaviyo.
- How to create and send an SMS campaign
Learn how to create and send an SMS campaign in Klaviyo. Note that the process is almost exactly the same for MMS campaigns. The only difference is that you add an image or GIF during the content creation stage.
- How to send a push notification campaign
Learn how to use Klaviyo to send push notification campaigns via your iOS or Android app.
- Getting started with omnichannel campaigns
Learn how to create and send an omnichannel campaign, which is a campaign that contains multiple messages across one or more channels.