Email Consulting
Deliverability, lifecycle, and transactional email as a system.
Overview
How I approach this work
Email sits inside almost every product I have shipped — Stripe subscription flows in FocusHouse and other apps, transactional delivery via Resend, and client-side email programs across B2B and B2C. Email works when it is treated as infrastructure: the deliverability has to be correct, the lifecycle has to be designed, and the content has to earn its open.
Email engagements start with the technical foundation — SPF, DKIM, DMARC, sender reputation, and list hygiene. If deliverability is broken, nothing downstream matters. From there I design segmentation and lifecycle flows for the real touchpoints: welcome, activation, abandoned cart, subscription state changes, renewal reminders, and re-engagement. I have built these flows on top of Stripe webhooks and custom subscription state machines for multi-tenant SaaS. Campaign content gets built against tested subject line and copy frameworks, and everything gets wired into A/B testing with enough volume to learn from. Transactional email gets the same rigor as marketing email — deliverability damage often compounds from transactional sends that were never treated as part of the program.
Deliverables
What a typical engagement produces
Concrete artifacts from this kind of work.
- Deliverability baseline
- Verified authentication records, sender reputation audit, and list hygiene pass with a written document of what needs to be maintained over time.
- Lifecycle design
- Segmentation model and lifecycle email flows mapped to real subscription or purchase state transitions — not generic drip sequences.
- Content and testing system
- Subject line and copy frameworks, a template library, and a documented A/B testing process with enough rigor to actually learn from.
- Lifecycle work
- Welcome, activation, renewal, win-back
- Transactional integration
- Resend, Stripe webhooks
- Email program experience
- B2B and B2C, client-side
Related areas
Other parts of my practice that overlap with this one.
Content Consulting
Editorial systems, automated production, and programmatic SEO at scale.