What Trajectory Is For
Trajectory is the shared planning surface for retention campaigns. Use it to build a monthly calendar, estimate campaign revenue, prepare the audiences needed for Klaviyo execution, and compare plan expectations against actual campaign performance.
- Plan email and SMS campaigns on a monthly brand calendar.
- Estimate reach, RPR, projected revenue, and combined campaign plus flow revenue.
- Prepare and map the Klaviyo audiences that power reach estimates and draft creation.
- Create Klaviyo campaign drafts from approved calendar items.
- Review historical sends and cohort retention context before planning the next month.
Recommended Workflow
- 1Confirm the selected brand and month before editing the calendar.
- 2Check whether Klaviyo is connected and whether any required scopes are missing.
- 3Open Trajectory Audiences Setup and make sure required planning audiences are ready or mapped.
- 4Use Add Campaign to choose campaign type, channel, planned date, send time, and segments.
- 5Review the projection panel before saving: reach, RPR, projected revenue, seasonality, and warnings.
- 6Save the campaign to the calendar first; create a Klaviyo draft only after the plan looks right.
- 7Use Cohort Retention when the monthly calendar needs strategy context from customer LTV behavior.
Calendar Planner
Campaign Projection
The sum of projected revenue from planned campaigns in the selected calendar month.
Flow Baseline
Synced flow revenue context for the same month. Historical months may show actual synced coverage; future months use the available baseline.
Combined Total
Campaign projection plus flow baseline. Use it for monthly pacing, not as guaranteed revenue.
Historical sends
Campaigns pulled from performance history. They help compare what actually happened against planned work.
Actualized campaigns
Planned campaigns with matched performance. Trajectory shows attributed revenue, delta, click rate, open rate, and analysis context.
Legacy Operations calendar
Some months may be migrated from an older Operations planner. Save in Trajectory once to make this planner the source of truth.
Campaign Setup
Campaign type
The strategic template for the send. It controls default segments, naming, and the kind of historical curve Trajectory should use.
Channel
Email or SMS. Channel affects historical RPR fallback, source campaign options, and send-time recommendations.
RPR classification
Trigger, type, topic, segment, and seasonality inputs used to match the plan against historical revenue-per-recipient behavior.
Inclusion segments
The audience groups expected to receive the campaign. Their counts drive reach and revenue estimates.
Exclusion segments
Audience groups to suppress from the draft. Keep these clean before creating a Klaviyo campaign.
Source campaign
Required for resend-style campaigns so Trajectory can build the correct non-opener or follow-up audience.
Best habit
Projection Panel
Estimated reach
How many profiles Trajectory expects from the selected inclusion segments, adjusted by available audience counts and mappings.
RPR
Revenue per recipient. Trajectory uses matched historical curves when available and falls back to channel-level history when needed.
Projected revenue
Estimated reach multiplied by adjusted RPR, with seasonality and GA discount factors applied when available.
Confidence
A signal based on how well the selected campaign setup matches historical samples. Lower confidence means the plan deserves manual review.
Best Time
A send-time recommendation based on available engagement history. Use the recommendation when it fits the brand's operational send window.
Warnings
Projection warnings call out missing counts, weak history, invalid dates, missing source campaigns, or other planning risks.
Trajectory Audiences
Required planning audiences
The Klaviyo segments Trajectory expects for planning. Create, repair, refresh, or map these before relying on reach estimates.
Synced lists and segments
The Klaviyo audiences Leakio keeps count-fresh for planning. Save the selection before count refreshes can run.
Prepare audiences
Creates or refreshes planner-managed Klaviyo segments when the connected account has the required scopes.
Map existing
Links a required planning audience to an existing Klaviyo segment instead of creating a new one.
Count sync
Refreshes audience counts in Turbine. Mapping changes may lock temporarily while a clean catalog snapshot is being prepared.
Shared setup
Trajectory audience readiness is also used by Composer, so keeping this setup clean helps both tools.
Klaviyo Drafts
- Create in Klaviyo creates a draft campaign; it does not send the campaign.
- Draft creation requires Klaviyo campaign, segment, and metric scopes on OAuth connections.
- Save to Calendar keeps the plan in Leakio without creating a Klaviyo draft.
- Use Create in Klaviyo only after date, audience, exclusions, send time, and projection warnings have been reviewed.
- If a draft is already linked, edit carefully so the Leakio plan and Klaviyo draft do not drift apart.
Cohort Retention
LTV by first purchase month
A cohort heatmap showing gross booked revenue by customer acquisition cohort and month age.
Retention health
A directional factor summarizing cohort strength, trend, and confidence.
Best and weakest cohorts
Quick references for which acquisition months performed strongest or weakest based on available LTV data.
Blank cells
Immature cohort months stay blank so missing time is not mistaken for poor retention.
Cohort insights
Plain-language reads from the matrix. Use them to shape monthly campaign themes and retention priorities.
Basis
Shows revenue basis, timezone basis, order coverage, and refresh timing so you know how fresh the matrix is.
Working Safely
- Do not treat projections as promised revenue; use them for planning and pacing.
- Review suppressions, offer rules, compliance requirements, and brand calendar conflicts before drafting in Klaviyo.
- Do not create drafts while audience setup is stale or count sync is still running.
- Use custom exclusions for special suppressions that are not covered by the default segment list.
- If actualized results differ sharply from projections, open Operations for full analysis before repeating the campaign type.
Common Questions
Why can I save but not create a Klaviyo draft?
Draft creation requires a connected Klaviyo account and the required campaign, segment, and metric scopes.
Why is estimated reach zero?
The selected inclusion segments may not have fresh counts, may not be mapped, or may not exist in the current Klaviyo catalog.
Does deleting a planned campaign delete a Klaviyo campaign?
No. Removing from Trajectory removes the calendar item. Review Klaviyo separately if a linked draft also needs cleanup.
When should I use Cohort Retention?
Use it before planning themes, cadence, or lifecycle strategy. It explains retention quality by acquisition cohort rather than one campaign.
Related Guides
Revive guide
Use Revive to identify repeat purchase and winback audiences before planning campaigns.
Operations guide
Review campaign actuals and operational response after sends go live.
What Leakio reads from Klaviyo
Understand the campaign, metric, audience, and order data behind Trajectory.