Poor deliverability
Open rates fall steadily as authentication gaps and unengaged sends damage sender reputation.
Lifecycle
Email that earns its place in the inbox
Automated lifecycle flows and campaigns built on real segmentation, with deliverability treated as an engineering problem rather than an afterthought.
Engagement snapshot
- Best for
- E-commerce & subscription
- Typical contribution
- 20–30% of revenue
- Core flows
- 6–10 automations
- Measured on
- Revenue per recipient
Overview
The list you already own is the cheapest revenue available
Email remains the highest-return channel for most businesses, and the most consistently neglected. Lists get collected and never segmented, campaigns get sent to everyone, and deliverability quietly degrades until half the audience never sees a message.
We split the work in two. Automated flows do the heavy lifting — welcome, browse and cart abandonment, post-purchase, replenishment, win-back — because they reach people at the moment of highest relevance and keep working without weekly effort.
Campaigns then handle what flows cannot: launches, seasonal offers and content. Both run on a clean, segmented list with authentication configured properly, because the best email in the world does not perform from a spam folder.
What you get
- Revenue you already paid for — monetising an audience acquired through earlier spend.
- Always-on automation — flows produce revenue without weekly production work.
- Protected inbox placement — authentication and hygiene keep messages delivered.
- Real segmentation — relevance without writing a new email for every customer.
- Reporting that means something — revenue per recipient instead of open rate theatre.
Problems we solve
The situations that usually bring clients here
One message for everyone
First-time visitors and loyal customers receive identical emails and both tune out.
No automation
Every send is manual, so abandoned carts and post-purchase moments go unaddressed.
Vanity reporting
Opens and clicks get reported while revenue per recipient goes unmeasured.
Our process
Research → Strategy → Implementation → Optimisation → Reporting → Growth
Six stages, run in order, with a clear owner and a defined output at each one.
Research
List health audit, deliverability and authentication check, flow inventory and revenue analysis.
Strategy
Segmentation model, flow map by lifecycle stage, campaign calendar and send frequency plan.
Implementation
Flow build, template design, authentication setup and list cleaning.
Optimisation
Subject line, offer and timing tests, plus suppression rules for unengaged contacts.
Reporting
Revenue per recipient, flow-level revenue, list growth and deliverability metrics.
Growth
Expand into new flows and channels once the core set is producing reliably.
Services included
What the engagement covers
Lifecycle flow design
Welcome, abandonment, post-purchase, replenishment, win-back and VIP sequences.
Segmentation
Behavioural and purchase-based segments that make relevance possible at scale.
Template design
On-brand, accessible, mobile-first templates that render correctly across clients.
Deliverability engineering
SPF, DKIM, DMARC, warm-up plans and list hygiene to protect sender reputation.
Campaign management
Planning, production and scheduling for launches, offers and content sends.
Revenue reporting
Attribution by flow and campaign, tracked to actual orders rather than opens.
Tools & platforms
The stack we work in
We use the platforms your team already knows, configured properly, with access shared from day one.
Klaviyo
Mailchimp
Brevo
HubSpot
Zoho Campaigns
Shopify integrations
Google Postmaster Tools
DMARC monitoring
Litmus-style testing
Sample case study
Flows before campaigns
- Objective
- Increase repeat purchase without discounting further.
- Strategy
- Built eight lifecycle flows with product-specific replenishment timing, cleaned 22% of the list, fixed DMARC and moved from weekly blasts to segmented sends.
+29%Email revenue share
+47%Repeat rate
+61%Open rate
0.04%Spam rate
Illustrative sample based on typical project patterns, not a named client account.
FAQs
Email Marketing questions, answered
Frequency matters less than relevance. A segmented list can absorb two to four sends a week; an unsegmented one struggles with one. We set frequency by engagement segment rather than a single global rule.
Usually deliverability rather than content — authentication gaps, a spike in sends to unengaged contacts, or a reputation hit. Apple's privacy features also inflate historical open rates, so year-on-year comparisons can mislead.
No. Purchased lists produce spam complaints that damage your sending domain, and in many jurisdictions the consent basis simply does not exist. The recovery cost far exceeds any short-term gain.
Welcome, cart abandonment and post-purchase, in that order. They typically account for the majority of automated revenue and reach people at their highest intent.
Through platform attribution reconciled against store data, reported as revenue per recipient and revenue per flow. We flag where attribution windows overlap with paid channels.
Yes — including list migration, flow rebuilds, template conversion and a controlled sending warm-up so deliverability survives the move.
Related services
Often combined with
Performance Marketing
Paid acquisition run against CAC and ROAS targets rather than impression counts.
Explore serviceSEO Services
Technical, content and authority work that builds durable organic visibility.
Explore serviceConversion Rate Optimisation
Research and testing that lifts revenue from the traffic you already have.
Explore serviceReady to grow your business?
Tell us your goal and we will map the fastest realistic route to it — channels, budget split, timelines and the numbers we will hold ourselves to.