01 — Personal
Email is not dead. It is just done badly.
At almost every client we take over, we find the same picture: a list with thousands of contacts, a newsletter that goes out irregularly, and no automation behind any of it. Yet every one of those contacts cost money to acquire. Never speaking to them again in a meaningful way is like collecting ad budget and leaving it in a drawer.
We treat email as a performance channel. That means clear goals per sequence, measurement all the way to revenue, and content built around the recipient instead of the send calendar. The beautiful part is the repeatability. A good welcome series keeps working every night without anyone pressing send.
What we don't do: buy lists, send cold outreach blasts, or push newsletters out just because it's Friday. Good email programs come from clean data and a real reason to write.
02 — Discipline
Flows that sell on their own
The biggest lever in email marketing is automated sequences. They reach a contact exactly when your brand has their attention:
- Welcome series: the first emails after signup decide whether someone understands your brand or unsubscribes
- Abandoned cart: the classic, with the fastest measurable effect in any shop
- Post-purchase: after the sale is before the sale. Shipping updates, usage tips, fitting add-ons
- Winback: contacts who haven't bought in a while get brought back deliberately instead of quietly lost
Every sequence gets its own success measurement. That way we see what each flow contributes in monthly revenue and can sharpen exactly the steps where recipients drop off.
03 — Tools
Klaviyo for the shop, Brevo for the mid-market
Klaviyo is the default in e-commerce because it pulls order and product data straight from Shopify or WooCommerce and builds segments other tools simply cannot. Who bought product X but never Y? Who opens everything but never buys? That is exactly where the most profitable sequences come from.
Brevo, on the other hand, is the pragmatic choice for many mid-sized companies: fair pricing, servers in Europe, CRM and email in one tool, plus transactional emails on the same platform. We run both tools daily and will tell you honestly which one fits your case. Sometimes the answer is neither.
04 — Tools
MailPoet, Mailchimp and rapidmail
Not every project needs the big platform. MailPoet lives directly inside WordPress and is often completely sufficient for blogs and smaller shops, without monthly per-contact fees. Mailchimp remains the standard when marketing teams work internationally and need lots of integrations. And rapidmail is a solid German solution with a focus on GDPR and simple handling, which we like to use for associations, member organizations and traditional mid-sized businesses.
Our role is the same in every case: we set the tool up properly, migrate existing lists without losing data, build templates that work in Outlook just as well as on a phone, and document everything for your team.
05 — Discipline
Segmentation instead of spray and pray
An email to everyone is almost always the wrong email. Buyers and prospects, first-time customers and regulars, active readers and dormant contacts all need different messaging. We build segments that keep themselves up to date: based on purchase behavior, engagement, interests from the signup form, or data from your CRM.
The best email is the one where the recipient thinks: how did they know that?
The side effect of clean segments: you mail less often to people who currently want nothing from you. That reduces unsubscribes and spam complaints and pays directly into deliverability.
06 — Engineering
Deliverability: arrive first, convince second
Since Google and Yahoo tightened their requirements for bulk senders, clean authentication is mandatory. SPF, DKIM and DMARC have to be set correctly, or your emails land in spam or get rejected outright. We check and configure the DNS records, set up a dedicated sending domain and monitor reputation through the postmaster tools of the major providers.
List hygiene is part of the job too: bounces and inactive addresses get removed regularly. A smaller list that arrives beats any big list in the spam folder.
07 — Discipline
CRM integration and lead scoring
In B2B, email marketing doesn't end in the inbox. It ends in sales. We connect your email platform to HubSpot, Pipedrive or your existing CRM so opens, clicks and form responses become visible on the contact record. With simple lead scoring, your sales team sees who is warm right now and calls exactly when it fits.
When standard connectors aren't enough, we build the bridge ourselves. Special cases like that are everyday work in our custom development.
08 — Interplay
Email works best as part of the system
The list grows through performance marketing, success is measured through clean tracking, and recurring work is handled by automation. That is exactly why we build these pieces as one team: the cart recovery flow then knows the same truth as the ad account and the dashboard.
Typical starting point: an audit of your current setup with a concrete priority list. After that we both know whether it needs fine-tuning or a rebuild. Tell us what you run and we'll take a look.
What's hiding in your list?
Tell us briefly which tool you use, how big the list is and what already runs on autopilot today. We'll look at it and tell you honestly where the fastest lever is. First call free, 30 minutes.