Part of: Email marketing
Email campaign management
We plan and send the emails you choose to send on a date: launches, sales and newsletters. Each one has a reason to exist, goes to the right people and respects UK consent rules. It suits stores with a customer list and something worth saying to it regularly. We report what happened, including what email cannot prove.
Is this right for you?
Who it is for
Stores with a list of customers and something worth saying to them regularly, such as new products, seasonal offers or a newsletter.
When it is not
Stores with almost no list and no plan to grow one, or that want to email bought or scraped lists. We will not do that. Email only works with people who agreed to hear from you. It is also a poor fit if you want every send to be a discount, because that trains customers to wait for one.
What is included
- A sending calendar that matches your trading year and stock plans
- Segments based on what customers have bought or shown interest in
- Copywriting and layout for each campaign, working from your templates or ours
- Checks before each send, including links, previews, unsubscribe and consent handling
- Deliverability checks on sender set-up and list health
- A monthly report that says what happened and what it can and cannot tell you
What a good campaign looks like
A campaign is an email you decide to send on a particular day: a new range, a sale, a restock, or a regular newsletter. The good ones have one clear message, one main action and a reason for landing in this person’s inbox today.
We start from that reason. If we cannot say why a customer would want an email, we do not send it. That keeps the calendar honest and protects the thing that makes email valuable, which is people choosing to open it.
Campaigns are the sends you plan by date. Emails that send themselves after a customer does something, such as signing up or leaving a basket, are a different job. They are covered in email automation, and the two work best together.
Calendar, segments and content
Calendar. We plan around your trading year, stock and promotions, and leave room for things that come up. A calendar is a plan to adjust, not a promise to fill every slot.
Segments. Not every campaign suits your whole list. We segment by what people have bought, what they have looked at and how recently they engaged. Sending a launch to people who bought last week and a different message to people who have gone quiet is usually kinder to both groups.
Content. Each email has one job. We write for a person reading on a phone, keep subject lines straightforward and avoid tricks that bring opens now and unsubscribes later. The layout matters too: email layout design covers modular templates that look right in every inbox.
We work mostly in Klaviyo, and can work in the platform you already use.
Consent in plain English
This is a general explanation, not legal advice. In the UK, two sets of rules shape marketing email: UK GDPR, which covers how personal data is used, and PECR, which covers electronic marketing.
In practice that usually means:
- People should agree to marketing emails, or you should rely on a narrow exception that you can explain and document. Existing customers are sometimes treated differently from people who have never bought.
- You should be able to show how and when someone signed up.
- Every email needs a clear, working way to unsubscribe, and you should act on it promptly.
- Bought or scraped lists are a bad idea for both legal and practical reasons.
We build sign-up and unsubscribe handling with this in mind. If your situation is unusual, take legal advice.
The “existing customer” exception, or soft opt-in, only covers people who bought from you, or were in the middle of buying, were offered a way to opt out when they gave their email address, and can unsubscribe from every email, and only for similar products. The Data (Use and Access) Act 2025 added a similar option for charities, but nothing new for shops.
Deliverability basics
An email only counts if it reaches the inbox. Four things matter most: proper sender authentication, a clean and engaged list, steady sending patterns, and emails people want.
Large mailbox providers, including Google and Yahoo, have set expectations for bulk senders. As we understand it, these cover authenticating your sending domain, making it easy to unsubscribe and keeping spam complaints low.
Since 2024, Gmail and Yahoo have required anyone sending in bulk (for Gmail, about 5,000 emails a day or more) to authenticate with SPF, DKIM and DMARC, to offer one-click unsubscribe and act on it within two days, and to keep spam complaints below 0.3%. Microsoft brought in similar rules for Outlook.com in 2025. We set all of this up, and aim for a complaint rate well under 0.1%.
What we measure
We look at delivery, clicks, unsubscribes, complaints and the orders your store records after a send. Open figures are less reliable than they were, because some mail apps load images automatically. So we lean more on clicks and on what people do afterwards.
To see what email really contributes, the tracking has to be sound. Where it is not, GA4 setup and audits is where we would start.
GA4 only credits email properly if links carry UTM tags, with “email” as the medium. Without them, many visits from email apps show as Direct. Klaviyo can add the tags automatically.
We do not promise revenue from a campaign. Results depend on your list, your offer and your timing, and we say so.
How we do it
Every project is different, so timings depend on its size and complexity. You get a realistic timeline in writing before work starts, and we never promise results by a date.
Step 1: Review
We look at your list, past sends, sign-up points and results, and note what is working and what is putting people off.
Step 2: Plan the calendar
We agree what you will send over the next quarter and why, so every email has a purpose before anyone writes it.
Step 3: Segment
We decide who should get each campaign, using what you already know about your customers.
Step 4: Write, build and test
We write and build each email, then check it in a range of inboxes and on mobile before it goes out.
Step 5: Send and learn
We send at an agreed time, review the results and change the next campaign only where the evidence supports it.
What it costs
Retainers start from £500 per month and cover our services only. They do not include your ad spend, or any software or other subscription costs. One-off optimisation projects are priced by current need or an agreed hourly rate. Our pricing page has the detail.
Questions people ask
How often should we send campaigns?
As often as you have something worth saying, and no more often than you can keep up with. For many stores that is a few times a month, but it depends on your list and your range. We would rather send fewer, better emails than fill a calendar.
Which email platform do you work in?
We work in Klaviyo or the platform you already use, or help you choose one.
Can you tell us what revenue each campaign made?
We can show what your email platform records, and we explain its limits. Platforms often credit email with sales that might have happened anyway, so we treat the figures as a guide and not as proof.
What do UK consent rules mean for our campaigns?
In short, marketing emails normally need the recipient's agreement, or a narrow and documented exception, and every email must make it easy to unsubscribe. We set campaigns up with this in mind, but we do not give legal advice.
Why do some of our campaigns go to spam?
Usual causes are weak sender set-up, low engagement, sending often to people who never open, and a damaged sender reputation. We check the set-up first, then how and who you send to.
Can you work with our existing email designs?
Yes. If your templates are sound, we use them. If they break in some inboxes or look inconsistent, our email layout design service can build a modular template that works everywhere.
Ready to talk it through?
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