Email Marketing Strategy & Audit
From list to lifetime value. Strategy and audit that get more from every send.
When email is set up properly it drives repeat orders, booked appointments and useful follow-ups.
When it isn’t, you get tired lists, low engagement and numbers no one trusts. This is where we audit what you have, set a clear email marketing strategy and show you what to fix now, what to improve next and where to grow.
What we look at.
We keep it practical.
The audit focuses on setup and deliverability, data and consent, segmentation, automation, creative and measurement.
The goal is a plan your team can act on without wading through a 60-page deck.
Deliverability first.
If messages don’t land, nothing else matters.
We review the foundations and give you a priority list to improve inbox placement and sender reputation. That includes sensible authentication and sending practices, list hygiene and how you introduce new sending domains.
We also work with a trusted deliverability partner when deeper testing is needed, so you are not guessing. A spam checker is a tool, not a verdict. We use it alongside real-world tests and platform data to decide what to change.
Platforms and setup.
We have familiarity with a range of platforms, from entry-level tools like Mailchimp through to specialist systems such as ActiveCampaign and Force24.
We check naming, tagging, consent capture and form behaviour, then make sure data flows cleanly between your ESP, GA4 and your CRM. UTMs are standardised so reporting matches reality.
Segmentation which reflects your market.
Good lists are built on behaviour and relevance.
We map simple, useful segments you can maintain: new vs returning buyers, lapsed customers, recent browsers, high-intent categories, key service areas, and role or industry for B2B.
The point is to stop batch-and-blast and send fewer, more relevant messages that people act on.
Automation that adds value
We outline the flows that usually pay their way and the gaps that are costing you.
Typical examples are welcome and onboarding, browse or category reminders, quote follow-up, re-engagement, and service reminders.
For eCommerce that can include post-purchase education and win-back. For services it leans toward enquiry follow-ups and keeping decision makers warm. We keep the logic simple so your team can run it.
Creative that supports the decision
Pretty templates are not a strategy.
We set the role of each email, tighten the message and make the action obvious.
That usually means clearer subject lines, fewer competing buttons, proof that reassures, and product or service info that helps people choose. Tone matches your brand voice, not ours.
Measurement you can trust
Open rates are noisy.
We focus on metrics that matter: click-through to the right pages, enquiries or orders, reply rate where relevant, revenue per recipient and cost per result.
For paid activity we align with POAS thinking so you can see profit, not just top-line revenue. If platform numbers do not match your CRM, we side with the CRM and adjust tracking to remove the gaps.
What you get and why it works
You leave with a short, prioritised email strategy and an audit you can act on.
It sets out the deliverability actions, the segments to build, the automations to launch or fix, the creative and messaging changes that will help, and how to measure progress.
It works because it is specific to your market and tech stack, and because it lines email up with your wider marketing rather than treating it as a silo.
Two ways to work together
Collaborative delivery
We plan the strategy and work with your team to get it live. You get steady progress with clear updates.
Advisory
You keep delivery in-house. We set direction, review work and keep the numbers honest.
Make email pull its weight.
Tell us which platform you use, what you send now and what you want email to achieve.
We’ll look at it and get back to you as soon as we can.
Rather have a chat?
Give us a call or book a time for us to call you back when it suits you.