Email Marketing & Automation

Email is the highest-ROI channel most businesses underuse. Not because they’re not sending — because they’re sending the wrong messages to the wrong segments, without the automation infrastructure to follow up when it matters. A list of 10,000 subscribers that receives one monthly broadcast is mostly untapped potential. The same list with proper segmentation, triggered automations, and a structured nurture programme is a consistent revenue driver.

Who this is for

E-commerce businesses with a growing list they’re underutilising — sending broadcast campaigns but missing automated flows for cart abandonment, post-purchase follow-up, and win-back sequences — are leaving consistent revenue on the table. These automations run 24/7, require no ongoing production effort once built, and consistently outperform broadcast sends by a significant margin.

Service businesses generating leads through ads or SEO but losing most of them because there’s no structured follow-up sequence face a predictable problem: leads go cold before a sales conversation happens. A well-designed nurture sequence keeps the relationship warm, builds credibility, and moves prospects toward a conversion without requiring manual sales team effort on every contact.

Marketers who have set up basic automations in Klaviyo, ActiveCampaign, or Mailchimp but know the segmentation and trigger logic could be doing significantly more work typically have a complexity problem, not a platform problem. The tool can handle the sophistication — it just hasn’t been configured to.

What's included

• Platform Audit & Migration — Audit of your current platform, list health (deliverability, unsubscribe rates, engagement segments), existing automations, and integration with your CRM or e-commerce platform. Where migration is needed, we manage it and rebuild flows before decommissioning the old system.
• Segmentation Architecture — Broadcast emails sent to your entire list degrade deliverability over time. We build a segmentation framework based on behaviour (purchase history, engagement level, product interest, lead stage) so every send reaches a relevant audience.
• Welcome & Lead Nurture Sequences — Multi-step sequences that deliver genuine value, establish credibility, and move contacts toward a conversion. Lead nurture sequences extend this for contacts who need more time before committing.
• Behavioural Trigger Automations — Cart abandonment, browse abandonment, post-purchase follow-up, product re-engagement, anniversary triggers, and re-engagement sequences for dormant contacts. Timely, contextually relevant, and consistently the highest revenue-per-send email type.
• Campaign Calendar & Broadcast Strategy — Beyond automations, a structured broadcast calendar covering promotions, educational content, product highlights, and seasonal campaigns — with copy written and sends scheduled around your audience’s engagement patterns.
• Deliverability Management & Reporting — Monthly reporting across open rate, click rate, revenue attribution, list growth, unsubscribe rate, and deliverability metrics. DKIM and DMARC implemented correctly, domain warming managed, sender reputation monitored.

Our approach

Before writing a single email, we review your platform setup, list health, existing automations, and what’s been sent over the last 6-12 months. List hygiene problems — high bounce rates, disengaged subscribers dragging down open rates — get addressed first, because sending to a degraded list undermines everything that follows.

Different subscribers are at different stages of their relationship with your business. We map the full journey — new subscriber, engaged prospect, first-time buyer, repeat customer, lapsed contact — and design an automation and content strategy for each stage. This mapping reveals the gaps in your current setup and determines what to build first.

The highest-impact automations come first. For e-commerce, that’s welcome series and cart abandonment. For service businesses, it’s welcome and lead nurture. These are built and live within the first 30-60 days, running continuously and compounding in value from there.

Alongside automations, we manage the broadcast calendar — planning, writing, and sending campaigns to the right segments at the right frequency. Subject line testing, send-time optimisation, and content format variation are built into the programme, not treated as extras.

Monthly reviews cover deliverability, engagement trends, revenue attribution, and automation performance. Automations are reviewed quarterly to update content, adjust triggers, and retire flows that no longer align with your product or audience.

What this looks like in practice

A retail brand comes in sending one broadcast newsletter monthly to their full list. Open rates are declining and unsubscribes are ticking up. The audit reveals no cart abandonment flow, a welcome sequence that stops after one email, and no segmentation of buyers from non-buyers. Within 60 days, a three-email welcome series, a five-touch cart abandonment flow, and a buyer re-engagement sequence are live. By month three, the automated flows are generating more attributed revenue than the broadcast programme — consistently, every month, without requiring ongoing production effort.

Common questions

Which email platform do you work with?

Klaviyo for e-commerce (the Shopify integration is best in class), ActiveCampaign for B2B lead nurture and CRM-connected workflows, and Mailchimp for simpler broadcast-focused programmes. We recommend the right platform for your use case and manage migration where needed.

How often should I be emailing my list?

Frequency depends on your audience expectations, the value you’re delivering, and your list health metrics. For most businesses, 1-2 broadcasts per week plus triggered automations is a sustainable cadence that maintains engagement without burning subscribers. We track unsubscribe and engagement rates to calibrate the right frequency for your specific list.

My open rates have dropped — why?

Several possible causes: deliverability issues (emails landing in spam or promotions tab), list fatigue from over-sending, declining subject line quality, or Apple Mail Privacy Protection inflating open rate data since 2021. We diagnose the specific cause before recommending a fix — the right answer is different in each case.

What's the ROI on email marketing?

Email consistently delivers the highest ROI of any marketing channel when run properly, because the audience has self-selected. The limiting factor is usually list quality and automation complexity, not channel potential. Revenue per send for well-segmented, triggered automations routinely exceeds broadcast campaigns by 3-5x.

Can you integrate email with our CRM?

Yes. We manage integrations between email platforms and CRMs including HubSpot, Salesforce, Zoho, and ActiveCampaign’s built-in CRM. Data flows both ways — CRM events trigger email sequences, and email engagement data updates contact records. This is particularly important for B2B lead nurture where sales team visibility into email behaviour drives follow-up decisions.

How do you handle unsubscribes and list cleaning?

Unsubscribes are processed immediately and hard bounces are cleaned at the point of occurrence. We run an engagement-based re-engagement sequence for dormant contacts (no open or click in 90 days) before suppressing them — preserving list value rather than simply deleting contacts.

Ready to talk?

We’ll audit your current email setup and show you exactly what it’s leaving on the table — which flows are missing, where the segmentation gaps are, and what a properly built programme would deliver. Get in touch and we’ll start there.