Email campaign management for 7-8 figure ecom brands
This one is for brands whose flows are already built. We plan next month during this month, so the first of the month starts with everything agreed, built and scheduled.
The flows are done. So what are you paying us for?
Fair question, and you should be asking it.
Your welcome series, your abandoned checkout, your post purchase run: they are built, they are live, and they will earn this month whether we turn up or not. What a flow cannot do is tell your list anything you have decided. And a flow is not as done as it looks:
- The discontinued product still sitting as the hero image in email three of the welcome series.
- The offer in the abandoned cart flow that expired in March. The code still renders.
- The filter that used to exclude recent buyers and quietly stopped excluding anybody.
- The seasonal line in the post purchase email that still says summer.
What campaigns actually are
A launch, an offer ending, a gifting week, a restock. Decided by you, written and drawn by us, sent to the segment it was for.
How the month actually runs
Next month gets planned during this one, so by the first nobody is deciding anything.
What moves the calendar
Not a list of dates. Eighteen things that move a send, and the ones that move it most are the ones no downloadable calendar carries.
Moves sends inside the month
- Stock and supplyWhat is in, what is landing, and what cannot ship. The first thing we check, before a date.
- Launches and the roadmapNew products, sizes, bundles, a rebrand. And the date the photography actually turns up.
- What the ads are pushingWhat paid is on this month, and when the spend steps up. Email says the same thing that week.
- Your own trading historyWhat this week did last year, and what last month's report said. We pull it ourselves.
- Price, offers and thresholdsA price going up, an offer ending, the free delivery threshold moving. Two sends every time.
- Payday and cashThe days their money lands, and the number your month has to hit. Both go on the calendar.
Shapes the month at the planning call
- Your categoryWhen it switches on, and when nothing you send will make it. Your data knows.
- Seasons and giftingThe turn of each season, the gifting weeks, back to school. Only the ones your shop feels.
- Peak tradingDated first, because stock and print have lead times and we don't.
- Dispatch and print cut-offsLast order dates, warehouse closures, print lead times. The deadline is theirs, not ours.
- The reorder gapHow long they take to run out. Klaviyo already knows; we plan the send around it.
- The quarter's planMargin, mix, subscriptions, a range to clear. It rewrites the sends.
Moves a week, now and then
- PR, content and creatorsA piece lands, a creator posts, a podcast airs. The send that week points at it.
- Platform and marketplace eventsThe days other people's promotions eat the inbox. We send around them.
- The list itselfA cohort that just arrived, a cohort going quiet. Either one gets its own send.
- WeatherThe first cold week, the first hot one. Some catalogues turn on it.
- Competitor movesA rival's sale, a rival's launch. Usually a reason to hold, sometimes a reason to go.
- Founder and team momentsA milestone, a story worth telling once. Never forced onto a calendar.
What we do in a month with nothing in it
The honest test of a retainer.
Some months carry nothing. Late in the year's first month, the deep summer, the last week before the new year. Discounting into a dead month only teaches your list to hold out for the next one.
So that is when the work with no deadline gets done. Pop-ups rebuilt and tested. Segments reworked against what last quarter actually did. A re-engagement run before the list goes into peak. The housekeeping that never has an urgent week of its own, done in the week that has nothing else in it.
What the retainer actually contains
Six things, every month, and the same people doing them.
The calendar
Planned a month ahead and agreed before the month starts. Every send has a date, a segment and a job.
- BFCM and Xmas buyers, both years
- Engaged in the last 240 days
- Pop-up sign-ups
- New subscribers
The segment, not the list
Who gets it is decided before what it says. Recent buyers, lapsed, never bought, bought the thing this replaces.
Copy and design, in house
Every send written and drawn for your brand. It reads on a phone, in dark mode, with the images off.
The build and the send
Built in your Klaviyo, checked against the suppression rules, scheduled, and watched while it goes out.
One change at a time
Tested on the thing we are actually trying to move, and decided on placed orders rather than opens.
The report, and the next three moves
What each send earned, what the tests settled, and what we are doing about it next month.
Flows answer your customer. Campaigns answer the calendar. Only one of them is ever finished.
Book a callThe generic blasts went, and a calendar took over
Rebel Aromas and Village Wax Melts, twelve months on the same lists.
Payday sends, VIP sales, seasonal events, segmented offers. Same list, same products, a plan instead of a blast. Every figure from the Rebel Aromas case study and the Village Wax Melts case study.
Three accounts where the calendar did it
FAQs
Do we still need this if our flows are already built?
That is the question this page answers. Flows respond to your customer: they fire when somebody does something, and they will keep doing that whether we turn up or not. Campaigns respond to the calendar. Nothing in a flow can tell your list the new range dropped, that the price changes on Monday, or that this is the last weekend before the posting cut-off.
What does campaign management include?
The calendar, the copy, the design, the build, the segments, the sending, the testing and the report. What it does not include is you writing a brief every week. You sign off direction once a month and we do the rest.
How many campaigns a month should we send?
There is no number that is right for everybody. It comes out of your list size, how engaged it is, how often you genuinely have something to say, and what your margin will carry. We start from what your account already did, move it in one direction, and watch placed orders rather than opens.
Will sending more emails burn out our list?
It burns out if you send the same thing to everybody. Village Wax Melts sent 88% more campaigns and the open rate went from 27.34% to 42.28%, with the bounce rate down to 0.07%. More sends, better numbers, because who got them changed.
How far ahead do you plan?
The shape of the year is agreed once and refreshed every quarter. Next month gets planned during this one, locked around the twelfth and built by the twenty-seventh. Peak is the exception: its skeleton is agreed two months out, because print and stock lead times decide that, not us.
Do you plan WhatsApp, SMS and direct mail on the same calendar?
Yes, and the slowest one sets the dates. Email can move in a day and a text in an hour. A mail piece cannot move at all once it is at the printer, so the print lead time sets the dates and everything else inherits them.
Can you work to a calendar we already have?
Yes, and we would rather start there than bin it. Send us what you have, we put it against your trading year and your last twelve months of sends, then tell you where the gaps are and where two things are fighting over one week.
What do we have to approve, and by when?
Dates, offers, discount depth, products, and anything that touches price or stock. One named person on your side, not a committee, by the lock date.
How long before this settles into a rhythm?
The first month is the worst one, and we would rather say that now than in month two. Month three is usually when it runs the way it is meant to.
The channels that take their dates from the same calendar
Want to see what next month would look like?
Bring your Klaviyo login to the first call. We will pull up what your campaigns did last quarter, tell you which weeks you left empty and which ones you doubled up on, then sketch the next month in front of you.
Book a call with our founder.
We're all about relationships built on trust, mutual respect and a shared vision for success. If that sounds like your vibe, let's make some waves together 🌊
