Let's TalkLet's TalkFlows and campaigns that earn from the audience you already paid to acquire - usually the cheapest revenue available to a business with a list.
Pick the flow with the most money sitting in it - usually abandoned cart or post-purchase. We write it, build it in your platform, and switch it on. It runs whether or not you hire us for anything else, and you can see exactly what it earns.
The failures we see repeatedly, and what each one actually costs.
A welcome sequence and an abandoned cart, configured at launch and untouched since. Meanwhile browse abandonment, post-purchase, replenishment, winback and back-in-stock are missing entirely - which is where the majority of achievable email revenue sits.
Mailing the whole list regardless of engagement teaches inbox providers the mail is unwanted, and the resulting reputation damage applies to the engaged subscribers too. The symptom is a slow decline in open rates that gets blamed on creative or subject lines.
Recency is the easiest segment to build and one of the least useful. What people browsed, what they bought, how often they buy and how much they spend all predict behaviour far better, and almost none of it is used because the platform makes recency the default.
Open rate became unreliable once privacy features began pre-fetching images, and it was always a weak proxy. An account can hold a healthy open rate and contribute almost nothing, and reporting on it lets that continue unexamined.
The real deliverables, not a list written to make a proposal look thicker.
Authentication, sending reputation and engagement distribution. There is no point improving creative that is landing in a spam folder.
Unengaged contacts suppressed or removed, which shrinks the list and protects the deliverability of everyone still on it.
Browse, post-purchase, replenishment, winback and back-in-stock - the sequences that carry most of the achievable revenue and are usually absent.
What they browsed, bought and spend, so the message matches the person rather than how recently they opened something.
Email measured on what it earns rather than on opens, which have been unreliable since image pre-fetching became common.
The clearest demonstration we have of retention as a revenue line rather than an afterthought. A skincare brand growing quickly on paid had email doing almost nothing beyond a welcome sequence. Building the full flow set and segmenting on behaviour rather than recency took email to 22% of total revenue - which changed what the business could afford to spend acquiring a customer, because the second and third purchase were finally being earned rather than hoped for.
Read the full case studyThe demo flow made more in its first month than we had paid the previous agency for a quarter of campaigns.
Our list had gone cold for a year. The win-back sequence paid for the quarter by itself.
They cut our sending frequency in half and revenue went up. Turned out we had been training people to ignore us.
Klaviyo for ecommerce most of the time, and whatever you already use otherwise. We would rather work in your existing platform than start with a migration.
Less than most brands do, and with more reason behind each send. Frequency without relevance trains your list to ignore you, and that damage takes months to undo.
Both. The copy is the part that determines whether it earns anything, so it is not something we hand back to you as a template to fill in.
Flows still pay for themselves at small list sizes because they run on behaviour rather than on volume. Campaigns are what need scale.
Both, with flows carrying the majority of the revenue. Campaigns are what most brands spend their time on because they feel like activity, while flows are the automated sequences that run continuously against everyone who browses, abandons, buys or goes quiet. In a healthy account flows generate most of the email revenue, and in most accounts we audit they are a welcome sequence and an abandoned cart doing everything.
Because it is not free - it costs you deliverability. Sending repeatedly to addresses that never open teaches inbox providers that your mail is unwanted, and that reputation applies to every recipient including the engaged ones. Sunsetting unengaged contacts feels like shrinking the asset and is what keeps the rest of it landing in an inbox rather than a spam folder.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
Tell us what you are running today and what is not working. We will tell you honestly whether email marketing is the right thing to fix first - and if it is not, what is.