01 — Email marketing
Email marketing
Email is the only audience you actually own.
Every other channel can change its algorithm and remove your reach overnight. Your list cannot be taken away.
Email marketing covers list building, automated sequences, segmentation and campaign sending, together with the technical configuration that determines whether messages arrive at all. It is usually the highest-return channel per unit of spend, and the most commonly neglected.
What is included
What is included
- Authentication
- Automation
- Segmentation
02 — Detail
Deliverability is the part nobody thinks about.
Sending domain authentication is the first requirement and the most frequently missed. Without correct SPF, DKIM and DMARC records, a meaningful share of messages goes to spam regardless of how good the content is, and the sender usually never finds out.
List quality decides the rest. Sending to people who never asked, or to an old list bought or scraped from somewhere, produces complaints that damage the reputation of your sending domain for every future message including transactional ones.
Automation is where most of the value sits. A welcome sequence, an abandoned cart follow-up and a reactivation flow run continuously and typically outperform any individual campaign, because they arrive when the person is already engaged.
03 — How it works
How we set it up.
- 01
Authentication
SPF, DKIM and DMARC configured and verified before any volume is sent.
- 02
List hygiene
Consent-based collection, with inactive and bouncing addresses removed regularly.
- 03
Segmentation
Behaviour and interest, so the message matches the person.
- 04
Automation
Welcome, abandonment and reactivation flows that run without a person triggering them.
- 05
Measure
Opens are unreliable since privacy protections. Clicks and revenue are what we report.
04 — Fit
Who email marketing is for.
It fits any business with a list it built with consent and has not used well: e-commerce with customers who bought once, service firms with enquiries that went quiet, B2B with a base of contacts from years of trading. The list is the only audience you own, and it is usually the highest-return channel per unit of spend.
It fits businesses that can automate: a welcome sequence, an abandoned cart follow-up, a reactivation flow. These run continuously and typically outperform any individual campaign because they arrive when the person is already engaged.
It is a poor fit for bought or scraped lists, which damage sending reputation and are unlawful in most jurisdictions, and we will not send to them. It is also a poor fit without the technical setup: without authentication, a share of every campaign goes to spam and nobody finds out.
05 — Common mistakes
The mistakes we correct first.
- Missing SPF, DKIM and DMARC. The most common reason for spam placement, fixable in an afternoon and almost always skipped.
- No list hygiene. Bouncing and inactive addresses drag reputation down for everyone else on the list.
- One message to everyone. Segmentation by behaviour and interest is what makes the message relevant enough to open.
- No automation. Campaigns alone leave the highest-value moments, welcome and abandonment, unanswered.
- Deciding on open rates. Privacy protections inflate opens artificially. Clicks and revenue are the metrics that still mean something.
Deliverability is the part nobody thinks about, and it decides whether anything else in the channel matters.
06 — Measurement
How we measure and report.
Clicks, conversions and revenue by campaign and by automated flow, with deliverability metrics (bounces, complaints, inbox placement where available) reported alongside. Open rates are shown as context with the caveat explained.
List growth and list health are reported together, because a growing list that is decaying in quality is not growth.
07 — Questions
Technical guides
Related services
Next step
Have a list you never use?
Tell us how it was built and how big it is. We will tell you whether it is an asset or a liability.
- WhatsApp · +55 24 99929-8231
- Email · [email protected]
- Volta Redonda, Brazil · remote worldwide