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 Thumbstack, FocusHouse, and Made To Parlay, transactional delivery via Resend, fractional CMO email programs across B2B and B2C clients. 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.
- SaaS subscription lifecycles built
- 4+
- Transactional integration
- Resend, Stripe webhooks
- Years on email programs
- 5+
Related areas
Other parts of my practice that overlap with this one.
Content Consulting
Editorial systems, automated production, and programmatic SEO at scale.
Analytics Consulting
Measurement systems built to drive decisions, not reports.