Email and retention marketing
Winning a new customer costs several times what keeping an existing one does — and yet most companies invest almost nothing in retention. The reason is usually prosaic: acquisition can be ordered, retention has to be built. But once a sequence is set up it runs for years, and its running cost is negligible next to campaigns.
What we deliver
- Email and SMS automation — abandoned cart, onboarding, reactivation
- Coded HTML templates that survive Outlook as well as Gmail
- Newsletters including editorial planning and copywriting
- B2B campaigns and benefit programmes for corporate clients
- Database segmentation by behaviour and customer value
- Preparing send-ready materials when the client does the sending themselves
- Measuring revenue per sequence, not just open rates
Automation earns; the newsletter entertains
Most email revenue comes not from the newsletter but from automated sequences that go out at the right moment — after an abandoned cart, after a first purchase, after six months of silence. The newsletter is a supplement to that.
So the order of work is the reverse of what people expect: build the sequences first, then worry about regular sends. For many clients it turns out the second step is not needed.
Outlook still decides
HTML email is not typeset like a web page. Mail clients support a different subset of CSS, Outlook renders with its own engine, and a modern layout falls apart in it. And for B2B campaigns, Outlook is the most common inbox there is.
So templates are coded to hold up there too, and tested across clients. It is unglamorous craft work, and it is the difference between a working campaign and a collapsed page.
Frequently asked
- Can we send ourselves and just take the materials from you?
- Yes, that is common with corporate clients — especially where the database is sensitive or sending runs through an internal system. You get the finished template, the copy and sending instructions, and your own person presses the button.
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