Capability · 06 of six

Email Marketing and Automation.

Lifecycle flows that keep earning after the ad spend stops, measured on revenue rather than open rate.

Email is the only audience you own outright. A platform can change its rules without warning and a bid can be outspent, but a list you built keeps earning after the advertising stops. Most of that value comes from a handful of automated flows that run whether or not anyone is watching.

What the work involves

• List and deliverability

  Authentication, list hygiene and sending reputation. It is unglamorous and it decides whether anything else in this list reaches an inbox at all.

• Lifecycle flows

  Welcome, abandoned cart, post-purchase and win-back sequences, set up once and left earning. This is usually where the majority of email revenue comes from.

• Campaigns

  The sends that are not automated, planned against a calendar rather than improvised, and written to be worth opening twice.

• Segmentation

  Talking to buyers, browsers and lapsed customers differently. Sending everything to everybody is the fastest route to being ignored and then marked as spam.

• Measured on revenue

  Reporting on what email earned, not on how many people opened it. Open rate stopped being trustworthy when mail clients began pre-loading images.

How an engagement runs

The same sequence every time, so you always know where the work is and what happens next.

1. Stage 01

   Pre-flight

   We read the account, the analytics and the market before a budget moves. You get the starting position in writing, so there is something to measure against later.

2. Stage 02

   Ignition

   Tracking first, then creative, then spend. Nothing goes live until we can see what it did, because a campaign you cannot measure is a campaign you cannot improve.

3. Stage 03

   Climb

   Weekly iteration against the one number you told us has to move. What is working gets more budget, what is not gets cut, and you see both.

4. Stage 04

   Orbit

   Once the cost per outcome is stable we scale it and hold it there. Reporting stays monthly, plain English, no vanity metrics.