Email marketing for the majority of leads who are not ready yet
Roughly half the people who contact you are not buying this month. Without a reason to stay in touch they go to whoever happens to be in front of them when they are ready, which is usually not you. Email is the cheapest way to still be there, and it is the only audience you own outright rather than rent from a platform.
The catch is that it only works if the emails are worth opening. We write sequences and newsletters from the same material that makes your content work: real questions, real jobs, real answers. Segmented by what someone actually asked about, routed properly, and measured on leads and revenue rather than open rate.
Get the plumbing right before the creative
SPF, DKIM and DMARC configured, a warmed sending domain, and a list that is actually engaged. Beautiful campaigns land in spam every day because nobody checked authentication. This is unglamorous and it is the first thing we do.
A smaller engaged list beats a big stale one
Sending to people who never open teaches inbox providers that your mail is unwanted, and that reputation follows you to the contacts who do want it. Pruning inactives feels like going backwards and it reliably improves results for everyone still on the list.
Write to one person about one thing
Newsletters that cover four topics get skimmed and forgotten. One idea, a specific example, one link. If your team answered a good question this month, that is the email. Company announcements are rarely the email.
The follow up sequence is where the money is
Most businesses send one reply to a new enquiry and then nothing. A short sequence spaced over a few weeks, each message genuinely useful, recovers a meaningful share of leads that would otherwise be gone, and it costs nothing per additional contact.
Automate the moments, not the relationship
Welcome, post enquiry follow up, review request, reactivation after six months. Those should fire on their own. What should not be automated is the reply when somebody actually writes back, which is the entire point of sending anything.
Judge it on replies and leads
Open rate stopped being reliable when mail clients began prefetching images. Clicks, replies, booked calls and attributed revenue are what we report. If email is not contributing after a fair run we will say so rather than optimize a subject line forever.
Recent reading from our team
Written by our team, not spun by a tool. Everything we publish is something we do for clients.
