Growth Marketing / Email
Email Marketing
Email programmes built around relevance, timing, and measurable goals.
The problem
Email marketing can underperform when one promotional message is sent to an entire list without regard to relevance or consent. That can affect engagement and deliverability.
A useful email programme is segmented, personalised, and automated around behaviour. A recent customer, an inactive subscriber, and a lead who requested information may each need different follow-up. The right message depends on the audience, context, and objective.
Our approach.
The list audit comes first
Before a single email is sent, we audit the available programme information. The audit covers deliverability health (sender reputation, authentication records — SPF, DKIM, DMARC — and where emails currently land), list quality, the performance history of past campaigns and automations, and the data available for segmentation.
If the audit identifies deliverability problems, we address them before activation where that work is in scope, using measures such as sender-domain preparation, list hygiene, and careful re-engagement.
Automations before campaigns
We build agreed automated sequences before sending manual campaigns, because behaviour-triggered messages can support the customer journey between campaigns. Welcome, abandoned-cart, post-purchase, and win-back messages each address a different context.
Each sequence is written around a specific argument rather than a template. The abandoned-cart flow, for example, can address price hesitation, trust hesitation, and distraction with a different emphasis in each message.
How segmentation actually works
Segmentation goes beyond "customers versus prospects". We can 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 where the message is relevant, with list health and response monitored as the programme develops.
Where the data supports it, RFM analysis (recency, frequency, monetary value) can help distinguish high-value, at-risk, and one-time customers so each group receives a more relevant 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, abandoned-cart, post-purchase, and win-back sequences, with the messages and depth agreed in scope. Each sequence is written, designed, and built before a manual campaign is sent.
Monthly campaigns
Manual campaigns at an agreed cadence, segmented appropriately. Each campaign has a specific goal, defined audience, and measurable outcome.
List hygiene and deliverability management
List cleaning, bounce management, and deliverability monitoring at the agreed cadence, with actions based on the available sender and engagement signals.
Design and copywriting
Email writing and design in-house where included, aligned to the brand and reviewed for mobile presentation before sending.
Monthly reporting
Open rate, click rate, revenue per email sent, and list growth, with the reporting measures agreed for the programme.
What happens when.
Phase — Foundation
- List audit and deliverability assessment
- Platform setup or migration
- Segmentation structure built
- Welcome sequence implemented within the agreed delivery plan
- Abandoned cart and post-purchase sequences live
Phase — Activate
- Initial manual campaigns prepared at the agreed cadence
- Engagement-based segmentation configured
- Relevant lifecycle sequences prepared
- Suitable message or subject-line tests planned
Phase — 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.
We support ecommerce, B2B nurture, and service-business follow-up. We work in a suitable existing platform where possible; the platform, integrations, and sending scope are confirmed during discovery.
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, audience, and list quality. We agree relevant measures for the programme and consider revenue or qualified follow-up where it can be measured.
We can support a migration where it is part of the agreed scope, including subscriber data, segments, and automation requirements. The steps and timing depend on the existing systems and are confirmed before work begins.
Part of Growth Marketing
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