A campaign has a beginning and an end. A program does not.
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Program management means orchestrating lifecycle communications, email, SMS and automation, as a single system that runs continuously instead of in isolated bursts. At Sekoia, we build these programs from information capture through to conversion, we manage your lists and optimize them, on whichever platform actually serves your objectives.
The problem with campaigns is that they have a beginning and an end. A program never ends and gets better over time. How do you want to manage the lifecycle of your customers? With campaigns or with a program? The gap is measurable: across the 205,000-plus brands Klaviyo tracks, automated emails account for 5.3% of sends and close to 41% of the channel's revenue. It is not that campaigns are bad, it is that a campaign only works on the day you send it.
We orchestrate your email and SMS programs, from information capture through to conversion. We manage your lists and optimize them. We retain your customers and increase their LTV (life time value). A program, concretely, is a sequence of messages triggered by what a person does: they sign up, they fill a cart without buying it, they order, then they go quiet for six months. Each of those moments deserves an answer, and that answer gets written once and then improved, rather than reinvented with every send.
Our program management experts know all the top platforms. We are not here to sell you one particular solution. The tools must serve your objectives and not the other way around. HubSpot, Klaviyo or something else: the choice depends on what you sell, on the size of your list, and on what your team will genuinely be able to run once we are no longer there. A powerful platform nobody uses costs more than a simple tool that runs every day.
A list that grows is not necessarily a list in good health. Addresses go stale, people lose interest, and a program that keeps writing to everyone ends up writing to no one: inboxes start filing it elsewhere. So we track the health of the list as closely as its results, who still opens, who has done nothing in a year, who unsubscribes and after which message, and we take out of the program the people who are no longer in it. That invisible work is what keeps a program alive three years in.
Share of email revenue generated by automated emails, from just 5.3% of sends. (Klaviyo, 205,000+ brands tracked, published February 2026)
Placed order rate of an automated email, against 0.16% for a one-off campaign, thirteen times higher. (Klaviyo, 205,000+ brands tracked, February 2026)
Average click rate of an automated SMS, close to double that of a campaign SMS. (Klaviyo, 183,000+ brands tracked, January 2026)
A campaign has a beginning and an end: it works on the day you send it. A program never ends and improves over time, because it fires on each person's behaviour rather than on a date in the calendar. The gap is measurable: across the 205,000-plus brands Klaviyo tracked in 2026, an automated email reaches a placed order rate of 2.11%, against 0.16% for a one-off campaign.
Yes, by a margin that surprises people. Automated emails account for 5.3% of sends and close to 41% of the channel's revenue, according to Klaviyo's 2026 data. In other words, one twentieth of the sends produces four tenths of the revenue. The caveat worth keeping in mind: that panel leans toward online retail, and the orders of magnitude in a B2B sales cycle are different.
Yours, if it does the job. Our program management experts know the main platforms, HubSpot and Klaviyo among others, and we are not here to sell you one in particular. The tools must serve your objectives and not the other way around.
When the purchase cycle is short and consent is clean, yes. Klaviyo puts the click rate of an automated SMS at close to 10% on average, nearly double that of a campaign SMS. SMS costs more per send than email, it is less forgiving, and it requires explicit consent: we use it where it adds something, not everywhere.
LTV, or life time value, is what a customer brings you across the whole length of their relationship with you, not on their first order. It is the measure that justifies a program: a welcome email does not pay for itself on the day it is sent, it pays for itself over the following two years. We retain your customers and we increase their LTV.
The first sequences, welcome, abandoned cart, win-back, produce results within weeks, because they speak to people who are already in motion. The rest is built over time: a lifecycle program is judged over quarters, and its value comes precisely from the fact that it does not stop.
In four stages: mapping your customers' lifecycle, choosing the platform that serves your objectives, building the email and SMS sequences, then continuous optimization. It is how our three-phase method applies to lifecycle programmes.
Sekoia is a lean growth agency that helps small and medium-sized businesses perform better in highly competitive markets. Pioneers in Generative Engine Optimization (GEO) in Quebec.
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