Flows earn more than campaigns
A campaign goes out once. A flow runs forever. Welcome series, abandoned cart, browse abandonment, post-purchase, replenishment, win-back — built once, these typically generate the majority of a brand's email revenue while the newsletter gets the attention. We build the flow library first and treat campaigns as the layer on top.
Segmentation beats volume
Sending everything to everyone trains people to ignore you and damages your sender reputation. We segment on behaviour — what they browsed, how recently they bought, how much they spend, whether they have opened anything in ninety days — and suppress the dormant. Fewer sends, better numbers, healthier list.
Deliverability is invisible until it breaks
If your mail lands in Promotions or spam, nothing else matters. We set up SPF, DKIM and DMARC, warm new sending domains properly, clean the list of hard bounces and dead addresses, and watch complaint rates. Most brands with 'poor email performance' actually have a deliverability problem, not a content problem.
Email plus WhatsApp, not instead of
In India WhatsApp open rates are far higher, but email carries long-form content and reaches audiences abroad. We run them together with a shared data layer, so a cart abandonment can go to WhatsApp first and email as backup, without the customer receiving the same message twice.