Service
Email marketing and lifecycle automation
Email marketing is the only channel where you own the audience outright — no algorithm decides who sees you and no auction sets the price. It works through two mechanisms: automated flows triggered by customer behaviour, which earn continuously once built, and scheduled campaigns to segments of the list. For most ecommerce businesses it should account for 20 to 30 percent of revenue.
Almost every business we audit is sitting on a list it has stopped taking seriously. There are no automated flows, everyone receives the same message on the same day, the domain has never been authenticated, and a meaningful share of sends are landing in spam without anyone noticing. It is usually the cheapest unclaimed revenue in the business.
- Deliverability audited before anything is sent
- Core flows live within 30 days
- Revenue attributed per flow
- Consent handled properly
Email Marketing at a glance
| Best suited to | Ecommerce, repeat-purchase businesses, and anyone with a long consideration cycle |
|---|---|
| Time to results | Core automated flows live within 30 days and earning immediately; campaign performance improves over 2–3 months |
| Platforms | Klaviyo, Mailchimp, HubSpot, Zoho, Brevo — or whatever you already pay for |
| Realistic share of revenue | 20–30% for a well-run ecommerce programme |
| First thing we check | Deliverability. SPF, DKIM and DMARC — if mail lands in spam nothing else matters. |
| Compliance | Explicit opt-in, one-click unsubscribe, handling aligned to India's DPDP Act and to GDPR where relevant |
Is this you?
Signs you need email marketing
- You have a list of thousands and email nobody unless there is an offer
- There is no welcome sequence, no abandoned cart, no post-purchase follow-up
- Everybody on the list receives exactly the same message
- Open rates have been falling for a year and nobody has checked authentication
- You are buying repeat customers through ads that you could email for free
- Nobody can say how much revenue email produced last month
What you get
What our email marketing work covers
Lifecycle flows
Welcome, abandoned cart, browse abandonment, post-purchase, replenishment and win-back. Built once, triggered by behaviour, earning continuously without anyone touching them. This is where most of the money in email actually is.
Campaigns
Planned, written, designed and scheduled monthly against your commercial calendar. Written to a segment with a reason to receive it, rather than broadcast to everyone because it is the fifteenth of the month.
Segmentation
Behaviour-based segments — recent buyers, lapsed buyers, high-value, browsers who never purchased. Segmentation is what stops a list degrading, because relevance is the only real defence against unsubscribes.
Deliverability
SPF, DKIM and DMARC set up correctly, list hygiene, sunset policies and sending warm-up. Gmail and Yahoo now enforce authentication for bulk senders, and unauthenticated mail is increasingly not delivered at all.
CRM and automation
Your email platform connected to your CRM so sales can see what marketing sent and when. Removes the common and avoidable embarrassment of a salesperson calling someone who was emailed an unrelated offer that morning.
Testing
Subject lines, send times, offers and templates, tested one variable at a time with enough volume to mean something. Most email A/B tests in the wild are run on samples far too small to conclude anything.
Deliverables
What lands in your inbox every month
- Deliverability, authentication and list health audit
- Five core automated flows built and live
- Four campaigns per month, written and designed
- Behavioural segmentation model
- Reusable template design system
- Monthly revenue-by-flow and revenue-by-campaign report
How we run it
The order we work in
Audit
List health, authentication records, existing flows, and what the last twelve months genuinely earned. This usually surfaces one or two problems that have been quietly suppressing every send for years.
Clean and authenticate
Remove dead addresses, fix SPF, DKIM and DMARC, and protect the sending reputation. Sending reputation is slow to build and quick to lose, and everything else depends on it.
Build the flows
The automated sequences that run without supervision. They are unglamorous, they take a few weeks to build, and they typically produce the majority of email revenue thereafter.
Establish a campaign rhythm
A predictable monthly cadence of planned sends, each written to a specific segment with a specific reason for landing in that inbox.
Refine
Test, prune and extend. Flows that convert get additional steps; flows that do not get rewritten or removed rather than left running out of politeness.
Questions
Email Marketing questions we are asked most
Is email marketing still effective?
Yes — more so than most channels, because it is the only audience you own outright. No algorithm limits your reach and no auction sets your price. For well-run ecommerce businesses email typically drives 20 to 30 percent of revenue, most of it from automated flows rather than campaigns.
Our list is old. Is it worth anything?
Usually yes, but it needs a careful re-engagement sequence rather than a mass send. Emailing a long-dormant list all at once produces spam complaints and can damage your sending reputation for months. The correct approach is to send in small batches to the most recently active contacts first, then remove anyone who does not respond.
How often should we email our list?
For most businesses, two to four campaigns a month plus automated flows. The right frequency is set by whether you have something worth saying, not by a schedule — and the metric to watch is not unsubscribes but whether engagement holds steady as frequency rises.
Which email platform should we use?
For ecommerce, Klaviyo is usually worth its price because of how well it segments on purchase behaviour. For B2B, HubSpot or Zoho make more sense because the CRM matters more than the sending. Mailchimp and Brevo are fine for straightforward newsletters. We work in whichever you already pay for.
Why do our emails land in spam?
Almost always one of four causes: missing or misconfigured SPF, DKIM and DMARC records; sending to addresses that no longer exist; a sudden spike in volume from a cold domain; or content that trips filters, typically a single large image with almost no text. All four are diagnosable and fixable.
What are the rules on email consent?
It depends on where your contacts are, not where you are. GDPR governs EU and UK contacts and requires genuine opt-in with easy withdrawal. CAN-SPAM governs the US and is looser but still mandates a working unsubscribe and accurate headers. CASL in Canada is the strictest. India’s DPDP Act requires clear, specific consent. In practice, build to the strictest rule that applies to any part of your list.
Works well with
Services that make this one work harder
Performance Marketing
Paid search, paid social and remarketing, run against a cost per qualified lead you agree before anything is spent.
Content Marketing
Strategy, briefs and production for content that ranks, earns links, and gives your sales team something worth sending.
Web Development
Marketing sites, landing pages and storefronts built for Core Web Vitals, search visibility and conversion — not for a template gallery.
Next step
Talk to us about email marketing
A thirty-minute call. We will tell you what we would do first, roughly what it would cost, and whether it is the right place to start.