Email Strategy
Email Strategy defines the structured system your lifecycle communication needs to perform at scale. We establish segmentation logic, automation priorities, messaging architecture, and governance rules — giving every email your brand sends a defined purpose, a clear audience, and a measurable role within the broader growth system.
2.1 Objectives, KPIs & Success Framework
We formalise performance indicators and set realistic targets aligned with business goals — ensuring the email programme is always measured against outcomes that matter.
2.2 Segmentation & List Logic
We define how audiences are segmented by behaviour, intent, lifecycle stage, and value — ensuring the right messages reach the right people at the right moments.
2.3 Lifecycle Flow Architecture
We define priority automation flows — welcome, nurture, abandoned cart, post-purchase, reactivation — mapping the logic, triggers, and content requirements for each.
2.4 Campaign vs. Automation Roles
We clearly define the role of broadcast campaigns versus automated flows — preventing overlap, reducing list fatigue, and ensuring both work together efficiently.
2.5 Messaging Framework & Content Principles
We define tone, hierarchy, value propositions, and CTA logic across lifecycle stages — ensuring messaging is consistent, relevant, and conversion-focused throughout the funnel.
2.6 Cadence, Frequency & Governance Rules
We define send frequency, prioritisation rules, and brand safety guardrails — protecting deliverability and subscriber trust as programme volume scales.
Selected Work
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