Authentication before anything else
SPF, DKIM and DMARC configured and verified. Google and Yahoo now require them for bulk senders, and getting this wrong routes you to spam regardless of how good the campaign is.
Email & Automation
Email Campaign Management
Campaign strategy, design, copy and sending, with authentication and list health dealt with before a single send. Reported on revenue, not on open rates.
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- Target inbox placement rate after authentication work
- 98%+Target inbox placement rate after authentication work
- Primary metric: revenue per recipient, not opens
- RPRPrimary metric: revenue per recipient, not opens
- List hygiene and sunset cadence
- QuarterlyList hygiene and sunset cadence
The problem
Most email programmes fail on deliverability and nobody notices, because the metric that would show it — inbox placement — is not in the dashboard. Open rates look acceptable while a growing share of the list never sees the message at all.
How we do it
What the work actually involves
Prune the list, on purpose
Sending to people who have not opened in a year damages your sending reputation and therefore your delivery to people who do open. Removing them raises revenue while shrinking the list, which is a hard sell and the right call.
Segmentation by behaviour
Purchase history, browsing, engagement recency and lifecycle stage. One message to everyone is the most common reason a list stops responding.
Measured in revenue per recipient
Open rate stopped being reliable when Apple Mail Privacy Protection started pre-fetching images. Revenue per recipient and per send is what we report.
Included
What you actually receive
- Deliverability audit: SPF, DKIM, DMARC, reputation
- List hygiene and re-engagement or sunset programme
- Segmentation strategy
- Campaign calendar aligned to your commercial cycle
- Design, copy and build
- Testing and reporting on revenue metrics
Tools we use
- Klaviyo
- Mailchimp
- HubSpot
- Postmark
- Google Postmaster
Common failures
Where this usually goes wrong
The three we are called in to fix most often. If any of these describe your current setup, that is the first thing we would change.
Sending before authentication is right
SPF, DKIM and DMARC are now required for bulk senders at Google and Yahoo. Get them wrong and the campaign routes to spam regardless of how good it is — and open rates look merely disappointing rather than broken.
Never removing anyone
Mailing people who have not opened in a year damages sending reputation and therefore delivery to people who do open. Pruning raises revenue while shrinking the list, which is a hard conversation and the right call.
Optimising for open rate
Apple Mail Privacy Protection pre-fetches images, so a large share of opens are not people. Decisions made on that number are made on noise.
Measurement
How you will know it is working
Agreed before we start, so progress is visible in the months before it shows up in revenue.
- Inbox placement
- Not delivery rate — placement. Delivered to spam still counts as delivered, which is why the two get confused.
- Weeks 2–4
- Revenue per recipient
- The metric that survived the open-rate collapse. It also makes list pruning look like what it is: an improvement.
- Per send
- Unsubscribe and complaint rate
- Complaint rate above 0.1% is a deliverability problem forming. It is the earliest warning available.
- Per send
Questions
Any question in your mind?
The questions we get asked most, answered without the sales gloss. If yours is not here, ask us directly — you will get a straight answer either way.
Still have questions?
Book 30 minutes with a strategist. No deck, no pitch — just answers about your situation.
Book a callUsually one of four things: missing or misconfigured DMARC, sending to a stale list, a shared IP with poor reputation, or content patterns that trip filters. The audit identifies which, and the fixes are mostly technical and one-off rather than ongoing.
Looking for pricing, contract terms or timelines?
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