Growth Marketing / Email
Email Marketing
The channel your competitors have abandoned. The one that still works.
The problem
Email marketing is badly misunderstood. Most businesses treat it as a broadcast channel — they send the same promotional email to their entire list every week. The unsubscribe rate climbs, the deliverability declines, and eventually the emails land in spam.
Email marketing that works looks completely different. It is segmented, personalised, and automated around behaviour. A customer who bought two weeks ago gets a different email from a customer who has not opened in 90 days. A lead who downloaded a guide gets a different sequence from one who requested a demo. The right email to the right person at the right time.
Our approach.
The list audit comes first
Before a single email is sent, we audit what we are inheriting. The audit covers deliverability health (sender reputation, authentication records — SPF, DKIM, DMARC — and where your emails currently land), list quality (how much of the list is engaged, dormant, or dead weight), the performance history of past campaigns and automations, and the data available for segmentation that is currently going unused.
This matters because sending to a damaged list makes everything worse. If the audit finds deliverability problems, we fix them first — warming the sending domain, pruning dead addresses, and re-engaging the dormant segment carefully — so the programme launches on a foundation that can actually reach the inbox.
Automations before campaigns
We build the automated sequences before sending any manual campaigns, because automations do the compounding work: they run every day, triggered by behaviour, whether or not anyone is thinking about email that week. The welcome series converts new subscribers while interest is highest. Abandoned cart recovers revenue that was one click from closing. Post-purchase builds the second order. Win-back recovers customers before they are gone for good.
Each sequence is written around a specific argument, not a template. The abandoned cart flow, for example, addresses the three real reasons carts get abandoned — price hesitation, trust hesitation, and distraction — with a different emphasis in each email.
How segmentation actually works
Segmentation is where email revenue hides, and it goes far beyond "customers versus prospects". We segment on behaviour and value: recency of engagement, purchase frequency and value, category interest inferred from clicks and browsing, and lifecycle stage. Campaigns are then targeted to the segments where the message is relevant — which is why our clients' unsubscribe rates fall while sending frequency often rises.
The deepest version of this is RFM analysis (recency, frequency, monetary value), which identifies your champions, your at-risk high-value customers, and your one-time buyers — each of which deserves a completely different email programme.
What the monthly report contains
The reporting pack leads with revenue per email sent — the single metric that keeps an email programme honest — followed by revenue attributed to email overall, flow-by-flow automation performance, campaign results by segment, and list health: growth, churn, and deliverability indicators.
Every report compares against the previous month and documents what we are changing next: subject line tests queued, sequences being revised, and segments being introduced. Email is a system that improves through iteration, and the report is where the iterations are decided and recorded.
Deliverables.
Email strategy and segmentation plan
List audit, deliverability assessment, segmentation structure, and email calendar. Strategy built around your business model (e-commerce, B2B SaaS, professional services).
Automated sequences
Welcome series (5–7 emails), abandoned cart (3 emails), post-purchase (3 emails), win-back (3 emails). Each sequence written, designed, and built before a manual campaign is sent.
Monthly campaigns
Four to eight manual campaigns per month, segmented appropriately. Every campaign has a specific goal, a defined audience, and a measurable outcome.
List hygiene and deliverability management
Monthly list cleaning, bounce management, and deliverability monitoring. We keep your sender reputation high so emails reach the inbox.
Design and copywriting
Every email written and designed in-house. On-brand, mobile-responsive, and tested in Litmus before sending to your list.
Monthly reporting
Open rate, click rate, revenue per email sent, and list growth. Revenue per email sent is the metric that matters. We report it every month.
What happens when.
Month 1 — Foundation
- List audit and deliverability assessment
- Platform setup or migration
- Segmentation structure built
- Welcome sequence live by week 3
- Abandoned cart and post-purchase sequences live
Month 2 — Activate
- First four manual campaigns sent
- Engagement-based segmentation live
- Win-back sequence launched
- A/B testing subject lines
Month 3 — Optimise
- Sequence performance review
- Underperforming emails revised
- Advanced segmentation (RFM if applicable)
- Revenue per email baseline established
Pricing
Every engagement is scoped to the account. What you pay depends on the number of markets, products and campaigns in play, and on how much needs rebuilding before we start. You get a number on the first call, in writing, before you commit to anything.
Get a scoped quoteEmail questions answered.
Klaviyo for e-commerce. Mailchimp, ActiveCampaign, or HubSpot for B2B. We work in your existing platform if it is suitable, or recommend a migration if it is not.
We run a re-engagement campaign before the main programme begins. We remove anyone who does not engage from that campaign — sending to a cold list destroys deliverability.
List growth is typically driven by lead magnets, gated content, and opt-in incentives tied to your existing website traffic and social audience. We advise on the right strategy for your specific audience.
Yes. We build consent and preference management into every setup and align the programme with the privacy regulations that apply to your subscriber base, including GDPR where relevant. Sending compliantly is also a deliverability advantage — regulators and inbox providers reward the same behaviours.
Open rates vary significantly by industry and list quality. A well-managed list in our client portfolio averages 28–35% open rate. More important than open rate is revenue per email sent — we track this from month one.
Yes. We handle the full migration: subscriber export, list cleaning, segment recreation, and automation rebuild. Migrations typically take two weeks.
Part of Growth Marketing
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