What’s the difference between a “flow” and a “journey”?

Flow and journey are often used interchangeably by different ESPs and marketing platforms to describe automated email sequences, but there can be subtle distinctions.

In common usage:

Flow: Typically refers to a linear or branching sequence of automated emails triggered by a specific event. Common in platforms like Klaviyo.

Journey: Often implies a more sophisticated, multi-channel sequence that maps to the customer lifecycle. Common in enterprise platforms like Salesforce Marketing Cloud.

Subtle differences (when distinguished):

Flow:
Often simpler, email-focused
Linear or basic branching
Trigger → sequence → end
Often tied to specific actions

Journey:
Often more complex, potentially multi-channel
Maps to customer lifecycle stages
Can include multiple entry points and paths
May encompass broader customer experience

Platform-specific terminology:

Klaviyo: "Flows"
Salesforce: "Journeys"
HubSpot: "Workflows"
Mailchimp: "Automations" or "Customer Journeys"
ActiveCampaign: "Automations"

Practical advice:

Don't get hung up on terminology. Understand what your specific platform calls things and how its features work. The concepts are similar across platforms even if names differ.

When talking with others: Clarify what terms mean in context. "Journey" to one marketer might be a simple welcome series. To another, it's a year-long multi-channel experience.

The map is not the territory. Focus on what you're trying to accomplish, not what your platform calls it.