Marketing & growth
Email marketing & automation
Revenue from a list you already own: SPF, DKIM and DMARC published so mail lands, flows that fire on behaviour instead of on someone remembering, and a spam complaint rate held under 0.1%.
The short version
Most email problems get diagnosed as copy problems when they are delivery problems. Since Google and Yahoo tightened their bulk sender requirements, an unauthenticated sending domain or a complaint rate above 0.3% gets throttled quietly, and no subject line rescues mail that never reached an inbox. The second failure is structural: a business that only sends campaigns only earns on the days somebody remembers to send one. We fix delivery, clean the list, then build the flows that run without you.
What is included
- Authentication published properly: SPF, DKIM and DMARC records, a dedicated sending subdomain, and the one-click list-unsubscribe header the major inbox providers now expect.
- A consent and hygiene pass — hard bounces and long-term non-openers suppressed, a written sunset rule, and the source and date of consent recorded against each subscriber for UK GDPR and PECR.
- A core set of flows built and live: welcome, abandoned cart and abandoned browse, post-purchase, replenishment or renewal, and a win-back with a defined exit condition.
- Segments based on behaviour rather than demographic guesswork, using recency, frequency and value bands, plus an engaged-only segment used to protect your sending reputation.
- Modular templates your own team can edit inside your platform, with a plain-text alternative, dark mode checked, and rendering tested in Outlook, Gmail and Apple Mail.
- A monthly report separating flow revenue from campaign revenue, reporting revenue per recipient alongside complaint, bounce and unsubscribe rates against the thresholds we agreed.
How we work
Our approach
The stages this work runs through, in order. Every one of them ends in something you can see or sign off.
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Step 01
Fix delivery before content
Nothing else matters if the mail lands in spam. We publish SPF, DKIM and DMARC records, move sending to a subdomain so one bad campaign cannot damage your main domain's reputation, and add the list-unsubscribe header. Then we send to seed inboxes across Gmail, Outlook and Apple Mail and look at where mail actually arrives rather than assuming. If the domain has a poor history, volume ramps gradually to your most engaged contacts first instead of everyone on day one.
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Step 02
Clean the list, then segment
A list padded with addresses that have opened nothing in two years suppresses delivery to the people who do open. We remove hard bounces, role addresses and long-term non-openers, then write a sunset rule so it keeps happening without anyone remembering. We also check how each contact was collected, because a segment you cannot evidence consent for is a liability rather than an asset. What remains gets banded by recency, frequency and value so sends can be aimed.
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Step 03
Build flows before campaigns
Campaigns earn on the day you send them. Flows earn every day. So the automated sequences get built first, in the order that pays best: welcome, then abandoned checkout, then post-purchase, then win-back. Each has explicit triggers, delays, exit conditions and a cap so no single customer receives four emails in one morning. Where the list is large enough we hold a small percentage back from a flow, which is the only clean way to see what it adds.
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Step 04
Send, measure, adjust frequency
With flows running, the campaign calendar becomes the growth lever. We track revenue per recipient rather than open rate, because opens stopped being reliable once Apple began pre-fetching images. Subject line tests only run where a segment is big enough for the result to mean anything. If complaints or unsubscribes climb, frequency comes down before anything else changes, because a sending reputation takes far longer to repair than a quiet month takes to recover.
Before you ask
Questions we get asked first
How long until this is running?
DNS records propagate inside 48 hours in most cases, so delivery can usually be fixed in the first week. A core flow set with templates, segmentation and testing runs 3 to 5 weeks, depending on how many flows there are and how much copy we write from scratch rather than adapt. If the sending domain already has a damaged reputation, add a warm-up ramp of 4 to 6 weeks before sending at full volume. Hygiene and consent work happens in parallel with the build.
How is it priced?
One fixed sum in pounds covers the setup scope: authentication, hygiene, the named flows, the templates and the reporting. Campaign production after that is billed monthly against a send volume we agree up front. You pay your email platform licence directly, and it normally scales with list size, which is one more reason to remove addresses that never open anything. Any change to the scope gets priced and approved before we begin work on it.
What do you need from us?
Admin rights on your email platform, and either DNS access or a person who can publish the records we send them. Product or offer details, plus any existing template files. An export of past sending history if you have one, since it shows which segments are still alive. Most importantly, an honest answer on how each list was collected. A segment whose consent cannot be shown does not get mailed, and you will hear that from us early rather than at launch.
What tells us the email is earning?
Revenue per recipient and revenue per send are the headline numbers, reported so the flow contribution sits separately from the campaign contribution. Underneath sit the health metrics we commit to holding: spam complaints under 0.1%, hard bounces under 0.5%, and inbox placement checked with seed testing rather than assumed. Where the list is large enough, a small holdout group shows you the difference between revenue email caused and revenue that was going to happen regardless.
Want this scoped for your situation?
Tell us the goal and the deadline. You get an honest read on whether this is the right service, a fixed price if it is, and a straight no if it isn't.
Or email [email protected] directly. We reply within one working day.