The first 48 hours are information-gathering, not action. We conduct a structured onboarding session — either a recorded call or a written brief — covering six specific areas: brand voice and tone guidelines, product catalogue and bestseller hierarchy, existing customer segments and personas, promotional calendar for the next 90 days, any competitor campaigns the client finds effective, and any past email performance data available.

We do not start writing copy until we can pass a brand voice test: if we wrote three emails and the founder could not tell the difference between our copy and what they would have written themselves, we have done our job. Onboarding is how we get there.

The Klaviyo audit is the most important document we produce. It becomes the strategic foundation of every decision that follows. Our audit covers 12 specific dimensions:

The competitor analysis runs in parallel. We subscribe to 3–5 direct competitors under test email addresses and capture every email they send over 30 days. By the time we are building our client’s flows, we know exactly what the customer is seeing from competitors — and exactly where the gaps and opportunities are in the category.

The campaign calendar is built against three inputs: the 90-day promotional calendar from onboarding, the seasonal and industry event calendar for the product category, and the audience behaviour data from the Klaviyo audit. Every campaign slot on the calendar has four fields defined before any copy is written:

Example campaign calendar structure — every send is defined before any writing begins.

Technical setup runs concurrently with copywriting and design — it is the invisible layer that determines whether every email we build actually reaches the inbox. The setup checklist covers authentication, tracking, segmentation structure, and flow trigger verification.

Every email we write follows a direct-response framework built specifically for e-commerce. The structure is not arbitrary — it is derived from decades of direct-response research on what drives purchase decisions in commercial email contexts.

Design begins only after copy is approved — because the copy determines the design, not the other way around. An email that is designed before the copy is written will always produce a design that fights with the message rather than amplifying it.

Our design principle: emails should sell first and impress second. This means hierarchy that guides the eye toward the CTA, image choices that reinforce the argument rather than decorate it, and mobile-first layouts that render correctly at 375px width before they are considered at 600px desktop width.

Every email passes a 15-point pre-send checklist before it is approved for scheduling. Testing covers rendering across 20+ device and email client combinations, functional testing of every link and CTA, spam score assessment, plain-text version review, and unsubscribe mechanism verification.

Launch does not mean press send and walk away. The first 4 hours after any new flow goes live or a campaign is sent, we monitor delivery rates, early open rates, and bounce signals in real time. If a deliverability anomaly appears — a sudden spike in soft bounces or an unexpected drop in open rate — we pause, diagnose, and correct before the send completes to the full audience.

Our monthly report has one purpose: show you exactly what email generated this month in plain, verifiable numbers — and what we are doing next month to grow it. No vanity metrics. No open rate graphs that look impressive and mean nothing. The report leads with revenue.

Since our invoice is calculated as 10% of the revenue figure in Section 1, we have no incentive to present that number generously. The number is the number — verified in your Klaviyo account, visible to you before the report is sent.

Optimisation is not a vague commitment to “continuous improvement.” It is a specific, data-driven process that follows the same framework every month.

The compound effect of this cycle is significant. A subject line test that produces a 3% improvement in open rate in month two applies to every campaign in months three through twelve — generating additional revenue without additional cost. Optimisation is how an email operation that generates $8,000/month in month one generates $14,000/month by month six, on the same list size.