Campaign Sends Trend, Klaviyo

Campaign Sends Trend for the selected period. The time-series of campaign recipient volume, campaigns only and excluding flows, useful for spotting cadence changes and list-fatigue risk. How to read it, why it matters, and how to act on it.

Metrics type: Supporting Metrics • Category: Email Marketing

Campaign send volume over time, flows excluded. The cleanest view of your deliberate broadcast cadence, which is where over-sending and list fatigue usually start.

At a glance

The time-series of campaign send volume across the selected period, counting only one-time campaign broadcasts and deliberately excluding triggered flows. Campaigns are the part of your sending you actively control week to week, so this line is the truest picture of your broadcast cadence. A rising campaign-sends line with falling engagement is the classic early signature of list fatigue: you are sending more but earning less per send. Because flows fire automatically on customer behaviour, mixing them in would blur the cadence signal, which is why this card isolates campaigns.

What it counts	The sum of campaign recipients per period bucket, plotted as a line over the selected window. Campaign sends only; triggered flows are excluded.
API endpoint + statistics field	POST /api/campaign-values-reports, returning the recipients statistic per campaign, aggregated per bucket.
Email vs SMS aggregation	Email campaigns by default. SMS campaign sends are tracked under the SMS channel and not blended here.
Chart type	Line.
Time window	30D vsP
Alert trigger	A sharp rise in campaign send volume, especially when paired with softening engagement, which flags list-fatigue and over-sending risk.
Roles	owner, marketing

Calculation

Calculated automatically from your Klaviyo data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

Worked example

An illustrative apparel brand on Klaviyo that normally sends two campaigns a week, then leaned into a promotional push. Reading the dashboard on 14 Apr 26 for the trailing 30 days (14 Mar 26 to 12 Apr 26), the campaign-sends line by week looks like this (illustrative figures):

Week	Campaigns sent	Campaign recipients	Open rate	Unsub rate
14-20 Mar 26	2	96,000	44.0%	0.10%
21-27 Mar 26	2	98,000	44.0%	0.11%
28 Mar-3 Apr 26	4	196,000	39.0%	0.22%
4-12 Apr 26	5	248,000	35.0%	0.31%

Week 1 campaign recipients = 96,000 across 2 campaigns
Week 4 campaign recipients = 248,000 across 5 campaigns, a ~2.6x increase
Over the same span, open rate fell 44% to 35% and unsub rate roughly tripled

Five observations:

1. The line more than doubles from week 1 to week 4 as the brand ramped from 2 to 5 campaigns a week. That ramp is exactly the kind of cadence change this card exists to surface. Isolating campaigns (no flows) makes the deliberate increase unmistakable.
2. Engagement softened as volume climbed. Open rate fell from 44% to 35% and the unsubscribe rate roughly tripled over the same weeks. Rising sends with falling engagement and rising unsubscribes is the textbook list-fatigue signature: the audience is being asked for more attention than it wants to give.
3. Flows would have masked this if blended in. Because flow sends fire on behaviour and tend to stay roughly constant, mixing them in would have diluted the campaign ramp and hidden the cadence story. Keeping the line campaign-only is what makes the over-sending visible.
4. The fatigue cost is not just unsubscribes, it is deliverability. Sustained over-sending to less-engaged contacts raises spam complaints and bounce-back, which can erode sender reputation and quietly drag down every future send. Watch Unsubscribe Rate and Spam Complaint Rate alongside this line during any push.
5. The corrective move is segmentation, not silence. The answer to a fatigue signal is usually not to stop campaigning but to send the higher cadence only to engaged segments and ease off dormant ones, protecting reach where it pays and sparing reputation where it does not. Pair this card with Send Cadence to plan that.

Sibling cards merchants should reference together

Campaign Sends Trend is a cadence and fatigue-risk signal. Pair it with these:

Card	Why pair it with Campaign Sends Trend
Total Sends	The all-up send count including flows. The gap between total sends and campaign sends is your flow volume, so the two together split deliberate from automated sending.
Send Cadence	The frequency view. A rising send line plus a tightening cadence is the strongest fatigue warning, so read them together.
Campaign Status	The state of individual campaigns behind the line. Use it to attribute a volume spike to specific scheduled or sent broadcasts.
Top Campaigns by Revenue	The payoff side. Rising send volume is only justified if the campaigns driving it are earning, which this card confirms.
Flow vs Campaign Revenue Mix	The structural balance. Heavy campaign sending with a low campaign revenue share suggests you are leaning on broadcasts that under-earn relative to flows.

Reconciling against Klaviyo

Where to look in Klaviyo:

• Klaviyo → Campaigns, then the campaign list filtered to the period, where recipient counts per campaign are shown.
• Klaviyo → Analytics → Performance, with the view scoped to campaigns, for the blended campaign send trend.
• Klaviyo → Analytics → Metrics, then the Received or delivered metric filtered to campaign sends, for a per-bucket count.

Why our number may legitimately differ:

Reason	Direction of divergence
Campaigns-only scope. This card excludes flows by design. If you compare against an all-sending Klaviyo view that includes flow sends, ours reads lower.	Ours reads lower than an all-sending view.
Recipients vs delivered. This card counts recipients (targeted). If you compare against a delivered count (net of bounces), ours reads slightly higher.	Ours reads higher than a delivered-based view.
Time zone. Vortex IQ buckets sends by UTC day; Klaviyo uses your account time zone. A campaign sent near midnight can fall into a different bucket.	Either direction, usually marginal.
Page caps. Campaign-values reporting pages at 50 records per pull, so accounts running very many campaigns in a window may see slight aggregation truncation.	Reported volume runs marginally low for very heavy campaign senders.
Period boundaries. Vortex IQ uses a 30-day rolling window vs prior; Klaviyo dashboards often default to calendar months.	Either direction.

Known limitations / merchant FAQs

Why does this exclude flows? Because campaigns and flows tell different stories. Campaigns are deliberate broadcasts you schedule and control week to week, so they carry the cadence signal. Flows fire automatically on customer behaviour and stay roughly steady. Blending them would blur the very thing this card is for: spotting when you are choosing to send more. For total volume including flows, use Total Sends.

The line is rising, is that bad? Not on its own. Rising campaign volume is fine if engagement holds. The warning is rising sends with falling open and click rates and rising unsubscribes, which is list fatigue: you are asking the audience for more attention than it wants to give. Read this line alongside engagement and unsubscribe metrics, not in isolation.

What is the risk of over-sending? Beyond unsubscribes, sustained over-sending to less-engaged contacts raises spam complaints and bounces, which can erode sender reputation and quietly drag down deliverability for every future send, including your best campaigns. The damage outlasts the promotion that caused it, which is why fatigue signals deserve a quick response.

How do I push volume without fatiguing the list? Segment. Send the higher cadence to engaged contacts who want to hear from you and ease off dormant ones. This protects reach where it converts and spares reputation where it does not. Use Send Cadence to plan frequency per segment rather than blasting the whole list.

Recipients or delivered, which does this count? Recipients, the contacts each campaign targeted. That is slightly higher than delivered, which is net of bounces. If you reconcile against a delivered-based Klaviyo view, expect ours to read marginally higher by the bounce volume.

Does this include SMS campaigns? No, the card is email campaigns by default. SMS campaign sends are tracked under the SMS channel and reported separately.

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Tracked live in Vortex IQ Nerve Centre

Campaign Sends Trend is one of hundreds of KPI pulses Vortex IQ tracks across Klaviyo and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English.

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