What this is
The short version.
E-mail is the only channel in the mix you own outright. The list does not change its algorithm, raise its CPM, or deprecate a targeting option you had built a quarter around. And yet it is almost always the least-tended part of an account, because it returns its money quietly instead of on a dashboard.
The work divides in two. Flows — welcome, abandoned cart, post-purchase, win-back — are built once and earn indefinitely; that is where the compounding lives. Campaigns are the visible half and matter rather less than most people assume.
Reporting is by segment, because an account average hides everything useful. A list where new subscribers convert at four times the rate of the dormant half needs a completely different next move from one where they do not, and the blended number will never tell you which you have.
How it runs
Four steps,
in this order.
Audit
What exists, what it earns, and whether the list is actually deliverable.
Foundations
Authentication, segmentation and hygiene, before a single send.
Flows
The automations that go on earning without further work.
Campaigns
The visible half, reported by segment rather than by average.
Before you ask
Asked, answered.
Which platform do you work in?
Klaviyo, Mailchimp, HubSpot and the rest of the usual set. If you have already chosen one, we work in it rather than selling you a migration you did not ask for.
Our list is old. Is it still usable?
Often, but not by mailing it. Sending to a stale list is the fastest way to damage your sender reputation and land future mail in spam. There is a re-engagement process, and part of it is deleting people.
How often should we send?
Cadence is a function of what you have to say and what the segment tolerates. We would rather establish that from your own data than apply someone else’s rule of thumb.
Can you fix our e-mails landing in spam?
Usually. It is nearly always authentication — SPF, DKIM and DMARC records missing, wrong, or left behind by a platform migration — combined with list hygiene.
Usually alongside
What tends to
come with it.
All nine sit under one roof, so these are the same team rather than three suppliers. See all nine.
Content writing
For search, for sales, and for the brand’s own voice
Read morePaid advertising
Media buying sits next to the people making the creative, so a failing ad gets recut rather than re-bid. One revenue number at the end of the month, not six dashboards.
Read moreSEO
Technical debt cleared first, then the content that actually earns the position. Slower to show than paid media, and we would rather say so up front than surprise you in month two.
Read moreStart here
Brief us
once.
Thirty minutes, no deck required. Tell us the number you need to move and we’ll tell you what’s next.