Email Consulting

The foundation is customer data and consent — what the CRM holds, what the ESP holds, whether the two agree, and whether identity resolution survives someone buying on a different address than they subscribed with. Segmentation sits on top of that, built on lifecycle stage rather than list membership, so acquisition, activation, retention, dormancy and win-back become addressable states instead of one-off campaigns. Then the journey mapping: top-of-funnel nurture that has to earn attention before it asks for anything, mid-funnel consideration sequences where objections get handled explicitly, and the post-purchase and bottom-of-funnel flows where most recoverable revenue actually sits — onboarding, browse and cart abandonment, replenishment, renewal, and reactivation. Deliverability runs underneath all of it: authentication, sender reputation, complaint and bounce thresholds, inbox placement. None of the strategy above matters if the send lands in spam, and transactional mail damages reputation just as quickly as marketing mail when it is run as a separate system by a different team. Campaign management is the operating layer — the calendar, the brief, who approves, and the frequency guardrail that stops one segment being mailed four times in a week. And reporting has to go past opens, which have been unreliable since mail privacy protection began pre-fetching images: click-through, click-to-open, conversion rate, revenue per recipient, and list health over time are the numbers that hold up.