Email is the only audience nobody can take away from you, and it is usually the most neglected asset in the business. We treat it as two systems: lifecycle flows that run without anyone touching them, and a campaign calendar that gives people a reason to open. Both depend on list health, which is the part most brands ignore until deliverability collapses.
Any of this sound familiar?
If two or more of these are true, this is usually the right place to start.
You send campaigns but have no automated flows beyond a welcome email
Open rates have quietly halved and nobody has checked deliverability
Everyone on the list gets the same email regardless of what they have bought
Abandoned carts and browse sessions go unfollowed
The list has not grown in a year
You cannot say what email contributes to revenue
Everything in scope, written down.
No line item appears in a proposal unless it earns its place in the plan. If something here is not relevant to you, it comes out and the price comes down.
- Deliverability setup and repair: authentication records, domain reputation, sunset policy for dormant contacts
- Lifecycle flows: welcome, abandoned cart and browse, post-purchase, winback, replenishment where relevant
- Segmentation based on behaviour and value rather than demographics alone
- Campaign calendar with copy, design and testing plan
- List growth: capture design, incentives and consent that stands up to scrutiny
- Revenue reporting split between flows and campaigns, with attribution you can defend
Four stages that feed each other.
This is not a funnel with an end. Each stage makes the next one cheaper, and the loop gets stronger every time it turns. Tap a stage to hold it.
The route map.
What gets shipped, what we measure, and the decision waiting at the end of each stretch. Tap any stop on the route.
Swipe the route sideways to see all four stops
What ships
What we measure
The decision
Is email underused in your business?
Tick what is true today. Nothing is sent anywhere, and the answer changes as you go.
What lands, and how often.
A retainer should be a list of things that arrive on a schedule. Here is ours for this service.
| Deliverable | Rhythm |
|---|---|
| Lifecycle flow build and optimisation | Monthly |
| Campaign emails: copy, design, build | Weekly or fortnightly |
| List hygiene and deliverability monitoring | Monthly |
| Segmentation review | Monthly |
| Revenue report split by flow and campaign | Monthly |
| Testing roadmap review | Quarterly |
Four numbers, defined the same way every month.
Revenue per recipient
The honest measure of a send. Open rate flatters, this does not.
Flow versus campaign revenue
Shows how much of email income runs without anyone lifting a finger.
Engaged list share
Percentage of the list that has opened or clicked recently. Deliverability depends on it.
List growth net of churn
Growth after unsubscribes and cleaning. The number most dashboards hide.
What we don't do.
We do not buy or scrape lists. It burns the sending domain you depend on.
We do not send daily discount emails that train people to wait for a sale.
We do not report open rates as a headline metric now that they are unreliable.
Straight answers.
It depends on your stack and catalogue. For DTC on Shopify, Klaviyo is usually worth the price. For services and B2B, HubSpot or a lighter tool is often enough. We will not migrate you unless the platform is genuinely the problem.
More often than most brands are comfortable with, provided each send has a reason to exist. We set cadence from engagement data in the first month rather than from a rule of thumb.
Only if it is done carelessly. Authentication, sunset policies and segmentation exist precisely to protect it, and we check placement rather than assuming delivery equals inbox.
Yes, where it fits. For Indian DTC brands, WhatsApp flows often outperform email on transactional and cart recovery moments, so we plan the two channels together rather than in isolation.
Tell us the number you need to hit.
Send us your brand and your goal. You'll get an honest read on what's realistic, two or three ideas worth testing, and a clear next step. No pitch deck, no pressure.